Advice from Jake Johnson From New Girl On How He Writes
In New York, it seems like everyone has a side project; an idea for a novel begging to be written, a startup idea itching to be actualized. But how on earth do we self propel ourselves to work on our other passion while maintaining a successful full time job, a social life and even perhaps a relationship? Fast Company interviews one of my favorite characters on T.V., Jake Johnson from New Girl on how he writes while being part of the ensemble to a hit T.V. show. See interview below.
BY: JOEL KELLER
Jake Johnson, who plays grouchy Nick Miller on the Fox hit New Girl, talks to Co.Create about how he was able to sell a pilot while working the grueling hours on his day job. Hint: He treats "show business" like it’s just that: a business.
It isn’t often that you hear about someone treating the second word of the phrase "show business" as seriously as the first. Jake Johnson is one of those people, and his approach has allowed him to sell a pilot to Fox while playing Nick Miller on the same network’s comedy hit New Girl.
The pilot, called The B-Team, is the fourth pilot idea Johnson has sold, the second with his current writing partner, television director Max Winkler (whose dad just happens to be Henry Winkler). The "soft pitch" for this idea, according to Johnson, is about a group of people who have been lied to and cheated on and otherwise wronged in life whose A-Team-like mission is to get revenge for others who have been equally screwed. But, they don’t have any special powers or skills. "So they’re not a powerful group," he says, "they’re just regular people that are just sick and tired of other people getting fucked over. And so they form a team and it’s not the A-Team, it’s the B-Team."
Johnson would define himself more as a writer than an actor, having studied creative writing at the University of Iowa, then at NYU’s Tisch School of the Arts. But from almost day one he realized that, in order to maintain control over how his writing is produced, he’d have to do something else in addition, which is when he turned to acting. He talked to Co.Create about how he’s able to make the time to write and generate ideas while spending the grueling days shooting the show, and how he tries to not get too high or too low in a business where there are usually nothing but highs and lows.
DIVERSIFY SO YOU CAN PURSUE YOUR PASSION IN THE WAY THAT YOU WANT
My transition happened in New York. I had a play produced at the Ensemble Studio Theater and I was I think 21 years old and I was writing a lot of plays at the time, and the director kind of took the play away from me a little bit because I was young and he was experienced and I guess that’s how it works. And he directed it in a way where I wasn’t at any of the rehearsals, and I went to opening night and I hated it. And I was very embarrassed by it because it was just not the kind of show that I liked, and so I decided that the stuff that I would write, the only rule would be that I would be in it and direct it.
And so an old writing partner and I started writing plays and performing them throughout New York City. And then we traveled around the country with them and did a bunch of festivals and fringe festivals.
FIND WHAT MAKES EACH JOB INTERESTING TO YOU
What I get out of writing is more the intellectual side of it, and I get to see the whole story, and I get to think of the whole arc. And I get to control what happens with everything and it’s more of almost like a mental exercise of it all. And what I get out of acting is the exact opposite and it’s just purely living in the moment and it’s more emotion based and physical based and I’m not thinking of anything greater than what’s right in front of me.
LET YOUR CURRENT JOB INFLUENCE YOUR WRITING
Well, when I first read the script of New Girl it was called Chicks and Dicksand it was a real ensemble piece. And then when they got Zooey Deschanel I think it was such a coup and they were so excited that the show went from Chicks and Dicks to New Girl. And they moved the story around a little bit to really put emphasis on the fact that we’ve got this great breakout character named Jess Day played by Zooey Deschanel who’s one of our best actresses. And then I think as the show went on and the way that I saw it as a writer was, it felt as if they had that and then they started realizing we don’t have enough life, because you just can’t do a series based on one person.
So they started really highlighting Schmidt and saying, “Can another character break through?” and, credit to the writers and Max Greenfield, they did. And then I think they thought now we’ve got this going, let’s see if we can push everybody through and they’ve now really given everybody ample opportunity. You know every script Jess has great stuff, Schmidt has great stuff, Nick has great stuff, Winston (Lamorne Morris) has great stuff, Cece’s (Hannah Simone) got great stuff. And so now we’re at a point where they’re giving us the looks and now we just all have to hit our shots.
When I went back to writing I realized two things. One, I need to build the model that potentially has five interesting characters. So I will not create something unless it has a built-in ensemble, but you need a star to anchor that ensemble. And so somebody in there has to be the Jess Day or the Sam Malone from Cheers; somebody’s got to be your leader who breaks you into the television world and shows the audience who we’re following first.
