don’t miss our next WatchMojo live event broadcasting from YouTube spaces London
broadcasting from YouTube spaces London
broadcasting from YouTube spaces London on July 12 2017 ladies and gentlemen
on July 12 2017 ladies and gentlemen
on July 12 2017 ladies and gentlemen please welcome WatchMojo founder and CEO
please welcome WatchMojo founder and CEO
please welcome WatchMojo founder and CEO ashcan kar bass version already so hello
ashcan kar bass version already so hello
ashcan kar bass version already so hello everyone and welcome to the first ever
everyone and welcome to the first ever
everyone and welcome to the first ever watch module live at YouTube space and
watch module live at YouTube space and
watch module live at YouTube space and what better place to kick off this
what better place to kick off this
what better place to kick off this global and ambitious initiative than in
global and ambitious initiative than in
global and ambitious initiative than in New York City so here we are today at
New York City so here we are today at
New York City so here we are today at Chelsea Market which is one of the two
Chelsea Market which is one of the two
Chelsea Market which is one of the two spaces in the USA and there’s nine of
spaces in the USA and there’s nine of
spaces in the USA and there’s nine of them around the world in far-off places
them around the world in far-off places
them around the world in far-off places such as Tokyo Mumbai Berlin Paris London
such as Tokyo Mumbai Berlin Paris London
such as Tokyo Mumbai Berlin Paris London Toronto Sao Paulo and of course Los
Toronto Sao Paulo and of course Los
Toronto Sao Paulo and of course Los Angeles now you may not know this but
Angeles now you may not know this but
Angeles now you may not know this but watch mojo on YouTube are both kind of
watch mojo on YouTube are both kind of
watch mojo on YouTube are both kind of industry veterans right I mean YouTube
industry veterans right I mean YouTube
industry veterans right I mean YouTube launched in 2005 they registered their
launched in 2005 they registered their
launched in 2005 they registered their URL in May of that year and we launched
URL in May of that year and we launched
URL in May of that year and we launched the next month in June but of course
the next month in June but of course
the next month in June but of course within 18 months YouTube had become the
within 18 months YouTube had become the
within 18 months YouTube had become the second largest search engine in the
second largest search engine in the
second largest search engine in the world and the largest video platform as
world and the largest video platform as
world and the largest video platform as well and it basically eclipsed as you
well and it basically eclipsed as you
well and it basically eclipsed as you all know platforms like revver Guba
all know platforms like revver Guba
all know platforms like revver Guba Metacafe dailymotion as well as the
Metacafe dailymotion as well as the
Metacafe dailymotion as well as the incumbent portals like yahoo msn end of
incumbent portals like yahoo msn end of
incumbent portals like yahoo msn end of a o L now before long Google recognized
a o L now before long Google recognized
a o L now before long Google recognized the promise potential and presence that
the promise potential and presence that
the promise potential and presence that YouTube had and by 18 months later by
YouTube had and by 18 months later by
YouTube had and by 18 months later by October of 2006 acquired it for 1.65
October of 2006 acquired it for 1.65
October of 2006 acquired it for 1.65 billion dollars which at the time seemed
billion dollars which at the time seemed
billion dollars which at the time seemed crazy to some but today it actually
crazy to some but today it actually
crazy to some but today it actually comes across as quite the bargain so on
comes across as quite the bargain so on
comes across as quite the bargain so on that note we’re going to take a look at
that note we’re going to take a look at
that note we’re going to take a look at the confidential financial statements on
the confidential financial statements on
the confidential financial statements on YouTube I’m just kidding we’re not going
YouTube I’m just kidding we’re not going
YouTube I’m just kidding we’re not going to do that anyway so meanwhile the
to do that anyway so meanwhile the
to do that anyway so meanwhile the original founders of YouTube is funny
original founders of YouTube is funny
original founders of YouTube is funny when we started off I would send emails
when we started off I would send emails
when we started off I would send emails to kind of get answers to how we could
to kind of get answers to how we could
to kind of get answers to how we could optimize for the platform and literally
optimize for the platform and literally
optimize for the platform and literally their founders would be replying to us
their founders would be replying to us
their founders would be replying to us now they went off afterwards and bought
now they went off afterwards and bought
now they went off afterwards and bought their private islands meanwhile we were
their private islands meanwhile we were
their private islands meanwhile we were basically in Montreal in the trenches
basically in Montreal in the trenches
basically in Montreal in the trenches trying to figure out this thing called
trying to figure out this thing called
trying to figure out this thing called web video we tried publishing videos on
web video we tried publishing videos on
web video we tried publishing videos on our owned and operated website and that
our owned and operated website and that
our owned and operated website and that didn’t really go anywhere and we fire
didn’t really go anywhere and we fire
didn’t really go anywhere and we fire sprayed them across the web and again
sprayed them across the web and again
sprayed them across the web and again that didn’t necessarily lead
that didn’t necessarily lead
that didn’t necessarily lead to build a business and there was one
to build a business and there was one
to build a business and there was one platform however that was very different
platform however that was very different
platform however that was very different one platform was unique one platform was
one platform was unique one platform was
one platform was unique one platform was growing like crazy and to quote Jack
growing like crazy and to quote Jack
growing like crazy and to quote Jack Walsh the chairman of GE one platform
Walsh the chairman of GE one platform
Walsh the chairman of GE one platform was boundary-less
was boundary-less
was boundary-less that platform of course was YouTube and
that platform of course was YouTube and
that platform of course was YouTube and it occurred an era of production
it occurred an era of production
it occurred an era of production democratization embeddable distribution
democratization embeddable distribution
democratization embeddable distribution and eventually baked in monetization
and eventually baked in monetization
and eventually baked in monetization that really have obviously radically
that really have obviously radically
that really have obviously radically disrupted and altered the media
disrupted and altered the media
disrupted and altered the media landscape and it wasn’t so much that
landscape and it wasn’t so much that
landscape and it wasn’t so much that user-generated content or UGC was going
user-generated content or UGC was going
user-generated content or UGC was going to change the rules of publishing
to change the rules of publishing
to change the rules of publishing altogether brand safe quality content
altogether brand safe quality content
altogether brand safe quality content remains essential for marketers but it’s
remains essential for marketers but it’s
remains essential for marketers but it’s more that YouTube changed the rules of
more that YouTube changed the rules of
more that YouTube changed the rules of engagement so we tracked along from 2006
engagement so we tracked along from 2006
engagement so we tracked along from 2006 to 2012 we produce how to’s we produce
to 2012 we produce how to’s we produce
to 2012 we produce how to’s we produce celebrity interviews we did it all
celebrity interviews we did it all
celebrity interviews we did it all biographies profiles and at some point
biographies profiles and at some point
biographies profiles and at some point circa 2012 we said look if we’re going
circa 2012 we said look if we’re going
circa 2012 we said look if we’re going to package WatchMojo as a consumer
to package WatchMojo as a consumer
to package WatchMojo as a consumer facing brand it’s got to mean something
facing brand it’s got to mean something
facing brand it’s got to mean something to the audience and that’s when we said
to the audience and that’s when we said
to the audience and that’s when we said we looked at the team and we looked at
we looked at the team and we looked at
we looked at the team and we looked at the marketplace and we said we should
the marketplace and we said we should
the marketplace and we said we should really focus on what we’re most
really focus on what we’re most
really focus on what we’re most passionate about and basically produce
passionate about and basically produce
passionate about and basically produce factual top 10 countdown lists curating
factual top 10 countdown lists curating
factual top 10 countdown lists curating pop culture and infotainment so after
pop culture and infotainment so after
pop culture and infotainment so after the vloggers the let’s do it sorry the
the vloggers the let’s do it sorry the
the vloggers the let’s do it sorry the do-it-yourselfers the let’s play gamers
do-it-yourselfers the let’s play gamers
do-it-yourselfers the let’s play gamers but before the unboxers we basically
but before the unboxers we basically
