Sunday, 6 June 2010

Surprise of the Ordinary - The Humble Leather Shoe


I’ve had these shoes for around 6 years now, Size 7 Lambretta slip-ons brought from Brantanos in Aylesbury. After a full life serving their master, I was going to throw them out but remembered a BBC Documentary called ‘Blood Sweat and Luxuries’. Essentially the show was about a group of spoilt rich British kids working in the same conditions as Madagascan Sapphire miners, Ethiopian Leather producers and African Gold miners. The leather episode has by far the most impact.

The Ravages of time

Detailed stitching

We seem to forget in our busy lives where exactly the goods we buy come from (as Alain de Botton’s excellent book ‘The Pleasures and Sorrows of Work’ and Monocle Magazine have touched on in the past). We are detached from the efforts that went into their creation (can you name the man who made your kitchen table? What is your MacBook made of and by whom? How long did it take to assemble your car and where did the raw materials come from?). We seem to forget that the materials to make that leather jacket you may be wearing once belonged to a living, breathing, pulsating animal with limbs, organs, brains and bone. It knew not of self-consciousness. The flesh of the animal is flayed off, organs and feet discarded by hand, dipped in an acid bath to remove the hair, and coloured using dye. Watching that documentary made me realise the value of the material and to respect where it came from. As such, rather than discard the shoes, I wanted to (and felt compelled to) recycle them into something new, something beyond their original function.

All I needed was a sharp scalpel….

The shoes are exceptionally well made, it took a whole hour to dismantle them. The leather has aged well, after years of polishing and care, and (judging by the warp in the material) I now realise that my walking gait was somewhat off. An old shoe saying whose source eludes me - ‘It’s better to have 3 pairs of shoes that last 10 years than 10 pairs of shoes that last 3 years’.

Its incredibly interesting dismantling something you never thought you’d ever take apart, to realise just how much time and effort went into making it. You’d be amazed how many YouTube videos there are about shoe / leather craftsmanship, tools and ‘skiving’ (thinning leather by hand or machine).


It’s no longer a shoe, it becomes something else, mere sheets of worn leather, ready for a life anew beyond the original life of the object. This begs the question - does the form dictate what an object is despite its material construction? Is an object’s identity merely dictated by its function?

A thought I throw out to all Copywriters. Next time you’re stuck for ideas, try dissecting something you plan on throwing away. You may learn something.


The essence of a shoe ready for a new life

Friday, 28 May 2010

LEGO is truly obsessed with its customers, why I love it and where it can go.

“Build it and they will come” goes the famous mantra. The Lego CEO Jørgen Vig Knudstorp once said in a Monocle Magazine interview that Lego is “entirely driven by those who love the brand”. I think he may be on to something…

Lego take a very open-source attitude towards their product to be as inclusive as possible for consumers; for example you can design your own models online and Lego will ship all the components to you and display it in stores for other people to buy. Individual bricks are sold in larger outlets to customise your building experience, making the possibilities of construction truly endless (people have erected record-breaking towers, working cars and even full-size houses out of these ingenious little bricks). This is a far cry from where the brand stood in the late 1990’s, with the company losing revenue and sales in steady decline. By selling off assets, downsizing and focusing on the core values of the brand (interactivity being one) Lego became true to itself which the public were attracted to. The brand now boasts record profits and sales with a fan base ‘cult of Lego’ that is unparalleled.

Because of the engaging nature of the product, people expect to be apart of the brand, and actively seek it out in categories that Lego does not currently occupy (people have made jewellery, electrical goods and artwork from Lego among the plethora of other things). The popularity of Lego has influenced how brands outside the product category perceive themselves such as the bank Santander (who have used Lego bricks as a metaphor for ‘engagement’ throughout their latest advertising campaign). Lego has entered the mainstream consciousness and continues to cultivate its relationship with consumers. For example the YouTube film ‘8-bit Trip’ (in which Lego is used for stop-motion animation) has become an online smash hit and fans continue to resonate with the brand because of UGC like this.

I love Lego not only because I played with it as a child, but because the brand has not run away from what it is about and retained its family-owned heritage by remaining in the small town of Billund in Denmark where the product was conceived over 75 years ago. The word ‘Lego’ is an amalgamation of the Danish words ‘leg’ and ‘godt’, which roughly translate as ‘play well’, and in keeping of this ethos the brand have given us a toy that not only exercises our ability to create, but our imaginations as well. I think that the brand can only go from strength-to-strength in the future (the fact that the recession didn’t even dent sales is testament to this). By inviting consumers into the heart of the brand, a deep relationship is forged that is difficult to break (a mere 2 million households in the US make up 50% of Lego’s sales globally). In future I can envision Lego becoming a more premium brand with select product launches and an educational tool for children (even a form of creative therapy for troubled individuals). The brand could become an art form in it’s own right and train children about construction techniques and how to express oneself with art (like a kind of ‘Lego philosophy‘).

Lego design competitions could be held to encourage people to see the product as more than a mere toy (there are communities in Japan who actively do this already, building highly advanced and detailed Lego robots). It’s a brand that has as much potential as your imagination permits you. Be true to yourself as Lego have and you can build your own empire, brick by brick.