IDEAS IDEAS IDEAS
So what [Max and I] will do is we’ll talk on the phone throughout the day and a lot of it is how you and I are doing this right now like when I’m driving to work. Or you know he’s directing The New Normal these days and so while he’s at work or if we have a break we’ll just get on the phone really fast and talk things out. And this idea happened because we started scheduling times where we’ll sit and say Saturday we’re having lunch from twelve until three o’clock, and we’ll spend the first two hours just pitching each other TV show ideas. And so throughout the day something will happen and you’ll think, "Oh that’d be funny; what if we did a show about you know a young reporter blah, blah."
So I’ll think of like ten to fifteen different ideas and he’ll do the same and then we get together and we just basically pitch each other. And we pitch until we both feel like that is one that works for him and works for me and we both like it. And then we both think about it on our own and then we just start emailing and texting and calling each other and both of us obsessing on the idea. So that I’ll be in my trailer, I’ll be at work, and I’ll finish shooting and I’ll come back and they’ll be three emails about the idea, and I’ll just respond to that. And then we save all those emails and then when we get together on the weekend we have all these documents about it. And so then we just keep forming it and keep forming it and then in terms of our writing process we write it individually.
So we’ll say, “All right, you take the first stab at the first act,” and then he’ll take two days and write it, and then I’ll have the pages and in between scenes or on weekends I’ll block off all of Saturday and spend 10 hours and do a rewrite on it and so we just kind of tag team it.
KEEP UP THE SAME PACE YOU HAD BEFORE YOU GOT THE STEADY GIG
When I moved out to Los Angeles I had eight hundred bucks to my name and I was working as a caterer and at a casino and just really scared of going to zero and having to leave town. And I was working constantly like so many actors and writers out here who aren’t working yet do. Every night I was on a different stage performing, during the day crashing commercial auditions to try to get in and writing whenever I wasn’t catering a wedding or working a day job. So I would work an eight-hour shift, get off, go perform, come home and write, and be sleeping five or six hours like everybody else out here who’s struggling.
When I started actually working and making a living as an actor my pace didn’t stop because that’s just how I do this business. And so now the fact that the things I am pitching are selling, well it doesn’t change the fact when I was just performing on improv stages five nights a week I had a bunch of TV ideas. You know I’ve written probably 15 screenplays and I’ve outlined 15 to 20 different TV shows, but nobody has heard of them. And so now the fact that I’m getting the opportunity, I’m not actually doing anything that different so it’s not as if I’m like very disciplined, I just don’t know how to do this business any other way.
[Now] I’m working on a television show instead of being a waiter. Otherwise, it’s the same process. In this business if you don’t obsess over stuff nothing gets done. So rather than working for an eight-hour shift and then going to do a live show that takes two hours, well I’m just at FOX dressed in a flannel and jeans playing Nick.
DON’T GET TOO HIGH OR TOO LOW ABOUT A PROJECT OR IDEA
I don’t think there’s time in this business to mourn losses. So if we find out that The B-Team is dead the next day we schedule a lunch and we sit together and we start re-pitching. And I think that the likelihood of things getting on TV are so rare, the likelihood of one going from idea to pitch to script to pilot to being on air to being successful is such the lottery that you’ve just got to keep trying.
That’s being in the business. That is auditioning for three hundred commercials and missing them all, and being on stages night after night and not getting things, and you keep going and then all of a sudden things start coming. There are just so many people trying in this game.
My approach to it is less emotional than a lot of people I know. I think a lot of people when they get rejected they take it very personally. And so if they have a TV show and they’re pitching it and they sell it, and then the network doesn’t shoot a pilot, or they shoot a pilot and they test it and it tests poorly and it dies, people allow that to crush them and then they have to build themselves back up and I don’t believe in that. I’ll put my heart and soul in a project but I understand that the likelihood of it still going is so rare that a bad review or a failed project doesn’t emotionally have that big an effect on me.
I think I’ve missed so many fucking times that to get hurt every time I miss it’s just not realistic. It’s too exhausting. Because I’m on a nice streak right now people will talk about the successes that I’m having, but even now if people saw the amount of rejection and the amount of fails I’ve had on a weekly basis professionally…if I was a batter I’m not hitting a thousand. This business is like baseball, if you hit three out of ten you’re a great hitter.
Trend Series: Caffeine Culture
This is the first of what I hope will be a regular series where I explore trends that I've captured mostly through my iPhone.
