We are so proud to have won a gold Addy this year from the Sacramento Ad Club! Thanks to the amazing work of our 3fold team and Franklin Pictures with the video production, the PSA spot we created for last year’s Empty Bowls event for the River City Food Bank helped sell tickets and raise much-needed money for a great cause. The award is just a bonus (but an appreciated one). Check out the spot below…and get your tickets for this year’s event, taking place March 10 and 11!
Emilie Cameron, our Sr. Public Relations Manager and chair of Metro EDGE – the young professional program of the Metro Chamber, recently joined fellow YP leaders Dr. Michael Marion and Dean O’Brien for a conversation with Studio Sacramento host Scott Syphax about envisioning what it will take to attract and retain the next generation workforce in Sacramento.
With Super Bowl XLVIII over and the 2014 Sochi Winter Olympic Games opening ceremonies kicking off this evening, it’s time to turn our attention away from the drought plaguing Northern California and focus on some snow and ice… as well as some truly great ads.
As with most advertising professionals, the Super Bowl is always my favorite time of the year to celebrate our craft, and with the Olympics beginning less than a week after the big game this year, it’s sort of an extended holiday of sorts for us ad folk.
While ads for the Super Bowl try to be funny, clever, over-the-top or all of the above, ads for the Olympics typically take on a different approach. Olympic ads use storytelling – touching on the emotion of the athlete’s journey, the drama of competition and national pride.
Below are 3 ads we believe will be taking home the gold at this year’s games.
P&G “Thank You Mom”
In the continuation of a highly acclaimed campaign that launched during the 2012 Summer Olympics in London, P&G thanks all of the moms out there for the sacrifices they make while encouraging their children to keep trying and chase their dreams.
BBC – Sochi 2014 Promo
The BBC’s use of Charles Dance, who plays the frightening patriarch Tywin Lannister in HBO’s “Game of Thrones,” sets the tone for this dark and ominous computer generated promo for the Games.
Guinness – Barnes Twins, Biathletes
While the Guinness ad will not actually air during the Olympics broadcast, the simplicity of the creative execution, the beautifully touching backstory, and the raw emotion it evokes have already made it a viral success.
“How would you like a job where, every time you make a mistake, a big red light goes on and 18,000 people boo?”
—Jacques Plante (Hockey Hall of Fame Goaltender)
You can learn a lot from a goalie. Patience. Instincts. Amnesia (or at least how to forget your bad days). There are very few positions or professions that require such a unique blend of physical ability (flexibility, quick reflexes, etc.) and mental agility (visualization, concentration, etc.). Not to mention it’s an isolated position on a team, which, if you think about it, is similar to a lot of jobs.
But what can you learn from a goalie’s stick? A lot.
In the Spring of 2000, I was a Manager of Broadcasting for the Phoenix Coyotes of the National Hockey League. I was producing radio and editing video for TV and in-arena entertainment. Since my edit station was in the Strength and Conditioning Coach’s office, the team had become aware of my passion for video editing. So, as the playoffs approached, the Coyotes Goaltending Coach, Benoit Allaire, paid me a visit to ask me to produce a pump-up video for Sean Burke, the Coyotes top goaltender, in hopes of further inspiring him and positively impacting the team’s performance.
The result was a 4:16 compendium of Sean’s distinguished career (to that point) synchronized to his favorite song at the time, “Otherside” by the Red Hot Chili Peppers. Coach Allaire was blown away, as was Sean, who, as I learned later, was even more excited to repeat the excellence showcased in the video.
And of course, this video led to great success for Sean and the Coyotes during the playoffs! Alright, it didn’t. The Coyotes lost in the first round to Colorado and my dreams of being the Stanley Cup Champion’s secret weapon vanished in five games.
But shortly after the season, Coach Allaire found me at my edit station and handed me a personalized Sean Burke game-used goalie stick inscribed, “To Craig, Thank you for the professional job…”
Since, that stick has been displayed prominently in my office, acting as a constant reminder of 3 valuable lessons:
“Don’t do it to get it done…do it to get it done right.”
Every time I look at that stick, I am reminded of how much effort I put into making that video. It’s easy to do the bare minimum–I could’ve easily compiled 4:16 of Sean’s saves from that year (he was pretty damn good!) or even just cut the song down to 2 minutes–but then it would have always been incomplete. Acceptable, but not right. Not something to inspire pride.
“Recognize extra effort with something extra meaningful.”
When a season ends, especially with a loss in the playoffs, players and coaches scatter. They’re disappointed. They’re distraught. But sometime between that final game and the team’s mass exodus, Coach Allaire and Sean took a moment and decided that they wanted to recognize my extra effort. Something as simple as writing a personal message recognizing someone’s contributions goes a long way, and can come back in spades down the road. A small investment from you can be extra meaningful for someone else.
