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!
“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).
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.
There’s been a flurry of activity around voting for the slogan/tag line that best describes the Sacramento Region (see last weeks blog post for a quick update). Voting closes this Friday so it’s time to make your opinion known!
Here’s why your vote is really important:
It’s really about regional pride – knowing that we deserve to have a brand just like any other city or region in the country; and BELIEVING that we can and will make it happen here in Sacramento.
I’m encouraging everyone to do a couple of things this last week of voting:
#1) Get others interested: Tell everyone within your circle about the slogans that came up, and encourage all of them to vote for their favorite. Bring it up in a staff meeting at work and encourage everyone to vote for their favorite; put a sign outside your office/cubicle door (or if you work at 3fold – on the Kegarator!).
#2) Promote the Brand-a-Thon results wholeheartedly: It’s not what you say, but how you say it. Communicate the end goal – a Region that we can promote to others with pride and purpose. Deliver that message with conviction (c’mon – I know you can do it). Don’t succumb to the “I doubt this will work, but … “. That will only ensure that we’re NOT successful.
So take a chance – jump in with both feet – and push and promote our Region’s brand. You will have played a very important role in not just creating a brand for our region – you will have been part of a unique grassroots process that has been created by many and owned by none. And that’s a big deal.
Photos by: Jeff Aldeghi, Get Framed Photography
At this point you’ve probably heard about the Brand-a-Thon where 250 citizens of the Sacramento Region collected themselves in a drafty jet hangar and worked together to come up with some pretty creative and authentic slogans for the Sacramento Region.
As voting is now open to choose a slogan or tagline for the region it’s important when making your choice to remember to celebrate the spirit in which the Brand-a-Thon was put together.
The jet-fumed group brainstorming was not to replace any one tagline or creative brand that’s already been created (like Farm To Fork, or California Begins Here) but rather to come up with a higher-level brand that accurately and creatively tells the story of the Sacramento region.
In order to make this happen, Brand-a-Thon participants took part in two very important “rituals” as they entered the hangar, and all of us need to symbolically do the same two “rituals” as we move from creative concepts to promoting a regional brand:
Ritual #1: Participants checked-in and promised to “check their ego’s at the door”. As we move into the voting rounds for the slogans that were created (and as more slogans are created) we all need to symbolically check our ego’s at the door. Best way to do this? Put aside personal preference and jump all in to support the group choice. Best was to remember how we’ll all come out ahead? Pretty simple: Give a little to get a little.
Ritual #2: Participants walked into the airplane hangar and chugged down some cool-aid in a Dixie cup. When planning this (thanks Tim Murphy for the idea!) we were deliberate in making sure that every single person that walked into the hangar participated in the Kool-Aid tasting. As you participate in the voting, remember the Kool-Aid. It symbolizes that we are all in this together. We all love this Region that we live, work and play in – and it’s time to get others on our bandwagon and let them all know that we are all believers in this Region.
Now go vote – -and go tell others to vote here: https://www.facebook.com/sacbrandathon. Your vote brings you into the process – -and long, long into the future you’ll be able to look out a Region you’re exceptionally proud to call home … and know that you were part of creating it.
As Vice Chair of Metro EDGE, the young professional program of the Sacramento Metro Chamber, I’m often asked why I devote so much time to a volunteer program. Simply put – access. Access to other motivated professionals, access to regional business and civic leadership, and most importantly, access to inspiration.
It’s easy to get caught up in the daily grind and forget about the big picture. But we can’t. To truly affect change and become a destination where not only I but also hundreds of thousands of other young professionals choose to make their lives, we need to be inspired to create a better city, county and state. How do we do that? Learn what’s been done before, then blow it up!
Metro EDGE’s annual Executive Insight brought together eleven of the region’s top business, philanthropic, civic and cultural leaders to share how they got to where they are today, what it takes to be successful, what missteps to avoid along the way, and what it means to be a great leader. Whew, a mouthful!