As you may know from following my Instagram feed and reading my blog, I have a love / hate relationship with caffeine. Mostly love, of course. Starbucks was one of the first companies to develop a brand around coffee, modeling their in store experience after sophisticated European cafés. But with the saturation of Starbucks, the last few years have seen a distinct 180 shift from the Starbucks aesthetic. Perhaps due to the sea of chain restaurants, plastic, disposable and mass produced everything, we're desperately seeking more permanence. Growing coffee companies like Stumptown and Kaffe 1668 use the dim lighting of incandescent bare light bulbs, candles and mason jars to hark back to a time where the General Store dominated, long before mass production and globalization. But with the added conveniences of wifi and elegance of a Dwell-worthy spread. Patrons are reminded of the craftsmanship, personal touch and ritual that goes into caffeine consumption through porcelain cups and latté art. Baristas have become artists, identifying themselves by wearing the uniform of newsboy caps, vests and the occasional bright red lipstick to remind customers that they are part of the creative class.
In New York, the four dollar cup of coffee has held its ground despite our stagnant economy. Perhaps we use this perfectly poured cup of coffee to escape the realities of our fast moving world, filled with constant email pings and chatter of always being busy? Ironically this escapism is often ruined by the compulsion to document and share our coffee experiences through social media channels like Instagram, Facebook and Twitter.
In the last few years, it seems that Brooklynites are nearly obsessed with this pre World War II lifestyle. Can you spot some examples?
There's No Straight Answer
I'm currently reading Baratunde Thurston's How To Be Black. "But wait," you ask, "why would this very white girl from New Jersey care about issues of black identity?" A few months ago, while meeting with one of the most thoughtful in house agency recruiters, I was asked to explain what interested me about account planning. I told her that I have always been interested in how people's backgrounds and culture shape who they are."That's interesting," she responded. "So Molly, how would you describe yourself on those terms? How has your culture shaped who you are?"
I thought about this for a moment and then realized that despite outward appearances, I'm the product of two very different cultures. When asked what my religion is, I proudly proclaim that I'm a Jewthuran; Jewish and Lutheran. If the person asking is Jewish, it is almost guaranteed that their next question will be, "Who's Jewish, your mother or your father." To which I respond, "My mother, but her parents were practically Atheist while my dad's religion played a more prominent role in my upbringing." Occasionally they'll say in a satisfied, matter of fact tone, "You're Jewish." At which point I'll role my eyes and change the subject because I find the idea that someone else can declare you a particular religion somewhat absurd. I think back to my confirmation classes, bi-annual church visits and fantastically cooked Jewish holiday meals and realize that I still haven't determined which religion I ultimately will choose.
Just as Baratunde grapples with pre-conceived notions of what it means to be black, many of us have aspects of our own identities that fall outside of what is expected. And sometimes the realities of who we are contradicts the perception of who people think we are.
Recently, I decided to wear my hair curly. I usually make some attempt to straighten it because it's more predictable. The choice to let my hair go curly often feels like I'm embracing my Jewish heritage. Which in itself is an interesting discussion. Is Judaism the only religion that is both a religion and ethnicity? As I waited for the train with my abundant curls framing my face, an elderly man came up to me, asking me a question that I couldn't understand because it was presumably in Hebrew. I explained to him that I didn't speak Hebrew because I wasn't Jewish. He looked at me like he knew I was lying, because I was, or at least not telling him the whole truth. Because I am Jewish, at least partially by ethnicity. I'm also Norwegian, French, English ... but like a second generation American immigrant, my apparence allows me to navigate between two world while never feeling a full part of either.
So as planners, when we look at who our consumers are, we must look at them in the context of their culture. Did they grow up in an urban environment, exposed to a myriad of cultures and influences? Are they second generation Chinese whose only indicator of their ethnicity lies with their appearance? Self-made or family money? Private school or public? Artist or doctor? Gay or straight? What information do we need to tell the whole story of who these people are? Because until we get the whole story, we run the risk of speaking to them in a language that they don't understand.
With these questions in mind, what cultural influences have shaped who you are?