“Save (and savor) the important stuff.”
If I could, I would link the video to this blog. But I can’t. The video never made it onto any of my save tapes, and I regret the loss. When you put your heart and soul into something, save it. You’ll be glad you did, and it can be an important reminder to keep you going, especially on those inevitable bad days.
It’s no secret that bacon makes a great addition to any menu. The luscious, lingering flavors of this beloved cured meat has ignited an entire sub-culture devoted to infusing the visceral flavor profile into everyday options. While not your normal bacon fanatic, this week’s Bacon Fest celebration of this artery-clogging obsession just looks like too much fun to miss. Lucky for me, this year Ten22 is marking this annual celebration with some of their best bacon and booze libations yet! READ THE POST
It was the fall 2002, nearly midnight, and I was entrenched in an 8-hour video edit at the Arizona Cardinals Training Facility when Head Coach Dave McGinnis walked in to see how things were going.
We started to chat and I asked him a simple question, one I assumed had a complex answer: “Coach, what does it take to win in the NFL? Willpower? Teamwork? Culture?”
With his West Texas accent in full force, he told me it was the easiest question of all time. “To win in the NFL, it takes TALENT. All the other stuff like hard work, chemistry and willpower don’t mean squat without TALENT.”
Twelve years later and it’s a lesson I still remember.
As no team has won a Super Bowl without TALENT, no agency develops amazing creative without TALENT. I’m also betting not a single championship game win or award winning creative campaign began with a subpar work ethic and bad attitude. The need for TALENT is absolutely paramount.
Today, we formally announced our search for an Art Director, a critical position here at 3fold.
Sure, the job posting includes the normal competencies, requirements and experience levels, as well as the value-adds like work ethic, experience and attitude. But, with Coach’s answer still echoing in my mind, I know the true test for 3fold’s next Art Director hire will focus on TALENT.
But what does talent really mean? Merriam-Webster keeps it simple, defining talent as: “A special ability that allows someone to do something well.”
It’s in the breaking down of those “special abilities” that magic lies. Whether we’re talking football players or art directors (or any other position really), I’ve learned to identify talent as one (or more) of three buckets.
“What you’re born with.”
Football: Size. Speed. Strength. Combine stuff.
Art Director: Natural eye for composition. Intrinsic sense of story.
“What you learn and retain.”
Football: Post routes and hitting the A-gap.
Art Director: Adobe Creative Suite. Bootstrap. Organized Brainstorm.
“How you fuse and apply your raw and learned talent together.”
Football: Ability to react and perform in a split second.
Art Director: Ability to solicit an emotion and/or tell a story in a body of work or design.
All three categories have incredible value. Raw talent, especially if malleable and coachable, can be shaped into power. Learned talent brings greater consistency, which creates exponential opportunity. Soul talent, if abundant, is what makes superstars and megastars. Identifying what “special abilities” a person possesses in each bucket and harnessing them with the rest of the team is the game-changer.
So, as I search to draft a superstar Art Director, capable of creating game-changing impact like Lawrence Taylor, equipped with the technical precision of Jerry Rice, and eager for Tom Brady-like success, I can definitively say that it will all start with one thing—TALENT.
“I’d rather have a lot of talent and a little experience than a lot of experience and a little talent.” – John Wooden
3fold Communications is on a mission to build the most dynamic, agile and TALENTED creative team on the West Coast…and we need one extraordinary person to fill a critical role.
The Art Director position is now open and we won’t stop until we find that superstar. We are looking for a multi-talented, highly skilled designer with a relentless work ethic and team first attitude. Please review the job description and send your resume/portfolio to firstname.lastname@example.org.
The Art Director is an essential driver in our creative machine. From strategic ideas to design execution, this position is critical for delivering dynamite campaigns and creative design to our wide range of clients. We are looking for a multi-talented and dynamic designer to produce award-winning results on a day-to-day basis, to strategize and design marketing/advertising campaigns and materials and to help lead design teams both internally and externally.
- Wicked talented.
- Deep understanding of design, print, typography and photography, and how to integrate these across all media platforms especially digital.
- Proven track record in brand strategy and development.
- Capable of and willing to lead designer and production teams.
- Have excellent interpersonal communication and presentation skills.
- Collaboratively inclined with the ability to fly solo.
- Communicate with Creative Director on the art direction, design and production of all projects.
- Commission specialists, such as photographers, illustrators, printers, and web/interactive subcontractors to work on projects.
