Here Is Your Awesome Starter Kit

So back in the day, I worked with the ridiculously talented Troy Hayes, the principal architect of pop culture icon Spuds MacKenzie and now the brains behind Engine29. Of all the many talented art directors I’ve been lucky enough to work alongside, none have matched Troy’s ability to simplify a story down to its essence. That, along with a knack for simple line drawing made watching Troy convert scripts into storyboards a pure joy.

Anyway, Troy read about the text my daughter Grace sent me to take the sting out of losing a review and converted it into these t-shirts on Zazzle.

Dennis Ryan, Advertising, OlsonWithout a doubt, this was the best thirty six dollars I’ve ever spent with my daughter. Thanks a ton Troy. God love you man.

By Dennis Ryan, CCO, Olson

This Is What Happens When Art Directors and Copywriters Don’t Communicate…

Dennis Ryan, Chicago Advertising, Element79Yep, the writer fashioned a perfectly fine tagline…punchy, rhythmic, concise.

And the art director cast and styled a very beautiful model…her hair is flawless and she’s certainly lean.

But exactly which part of her drawn, emotionally-exhausted expression communicates ‘Live Well’?

I don’t get it.

Everyday, I walk past this blank, soulless pout on the side of a bus shelter outside the office.  And everyday, the jarring disjointedness of picture and copy makes me scratch my head.

Seriously, she’s young, she’s beautiful, she has a lovely figure…why can’t she smile and at least try to look like she is living well?

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By Dennis Ryan, CCO, Element 79

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This Weekend, I Saw The Future of Film Rendered In Breathtaking CGI

No, I didn’t see Avatar–though I will.  As a student of culture, I must.  In one month, Avatar’s already become the second highest worldwide release ever, behind Cameron’s own Titanic.  And this despite having a title set, as Element 79 art director Lindsay Stevens first noted, in the horrid Papyrus font.  But I digress…

Instead I saw this twelve and a half minute piece called “The Third and the Seventh” by Alex Roman on Vimeo.  Do yourself a favor and cleave off the time to watch this on your computer in full screen and HD.  If you can’t afford the time but can find a minute and a half, watch this.  And then remind yourself that despite the natural lighting, despite the seemingly hand-made erraticism of some camera moves and depth of focus changes, regardless of the incredible details of wear and tear on vintage film cameras and the botanic splendor of deciduous trees and waving shafts of wheat and grass…heck, notwithstanding even the appearance of a photographer in some of the scenes…none of it is real.

You really have to force yourself to fully absorb that.  None.  Of.  It.  Is.  Real.

Should you doubt that, watch this.  And if you want to see exactly how the filmmaker uses 3dsmax, Vray, After Effects and Premiere, he shows you.

In these times of Harry Potter and Transformers, the most remarkable cinematic effect of all is to see something utterly believable rendered staggeringly perfect through entirely artificial means.  The very invisibility of the effects in this piece will blow your mind.  What it means for the future of Hollywood and commercial set building remains to be seen, but this will be used.  And we’ll have more actors scampering across blue screens, only later to be turned into fantastic images and landscapes.

Perhaps not surprisingly, Alex Roman (real name Jorge Seva) is a classically trained painter who spends his days working in the world of arch viz: architectural visualizations created through computer graphics.  Some amazing masterpieces of architecture appear in his film, including MAM, Milwaukee’s fabulous art museum designed by Santiago Calatrava.  For more information on this filmmaker, here’s the only substantive interview I could find, conducted early in the process as he was creating various pieces before they all coalesced into his final film.

“The Third and the Seventh” refers to pillars of Art: Architecture (third) and Cinema (seventh).  I’m not familiar with the entire list of pillars or their ranking, but I can speculate on the foundation of Art…

Awe.

By Dennis Ryan, CCO, Element 79