Recently in work Category

When the news broke out that W+K got the Jeep assignment, I was both relieved and disappointed. Relieved because "i live, i am, i whatever, iphone, i jeep" campaign in my opinion is the advertising stinker of the century, what an irresponsible act to stink up such an icon. I was disappointed because Jeep didn't come back to us, Cutwater SF. I wasn't with the agency when Jeep was here, but I ADORED the campaign cutwater did, in fact in my 19 years of living in America, the "have fun" campaign is one of the two that really propelled me to check the cars out in their dealerships, first one being bmw because of bmw films.

This recent tv spot done by W+K is very typical W+K anthemic style, just like their Levis spots. Cutwater also explored that direction with it's own version, see here:

You see, the difference is fun, I truely believe that's what jeep is about, from wrangler to grand cherokee, its not about the bling, its not about safety, tow power, whatever whatever, its the brand that spun out from pure love from 18-24 GIs who loves that kind of freedom, reminder of their adventure. It's Americana, yes, but really, the essence in Americana, willingness to go out and just have fun.

Another thing that bothers me about W+K spot, being in my generation, I'm starting to doubt their anthem right from the beginning. Are we really a nation of builders these days? Last time I checked, it's China. I thought we're a nation of innovators and inventors. Yes things we make makes who we are, but it is the idea, and the willingness to explore and fail that makes us Americans. So yeah, fine, i'm sure some people will shed tears over your spot, but for me, I immediately put up my judgement as soon as the first 5 seconds. Also, how will this direction be translated internationally? Last time I checked, unlike Americans, the rest of the world knows the nation of builders is China also. Do you guys really think they'll catch up to this idea? Chinese kids will laugh at it, just as hard as they did when Timothy Geitner told a roomful of them that US debt securities are "VERY SECURE".

Jeep, I wish you're still here, and hope you to return one day, Chuck still drives his Wrangler.

A footnote* Friends, read this for what it's worth, it's my honest opinion even if I'm not with cutwater, I fought my way here because of cutwater's rayban and jeep campaign. Industry professionals, yes, I'm with cutwater, and yes my opinion's obviously biased, I'm admitting to that right here right now, albeit it is my honest opinion and it's not an agency stunt. Also, yes, I saw chuck drove away in his green wrangler from grumpy's today, which prompted me to write about it.

Here they are, comments are welcome :)

Pier 23 is a bar on Embarcadero we often go to. These were taken one of our colleagues' farewell party.

yes, I'm still traveling, just check marked LA, be in Paris in 24hrs. updates will be random and spotty, check back soon.

I LOVE Panera bread. The restaurant bakes fresh bread and has always got really tasty sandwiches among other things. With good food, they also offer free WIFI, its my perfect hang out. One thing I was never fond of, was it's advertising. I always thought if this company is so careful with their food, they should also put a lot of love into their advertising.

One thing I detest about restaurant advertising is over the top food porn shots, you see one, you see them all. So at Mullen, we tried a completely new approach. Instead of showing how good the food is, we wanted to tell people what Panera is all about - It serves fantastic bread, it's cozy, and warm, and that's it.

I'm really proud of this ad not only because it's an restaurant ad without food porn, it is also my first legit USA today full page ad. Special shout out to my copywriter Kerry Shea for being part of this impossible mission with me.

one Silver and one Bronze, not too shabby I guess. It was a fun night.

Some times it sucks to be in the middle of a hectic life, you are pulling your hair out because you've got no idea where to start. "Living tumultuously", as I call it. But you know, there are other times, where, you're stuck in mutual, like a tiny sail boat in a vast, windless calm sea, where nothing happens, absolutely nothing. As quiet as it can possibly be,like the world had stopped. Its a bizarre feeling I tell ya.

Oooh Hoo!

It's strange how a little good news can do to you these days. Lately I've been surrounded by nothing but bad news, this came in today as a pleasant surprise. It doesn't mean anything and hardly anyone will be impressed by it, I know that, but I hanging on to it, hehe

So Bestadsontv is one of my favorite industry sites, I follow them regularly eachweek, as they have guest judges from various agencies around the globe to judge works submitted.