Digital Strategy Toolbox
Just stumbled upon this very helpful Slideshare Deck, Digital Strategy Toolbox created by Julian Cole of BBH and Amber Horsburgh of MTV. They go through the process of digital strategy; i.e. consumer and category research, discourse analysis and environment using Holiday Inn as an example. Because planning processes tend to vary so much between agencies, it's great to get a sense of their process and tools. Amber is also teaching a Skillshare Class which you can check out here.[slideshare id=15164027?rel=0&w=427&h=356&fb=0&mw=0&mh=0&style=border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px;&sc=no]
Miami Ad School Account Planning Tips: Part Two
Since graduating Miami Ad School's Account Planning Boot Camp back in December 2010, I've gotten a considerable number of emails from people about to attend the program, asking for advice. So, I thought I'd create a Part Two to answer their questions.Check out my original post from February 2011 that outlines some basic advice on what to do before and during the program. Then peruse some of my posts under Advice. Apologies for the missing pictures but they got lost when I switched blog names. I give advice for doing job searches and general networking, but I encourage you to read [amazon_link id="0385512058" target="_blank" container="" container_class="" ]Never Eat Alone[/amazon_link] by Keith Ferrazzi. You should also check out the videos under the same category done by PSFK and RedScout.
If you don't come from an advertising background, immerse yourself in all things advertising. Sign up for newsletters from Ad Age, Ad Week, Creativity and even PSFK. I find the free information particularly helpful and anything else - I usually don't have time to read. You can also check out Junior Strategy for more information specifically about planning.
Clean up your online presence and make sure it's professional. How would you brand yourself? You had to brand yourself for the application and now think about your Twitter, LinkedIn and Instagram profiles. I found these social networking tools were a great way to meet future employers. Figure out what your "secret sauce" is. Are you a fantastic writer? Do you come from a film background and can emphasize your storytelling abilities? Are you a digital and social media wiz? Employers are looking to easily say, "oh, so and so is great with quant" rather than finding the jack of all trades.
It's been two years since I attended the course and I can't be sure what the current curriculum is, but be sure to remember that the world of strategy extends beyond being an account planner who briefs creatives to make print, web and television commercials. You could be a brand strategist, a social media strategist, content strategist, community manager, innovation strategist.. the list goes on. Make sure these possibilities are addressed in your program.
While the Boot Camp gives you an extra edge, it's no guarantee to getting a job right away. Generally you're surrounded by teachers from top agencies and taught the idealized version of planning where difficult clients, budgets and regulations don't apply. But when you graduate, you have to start somewhere and you're better off taking an internship, junior planning position, or planning position at a less desirable agency than waiting for the perfect job to open up. International students will have a harder time finding a job in the U.S. because they'll have to convince employers to sponsor them, but I suspect employers like having an international perspective from their planners so at least that works in their favor. Employers seem to want people who are young, fresh out of school and willing to intern or work for less money especially if it's a big or hot agency. Those who've switched careers and are in their late 20s/early 30s have to carve a more unique path to finding a full time job; one that might involve more contract work or taking a decent salary cut.
Finally, be incredibly proactive in your job search. Have an idea of what agencies you want to work for beforehand. Start going on informational interviews with recruiters and agencies. Keep them posted on your graduation date and make sure to follow up. The advertising world is rapidly changing as budgets move more towards digital and clients expect measurable results. Consider working on the client side, working for a startup, or in other strategic capacities that utilize skills learned at ad school. You're about to pursue a coveted job in a very competitive industry but the possibilities are endless so get cracking.
Shall We Meet Over Coffee? And other social rituals centered around chemical addictions
I've recently discovered the joys of color-correcting my DSLR photos to give them more of an Instagram aesthetic and playing with type to flex my design muscle. So I'm now going to attempt to write posts based on my imagery.True story: During the month of September, I completed the Clean Program, a 21+ day cleanse that involved giving up alcohol, caffeine, dairy, wheat, refined sugars and a plethora of other foods like bananas, tomatoes, potatoes, eggs and peanuts, to name a few. I felt that the beginning of the Fall was the perfect time because it's always symbolized new beginnings to me. The purpose of the cleanse is to feel more energized and learn which foods one is intolerant to. A food intolerance is not like an allergy but like building a tolerance to alcohol. When you drink regularly, alcohol may effect you very little but there are subtle, unnoticeable side effects like fatigue or if you drink too much, liver damage. But if you were to stop drinking then go back on, your body would lose its tolerance and you'd get noticeably drunk or even sick. The world of intolerances versus allergies can get quite confusing and I don't think many traditional doctors even know how to diagnose these problems because often blood tests are of no help.
The first three days were brutal. I didn't realize that my two to three cups of caffeine (mostly coffee) were such an addiction. Coffee stays in your body for over five hours and it can take a few days for the caffeine to completely leave your system. And it left with a bang. For days I felt completely listless, unable to concentrate or even stay awake despite having multiple important interviews on my plate that week. On the third day, I woke up with my entire body aching, like I had just gone on a long, intense run on hard pavement - another unforgiving withdrawal system. Finally, on the fourth day, I felt energized and was able to even choose green juice over tea or coffee before my interview.