- Quality control including proofing and reviewing layouts prior to going to print or publications.
- Work from a brief with a copywriter, or on your own, generating ideas to present to the client.
- Work on designs to produce effective advertising/marketing campaigns/pieces.
- Manage projects, work within timelines and budgets.
- Present ideas to the client.
- Excellent understanding of marketing and advertising principles.
- Good sketching, concept design work and presentation skills.
- Expert knowledge of Adobe Creative Suite, particularly Photoshop, illustrator and InDesign.
- Understanding of interactive media production (web, mobile technologies and social media).
CREATIVE STRATEGY SERIES
PART 1 OF 3
Three is a magic number. Yes it is. It’s a magic number.
If you’re humming the lyrics to the iconic Schoolhouse Rocks song, then you are 1) over 35; 2) a Blind Melon-Head; or, 3) already in-tune with the Strategy of 3.
I’m not the first, last or even the third person to embrace, practice and write about the Strategy of 3, but it’s something worth repeating, as it is a valuable tool for many successful leaders and businesses.
So let me offer a proven way to implement the Strategy of 3 into your internal business communication.
Large or small, weekly or impromptu, internal communication simply drives and defines your business. The Strategy of 3 is a simple and effective way to communicate where the highest levels of comprehension and retention must be achieved. Think Commence. Condense. Dispense.
Here’s how to do it.
- COMM3NC3: Identify a simple 3-point agenda and announce it at the commencement of the meeting. (i.e. “We need to address Three Things – 1) the Triad Campaign 2) the Trifecta Team Building Effort; and, 3) the Trilogy Website update).
- COND3NS3: As the first point is properly communicated and discussed, condense the outcome into its simplest form. (i.e. “We agree that the launch date for the Triad campaign is March 3rd, Trey Triple III is the lead. Let’s move onto Trifecta Team Building with the Trilogy Website to follow”).
- DISP3NS3: At the conclusion of the meeting, repeat the 3 point agenda AND dispense the key takeaways from each discussion including, action items, leads and learning. Note: There’s a 3-point bonus if you have 3 team members repeat them rather than the initiator.
Commence. Condense. Dispense.
The Strategy of 3 can be applied in so many areas of business. It can have tremendous impact on creative design (rule of thirds) defining your brand position (awareness, consideration, conversion) and of course storytelling (trilogies, 3D, Three-Act Structure).
So while most of us aspire to be number 1, just remember, 3 is a magic number.
As 2013 comes to a close, it’s that time of year again to take a deep breath and brace for the trends of the upcoming year. For 3fold’ers, it’s a competitive opportunity to place our bets on what will rock the creative, digital marketing, and media industry in 2014. Each member of our team have focused hours of research, energy and insight to be able to preview sure bets for 2014! Grab a pen, because you’ll want to make note of these tips – for when we told you so, of course.
#1: It’s going to be all about the “happiness factor.” Seeing how the world works up close is critical in this industry, but getting there can be draining. New mobile apps will revolutionize the days of weary road warriors. At the top of the list will be Routehappy, (especially for traveling 3fold’ers) a real-time ability to pick flights based on “happiness factors,” from legroom and chair width to connection length and amenities instead of the standard price-only comparisons.
– Gordon Fowler, Fearless Leader
#2: Real-time marketing is going to be even bigger. The right message to the right person at the right time will yield greater success than mass marketing tactics of the past. Social media showed just how effective this style can be this year when DiGiorno live-tweeted The Sound of Music, or Oreo’s quick tweeted off the Super Bowl blackout.
– Angela Criser, Number-Punching Tech Geek
#3: Gamification will be a critical tool for brand to meet their business objectives. As the fusion of content marketing and customer data becomes the standard, look for creative “gamification” models to become a critical strategy point for brands and businesses.
– Craig Amazeen, Creative Genius
#4: Data and analytics will be just as valuable – if not more – off the field as on. Brands will expand the use of and focus on data and analytics, focusing specifically on tracking fan engagement from time and money spent to influence. In particular, sports organizations will try to tap into the heartbeat of their loyal fans and followers to determine the value of these interactions.
– Scott Moak, Culture Curator
#5: The new emphasis in marketing will be images. Consumers will demand image-centric content. The rapid rise of social media platforms like Pinterest, Buzzfeed, Instagram and Vine verify image-based content is the wave of the future. Successful campaigns must integrate visual components, from compelling images accompanying blog posts to infographics visually representing statistical information.
– Emilie Cameron, PR Maven
#6: Differentiation, positioning and smart targeting will be keys to success for brands. You don’t have to struggle to sell a product that’s relevant, differentiated and positioned correctly. If your business needs a boost, 2014 is the year to take a look at how you’re talking about and marketing your brand and products. In short, start marketing. Stop selling.