This event really does set the bar for professional and leadership development. From the classy location to the unlimited personal access and networking err… make that fun, fancy and insightful conversations! It’s been nearly a week and I’m still on cloud nine, devising my personal strategy take over the world. That’s right, in case you haven’t heard I have big plans!
What did I learn that has me so inspired? Luckily for you, I took notes! Below are just a few of my favorite insights from the night:
“Fear keeps you from success. Identify your nightmare and your dream, the nightmare will always be nothing compared to your dream.” – Chris Johnson, The Johnson Group
“Want to be successful? Find your true north, listen to who you are, and always be authentic. There are no shortcuts.” – Elisabeth Brinton, SMUD
“A good idea is always a good place to start.” – Chuck Cunningham, Cunningham Engineering.
“Roll up your sleeves and help your community. It will always come back to you.” – Stan Van Vleck, Downey Brand & Van Vleck Ranch
“Don’t network, be interesting – and always have a sense of humor!” – Beth Hassett, W.E.A.V.E.
“It’s not about what you do, it’s about what feeds your soul. Blow everything up. Get involved. Be engaged.” – Warren Smith, President & Managing Member of Sacramento Republic F.C.
“If you roll up your sleeves and work hard you’ll get it done. But remember, work is not all that your are – it’s about balance.” – Cassandra Walker Pye, APCO Worldwide
“Don’t be everything to everyone. Instead, find your passion and take the next step to grow the region.” – Dale Carlsen, Sleep Train
“Do something different, be it volunteer or another perspective. It will always lead to better things.” – Kate Renwick Espinosa, VSP Global
“Find what you’re good at and you will reach your potential.” – Adam Pechal, Tuli Bistro Group
“Burn down the status quo. Disrupt the norm and things that could’ve never been envisioned will happen.” – Mayor Christopher Cabaldon, City of West Sacramento
So what did I take away from all of this? I will NEVER be okay with the status quo. I will ALWAYS be passionate. I will NEVER let fear stop me from trying. And, I will ALWAYS dream!
Now, who’s ready to join me and kick start the movement to make the Sacramento region THE destination for young professionals to live, work and play?! Email me at email@example.com and let’s get the conversation started!
Emilie Cameron is Vice Chair for Metro EDGE, as well as Sr. Public Relations Manager, 3fold Communications. 3fold Communications is an enthusiastic supporter of Metro Edge and the professional development of young professionals in our region.
The growth continues here at 3fold, and we could not be prouder. But with so many new faces in the fold, it can be tough to keep track of all of them. So, let’s get know them better starting with our very first Robot employee. What? You ask. Let us explain.
Meet Liz Divelbiss. She may be a Robot (we’ll get to that in a second) but most importantly, she is brilliant. With degrees from USC’s Annenberg School for Communication and Journalism, and years of experience working on communications projects for statewide organizations, Liz isn’t your average creative genius.
When asked to describe herself, one word just wouldn’t do. She responded with… self-motivated, collaborative, detail oriented, ambitious, and many more. We finally had to cut her off! But, it was a sign. She would be a perfect fit for 3fold.
Upon joining the team as an Account Manager, Liz immediately stepped into the fray with our clients – both local and statewide. Her ability to quickly form strong relationships, innovation, strategic thinking and creativity are assets when helping 3fold clients to reach their goals.
Now about the Robot. Liz revealed her ridiculously hilarious side early on when she proudly announced, “I don’t actually have feelings. I don’t get knocked off course. I show no emotions. I am basically a Robot.”
Her sense of humor is subtle, cutting and unique. She often shows up to work resembling your 3rd grade school teacher – but has the wits, guts and smarts that are anything but elementary. She’s like no Robot you’ve ever met… that’s our Liz.
As you stop by, say hi to our very own Robot, Liz. And, don’t forget to bring a can of oil!
We’re delighted to have so many new, and awesomely talented, members of the 3fold team. Check back next week to meet our next 3folder.