but before the unboxers we basically caught the listicle lightning in a
caught the listicle lightning in a
caught the listicle lightning in a bottle and the rest as they say is
bottle and the rest as they say is
bottle and the rest as they say is history
history
history our success didn’t happen overnight we
our success didn’t happen overnight we
our success didn’t happen overnight we built this one subscriber at a time and
built this one subscriber at a time and
built this one subscriber at a time and we never raised any capital which is
we never raised any capital which is
we never raised any capital which is kind of weird we’ve never raised a
kind of weird we’ve never raised a
kind of weird we’ve never raised a single dollar a venture or angel
single dollar a venture or angel
single dollar a venture or angel investment nothing and frankly with
investment nothing and frankly with
investment nothing and frankly with venture capitalist growth requirements
venture capitalist growth requirements
venture capitalist growth requirements it’s really really difficult to build
it’s really really difficult to build
it’s really really difficult to build something like watch module from scratch
something like watch module from scratch
something like watch module from scratch the reality is you just can’t build an
the reality is you just can’t build an
the reality is you just can’t build an engaged and sustainable audience in a
engaged and sustainable audience in a
engaged and sustainable audience in a hurry it’s like the famous will famous
hurry it’s like the famous will famous
hurry it’s like the famous will famous the successful venture capitalist Mark
the successful venture capitalist Mark
the successful venture capitalist Mark Schuster who is behind maker said you
Schuster who is behind maker said you
Schuster who is behind maker said you can’t put 9 woman in a room and say
can’t put 9 woman in a room and say
can’t put 9 woman in a room and say could you give birth in a month it just
could you give birth in a month it just
could you give birth in a month it just doesn’t work like that so this process
doesn’t work like that so this process
doesn’t work like that so this process takes time now if you fast-forward four
takes time now if you fast-forward four
takes time now if you fast-forward four years our top ten lists have been seen
years our top ten lists have been seen
years our top ten lists have been seen eight billion times and they’ve
eight billion times and they’ve
eight billion times and they’ve generated over 50 billion minutes of
generated over 50 billion minutes of
generated over 50 billion minutes of watch time now just to give you a sense
watch time now just to give you a sense
watch time now just to give you a sense of how big that is that is ninety five
of how big that is that is ninety five
of how big that is that is ninety five thousand years and it’s all organic some
thousand years and it’s all organic some
thousand years and it’s all organic some of you in the audience may be part of
of you in the audience may be part of
of you in the audience may be part of that 15 million subscriber base that
that 15 million subscriber base that
that 15 million subscriber base that watches over a billion minutes of watch
watches over a billion minutes of watch
watches over a billion minutes of watch time each month
time each month
time each month who enjoy our top 10 list and a few of
who enjoy our top 10 list and a few of
who enjoy our top 10 list and a few of you may be the ones who are a bit more
you may be the ones who are a bit more
you may be the ones who are a bit more cynical who say we’re running out of
cynical who say we’re running out of
cynical who say we’re running out of ideas even though we will never run out
ideas even though we will never run out
ideas even though we will never run out of ideas but the most exciting part of
of ideas but the most exciting part of
of ideas but the most exciting part of my job and my reality is like there’s
my job and my reality is like there’s
my job and my reality is like there’s there’s like a billion of you out there
there’s like a billion of you out there
there’s like a billion of you out there that don’t know yet about WatchMojo and
that don’t know yet about WatchMojo and
that don’t know yet about WatchMojo and who have yet to become mojo Holland’s
who have yet to become mojo Holland’s
who have yet to become mojo Holland’s and that’s really what kind of drives us
and that’s really what kind of drives us
and that’s really what kind of drives us every day so what’s our formula for
every day so what’s our formula for
every day so what’s our formula for success what’s the recipe the truth is
success what’s the recipe the truth is
success what’s the recipe the truth is there’s no silver bullet there is you
there’s no silver bullet there is you
there’s no silver bullet there is you know anybody that tells you like there’s
know anybody that tells you like there’s
know anybody that tells you like there’s an algorithm and there’s kind of a
an algorithm and there’s kind of a
an algorithm and there’s kind of a playbook to build a content successful
playbook to build a content successful
playbook to build a content successful content business is lying
content business is lying
content business is lying the reality is first and foremost you’ve
the reality is first and foremost you’ve
the reality is first and foremost you’ve got to be passionate and you hear that
got to be passionate and you hear that
got to be passionate and you hear that in so cliche I tell people you got it if
in so cliche I tell people you got it if
in so cliche I tell people you got it if you’re going to be in the content
you’re going to be in the content
you’re going to be in the content business you almost want to be focusing
business you almost want to be focusing
business you almost want to be focusing on something that you would do for free
on something that you would do for free
on something that you would do for free if there was no money in it but the
if there was no money in it but the
if there was no money in it but the reality is if you’re persistent and you
reality is if you’re persistent and you
reality is if you’re persistent and you just kind of improve and iterate then
just kind of improve and iterate then
just kind of improve and iterate then the sky is the limit in the age of the
the sky is the limit in the age of the
the sky is the limit in the age of the global stage and that stage being
global stage and that stage being
global stage and that stage being YouTube 3 years ago at brandcast which
YouTube 3 years ago at brandcast which
YouTube 3 years ago at brandcast which is YouTube’s upfront event I sat in the
is YouTube’s upfront event I sat in the
is YouTube’s upfront event I sat in the audience and I heard a frank talk about
audience and I heard a frank talk about
audience and I heard a frank talk about his vision for BuzzFeed BuzzFeed video
his vision for BuzzFeed BuzzFeed video
his vision for BuzzFeed BuzzFeed video in the future then two years ago I saw
in the future then two years ago I saw
in the future then two years ago I saw fellow Montreal entrepreneur and
fellow Montreal entrepreneur and
fellow Montreal entrepreneur and executives Shane Smith take us through
executives Shane Smith take us through
executives Shane Smith take us through the future of vice and how it was going
the future of vice and how it was going
the future of vice and how it was going to be this new news gathering operation
to be this new news gathering operation
to be this new news gathering operation those are two brands companies that have
those are two brands companies that have
those are two brands companies that have built companies with valuations that
built companies with valuations that
built companies with valuations that overshadow media companies that have
overshadow media companies that have
overshadow media companies that have been in business for decades and that’s
been in business for decades and that’s
been in business for decades and that’s been fueled obviously by the insatiable
been fueled obviously by the insatiable
been fueled obviously by the insatiable insatiable appetite of audiences for
insatiable appetite of audiences for
insatiable appetite of audiences for online video now to start to connect the
online video now to start to connect the
online video now to start to connect the bridge between watch modules past and
bridge between watch modules past and
bridge between watch modules past and present and the future I was born in
present and the future I was born in
present and the future I was born in Iran you’re wondering what ash can carve
Iran you’re wondering what ash can carve
Iran you’re wondering what ash can carve extrusion the origins are so I was born
extrusion the origins are so I was born
extrusion the origins are so I was born in Iran but since 1983 I’ve called
in Iran but since 1983 I’ve called
in Iran but since 1983 I’ve called Montreal my home as a Canadian
Montreal my home as a Canadian
Montreal my home as a Canadian entrepreneur I basically you know I set
entrepreneur I basically you know I set
entrepreneur I basically you know I set out to build the next edition of let’s
out to build the next edition of let’s
out to build the next edition of let’s say a juice pool just for laughs Cirque
say a juice pool just for laughs Cirque
say a juice pool just for laughs Cirque du Soleil or vice media basically the
du Soleil or vice media basically the
du Soleil or vice media basically the next great media entertainment brand
next great media entertainment brand
next great media entertainment brand export out of the city and frankly I
export out of the city and frankly I
export out of the city and frankly I think we’ve accomplished that right and
think we’ve accomplished that right and
