zablotny:

‘photos every day’

this is a spot by tbwa/chiat/day for apple, called ‘photos every day’.  the craft is fantastic, and there’s some subtle, unusual attention to detail in it.

let’s take a look at the sound mix.  here’s a waveform of the spot:

and now here’s the waveform of a conventionally mixed spot — this is that ‘old spice’ commercial everyone flipped out for a couple years ago.  it might as well be any ad you see on tv today.

huge difference.  there’s incredible restraint in the amount of compression applied to the music in ‘photos every day’.  (from wikipedia, compression “reduces the volume of loud sounds or amplifies quiet sounds by narrowing or “compressing” an audio signal’s dynamic range”.)  my point here is that if you caught this on tv, it would be substantially ‘quieter’ sounding than other ads around it.

the other interesting thing about the mix is that the iPhone shutter click sound is substantially undermixed.  it comes across as incidental, and unobtrusive.  the ambiences are the real star here, and the sound editor wasn’t even afraid to drop them out entirely for effect (see snowy skyscraper, 0:23).

other observations:

• there’s a real nice match-cut at 0:06 of the guy jumping off his skateboard into the shot of the jogger running.
• 0:25, the iPhone bobs up and down at a concert, and halfway through, the shot itself starts bobbing with the phone, keeping the screen stationary in the frame.
• overall, there’s a very careful variety of perspective, scale, and involvement.  are we peering over someone’s shoulder?  watching from across the street?  ostensibly taking the picture, ourselves?
• i could have done without the voiceover at the end.

The 25 Most Audacious Companies by Inc Magazine

 

These companies were not selected because they followed the pack or crowd. They were selected because they take risks and believe their company can do more. 

It’s these type of companies that know how to experiment and discover the possibilities. 

Now what if a company was both audacious and stubborn… Stubborn in that they will always stick to their craziness. 

Being audacious is a start.

betype:

Betype’s Against Cancer.

As may of you know, some weeks ago I said to you that my mom was diagnosed with Uterine Cancer in stage 3, so I made anIndiegogo campaign to help her with the treatment. 

I want to thank you to you all that have been sent me kind message and supporting my cause with donations. 

I made this poster to promote my campaign, some people take the joke as black humor. That, of course, isn’t my intention I just want to capture the attention of the young people that aren’t aware of Cancer by making a contrast of concepts, sometimes we are pissed off by little things as a dropped ice cream, youtube restrictions, low battery on your phone but if you stop and think how many people have hard problems in the world like cancer you will think twice before getting anger. Is like a merge of funny simple things (like your cookie doesn’t fit on your glass of milk) with a real serious problem, is far more easy to capture your attention with a simple and cute icon of a funny thing than showing a photograph of a woman dying from cancer or the word in all caps: CANCER. 

My real goal is pass the goal of $5k lot of people says that $5k isn’t enough for a whole threatment of Cancer so I really hope to pass that goal with your help.

If you want to help you can make a donation here:
betype.co/cancer

Or you can share this post and spread the wor. Or share the original post:
http://betype.co/post/46135381471

I’ll make this poster available in limited printed letterpress version as a perk for a $50 donations!. I will give you details very soon.

Again thank to all the people who are supporting my cause.

You can give thanks here on my behance´s profile