For the rest of the cleanse, I felt like my energy was steadier than it's ever been before. I lost about five pounds and ended up weighing less than I've ever weighed since early high school. I rarely felt hungry and I mostly just felt happy. But the hardest part was navigating social situations. Since I'm not dating anyone, that part was easy. But how would things have differed if I chose to date? I couldn't have a first date over a drink or even coffee. Would I get to know the person even better over a walk in Central Park? Day trip to a museum? Was catching up with my girlfriends over lunch just as satisfying as it is over dinner and a few glasses of wine? Even harder than navigating social situations were the rituals associated with my addictions. Could I permanently give up my regular visits to coffee shops where I had not only made friends but often found to be a great place to work? Would I feel like a member of the "coffee tribe" ordering herbal tea? Could I give up the feeling of sophistication and cultural indulgence that comes with ordering a nice glass of red wine? But more importantly, why are so many of our social interactions done over chemical addictions? Is it because the excuse of catching up makes our addictions socially acceptable - like ordering dessert only after your friends do?
It's been at least three weeks since I've gone back to my regular eating habits. I drink less coffee and don't feel I need it to wake up. But until my friends prefer catching up over a run in the park versus an indulgent meal at Ditch Plains, or networking events start serving green juice instead of wine and healthy restaurants start providing wifi, it looks like I'll have to learn how to indulge in moderation. Because what good is being healthy and feeling energetic if you have no one to share that energy with? Perhaps I'll just stop ordering dessert.
Climate Change is Coming So Get Prepared
I thought I'd share a relatively short TED video about what countries and cities are doing to prepare for climate change. This video is fitting as we all gloomily look out the window (at least on the East Coast) wondering when our favorite season, Fall, will actually begin. Some of us may even be contemplating what happens to environmental policies if Romney wins the election. Hopefully they'll address those issues in upcoming debates.http://video.ted.com/assets/player/swf/EmbedPlayer.swf
Moving Towards A Sustainable Future: Interview With Shoko Sekiguchi
In your current job, you help multi-national corporations develop their IT strategy. How did this job lead to supporting sustainability practices?
The multi-national corporations are looking into cost reduction by being efficient. Going green should really bring an efficiency to the corporations when it is planned well. So, many corporations asked me how to be green and efficient in their IT solutions and that is how I started looking at sustainability very seriously.
Sustainability on a corporate level can cover everything from LEED certified buildings, to energy efficient server management and increased recycling. What sustainability efforts can have the most positive impact on the environment?
That is a great question. I believe that starting with the sustainability projects that can be easily translated into cost reduction would most likely have the biggest impact on a CEO's decision to get further involved in the sustainability effort. As a result, it will lead to the most positive impact on the environment.
What companies have served as examples to the sustainability movement?
There are several such as Google and Whole Foods. I am particularly impressed by the effort of Patagonia, an out-door clothing brand. I wrote about them in a post on Ampleen, "What's the Responsible Company?"
Although caring for the environment has gone mainstream, I'm sure it can still be difficult to convince companies to be sustainable especially if there are extra costs involved. How do you do this?
As mentioned earlier, companies, especially public companies, are looking into being efficient and need justification for every spending. But, like the new Bank of America Tower, if the green initiatives can prove great savings over time, the key stake holders are more likely to be receptive about the projects.
What keeps you motivated to become more involved in the sustainability movement?
When I see some positive changes, rather than negatives facts, I feel compelled to get more involved in the movement. For instance, I started seeing more people coming to the Union Sq. green market in last a few years and being interested in what it's all about. I am excited to see the change and like to see more of that.
As we approach the upcoming election, the general sentiment is that Republicans are less likely to support policies that protect the environment. Should we be worried about current sustainability efforts if Romney is elected or is that a misperception.
Yes, I am concern about a shift in the environmental policies. I, however, hope that Romney will see the sustainable issue beyond the political agenda and take it as a universal issue that we face today. For instance, he can't be so blind as to ignore the obvious climate changes happening all over the U.S. We just have to continue our effort to raise the awareness of general public on the real risk of ignoring the issue.
How sustainable are American companies compared to those abroad?
Not speaking strictly to companies, but general American attitude towards sustainability seems to be behind among other developed countries. For example, you have to buy the government approved garbage bag that costs over $20 per bag in Korea - and that helps enforce people to reduce their daily waste.
Despite having a well connected public transportation system, many American cities surpass New York in their sustainability. What change in New York would make the biggest impact?