think we’ve accomplished that right and you have to bear in mind that with
you have to bear in mind that with
you have to bear in mind that with YouTube now surpassing a billion hours
YouTube now surpassing a billion hours
YouTube now surpassing a billion hours of video each day it’s on pace to
of video each day it’s on pace to
of video each day it’s on pace to replace television as the leading
replace television as the leading
replace television as the leading consumption platform so as WatchMojo is
consumption platform so as WatchMojo is
consumption platform so as WatchMojo is one if not the most successful you know
one if not the most successful you know
one if not the most successful you know YouTube centric media brand out there
YouTube centric media brand out there
YouTube centric media brand out there it’s not driven by like a personality
it’s not driven by like a personality
it’s not driven by like a personality then I like to think we’re actually on
then I like to think we’re actually on
then I like to think we’re actually on our way to draw that parallel
our way to draw that parallel
our way to draw that parallel into building the next ESPN the next mtv
into building the next ESPN the next mtv
into building the next ESPN the next mtv of the millennial generation and
of the millennial generation and
of the millennial generation and daunting as it seemed over like the 11
daunting as it seemed over like the 11
daunting as it seemed over like the 11 years this journey of trying to like
years this journey of trying to like
years this journey of trying to like take an idea and build a business around
take an idea and build a business around
take an idea and build a business around it I knew that it was possible largely
it I knew that it was possible largely
it I knew that it was possible largely because of YouTube’s boundary-less
because of YouTube’s boundary-less
because of YouTube’s boundary-less platform an audience of billions and
platform an audience of billions and
platform an audience of billions and today there’s really only nine channels
today there’s really only nine channels
today there’s really only nine channels that have more subscribers and all-time
that have more subscribers and all-time
that have more subscribers and all-time views than us and six of them are vevo
views than us and six of them are vevo
views than us and six of them are vevo channels like Eminem Taylor Swift and
channels like Eminem Taylor Swift and
channels like Eminem Taylor Swift and whatnot and then the other three are
whatnot and then the other three are
whatnot and then the other three are basically the WWE Ellen and of course
basically the WWE Ellen and of course
basically the WWE Ellen and of course PewDiePie let’s not forget every
PewDiePie let’s not forget every
PewDiePie let’s not forget every PewDiePie so at a time when politicians
PewDiePie so at a time when politicians
PewDiePie so at a time when politicians who are elected are calling to erect
who are elected are calling to erect
who are elected are calling to erect walls we thought it was important to say
walls we thought it was important to say
walls we thought it was important to say wait a second this is the new normal
wait a second this is the new normal
wait a second this is the new normal YouTube is where society and life is
YouTube is where society and life is
YouTube is where society and life is going which is basically its
going which is basically its
going which is basically its boundary-less
boundary-less
boundary-less a creator from Montreal can create
a creator from Montreal can create
a creator from Montreal can create content inform entertain and engage
content inform entertain and engage
content inform entertain and engage audiences from Manila Madrid Mumbai and
audiences from Manila Madrid Mumbai and
audiences from Manila Madrid Mumbai and basically the sky’s the limit
basically the sky’s the limit
basically the sky’s the limit tomorrow’s world especially in the
tomorrow’s world especially in the
tomorrow’s world especially in the creative space won’t have any borders
creative space won’t have any borders
creative space won’t have any borders because creativity travels and it brings
because creativity travels and it brings
because creativity travels and it brings together audiences and yes that includes
together audiences and yes that includes
together audiences and yes that includes the trolls and we do love the trolls
the trolls and we do love the trolls
the trolls and we do love the trolls they do Drive a lot of watch time when
they do Drive a lot of watch time when
they do Drive a lot of watch time when they complain so a few years ago we
they complain so a few years ago we
they complain so a few years ago we launched topics and topics really was
launched topics and topics really was
launched topics and topics really was intended to curate and highlight the
intended to curate and highlight the
intended to curate and highlight the best of YouTube and today we’re excited
best of YouTube and today we’re excited
best of YouTube and today we’re excited to kick off watch mantra live at YouTube
to kick off watch mantra live at YouTube
to kick off watch mantra live at YouTube space which is basically a global
space which is basically a global
space which is basically a global initiative celebrating diversity and
initiative celebrating diversity and
initiative celebrating diversity and creativity around the world and
creativity around the world and
creativity around the world and basically we’re going to be focusing on
basically we’re going to be focusing on
basically we’re going to be focusing on spaces such as this one but rolling
spaces such as this one but rolling
spaces such as this one but rolling around the world where YouTube and
around the world where YouTube and
around the world where YouTube and Google have invested millions in and
Google have invested millions in and
Google have invested millions in and it’s kind of our way basically to give
it’s kind of our way basically to give
it’s kind of our way basically to give back how so watch module is a 10-year
back how so watch module is a 10-year
back how so watch module is a 10-year overnight success and with this new
overnight success and with this new
overnight success and with this new initiative we’re looking at the next 10
initiative we’re looking at the next 10
initiative we’re looking at the next 10 years of our evolution and basically we
years of our evolution and basically we
years of our evolution and basically we want to showcase local musicians local
want to showcase local musicians local
want to showcase local musicians local creators in cities around the world and
creators in cities around the world and
creators in cities around the world and basically we’re recognizing that YouTube
basically we’re recognizing that YouTube
basically we’re recognizing that YouTube has kind of ushered in this revolution
has kind of ushered in this revolution
has kind of ushered in this revolution in media and entertainment and make no
in media and entertainment and make no
in media and entertainment and make no mistake about it our objective with
mistake about it our objective with
mistake about it our objective with watch module live is basically to give
watch module live is basically to give
watch module live is basically to give back to the the up-and-coming creators
back to the the up-and-coming creators
back to the the up-and-coming creators so that their trajectory doesn’t take
so that their trajectory doesn’t take
so that their trajectory doesn’t take them 10 years to build their own success
them 10 years to build their own success
them 10 years to build their own success stories so on that note we hope you
stories so on that note we hope you
stories so on that note we hope you enjoy this first watch module live at
enjoy this first watch module live at
enjoy this first watch module live at YouTube space
YouTube space
YouTube space and we’ll be at Kings Cross station in
and we’ll be at Kings Cross station in
and we’ll be at Kings Cross station in London on July 12 which is in five weeks
London on July 12 which is in five weeks
London on July 12 which is in five weeks to do this again with a UK British
to do this again with a UK British
to do this again with a UK British flavour over over the pond so we’re
flavour over over the pond so we’re
flavour over over the pond so we’re going to cut now to a video more
going to cut now to a video more
going to cut now to a video more propaganda for watching morale I guess
propaganda for watching morale I guess
propaganda for watching morale I guess is that what we’re doing
is that what we’re doing
is that what we’re doing if you’ve ever fallen down the rabbit
if you’ve ever fallen down the rabbit
if you’ve ever fallen down the rabbit hole that is YouTube you’ve seen one of
hole that is YouTube you’ve seen one of
hole that is YouTube you’ve seen one of watch mojos twelve thousand videos but
watch mojos twelve thousand videos but
watch mojos twelve thousand videos but you may not have been formally
you may not have been formally
you may not have been formally introduced to watch mojos extended
introduced to watch mojos extended
introduced to watch mojos extended family of channels miss mojo is the
family of channels miss mojo is the
family of channels miss mojo is the go-to source for female millenials who
go-to source for female millenials who
go-to source for female millenials who love all things celebrity TV film
love all things celebrity TV film
love all things celebrity TV film lifestyle and pop culture with
lifestyle and pop culture with
lifestyle and pop culture with viewership at 60% female aged 18 to 34
viewership at 60% female aged 18 to 34
viewership at 60% female aged 18 to 34 600,000 subs and Counting tune in to
600,000 subs and Counting tune in to
600,000 subs and Counting tune in to miss mojo to see everything from
