Published by the Independent Multidisciplinary Creative Studio, COURAGE is a Visual Odyssey Through an Array of Brave and Bold Ideas
The multidisciplinary creative studio LOS YORK continues its long track record of going where few agencies have gone before by publishing COURAGE, a lushly illustrated book that features 292 pages of recent brave and bold work created by the shop. Weighing in at almost 5 lbs, 14 inches long by 9.5 inches wide and almost 2 inches thick COURAGE features concept through execution, brand work, design, motion graphics, CGI and live action work for clients including Under Armour, Motorola, Logitech, Hennessey and the Minnesota Twins, among others. The shop’s experiments in AI are also on display in the new opus, which is essentially a major shout-out to what the agency has dubbed “Creative Courage.”
“In the midst of navigating a challenging project, where great work often meets its untimely demise daily, we stumbled upon a profound realization,” said LOS YORK Executive Creative Director Scott Hidinger, “Creativity thrives when you’re working shoulder-to-shoulder with someone who shares your hunger to do the bravest, boldest thing, regardless. We call it ‘Creative Courage.’”
“This is a book that takes readers on a visual journey through executed projects, the stages of development, and perhaps most importantly, ideas lost in the process,” said LOS YORK Managing Director Melina Osornio-Andrade.“For us, courage means unabashedly embracing and sharing your truth. It’s doing something that stirs a decent helping of fear, knowing that growth lies on the other side.”
According to LOS YORK Founder and Chief Catalyst Officer Seth Epstein, COURAGE was inspired by the seminal 1999 publication BAREBACK A TOMATO PROJECT, an equally massive and stunning collection of work created and compiled by the members of the world-renowned London based art collective and design shop Tomato, which worked in the 90’s on ground breaking projects for Chanel to Channel 4, Microsoft to Mute Records, Sony, Samsung, Nokia, Nike, Renault and Royal Mail, among others.
“Courage isn’t just a book about LOS YORK’s past; it’s a flag planted for our future,” said Epstein. “I hope it inspires others to push themselves and their teams a bit more than usual. It’s about building a case for being courageous, not just a ‘let’s go for it’ mentality. Build a case for your ideas, then get out of the way and watch them become an inspiration for others.”
“At Los York,” Hidinger continued, “We’ve identified that when we’re in the middle of creating something we’re excited about and feel like we’re headed somewhere new, off-brand, or braver than is being asked of us, we light up. We get excited. We push harder. Turns out, we’re all on a daily hunt for that dopamine.”
For more information about COURAGE and how to order a copy of this limited edition publication please email Melina Osornio-Andrade at contact info below or visit https://losyork.tv.
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More