I wrote a couple posts on NYC's transportation and I believe the implementation of a good rental bike program will impact NYC such as we see in Paris. I am concerned that New Yorkers' individualist mind-set is dangerous since I see many bikers in the city pay very little attention to traffic rules and pedestrians. NYC needs to redesign the traffic path and enforce the rules while we develop the mindset of what it means to be a good community member.
You've created a site and community called Ampleen. What does it mean?
It is a made-up word with ample and green - I envision that my beloved city will be filled with green.
What is your ultimate goal for the site?
I set up this site since I realized that each individual organization is doing wonderful things but, they are dispersed and have a limited exposure to the general public. So, I want Ampleen to be a depository for green information about various organizations and their effort for people who are interested in getting involved with them.
And finally, there are so many groups and resources for those interested in environmental causes in New York City. What is one way that people who are interested in sustainability can get involved and make an impact?
Well, (smile) come to my launch party on Thursday, 10/11, and get connected to the green communities in NYC by emailing info@ampleen.com for more information. Check out Ampleen and find out what's new and exciting.
Some final thoughts about the interview - I found this interview to be particularly interesting because it touched on America's culture of individualism being a hinderance in the environmental movement. While the Korean government can use harsh behavioral economics to convince people to produce less waste, the same tactics in America would be seen as encroaching on individual rights. In Asian countries, people grow up valuing order, propriety and fitting in. In Europe, there may be more emphasis on the individual, but Europeans are constantly reminded of how finite their space is. They value family meals and regular vacations over obtaining more stuff. So how do we change a culture where we are taught to nurture ourselves first. Where one can fly across the country over what seems to be 3,000 miles of uninhabited land. And where our economy is structured around buying more stuff? One can only hope that the slew of heat waves, draughts and extreme weather effecting all Americans will be enough to get each individual on board with realizing they are part of a greater whole.
Celebrities = Photography Clusterf$ck
I spent a limited amount of time outside the "tents" but I have a feeling most of the major celebrities either went through a secret entrance or the bigger named shows were moved to locations outside of Lincoln Center. Given the stampede of photographers and fans surrounding Kimora Lee Simmons and Joan Rivers, I can only imagine what kind of attention bigger named celebrities would have drawn. And I don't think there would have been enough bodyguards to protect them. So Kimora Lee Simmons is freaking tall. The funny thing is that in real life, if you're a woman who's 6ft tall, that's kind of awkward which is a good reminder that most models are almost weird looking in real life. I mean it's hard enough to date in NYC as it is but can you imagine having to then narrow down your choices to men above 6ft tall? Kelly Osbourne looked stunning even with purple hair. She has literally managed to transform herself by losing weight and I hope it's a happy, sustainable weight for her. They both managed to grow into their brands in such a classy way that for a moment, I literally forgot that they both rose to fame as reality T.V. stars.
Mercedes-Benz Spring 2013 Collection at Lincoln Center
I realized my last post title was deceptive since the photos where from a few years ago. This week, I managed to shoot outside the shows twice and the adventures continued. Lincoln Center seems to be a much better location than Bryant Park because the long pathway from the street to the entrance allows for plenty of photography opportunities. I almost feel bad for the celebrities, models and fashionistas who have to navigate the walk in six inch heels with dozens of photographers snapping away.But the location change is nothing compared to a major cultural shift in the last three years or so. First, let's rewind back to my last post where I described the scene three years ago outside the shows. At the time, there were only a handful of street fashion bloggers, Hanneli, Jak and Jil, The Sartorialist, and a few others who mainly shot with more professional-grade DSLRs like the Canon 5D. While they certainly dressed well, especially Hanneli, the photographers mainly focused on shooting those coming out of the shows, especially celebrities or models.
Now lets fast forward nearly four years later. The iPhone and Canon Rebel have been out for a few years and it's nearly become the norm for people to carry around a $500 piece of machinery on their necks or in their pockets. With Tumblr, Instagram and Twitter, everyone has a fairly robust social media presence, perhaps even a popular blog. And with Pinterest, Gilt, and Etsy, it seems that everyone has access to trendsetting designer pieces that they put together in head-turning ways.
That brings me to this week where I saw first hand how the photography industry and fashion world has been flipped on its head. While the fashion show attendees were often demurely dressed professionals, some seeming to purposely avoid attention, the photographers wore brightly colored, edgy, ensembles that screamed for attention. If you were thin, tall, well dressed and beautiful, you were bound to have a cluster of photographers surrounding you. If you were average looking but wore a quirky, well-styled, funky outfit, you could command the attention of the eager photographers. And like the NY Times pointed out today, everyone readily answered who they were wearing. While a celebrity like Kelly Osbourne or Kimora Lee Simmons occasionally caused a mass stampede, the real stars of the Lincoln Center runway were the bloggers, fashion students and anyone else who wanted their 15 seconds of fashion fame.