miss mojo to see everything from
miss mojo to see everything from shocking red-carpet outfits to
shocking red-carpet outfits to
shocking red-carpet outfits to underrated Disney songs to the funniest
underrated Disney songs to the funniest
underrated Disney songs to the funniest ways TV shows hit actresses pregnancies
ways TV shows hit actresses pregnancies
ways TV shows hit actresses pregnancies junior mojo connects with six to twelve
junior mojo connects with six to twelve
junior mojo connects with six to twelve year olds through original animated
year olds through original animated
year olds through original animated programming as well as educational and
programming as well as educational and
programming as well as educational and crafty videos less than two years in and
crafty videos less than two years in and
crafty videos less than two years in and WatchMojo espanol has built a fanbase of
WatchMojo espanol has built a fanbase of
WatchMojo espanol has built a fanbase of roughly 1 million followers thanks to
roughly 1 million followers thanks to
roughly 1 million followers thanks to its mix of original and translated
its mix of original and translated
its mix of original and translated Spanish content watch mojo UK is the
Spanish content watch mojo UK is the
Spanish content watch mojo UK is the newest member of the family a channel
newest member of the family a channel
newest member of the family a channel full of content specific to the United
full of content specific to the United
full of content specific to the United Kingdom and our other international
Kingdom and our other international
Kingdom and our other international channels target fans in countries across
channels target fans in countries across
channels target fans in countries across the globe with original and translated
the globe with original and translated
the globe with original and translated content syndicated in multiple languages
content syndicated in multiple languages
content syndicated in multiple languages from French Portuguese and German and we
from French Portuguese and German and we
from French Portuguese and German and we plan to keep growing the family so watch
plan to keep growing the family so watch
plan to keep growing the family so watch this space for more little bundles of
this space for more little bundles of
this space for more little bundles of joy
not that we’re counting but since this
not that we’re counting but since this video wasn’t it done we did surpass a
video wasn’t it done we did surpass a
video wasn’t it done we did surpass a million and with WatchMojo espanol as
million and with WatchMojo espanol as
million and with WatchMojo espanol as well all right on that note help me
well all right on that note help me
well all right on that note help me welcome Anthony bat co-founder of Weaver
welcome Anthony bat co-founder of Weaver
welcome Anthony bat co-founder of Weaver firs keynote the new reality virtual and
firs keynote the new reality virtual and
firs keynote the new reality virtual and augmented storytelling thank you – so
augmented storytelling thank you – so
augmented storytelling thank you – so I’m Anthony batt let’s see if I get the
I’m Anthony batt let’s see if I get the
I’m Anthony batt let’s see if I get the slides to come up are we gonna go live
slides to come up are we gonna go live
slides to come up are we gonna go live with the slides keynote there we go so
with the slides keynote there we go so
with the slides keynote there we go so um as I said manthan e bat I’m the
um as I said manthan e bat I’m the
um as I said manthan e bat I’m the founder of a company in Venice
founder of a company in Venice
founder of a company in Venice California called Weaver and we focus on
California called Weaver and we focus on
California called Weaver and we focus on making immersive content at the same
making immersive content at the same
making immersive content at the same time we’re building a distribution
time we’re building a distribution
time we’re building a distribution platform for creators that are trying to
platform for creators that are trying to
platform for creators that are trying to get their work out so we have transport
get their work out so we have transport
get their work out so we have transport running in every headset as well as a
running in every headset as well as a
running in every headset as well as a YouTube channel that’s gonna be
YouTube channel that’s gonna be
YouTube channel that’s gonna be launching very shortly I’m stoked to be
launching very shortly I’m stoked to be
launching very shortly I’m stoked to be here talking to the WatchMojo audience
here talking to the WatchMojo audience
here talking to the WatchMojo audience and I hope to inspire them to like think
and I hope to inspire them to like think
and I hope to inspire them to like think about what VRS is today and what its
about what VRS is today and what its
about what VRS is today and what its going to become in the future so I’m a
going to become in the future so I’m a
going to become in the future so I’m a part of this you know global creative
part of this you know global creative
part of this you know global creative community right now that are actually
community right now that are actually
community right now that are actually the you know making VR so I’m working
the you know making VR so I’m working
the you know making VR so I’m working with you know top a-list Hollywood
with you know top a-list Hollywood
with you know top a-list Hollywood directors all the way down to um you
directors all the way down to um you
directors all the way down to um you know YouTube channels like so crispy or
know YouTube channels like so crispy or
know YouTube channels like so crispy or just you know college interns that are
just you know college interns that are
just you know college interns that are making videos with me so it’s like a
making videos with me so it’s like a
making videos with me so it’s like a really broad spectrum but it’s this
really broad spectrum but it’s this
really broad spectrum but it’s this global creative communities actually
global creative communities actually
global creative communities actually really focused on sort of reimagining
really focused on sort of reimagining
really focused on sort of reimagining gaming and entertainment storytelling
gaming and entertainment storytelling
gaming and entertainment storytelling and also really talking about the sort
and also really talking about the sort
and also really talking about the sort of the spatial miss of VR and not and
of the spatial miss of VR and not and
of the spatial miss of VR and not and what I’ll do is I’m going to introduce
what I’ll do is I’m going to introduce
what I’ll do is I’m going to introduce several videos and kind of set them up
several videos and kind of set them up
several videos and kind of set them up and kind of explain what we were doing
and kind of explain what we were doing
and kind of explain what we were doing and why we’re doing them hopefully this
and why we’re doing them hopefully this
and why we’re doing them hopefully this could be more of a learning thing than
could be more of a learning thing than
could be more of a learning thing than me just talking about my company so
me just talking about my company so
me just talking about my company so again one more on one side of the
again one more on one side of the
again one more on one side of the spectrum we see VR which is very
spectrum we see VR which is very
spectrum we see VR which is very immersed and then AR which is partially
immersed and then AR which is partially
immersed and then AR which is partially immersed and I’ll talk about both of
immersed and I’ll talk about both of
immersed and I’ll talk about both of those but right now a lot of people ask
those but right now a lot of people ask
those but right now a lot of people ask me like why we are now and kind of like
me like why we are now and kind of like
me like why we are now and kind of like um you know the the way to kind of set
um you know the the way to kind of set
um you know the the way to kind of set that up is you know what I think reality
that up is you know what I think reality
that up is you know what I think reality is sort of virtualized in a sense
is sort of virtualized in a sense
is sort of virtualized in a sense because we’re all sort of seeing things
because we’re all sort of seeing things
because we’re all sort of seeing things and hearing things that we want to hear
and hearing things that we want to hear
and hearing things that we want to hear and so every perspective
and so every perspective
and so every perspective is our own personal perspective so we’re
is our own personal perspective so we’re
is our own personal perspective so we’re used to sort of telling our own stories
used to sort of telling our own stories
used to sort of telling our own stories to ourselves we’re used to we’re all
to ourselves we’re used to we’re all
to ourselves we’re used to we’re all always hearing what we want to hear and
always hearing what we want to hear and
always hearing what we want to hear and when I was working with um Deepak Chopra
when I was working with um Deepak Chopra
when I was working with um Deepak Chopra we had him in the headset and he checked
we had him in the headset and he checked
we had him in the headset and he checked out some stuff and he was he kind of
out some stuff and he was he kind of
out some stuff and he was he kind of took it off and he’s pretty quiet and he
took it off and he’s pretty quiet and he
took it off and he’s pretty quiet and he said now I can explain to people that
said now I can explain to people that
said now I can explain to people that were all living in the simulation and it
were all living in the simulation and it
were all living in the simulation and it really didn’t occur to me what he was
really didn’t occur to me what he was