Despite it being in the wrong category "supposed to be print" It won the "best of the week" badge, last time I had that was my MOTO cut through spot.

Hooray for getting that 14x20 pixel badge! Yay!

This past 2 weeks has been pretty crazy, the office is slowly calming down from all the adjustments. Some notable things, on our first day we get visted by Boston mayor Tom Menino, and a Penguin ambassador from New England Aquarium named Meatloaf. If I ever have a penguin as a pet, I'm gonna name it Meatloaf.

Finally, I'm taking mass transit instead of driving now. Doing that is nothing new, but, taking the ferry to work is a first for me, dunno how this will go down in winter, but so far, I'm loving it.

Boy we're finally moving, 40 broad, Downtown Boston, here we come!

Big kudos to Nook and Rad Sechrist for putting the posters together for me. Of course Ms. Allie Hughes for the great new company logo.

Panera is a wonderful chain restaurant. I love everything they make, sandwiches, soup, bread, you name it. We're shooting a series of new items on their updated menu for this season, I was tasked to look after the shoot this time with a wonderful photographer Francine Zaslow. When she saw me carrying my bulky Hassleblad, she offered me some free film right away, that was awesome! Her studio is located in a converted drydock.

Its' amazing how much preparation we go through for shooting food porn, unlike some restaurant chains though, we're shooting the real thing, not some over waxed, airbrushed stuff.

Props for the shoot.

George is our food stylist, he prepares sandwiches with tweezers.

Every Panera restaurant has a certified baker in there, baking bread from fresh dough, I LOVE their bread.

Our AE Ryan

This past weekend was beautiful, 70 degrees for the first time this year. Guess where I spent it.

Bread art site is already featured in CREATIVITY, lets create more art to feed America people!

The Bread Art Project was created by the Grain Foods Foundation to help increase awareness of the growing hunger problem in the United States.

In an effort to help end hunger in the United States, the Grain Foods Foundation will donate $50,000 to Feeding America. An additional donation of $1 will be made for each piece of Bread Art submitted.

Please visit www.breadartproject.com and show your support to the cause.

Door man at Honest

Chris stressing out with the con-call with Boston.

So apparently they also shoot short film. The bloody boob was one of many cool props they have in the office.

I love mid-century sofas.

View outside my window, SOHO grand.

I've never done a NYC business trip as short as this. I had to pass all these directions to our vendor and see their immediate turnaround. Honest NYC totally delivered on their promise of awesomeness and made everyone really happy. Expect to see great work in about a month time people.

Sorry for the lack of posts again friends. The past 3 weeks have been very hectic. I moved to a new apartment, then, went to New York for a two days, and now spread very thin juggling various projects. I can't complain though, just glad to be working.

Winter in Boston is gorgeous, perhaps its my first year here, I don't know, I just can't get over snowy days. Here are some pictures I took at work. The one with the dog was taken in Boston Common the day after the storm.

John Huet is a photographer based in Boston. He's been traveling to China for the past year and was in Beijing during the spectacular 2008 Olympics. He just recently came back and decided to update his website. Me, along with couple of cool kids from Mullen Boston and in W+K Shanghai were privileged with designing some of his photos. The pictures above are some of the ones I helped out with. You can view the rest of the series at http://www.johnhuet.com

Designed with hardcore sailors in mind, Atlantis Sailing Gear makes it perfect for a transition jacket from winter to spring.

The snow storm hit over the wknd and stopped just before Monday. Look how gorgeous this is at the Mullen forest! The sky was so blue that day, but this one was shot in my car, the windshield's uv filter somehow blocked the blue. The other pictures I took outside were better.

It's towards the end of the year, and various people from work are organizing parties. Here are some pictures taken at two parties, one's at Luckystrike, the other one, at Nui's apt.