In fact, this image sums up the experience entirely. The word "meta" comes to mind as I captured my friend, a photographer, who eagerly captured the scene with her adorable four month old son happily attached to her front. People were so enthralled by her son, and her passion for photography that they photographed her while she was photographing others. And others were so delighted that she was now getting her 15 seconds of fame, that they photographed the photographers who were photographing her. And the cycle continues.
Gaining Exposure Through Fashion Week
After a slightly exhaustive internet search, I finally discovered this is Abigail Spencer after having only remembered she was in Mad Men and had dated Don. My amazing memory and facial recognition skills strike again! I've often considered becoming a paparazzi but then question the moral implications. Then again, there are plenty of well known actors who have managed to stay out of the stoplight, making me think that those who are photographed put themselves in situations where that will happen.
A Brief History of Street Fashion Blogs
Aside from the crisp fall weather and chance to start afresh, one of my favorite things about September is the NY fashion shows. Every year, I try to photograph the fashionably dress characters who come in and out of the shows. This tradition has consistently come with its share of adventures.A few years ago, I endured the fridget February cold for the Fall shows, standing outside the DKNY show, secretly located in the West Village, and managed to capture this celebrity filled scene. Nearly three years later, these are still some of my favorite shots taken with my humble Canon 40D using the kit lens.
Later that evening, I stood outside the Marc Jacobs show, making friends with some of the other photographers who I had met earlier during the day. One of those photographers, Henneli, went on to become an international photographer / celebrity. I'm happy to say that I've recently found a few magazine articles and features on both her style and work. She's a model turned photographer and became known for her impecable style, not letting even the highest heels get in the way of her photography abilities. We bonded over our Norwegian heritage (she's actually Norwegian while I only inherited my last name and love of gravlaks). And she invited me to an exclusive party thrown by Justin Timberlake. It was definitely one of those "only in New York" type moments that reminded me why I love the city so much. If you keep an open mind, a smile and a sense of adventure, you never know where the day or night can take you.
Stay tuned for photos of my most recent mini adventure.
Stepping Away From The Internet
One of my favorite things to do is wander around the city, photograph people or draw them. Yes, I know, all slightly stalker-ish activities. But I've always found endless fascination with people-watching. Yesterday, I did just that and thought I'd give you a visual recap of my day.
I spent a significant amount of time at Ground Support in Soho. My initial intention was to read and catch up on news but with my iPad, new Bamboo stylus, and Paper 53 app, I couldn't resist one of my all time favorite past times - sketching people. I later overheard the French girl I drew talk about how high rents, mentioning she took a Skillshare class about how to live rent free. Which I mentally noted was the same class I took. Small world.
My sketching was briefly interrupted by a celebrity sighting. I think that years or should I say, 10,000 hours of memorizing figures and faces in order to draw them, has given me excellent facial recognition. Can you spot him in the above, right picture?
One of the benefits of everyone being glued to their devices is that they sit relatively still for a few minutes, giving me enough time to draw them. Thank you internet. While I was admittedly tempted to sit across from MG and practice my sketching using him as a subject, I smartly chose to sit outside instead.
I witnessed a lost pigeon flying into a café that had trouble getting out. So like MacGyver, I instructed the panicked staff to create a trail of crumbs out the door. Success!
Finding ROI in Digital
As anyone who works in advertising right now knows, the traditional agency model is going through a huge shift. Where clients once looked towards digital agencies for their specific expertise, we now realizing the importance of having strong integrated agencies; able to navigate everything from TV to a brand's social media presence. Agencies are looking at how they can incorporate these channels in the initial conversation with an overarching idea being at the centerpiece. Ironically, we are likely to go back to the model of the past where one agency handles most of the client's business. But for now, we are contending with more traditional agencies laying people off, social media agencies growing and digital agencies becoming more like large traditional agencies in their hay day, minus the huge production budgets.Recently, there has been a huge debate as to how engaged Facebook users are with brands. Social media agencies, who can thank Facebook for their very existence, are now asking, "how can we get clients to think about social media beyond Facebook?" Many of these social media agencies are hiring more digital strategists and people from traditional backgrounds, realizing they need to diversify their offerings. Everyone is trying to figure out how to navigate the day to day implementation of social media. Do agencies completely cut down long standing barriers and work hand in hand with clients' PR agencies? Do they guide brands initially and then recommend hiring an house community manager? And where does mobile fit into all of this? Do mobile app developers drive the strategy or are they just digital production houses?