really didn’t occur to me what he was meaning by that until I worked in the
meaning by that until I worked in the
meaning by that until I worked in the medium probably a year longer so I spent
medium probably a year longer so I spent
medium probably a year longer so I spent I’ve been doing it for three years and
I’ve been doing it for three years and
I’ve been doing it for three years and at about a year into it after seeing so
at about a year into it after seeing so
at about a year into it after seeing so many people spending time in virtual
many people spending time in virtual
many people spending time in virtual reality that you can sort of tell that
reality that you can sort of tell that
reality that you can sort of tell that they are not in their real space that
they are not in their real space that
they are not in their real space that are in this virtual space and that
are in this virtual space and that
are in this virtual space and that they’re what they’re what they’re seeing
they’re what they’re what they’re seeing
they’re what they’re what they’re seeing and what they’re doing is really quite
and what they’re doing is really quite
and what they’re doing is really quite foreign and interesting and so he talks
foreign and interesting and so he talks
foreign and interesting and so he talks about real real reality being what you
about real real reality being what you
about real real reality being what you make it and when you put it on it’s
make it and when you put it on it’s
make it and when you put it on it’s another virtual world which is pretty
another virtual world which is pretty
another virtual world which is pretty pretty impressive so right now we’re in
pretty impressive so right now we’re in
pretty impressive so right now we’re in real reality and in virtual reality all
real reality and in virtual reality all
real reality and in virtual reality all it is is essentially you’re wearing a
it is is essentially you’re wearing a
it is is essentially you’re wearing a headset and there’s computer imagery
headset and there’s computer imagery
headset and there’s computer imagery that are completely surrounding your
that are completely surrounding your
that are completely surrounding your vision and so the reason why we have
vision and so the reason why we have
vision and so the reason why we have that ability today is really on one side
that ability today is really on one side
that ability today is really on one side compute power so our cell phones which
compute power so our cell phones which
compute power so our cell phones which is one way that you can see virtual
is one way that you can see virtual
is one way that you can see virtual reality content you can wear a Samsung
reality content you can wear a Samsung
reality content you can wear a Samsung or a Google product and you can put your
or a Google product and you can put your
or a Google product and you can put your phone into it now that phone and that
phone into it now that phone and that
phone into it now that phone and that compute power has gotten so
compute power has gotten so
compute power has gotten so sophisticated that it can actually play
sophisticated that it can actually play
sophisticated that it can actually play back video or CG content at the frame
back video or CG content at the frame
back video or CG content at the frame rate that actually allows you to see
rate that actually allows you to see
rate that actually allows you to see everything right when you move your head
everything right when you move your head
everything right when you move your head in it and it’s actually it’s getting
in it and it’s actually it’s getting
in it and it’s actually it’s getting better so the fidelity is actually
better so the fidelity is actually
better so the fidelity is actually increasing so we have compute power I
increasing so we have compute power I
increasing so we have compute power I like to think that that’s cool but I
like to think that that’s cool but I
like to think that that’s cool but I actually like to think about that we’re
actually like to think about that we’re
actually like to think about that we’re creatively pushing past our capability
creatively pushing past our capability
creatively pushing past our capability of storytelling with a with a 16 by 9
of storytelling with a with a 16 by 9
of storytelling with a with a 16 by 9 screen and so our stories have gotten
screen and so our stories have gotten
screen and so our stories have gotten too complex and too cool and too
too complex and too cool and too
too complex and too cool and too interesting that the sixteen by nine
interesting that the sixteen by nine
interesting that the sixteen by nine screen is really not enough for us to
screen is really not enough for us to
screen is really not enough for us to tell our stories so now we’re moving
tell our stories so now we’re moving
tell our stories so now we’re moving into this idea of like what does it like
into this idea of like what does it like
into this idea of like what does it like to tell story in a spatial way how do we
to tell story in a spatial way how do we
to tell story in a spatial way how do we choreograph
choreograph
choreograph that story and so virtual reality kind
that story and so virtual reality kind
that story and so virtual reality kind of gives you that capability and it’s
of gives you that capability and it’s
of gives you that capability and it’s growing very rapidly it’s very early I
growing very rapidly it’s very early I
growing very rapidly it’s very early I was doing Internet when people had to
was doing Internet when people had to
was doing Internet when people had to unplug their fax machines and plug in
unplug their fax machines and plug in
unplug their fax machines and plug in their modem and that’s kind of where we
their modem and that’s kind of where we
their modem and that’s kind of where we are right now but it’s actually
are right now but it’s actually
are right now but it’s actually happening everywhere in the world I’ve
happening everywhere in the world I’ve
happening everywhere in the world I’ve been in China Japan and they’re actually
been in China Japan and they’re actually
been in China Japan and they’re actually growing very healthy VR businesses now
growing very healthy VR businesses now
growing very healthy VR businesses now and so you know we were thinking about
and so you know we were thinking about
and so you know we were thinking about VR we’re kind of thinking along kind of
VR we’re kind of thinking along kind of
VR we’re kind of thinking along kind of like it’s not a game it’s it’s a story
like it’s not a game it’s it’s a story
like it’s not a game it’s it’s a story and it also has a puzzle piece into it
and it also has a puzzle piece into it
and it also has a puzzle piece into it and so it’s not classic cinema story
and so it’s not classic cinema story
and so it’s not classic cinema story cinema allows you to like be the
cinema allows you to like be the
cinema allows you to like be the director and you get to cut over
director and you get to cut over
director and you get to cut over shoulders and do various techniques that
shoulders and do various techniques that
shoulders and do various techniques that allow you to really force the story
allow you to really force the story
allow you to really force the story along in VR you have to sort of give up
along in VR you have to sort of give up
along in VR you have to sort of give up some of that control and so that’s where
some of that control and so that’s where
some of that control and so that’s where the puzzle piece comes in and that’s
the puzzle piece comes in and that’s
the puzzle piece comes in and that’s where you have to like I’ll let the user
where you have to like I’ll let the user
where you have to like I’ll let the user to find the story and so I’ll get into
to find the story and so I’ll get into
to find the story and so I’ll get into some examples and show you some video
some examples and show you some video
some examples and show you some video clips which is a lot better so I’m going
clips which is a lot better so I’m going
clips which is a lot better so I’m going to talk about stuff that I am that I
to talk about stuff that I am that I
to talk about stuff that I am that I actually worked on I often hear a lot of
actually worked on I often hear a lot of
actually worked on I often hear a lot of people talk about VR but when you really
people talk about VR but when you really
people talk about VR but when you really look at what they’re talking about is
look at what they’re talking about is
look at what they’re talking about is they’ve never actually really made
they’ve never actually really made
they’ve never actually really made anything so I my company my team we’ve
anything so I my company my team we’ve
anything so I my company my team we’ve made over 30 pieces and so I’m going to
made over 30 pieces and so I’m going to
made over 30 pieces and so I’m going to kind of give you a deep dive on some of
kind of give you a deep dive on some of
kind of give you a deep dive on some of them but it goes from like working with
them but it goes from like working with
them but it goes from like working with Jon Favreau who is a film director who
Jon Favreau who is a film director who
Jon Favreau who is a film director who did jungle book to like Reggie Watts
did jungle book to like Reggie Watts
did jungle book to like Reggie Watts who’s a comedian musician I think he’s
who’s a comedian musician I think he’s
who’s a comedian musician I think he’s just a musical talent all the way to
just a musical talent all the way to
just a musical talent all the way to like deep top Deepak Chopra and an
like deep top Deepak Chopra and an
like deep top Deepak Chopra and an artist named David Cho who is really
artist named David Cho who is really
