Exceptional creative
Hello Moto
If you have seen me speak at a conference or have read this blog for any length of time you know that I am motivated by my fellow designers but I am truly inspired by chefs and avant garde cuisine. I have sought out conversations with modern day culinary visionaries like Ferran Adria and Heston Blumenthal to discuss their food but mostly find out about their creative process. So this year when I had the chance to speak at FUSE I was excited for the opportunity to talk to an audience of that caliber but also because I would finally have me the time to fulfill a dream and visit two of the counties most progressive restaurants on two consecutive nights – Alinea and Moto. Of the two restaurants I had a lot more knowledge of Alinea after having a conversation with the chef Grant Achatz at an AdAge event last year and I have cooked a number of recipes from his cookbook. I wasn’t sure what to expect from Moto because I had only seen one episode of their new show Future Food and had read a few articles about chefs Homaro Cantu and Ben Roche. All of that aside I went into it knowing no matter what happened it was going to be a lot of fun and a great experience.
So last Friday after I was done speaking at FUSE we ran back to the hotel to change and then headed over to Moto. The restaurant is located in a slightly industrial area north west of downtown with an unassuming facade and simple sign. We had originally planned on getting their smaller 10 course tasting menu but once the waiter presented us with the menu that was served with artichokes and s sauce because it is actually edible, my wife and I looked at each other and then simultaneously informed the waiter we had changed our minds and would be having the full tasting menu. We started with a candle bring brought to the table to help with the dim lighting and we were off and running. A few courses in a bowl of re-imagined loaded french fries was brought to the table and the waiter extinguished the aforementioned candle and poured over the potatoes. Like an great and memorable experience it is about surprise and delight. In this case I was surprised that they poured the candle on our food and delighted that it was actually a beef fat candle. From there the meal went on to dishes like a cuban cigar served in a real ash tray that was actually pulled pork wrapped in collard greens with an edible cigar band and powered sesame seeds for the ash. A cherry bomb dessert that is brought to the table and lit on fire only to find out that it was a chocolate shell filled a graham cracker liquid and a marshmallow fuse to make a re-imagined smore. And the 20+ courses just kept coming finally ending after around 3 1/2 hours. At the end of the meal I could only think of one meal I had in my life that tasted better and I couldn’t remember any meal where the creativity and fun made smile and laugh more than this one.
After any great dinner I always ask the waiter if it would be possible to get a tour of the kitchen because my creative and curious nature kicks back in and I want to see how it is set up and how the team works. In this case they were happy to oblige me and we were taken down a stairway at the front of the restaurant to the small private dining room and lab where the team concepts their amazing dishes. We then went through two sets of doors and into the kitchen. Executive Sous Chef Darrell Nemeth immediately jumped out from behind the line to high-fived both of us with a huge smile on his face. It was by far the most unique and exuberant reception I have ever had in any kitchen . Then sous chef Richard Farina introduced us to the whole team, talked about how the kitchen is run and after mentioning how much I loved their version of a Funion from their french onion soup course I found myself with a of them to take home. Then it was up the stairs for a demonstration of their liquid Nitrogen tank and a speech from my wife about how I don’t need one for my kitchen at home.
The reason why this meal was so transcendent for me wasn’t simply because of the food. It was because after having that meal and seeing that kitchen in action I could clearly see that when it comes to creativity and creating a culture where original ideas can flourish these guys have it down cold. I could see that because I watched a kitchen that brought to life every one of the concepts I had talked about earlier that same day for running a world class design studio. They have hired incredibly passionate artists and had the confidence and culture that gave them all, from the chef who and been there 2 days to one of the founders, an equal say in the creative process. That trust inspires confidence and has created created that critical culture of failure where everyone knows it’s a safe environment where taking risks, questioning conventions and having ideas completely fail is a critical part of the creative process you have to go through to create big new ideas. If you pay attention you can see that culture and those concepts expressed through something as simple as the celebratory exuberance of the high five from Darrell Nemeth who knew we loved the food to the conversations we had with the other chefs who wanted to know what we loved and what we hated. They have embraced the fact that some ideas are home runs, some are on the road to greatness and some need to be completely re-worked and they are fine with all of it. So if you are challenged with running any type of creative and/or idea driven group get to Moto as fast as you can to have this experience, to talk to this these chefs and see how a team with that type of focus should be run. I am already booked to speak at another conference in Chicago in the end of September and I’ll give you two guesses where I will be that night with a big smile on my face.
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Burger King gives Digg.com results tiny hands
Burger King and Crispin Porter have launched a great new digital element to support their “Small hands” TV commercials where they are branding the error message on Digg.com. If you type in anything that yields no search results you will see:
Looks like your search had a typo. Maybe you’ve got tiny hands?
The $1 BURGER KING® Double Cheeseburger is so big and beefy it’s not for the tiny handed.
Click here to see why it might be too much for you to handle. Mr. Tiny Hands.
Like Whopper Sacrifice I think this new work shows a lot of really smart insight into the digital world by putting messaging in places where people do not expect it, where people will actually pay attention and where it will create a meaningful brand impression.
