In order to maintain the momentum of Travelpro’s massive product placement in the movie “Up In The Air”, nominated for six academy awards, we continued a highly successful partnership with Paramount Pictures for the DVD Blu-Ray release. Travelpro participated in the marketing launch activities along with other partners, American Airlines and Hilton hotels.
Time Inc. (parent company of People.com and EW.com) hosted a custom “Up In The Air” sweepstakes site (www.upintheairsweeps.com) where consumers could enter to win a grand prize of a trip for two to anywhere American Airlines flew in the US, a stay at Hilton Hotels as well as a set of Travelpro luggage for two. Media placement consisted of over 17 million ad impressions in the form of co-branded online banners driving people to enter the sweepstakes on both People.com and EW.com (People.com has 12.9 million monthly unique visitors and EW.com has 5.2 million monthly unique visitors) and a People.com e-blast to over one million People.com opt-in subscribers. An additional viral element was also added to the sweepstakes by allowing consumers to use Twitter to tweet about who they’d like to bring along with them if they win as well. In addition, Paramount Home Entertainment supported the promotion with online rich media ad units as well as an e-blast to PHE opt-ins, placement on the Up in the Air Facebook page, Twitter page and official movie website – all featuring the Travelpro logo. Lastly, the March 5th, 2010 edition of People magazine featured a full page 4 color ad with a sweepstakes callout and also featuring the Travelpro logo. FYI-Scott Applebee, the VP of Marketing at Travelpro, is a dream client!!!!!!!!!!! He rocks!
In 2000 the Unilever PLC acquired Slim Fast. Ever Since this merger, the company has regained its status in the dietary supplemental markets. Slim-Fast is a brand of shakes, bars, snacks, and packaged meals. As staff photographer, it was my job to develop the aesthetic and consistency of each image. Food Stylist, Laura Ciffone and I were the lucky two whom were chosen by Daniels and Roberts to shoot the Sensible Dinner meals. The challenge for this project was, enhance detail on the placemats and napkins, yet maintain sufficient range and tonality on the white plates. My assistant Bernardo, whom I considered as a brother from another mother, gathered several pieces of white cards and construct a mini fortress around the set. After we celebrate that ingenious idea. We used one Chimera soft box, three light heads with small grids and skimmed the light approximately 0.5 stop above our main light to achieve these beautiful images.
Account Executive/Creative Director: Barbara Simpson; thank you for your patience, passion and vision; we could not have done it without you…
Up in the air shooting some Aerials for Florida Crystals. Florida Crystals is one of the largest, most innovative and successful agriculture companies in the world. During this photo shoot, I used the Canon MkII with an EF 16-35mm L-lens for most of the images. We used the bosses Helicopter, therefore no hanging out of the window, or fancy F-16 tricks. A gyrostabilizer however is highly recommended.
Account Executives; Brett Laiken and Marianne Martinez, Thanks for the opportunity and the trust. You are simply AWESOME. These images are currently being used on Florida Crystals websites and Annual Reports.
With all the hoopla around the commercials aired during the Super Bowl, the best spot was Google’s. Bud ran some really lame, sophomoric, weak spots, (hey, I’m all for sophomoric, it just needs to funny, hell, I loved “The Hangover”). Of course Dorito’s big thing was airing commercials by amateurs that entered a contest. Some were no worse than the “professional” ones. Well, back to Google. It was simple, memorable and really communicated in an emotional way the power of Google. Humanizing a search engine isn’t easy, but the creatives on this pulled it off famously. No sophomoric humor, no over-budget special effects, no sports celebrity. Just a solid, humanizing idea.
Advanced Biologics is an orthobiologics company focused on providing innovative products for surgeons and patients seeking better outcomes for bony fusion, regeneration, and fracture fixation. Ok, so this is a mouthful, but what they provide surgeons and patients is really cool. Basically, bone granules and bone putty containing human growth hormones that help heal fractures and fuse bones. It’s a start-up, from a former great client of ours. He’s come to us for a host of marketing needs, but first we had to start with a corporate identity. We developed a simple, contemporary mark, resembling an “A” composed of circles, two of which are “fusing”, forming part of the “A”. Of course the ‘A” stands for Advanced, and the white circles resemble cells. Simple, and easily reproducible in one or two colors, it holds up well even when reduced to small size. For a mark to be successful the simpler the better. It’s easy on the eye, simple to recognize and easily remembered. So all you entrepreneurs out there remember: don’t over complicate your logo or your marketing message, simple and clear is always better.
US Spine is a leader in developing spinal implant devices. Recently I was fortunate to photograph the latest device called Facet Gun Max. I’ve photographed this product before, however I wanted to take a different approach for the upgrade version. After studying the design and functionality of the product, I wanted the product to float in a serene cool blue environment. After placing the product on white translucent, I was able to complete this project with 2 Tungsten Omni light and couple of cards.
Conjoint Analysis is an advanced market research technique that gets under the skin of how people make decisions and what they really value in products and services. Conjoint analysis is perfect for answering questions such as “Which should we do, build in more features, or bring our prices down?” or “Which of these changes will hurt our competitors most?”
Every customer making choices between products and services is faced with trade-offs. Is high quality more important than a low price and quick delivery for instance? Or is good service more important than design and looks?
For businesses, understanding precisely how markets value different elements of the product and service mix means product development can be optimized and aspects such as pricing tuned to customer’s willingness to pay for specific features.
Conjoint Analysis is a technique developed since the 1970s that allows you to work out the hidden rules people use to make trade-offs between different products and services and the values they place on different features. By understanding precisely how people make decisions and what they value in your products and services, you can work out the optimum level of features and services that balance value to the customer against cost to the company. Read the rest of this entry »