And more importantly, agencies are increasingly being asked to prove their ROI on digital. Today, I saw an interesting online campaign done by Wranger Europe. The video featured an Instagram-like film of a couple in a romantic setting. I didn't even quite understand what the website was asking me to do - click an arrow to continue the film? There was a drag feature that froze the film and as far as I'm concerned, its only purpose was to look really cool. And you know what, it did. At that moment while playing on the site, I thought to myself, "Hmmm, Wrangler jeans." In fact, I don't know if I've ever thought about Wrangler jeans. But because Wrangler used digital in an innovative, pioneering way and referenced Instagram, I thought Wrangler was cool and will look for them the next time I go shopping.
So I ask - when was the last time a client measured the efficacy of a television campaign beyond eye balls and brand sentiment? When was the last time an agency measured a radio campaign beyond listeners? So as we increasingly expect digital to create a stronger connection with consumers, and have even higher expectations for measurability and ROI, I ask, why should digital be any different? By developing innovative, digital campaigns, clients are relaying to consumers that they are innovative and forward thinking, thus becoming more appealing in a consumer's eye. In fact, it's no coincidence that leaders in their category including Nike, American Express, Coca-Cola and even Virgin America are all known digital innovators. Sounds like some pretty strong ROI to me.
Banana Republic meets Virgin America
It's always good to take note of how other industries work through the creative and strategic process. This video is a perfect example. Virgin America teamed up with Banana Republic to refresh Virgin America's 4+ year old uniforms. In the video, we see the strategic thinking behind the process. The design team is given the task to create within a very specific set of parameters - uniforms that are stylish, comfortable, instantly recognizable as the Virgin America brand and are modern but classic enough to remain relevant years from now. They also need to factor in how the wearer will experience the outfit going through security or how the outfit will look on various body types. And through all this, need to make sure the outfits retain some of Banana Republic's character. Naturally, there were post-its involved.[youtube https://www.youtube.com/watch?v=vdI-XBgJLqE&w=560&h=315]
Seeking an Answer to the End of Fact Checking
Truth be told, I've never been a fan of Fourth of July fireworks. The idea of standing around in oppressive heat, dealing with massive crowds, and getting eaten alive by mosquitos to watch a bunch of sparkly things go boom in the night has never appealed to me. So to honor my American heritage in my own special way, I decided to see a movie. Instead of seeing Spiderman, what would have surely been guaranteed, mindless entertainment, we decided to take a chance with Seeking a Friend for the End of the World. The movie was a total bomb, and even worse, a complete waste of a perfectly good idea.So let's put aside the script, the believability of their characters, and whether or not the scenarios represent how people would actually behave and let's look at the facts. The fact is that this 10 million dollar movie did not look at the facts. In fact, they did not fact check at all, completely interfering with the believability of the film.
In Seeking a Friend for the End of the World, the main characters, Dodge and Penny, live in an apartment complex that we later learn is in the East Village, on 1st Avenue and 9th Street. Are we to believe that a insurance salesman lives in the East Village, one of the most liveliest, artsiest, young neighborhoods in Manhattan? In a tree lined, carpeted, airy and large apartment complex? He works at a large, suburban office complex that he drives to everyday, quite the commute to any suburb from the East Village. After leaving Manhattan, the two start a road trip bound for New Jersey. They are seen driving through dry arid, California-looking fields, presumably right outside of Manhattan. The only dry, California looking fields I know of are in ... California. The only fields within an hour of Manhattan are football fields. And if you've spent two hours driving through New Jersey in any one direction, you've probably already driven through the state. The lack of fact checking takes a turn for the worst when they arrive in Camden, New Jersey - in the film, a picturesque suburban enclave. Pop quiz: What city was listed as the second most dangerous city of America in 2011? Congrats, that would be Camden, NJ!
After leaving New Jersey, they end up in Delaware for a brief, romantic and spiritual moment away from the chaos on a rocky beach, beaches that could be found in California, not remotely resembling the sandy beaches of Delaware. The movie ends in the same way that it began, stupidly. Dodge puts Penny in a small propeller plane with his father as pilot, bound for her family in England. But like the art of fact checking, the only thing that plane will do if facts had its way - is crash and burn. I'm hoping just hoping that the art of movie fact checking fairs better.