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JimCarrey.com – more Eternal Sunshine than Living Color
The rubber faced comedian Jim Carrey has just launched JimCarrey.com, a new personal web site documenting his career and based on his slapstick comedy stylings it’s an experience that is nothing like what I expected. The visual design is at times like something out of a Salvador Dali painting with elements of a Tim Burton movie sprinkled in. It is extremely visual with minimal navigation and a lot hidden content and interactions sprinkled throughout the extensive video and animation. One example of this is the Ace Ventura headed bird that is his Twitter link found on every page that spouts his latest Tweets one word at a time. I have to honestly say that this is the first celebrity site I have ever wanted to spend any time with and I applaud him for actually creating something that gives some credit to his fans for being able to enjoy something more challenging that the usual headshot laden celebrity dribble.
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FedEx delivers great visual only ad
Saw this FedEx ad today and loved it because I am a sucker for a visual and concept that is so strong it doesn’t even need a single word of copy. It plays up to the consumer to have a brain that can figure out the two icons and what they mean. Also as a designer who has to create global advertising all the time I also love that this ad can work anywhere in the world with no translation needed. Click on the ad to get the full sized version which obviously works better than the thumbnail.
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AXE uses fresh techniques to create Day & Night ads
No one has been able to continue to re-invent the concept of ‘sex sells’ better than Axe deodorant that past few years. Their latest campaign called Day & Night is the first one I can remember that uses technology in a new and really smart way. The first execution is a print ad where you have to text ‘AXE’ to specific number but you have to do it after 9pm. In return for the text AXE sends you the missing part of the ad. Hold your phone over the ad and you have the whole picture.
The second execution is an outdoor poster where the bottom half of the image is obscured during the day by a polarized film. At night poster is back light so the bottom portion of the image can be seen through the polarized film.
Even more important than the smart use of technology is that fact that the ads create an impression that will make you not only remember them but either take action to see the rest of the print ad or seek out the outdoor ads. It also makes you take that action at night which I am sure is based on behavior of their core audience demographics. 9pm is a media grazing phase and will be able to focus on the experience not distracted by work and before young guys would be heading out to clubs and bars. I hope they keep up this new direction of moving beyond the bikini clad TV spot to do more work like this.
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Beyond Word – A death clock resume
I interview and talk with a lot of young designers who always smile as they hand me a business card they have spent 80 hours designing, printed with a 6 color process, a spot varnish and a die cut on hand made paper which they have then stapled to a an off center Xerox of their resume that they created in Word entirely typeset in 12 point Courier. Your resume is the first design impression you make on a new client or employer so why are we all content to “design” it in a word processor? Word, and really all Microsoft Office programs, are where design and typography go TO DIE!
I want to create a site called The Visual Resume project that would a platform for me to launch my personal crusade to change the thinking of designers that they have to represent themselves and their talents with something as vanilla and unimaginative as a Word document. We have to use our talents to create something more visual, more imaginative and more engaging to represent ourselves. I took a first pass at doing it to my own resume two years ago with moderate success and I have a new version in the works that will be finished soon.
My favorite example of a designer who has done something really unique with his resume is Dustin Curtis who created a death clock that tracks his progress through his life in real time to his predicted death on March 23, 2068. I love it because it is completely original, it is a living document and would if it was mine it would remind me everyday that I need to get off my ass and do something with my life.
I challenge you to stand out from the crowd and put your talents to use to create a resume that truly represents you and your talents. Post in the comments any examples you like or an example your have already created for yourself.
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Hasbro and Google make the world your Monopoly board
Hasbro soft launched a new site today called Monopoly City Streets that promotes their new board game of the same name. The site takes the game from the flat board game in to any street in the world – literally. Built on Google Maps the site gives the player $3 million in virtual cash to buy pretty much any street in the world and then build 3D buildings on their purchases. I bought Gates Avenue in Brooklyn and can get more money by logging into the site every day which earns me rent on the properties I built there. That money will then let me build bigger buildings and get more rent. The game then gets more complicated as you can get Chance cards that let you sabotage opponents by building prisons or sewage plants on their’ streets or knocking down their properties altogether. The ultimate goal for players is to reach the billionaire level and qualify for the Monopoly World Championships. The site soft launched today and is running really slowly hopefully only because they are trying to load balance their servers. The official launch will in October and it will run for four months.
I like the concept and the mash-up of the game and Google Maps to create something new. I just hope that the back-end issues get fixed by launch.
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Blitz Digital new site
I have been a fan of Blitz Digital for a while and still think the work they did on the Corpse Bride site is the best movie site ever done. They launched a new portfolio site yesterday that is a clean and well designed presentation of their work and worth checking out.
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Great outdoor campaign for Lost Children
I don’t see really great outdoor campaigns that often but this one got my attention. It is running right now in Melbourne for the Australian Childhood Foundation for their ongoing campaign Stop Child Abuse Now. They used a child size mannequins to represent children suffering neglect and then a billposter was pasted over the top of the figure so only the feet and legs could be seen. It is simple, it is attention getting and it’s a powerful visual that gets the message across in a way you will remember.
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Greenpeace Greentube
I have always been a huge fan of great ideas that are executed in a really smart way and the two videos above for Greenpeace may be the best ones I’ve seen so far this year. You have to watch the videos in full screen it really be able to see what is going on but using the actual YouTube interface as part of the ad like this is one of those things that has been in front of all of us but none of us thought of it. Really good stuff.
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