artist named David Cho who is really talented and artistic and he he we just
talented and artistic and he he we just
talented and artistic and he he we just sent him out into the into a jungle and
sent him out into the into a jungle and
sent him out into the into a jungle and Africa with a tribe and he’s you know
Africa with a tribe and he’s you know
Africa with a tribe and he’s you know putting up big spray-painted pieces on
putting up big spray-painted pieces on
putting up big spray-painted pieces on there in their cave and stuff it’s
there in their cave and stuff it’s
there in their cave and stuff it’s really it’s far out we’re going to be
really it’s far out we’re going to be
really it’s far out we’re going to be doing that we’re gonna be releasing that
doing that we’re gonna be releasing that
doing that we’re gonna be releasing that shortly but so I the point is is that
shortly but so I the point is is that
shortly but so I the point is is that I’ve spent a lot of time making and I
I’ve spent a lot of time making and I
I’ve spent a lot of time making and I feel like actually as a result of making
feel like actually as a result of making
feel like actually as a result of making all this content and working with
all this content and working with
all this content and working with creators it’s important for me to share
creators it’s important for me to share
creators it’s important for me to share as much as I can because I want to
as much as I can because I want to
as much as I can because I want to inspire people actually take on this
inspire people actually take on this
inspire people actually take on this medium because it’s early and you can
medium because it’s early and you can
medium because it’s early and you can really make it make a big splash by
really make it make a big splash by
really make it make a big splash by getting
getting
getting early so let’s see here so I had this
early so let’s see here so I had this
early so let’s see here so I had this opportunity to work with this amazing
opportunity to work with this amazing
opportunity to work with this amazing hip-hop group called run the jewels and
hip-hop group called run the jewels and
hip-hop group called run the jewels and I liked them for various reasons but
I liked them for various reasons but
I liked them for various reasons but most most mostly I just think that they
most most mostly I just think that they
most most mostly I just think that they stand for a lot of what I believe in in
stand for a lot of what I believe in in
stand for a lot of what I believe in in sort of hip-hop and so what we did is we
sort of hip-hop and so what we did is we
sort of hip-hop and so what we did is we had four or five hours with them which
had four or five hours with them which
had four or five hours with them which means that we had to like limit the
means that we had to like limit the
means that we had to like limit the scope of shooting and really just focus
scope of shooting and really just focus
scope of shooting and really just focus on how do we tell a story how do we get
on how do we tell a story how do we get
on how do we tell a story how do we get the artists as close as to the to the
the artists as close as to the to the
the artists as close as to the to the viewer as possible now when you’re
viewer as possible now when you’re
viewer as possible now when you’re seeing this stuff you’re going to see on
seeing this stuff you’re going to see on
seeing this stuff you’re going to see on the far left and the far right are are
the far left and the far right are are
the far left and the far right are are actually what’s behind you so this is
actually what’s behind you so this is
actually what’s behind you so this is designed to actually played in a headset
designed to actually played in a headset
designed to actually played in a headset so it’s going to look odd but actually
so it’s going to look odd but actually
so it’s going to look odd but actually still looks really cool even on a
still looks really cool even on a
still looks really cool even on a sixteen by nine screen so I’m going to
sixteen by nine screen so I’m going to
sixteen by nine screen so I’m going to roll this clip but we had three hours we
roll this clip but we had three hours we
roll this clip but we had three hours we had their song crown and I’ll let you
had their song crown and I’ll let you
had their song crown and I’ll let you take a listen he’s laid out a total
take a listen he’s laid out a total
take a listen he’s laid out a total salary for council a thousand you pay
salary for council a thousand you pay
salary for council a thousand you pay causing me pain
causing me pain
causing me pain to leadership mm right
to leadership mm right
to leadership mm right Oh
Oh
Oh a bishop of our original senators have
a bishop of our original senators have
a bishop of our original senators have I found the Christ whatever
I found the Christ whatever
I found the Christ whatever now finding my
everyone in you man
everyone in you man Oh
Collin was owning kids from the crimes
Collin was owning kids from the crimes he was open
teacher them without mercy and give you
teacher them without mercy and give you the tool to go after the causes of her
the tool to go after the causes of her
the tool to go after the causes of her you’ll become dead you will take bread
you’ll become dead you will take bread
you’ll become dead you will take bread this is for everything you’ve ever I’m
this is for everything you’ve ever I’m
this is for everything you’ve ever I’m running low on time so I’m gonna kind of
running low on time so I’m gonna kind of
running low on time so I’m gonna kind of have to speed through these things but
have to speed through these things but
have to speed through these things but when you’re in the headset killer mics
when you’re in the headset killer mics
when you’re in the headset killer mics is right in front of you he’s he feels
is right in front of you he’s he feels
is right in front of you he’s he feels like he’s right in your face singing and
like he’s right in your face singing and
like he’s right in your face singing and no matter where you look there’s acting
no matter where you look there’s acting
no matter where you look there’s acting out the verses so it was really sort of
out the verses so it was really sort of
out the verses so it was really sort of powerful we wanted to go with black and
powerful we wanted to go with black and
powerful we wanted to go with black and white who’s we wanted we wanted to
white who’s we wanted we wanted to
white who’s we wanted we wanted to actually be very stark and very
actually be very stark and very
actually be very stark and very to-the-point and we wanted to sort of
to-the-point and we wanted to sort of
to-the-point and we wanted to sort of see what black and white would look like
see what black and white would look like
see what black and white would look like in VR because we hadn’t seen any so we
in VR because we hadn’t seen any so we
in VR because we hadn’t seen any so we just went for it so here is a friend and
just went for it so here is a friend and
just went for it so here is a friend and a creative genius Reggie Watts in the
a creative genius Reggie Watts in the
a creative genius Reggie Watts in the back and this is Natalie Emmanuelle she
back and this is Natalie Emmanuelle she
back and this is Natalie Emmanuelle she might know her from Game of Thrones or
might know her from Game of Thrones or
might know her from Game of Thrones or fast and furious but what we did here is
fast and furious but what we did here is
fast and furious but what we did here is a Ben Dickinson the director and Reggie
a Ben Dickinson the director and Reggie
a Ben Dickinson the director and Reggie sort of wrote this piece about being in
sort of wrote this piece about being in
sort of wrote this piece about being in multiple levels of VR and I hope I have
multiple levels of VR and I hope I have
multiple levels of VR and I hope I have enough time to talk about what that
enough time to talk about what that
enough time to talk about what that means in the future and sort of he
means in the future and sort of he
means in the future and sort of he created an 18-minute sort of adventure
created an 18-minute sort of adventure
created an 18-minute sort of adventure this piece is consequential because we
this piece is consequential because we
this piece is consequential because we released this at Sundance of 2016 it’s
released this at Sundance of 2016 it’s
released this at Sundance of 2016 it’s still sort of the gold standard of
still sort of the gold standard of
still sort of the gold standard of mixing live action video with CG and and
mixing live action video with CG and and
mixing live action video with CG and and it’s it’s an 18 minute piece I’ve got a
it’s it’s an 18 minute piece I’ve got a
it’s it’s an 18 minute piece I’ve got a couple Clips here I’ll just show you
couple Clips here I’ll just show you
couple Clips here I’ll just show you really quick the entertainment module
really quick the entertainment module
really quick the entertainment module yes the entertainment module would you
yes the entertainment module would you
yes the entertainment module would you like to try the entertainment module
like to try the entertainment module
like to try the entertainment module okay yes all the greatest people have
okay yes all the greatest people have
okay yes all the greatest people have used it Bob Denver wrote a Sinclaire
used it Bob Denver wrote a Sinclaire
used it Bob Denver wrote a Sinclaire felf carpenter batcher tap Oh pat grin
felf carpenter batcher tap Oh pat grin
felf carpenter batcher tap Oh pat grin smirk culprit everything you believe in
smirk culprit everything you believe in
smirk culprit everything you believe in waste pushing to access paper backing
waste pushing to access paper backing
waste pushing to access paper backing off you talk too much