– Liz Divelbiss, Resident Robot
#7: Content marketing will be bigger than ever. Using a business’s social media networks, e-newsletters, posting content on their website, and more. It will begin to edge out traditional marketing channels like TV, radio and print, meaning valuable and engaging content will be more important than ever to turn followers into brand advocates.
– Jamie Von Sossan, In-House Charmer
#8: If you’re not mobile, you’re missing your customers. You’ve built an audience online, but are they getting the same brand experience on smaller screens? Mobile advertising will continue to grow as the use of smart phones rises and consumers are more comfortable purchasing good/services on their devices.
– Matt Marshall, Campaign Crusher
#9: Design will be more angular, simplistic and futuristic. We’re often overloaded with information and data. To counteract this, refined, ultra-simplified designs will strip out unnecessary fuss.
– Landon Lee, Design All Star
#10: BABIES!! For the ringer, we predict welcoming a total of four happy and healthy babies into the fold in 2014!
3fold Communications Announces Hire of New Creative Director Craig Amazeen
Creative All-Star Joins Growing Agency
(Sacramento, CA) – Sacramento-based 3fold Communications, a leading integrated marketing and advertising agency, announced today the hiring of award-winning creative strategist Craig Amazeen.
“We’re beyond stoked to have Craig leading our creative department,” said Gordon Fowler, President and CEO of 3fold Communications. “Craig’s passion and big-idea thinking are the perfect complement to 3fold’s progressive marketing services. He brings rare fusion of business savvy and creative experience that will deliver results for our clients.”
Named the agency’s new Creative Director on November 1, 2013, Amazeen is charged with directing the development and production of visual concepts and creative plans to advance the brand strategies of 3fold clients. Working closely with account staff to communicate creative objectives and goals, he is responsible for building successful brands and devising innovative programs to transform the creative and design campaigns he now oversees.
Like every employee of 3fold, Craig is similarly committed to continuing to improve the region’s business and economic trajectory. Fowler continued, “Craig’s relentless passion for people and deep commitment to the Sacramento region both inspire and define him.”
“I am wicked excited to take on a leadership role with this rising force known as 3fold ” said Amazeen. “The agency’s relentless loyalty to Sacramento and its commitment to unyielding creative excellence are both uncommon and inspiring. I’m proud to be part of it.”
Amazeen joins 3fold with nearly two decades of experience working on creative projects, most recently as the senior vice president of broadcasting, brand development and new media for the Sacramento Kings. Overseeing all television and radio production for the franchise, earning him 10 Emmy Awards and 8 Gold Addy Awards, he also led all creative, brand development, digital media and entertainment teams with the organization from 2010-2013.
A highly decorated creative strategist with experience in multiple, high profile, high impact positions, Amazeen also produced the centerpiece of the PAC-10’s rebranding efforts in 2010 as well as multiple promotional productions seen on major broadcast networks including Fox, ESPN, ESPN2, NBC and ABC. Prior to that, he successfully built a broadcast/production department from scratch for the Arizona Cardinals of the NFL between 2000-2002; worked as a producer for the NHL between 1998-2000; and, supported the relocation campaigns of the NHL’s Colorado Avalanche in 1995 and the Phoenix Coyotes in 1996, where he continued to work as a broadcast manager until 1998.
Recently, the agency also added Landon Lee to the creative department as Production Designer. Honing his skills between his studies at Sacramento State, Lee balanced multiple projects at News10 during the five years he worked for the station.
“We are all excited to welcome Craig and Landon into the 3fold family,” continued Fowler. “It’s a sensational time to be a part of 3fold!”
Amazeen and Lee join recent 2013 hires Matt Marshall, Account Manager, and Emilie Cameron, Sr. Public Relations Manager.
About 3fold Communications
Experts at taking new products to market and expanding reach to new audiences, since 2004 3fold Communications has produced a team of leaders, dreamers, builders, movers and shakers specializing in creating one-of-a-kind strategic communications. Offering creative strategy for more than 200 clients in varied and diverse industries, ranging from small nonprofits and grassroots organizations to established national (and international) corporate icons, 3fold Communications has utilized creative approaches to help its clients launch new organizations and programs; reach and engage new audiences; strengthen status within industries; and, reinforce relevancy amongst external and internal networks. Beyond its many awards and successful client partnerships, 3fold Communications is committed to the growth of the community where its employees live, work and play. It’s a commitment that gives the agency a unique, comprehensive understanding of Sacramento and its residents. To learn more, visit www.3foldcomm.com.