Monday, 24 May 2010

Blackout Glasses and Trends

Summers here and it’s time to whip out those fake Ray Ban and TopShop aviator sunglasses. Not content with those I thought about making my own but with a twist. As trendhunting sites will have reported, last summer the must-have facial accessory was the Jay-Z ‘horizontal bar’ aviator glasses which started life as a personal product hack from some guy who’s name eludes me. His mates loved them so much their popularity grew in an organic way...then Kanye West got hold of them...bingo, the design sold millions.


Recent Lady GaGa music videos depict the sugar-coated accessory-clad singer donning sunglasses that are not quite…sunglasses. This begs the question, what are sunglasses for if they function beyond their intended use? They add a superficial awe of glamour to one’s facial profile, cover up shiners, act as barriers to distance ourselves from a world who’s judgement we are fearful of…and stop the sun from getting in our eyes…


Pop the dark glass out and voila!…instant geek-chic appeal (another prominent fashion trend of 2009). Stores such as TopMan, David & Goliath and Accessorise have begun to stock glass-less glasses to cater for this trend of making oneself appear more nerdy/educated than one actually is. Geek-chic seeks to re-create an ‘underdog’ status (think ‘Superbad’, Juno or Michael Cera). The underdog appears innocent on the exterior, an image that is not sexually threatening to girls (more approachable/cuddly), and is susceptible to different external influences in a bid to find his/her tribe to discover a sense of belonging - probably why the trend has been flogged within an inch of its life…



Friday, 21 May 2010

Vorsprung durch Logo. The power of Audi identity recall.


















i10 is all growed-up...


As you may know, I haven't been blogging for a long time, so after careful reflection I've decided to get back into the swing of it, starting with a calmer, more reflective and less shouty image (possibly reflecting my new found state of mind). Expect more work to follow in the near future.

Thursday, 2 April 2009

A print for the creative industry.

i10 has released this limited edition 420 x 594 canvass print of a parody from the iconic 'Keep Calm and Carry On' wartime poster. The print is backed on sturdy hardboard and is ready to hang on any anxious adman's wall or office. The prints are available online at £29.99 each.

Essentially the print is a reflection of creative agencies in this economic 'creative crunch', where agencies are beginning to panic at the loss of blue-chip clients, or parent companies begin to implement recruitment 'freezes'. If an agency does not hire during this recession...its competitors will snap up the latest talent instead.


Thursday, 26 March 2009

Vintage Cool

As history always repeats itself, so too does fashion and the trends that accompany it. ’Retro cool’ is highly appealing as consumers become weary of the current generic choice of consumer goods, and nostalgia can hit a culture for a certain period of time before becoming saturated and eventually superseded by the next trend. One element of retro cool I am currently interested in is the collection of vintage radios…but I don’t know why (but I’m sure playing Fallout 3 has something to do with it). There is also a subculture of people who buy and restore these relics of a bygone age.



To me, these radios represent a lost era in mass communication, a time when radio was THE most popular media for mass communication, and all completely analogue. Today nearly every method of communication is digitised and solid state devices are shrinking in size (and doubling in power according to Moore’s Law). These vintage radios are huge in comparison, filled with glass tubes, transistors and large obsolete batteries (even the ‘portable’ ones). There’s something humbling about this though, they feel weighty, valuable, solid and dependable. They have stood the test of time, and still have an element of ‘cool’ about them. I can already imagine the Miles Davis tracks flowing from the speakers...


Thursday, 19 March 2009

Fallout 3 in the real world.

I am a huge fan of the Fallout franchise and think that Bethesda have done a wonderful job in breathing new life into this once cherished game. There is a huge fan-following of the game quite simply because not only is the game stylistically beautiful (envisioning a post-apocalyptic 1950's dystopia of the future), but the in-depth storyline and massive level sizes (on par with that of GTA4) make this game an explorers paradise.

Getting hold of 'swag' and other related items is EXTREMELY difficult as most of the games launch was concentrated in the US (some promotional items have sold for over £490 on eBay). In light of this, I wanted to create my own swag, namely the infamous 'Mentats' and 'Buffout' health items. Below is what I came up with...

The in-game items

The real world versions!

Vaultboy approves
Buffout!
Mentats!
In the stores now!
The advertising
More advertising
Mentats on TV
There are other such real-world items on the web including this guys Nuka Cola label, and a Pipboy. As nerdy as this all appears, it shows a passion for something that transcends the realm of an idea's original media, from digital into sold state and demonstrates a truly effective piece of branding where demand exceeds supply (and the brand survives longer through the continuous UGC created). Well done Bethesda and Interplay!




Wednesday, 18 March 2009

i10 is now on YouTube.


i10 will now be postig some of its motion graphic work on Youtube. Stay tuned!

Already posted....MAN....GTA4 Spoof....The Gingerbread Man

Work tweaks: Man + Epic




I've tweaked the MAN film a little in the audio, something I've been meaning to do for a while now. Leave a comment if you like the film, I know I do. The original post is here. For those who haven't seen the earlier post, MAN was a micro-project last year to create a short picture show that taps into emotion using very powerful imagery in a bid to get people to broaden their thinking scope about humankind and all the terrible power we wield as a species, and have subsequently demonstrated throughout the ages of man.