off you talk too much
off you talk too much um so
now that you’re mastering your
now that you’re mastering your biomechanical consciousness transport
biomechanical consciousness transport
biomechanical consciousness transport system we can enter the realm of
system we can enter the realm of
system we can enter the realm of possibilities
possibilities
possibilities [Music]
[Music]
[Music] so I mean this is 18 minutes long it’s
so I mean this is 18 minutes long it’s
so I mean this is 18 minutes long it’s like taking a trip without taking a trip
like taking a trip without taking a trip
like taking a trip without taking a trip you know the whole idea there is when
you know the whole idea there is when
you know the whole idea there is when Natalie’s putting the helmet on that’s
Natalie’s putting the helmet on that’s
Natalie’s putting the helmet on that’s like the second version of VR that
like the second version of VR that
like the second version of VR that you’re going into and so at the very end
you’re going into and so at the very end
you’re going into and so at the very end you sort of come out of this sleep on
you sort of come out of this sleep on
you sort of come out of this sleep on this Beach and it’s very peaceful it was
this Beach and it’s very peaceful it was
this Beach and it’s very peaceful it was an amazing piece to make we use sort of
an amazing piece to make we use sort of
an amazing piece to make we use sort of every technique back in we did this
every technique back in we did this
every technique back in we did this about two years ago so we used sort of
about two years ago so we used sort of
about two years ago so we used sort of every technique known in the VR language
every technique known in the VR language
every technique known in the VR language to develop it and regi really sort of
to develop it and regi really sort of
to develop it and regi really sort of pushed us to the limit so like in that
pushed us to the limit so like in that
pushed us to the limit so like in that scene where he’s flying around in a jet
scene where he’s flying around in a jet
scene where he’s flying around in a jet pack like you’re sort of in this space
pack like you’re sort of in this space
pack like you’re sort of in this space and then he has a he has a battle with a
and then he has a he has a battle with a
and then he has a he has a battle with a Godhead and so it’s just amazing and a
Godhead and so it’s just amazing and a
Godhead and so it’s just amazing and a lot of fun so a lot of people were
lot of fun so a lot of people were
lot of fun so a lot of people were making very serious VR we decided to
making very serious VR we decided to
making very serious VR we decided to really pay attention to the creatives
really pay attention to the creatives
really pay attention to the creatives comedy music so in this piece this is um
comedy music so in this piece this is um
comedy music so in this piece this is um we’re working at the band called future
we’re working at the band called future
we’re working at the band called future Island I’m not sure if any of you guys
Island I’m not sure if any of you guys
Island I’m not sure if any of you guys know them but um they’re one of our
know them but um they’re one of our
know them but um they’re one of our favorites at the office and this artist
favorites at the office and this artist
favorites at the office and this artist Tyler Hurd developed this like really
Tyler Hurd developed this like really
Tyler Hurd developed this like really like another like taking a trip without
like another like taking a trip without
like another like taking a trip without taking a trip pieces like you can see
taking a trip pieces like you can see
taking a trip pieces like you can see the mountains are smiling the clouds are
the mountains are smiling the clouds are
the mountains are smiling the clouds are smiling and these characters are dancing
smiling and these characters are dancing
smiling and these characters are dancing around you and so what happens is like
around you and so what happens is like
around you and so what happens is like what happened was HTC and released these
what happened was HTC and released these
what happened was HTC and released these things called VR controllers so allowed
things called VR controllers so allowed
things called VR controllers so allowed you to hold your hands and you could you
you to hold your hands and you could you
you to hold your hands and you could you could eventually sort of see where your
could eventually sort of see where your
could eventually sort of see where your hands are what he did when we got them
hands are what he did when we got them
hands are what he did when we got them is he just connected arms so when you’re
is he just connected arms so when you’re
is he just connected arms so when you’re moving your arms they just sort of
moving your arms they just sort of
moving your arms they just sort of wiggle around like a cartoon and so he
wiggle around like a cartoon and so he
wiggle around like a cartoon and so he made this piece set the future Island
made this piece set the future Island
made this piece set the future Island I’ll let you see it it’s it’s a blast
[Music]
[Music] crushing whale
crushing whale
crushing whale [Music]
[Music]
[Music] screams while I’m
like
like cherish my time here
so run a little running a little short
so run a little running a little short on time but you might have saw some
on time but you might have saw some
on time but you might have saw some people dancing inside that so we kind of
people dancing inside that so we kind of
people dancing inside that so we kind of do this thing called mix reality where
do this thing called mix reality where
do this thing called mix reality where we’re filming people inside of
we’re filming people inside of
we’re filming people inside of virtuality and then compositing them but
virtuality and then compositing them but
virtuality and then compositing them but the whole idea is that this piece by
the whole idea is that this piece by
the whole idea is that this piece by future Islands and with Tyler Hurd is
future Islands and with Tyler Hurd is
future Islands and with Tyler Hurd is all about joy producing and dancing and
all about joy producing and dancing and
all about joy producing and dancing and when people go into it it’s like we’ve
when people go into it it’s like we’ve
when people go into it it’s like we’ve had room full of we have these things
had room full of we have these things
had room full of we have these things rooms full of ad executives come by to
rooms full of ad executives come by to
rooms full of ad executives come by to check out VR and all of them are sort of
check out VR and all of them are sort of
check out VR and all of them are sort of like tired and they’ve been seeing many
like tired and they’ve been seeing many
like tired and they’ve been seeing many companies and they come to our company
companies and they come to our company
companies and they come to our company and they do that and they’re all sort of
and they do that and they’re all sort of
and they do that and they’re all sort of buzz they’re all super happy so we think
buzz they’re all super happy so we think
buzz they’re all super happy so we think VR can bring happiness to you and that
VR can bring happiness to you and that
VR can bring happiness to you and that kind of Tyler hood really brought it so
kind of Tyler hood really brought it so
kind of Tyler hood really brought it so this one we just released at Tribeca
this one we just released at Tribeca
this one we just released at Tribeca this is again a total this synthetic
this is again a total this synthetic
this is again a total this synthetic environment so everything you saw seeing
environment so everything you saw seeing
environment so everything you saw seeing this is made by the artist he made the
this is made by the artist he made the
this is made by the artist he made the music and what he wanted to do was try
music and what he wanted to do was try
music and what he wanted to do was try to Telegraph the idea of like immense
to Telegraph the idea of like immense
to Telegraph the idea of like immense energy and power and if you’re thinking
energy and power and if you’re thinking
energy and power and if you’re thinking about it as a filmmaker or as a novelist
about it as a filmmaker or as a novelist
about it as a filmmaker or as a novelist there’s certain ways you can do that he
there’s certain ways you can do that he
there’s certain ways you can do that he actually puts you in the middle of it
actually puts you in the middle of it
actually puts you in the middle of it this guy his name’s are zombie
this guy his name’s are zombie
this guy his name’s are zombie fanmeeting he lives in Denmark and he’s
fanmeeting he lives in Denmark and he’s
fanmeeting he lives in Denmark and he’s an artist and I want to give you a
an artist and I want to give you a
an artist and I want to give you a couple a couple minutes of this and
couple a couple minutes of this and
couple a couple minutes of this and we’ll see what you think
[Music]
[Music] so hopefully that kind of gives you a
so hopefully that kind of gives you a
so hopefully that kind of gives you a bit of a sample of it like you’re you’re
bit of a sample of it like you’re you’re
bit of a sample of it like you’re you’re in that space like when you’re watching
in that space like when you’re watching
in that space like when you’re watching on a screen it’s kind of like that’s
on a screen it’s kind of like that’s
on a screen it’s kind of like that’s cool but when you’re standing in it it’s
cool but when you’re standing in it it’s
cool but when you’re standing in it it’s really mind-blowing it’s there’s you
really mind-blowing it’s there’s you
really mind-blowing it’s there’s you know you see the depth and scale of
know you see the depth and scale of
know you see the depth and scale of everything and you know we when we see
everything and you know we when we see
everything and you know we when we see people viewing it there
people viewing it there
people viewing it there they’re crouching there holding their
they’re crouching there holding their
they’re crouching there holding their bodies and the reason why I mentioned
bodies and the reason why I mentioned
bodies and the reason why I mentioned that is that we start thinking about
that is that we start thinking about
that is that we start thinking about this medium it really sort of affects
this medium it really sort of affects
this medium it really sort of affects people in a profound way
people in a profound way
people in a profound way just like when you we see kids dancing
just like when you we see kids dancing
just like when you we see kids dancing in the Tyler herd piece they’re really
in the Tyler herd piece they’re really
in the Tyler herd piece they’re really there and so when they’re in this piece
there and so when they’re in this piece
there and so when they’re in this piece they’re in somewhere else and it and
they’re in somewhere else and it and
they’re in somewhere else and it and that piece is really powerful so to sort
that piece is really powerful so to sort
that piece is really powerful so to sort of wrap it up on VR I’m going to talk a
of wrap it up on VR I’m going to talk a
of wrap it up on VR I’m going to talk a few minutes on a are i fellow a Kris her
few minutes on a are i fellow a Kris her
few minutes on a are i fellow a Kris her stick over si Sports Illustrated called
stick over si Sports Illustrated called
stick over si Sports Illustrated called me up and said hey what do you think
me up and said hey what do you think
me up and said hey what do you think about VR and Sports Illustrated Swimsuit
about VR and Sports Illustrated Swimsuit
about VR and Sports Illustrated Swimsuit Edition I was like I don’t know I mean
Edition I was like I don’t know I mean
Edition I was like I don’t know I mean sounds interesting like what are you
sounds interesting like what are you
sounds interesting like what are you thinking and he was like his idea was
thinking and he was like his idea was
thinking and he was like his idea was like ha for 50 years we’ve been showing
like ha for 50 years we’ve been showing
like ha for 50 years we’ve been showing people a cover and you know what can you
people a cover and you know what can you
people a cover and you know what can you do with that I said well what would it
do with that I said well what would it
do with that I said well what would it be like to stand in it you know and so
be like to stand in it you know and so
be like to stand in it you know and so we went into an island in the Caribbean
we went into an island in the Caribbean
we went into an island in the Caribbean with three models and they shot Sports
with three models and they shot Sports
with three models and they shot Sports Illustrated and what we did is we just
Illustrated and what we did is we just
Illustrated and what we did is we just snuck in our VR cameras what’s
snuck in our VR cameras what’s
snuck in our VR cameras what’s interesting there is that I’ve never
interesting there is that I’ve never
interesting there is that I’ve never been on a photo shoot like that what the
been on a photo shoot like that what the
been on a photo shoot like that what the photographer and the videographer are
photographer and the videographer are
photographer and the videographer are really coaching the model they’re
really coaching the model they’re
really coaching the model they’re telling her to do all these things and
telling her to do all these things and
telling her to do all these things and then when we come in we’re like okay
then when we come in we’re like okay
then when we come in we’re like okay we’re just sorry to interrupt you know
we’re just sorry to interrupt you know
we’re just sorry to interrupt you know we’re gonna put this camera here and
we’re gonna put this camera here and
we’re gonna put this camera here and then we’re going to strike the set and
then we’re going to strike the set and
then we’re going to strike the set and we’ll come back in five minutes and
we’ll come back in five minutes and
we’ll come back in five minutes and they’re just like what like they have no
they’re just like what like they have no
they’re just like what like they have no they’re like freaked out and so we got a
they’re like freaked out and so we got a
they’re like freaked out and so we got a different performance because they’re
different performance because they’re
different performance because they’re all by themselves usually there’s a
all by themselves usually there’s a
all by themselves usually there’s a whole team so I’ll just run this and see
whole team so I’ll just run this and see
whole team so I’ll just run this and see what you guys think so that’s us
what you guys think so that’s us
what you guys think so that’s us standing on the sides trying to coax her
standing on the sides trying to coax her
standing on the sides trying to coax her into like this is gonna be okay trust us
into like this is gonna be okay trust us
into like this is gonna be okay trust us you know and she’s like no this is gonna
you know and she’s like no this is gonna
you know and she’s like no this is gonna suck but uh you know and then there we
suck but uh you know and then there we
suck but uh you know and then there we go we disappear and she’s just left
go we disappear and she’s just left
go we disappear and she’s just left there with no camp like our camera is
there with no camp like our camera is
there with no camp like our camera is really small and so she’s you get this
really small and so she’s you get this
really small and so she’s you get this whole different level of performance and
whole different level of performance and
whole different level of performance and you know we when this is in the headset
you know we when this is in the headset
you know we when this is in the headset the whole scene is stunningly beautiful
the whole scene is stunningly beautiful
the whole scene is stunningly beautiful and it’s pretty interesting so it’s also
and it’s pretty interesting so it’s also
and it’s pretty interesting so it’s also a little racy so we we’re cutting it
a little racy so we we’re cutting it
a little racy so we we’re cutting it right there
right there
right there well yeah watch the WatchMojo tans we’ll
well yeah watch the WatchMojo tans we’ll
well yeah watch the WatchMojo tans we’ll get that up for you guys later so what
get that up for you guys later so what
get that up for you guys later so what we’re talking about a are it’s really
we’re talking about a are it’s really
we’re talking about a are it’s really just sort of a partial it’s using
just sort of a partial it’s using
just sort of a partial it’s using computer imagery to partially paint out
computer imagery to partially paint out
computer imagery to partially paint out what you’re seeing right now we’re using
what you’re seeing right now we’re using
what you’re seeing right now we’re using we see a are in in like you know
we see a are in in like you know
we see a are in in like you know snapchat right it’s like we’re familiar
snapchat right it’s like we’re familiar
snapchat right it’s like we’re familiar with like hey they’ve the you know we
with like hey they’ve the you know we
with like hey they’ve the you know we have computer vision we’re able to like
have computer vision we’re able to like
have computer vision we’re able to like do facial recognition and then we can
do facial recognition and then we can
do facial recognition and then we can actually paint the tongue and then we
actually paint the tongue and then we
actually paint the tongue and then we have the world lenses so this is the
have the world lenses so this is the
have the world lenses so this is the precursor to like real AR but it’s the
precursor to like real AR but it’s the
precursor to like real AR but it’s the idea that like the computer is able to
idea that like the computer is able to
idea that like the computer is able to actually use machine vision techniques
actually use machine vision techniques
actually use machine vision techniques which is to basically sort of map the
which is to basically sort of map the
which is to basically sort of map the space and then you could play stuff on
space and then you could play stuff on
space and then you could play stuff on it and so the phone right now is the
it and so the phone right now is the
it and so the phone right now is the main interface for that we think that
main interface for that we think that
main interface for that we think that the the both for VR and AR we’re going
the the both for VR and AR we’re going
the the both for VR and AR we’re going to see that holding the phone will be
to see that holding the phone will be
to see that holding the phone will be and putting in headsets will go away and
and putting in headsets will go away and
and putting in headsets will go away and we’ll see more modern headsets come out
we’ll see more modern headsets come out
we’ll see more modern headsets come out and when more modern headsets come out
and when more modern headsets come out
and when more modern headsets come out this artist really sort of says we’re
this artist really sort of says we’re
this artist really sort of says we’re going to paint a lot of stuff onto the
going to paint a lot of stuff onto the
going to paint a lot of stuff onto the screens and so this person is going
screens and so this person is going
screens and so this person is going through a market and they’re getting
through a market and they’re getting
through a market and they’re getting they have like you know multiple
they have like you know multiple
they have like you know multiple realities going on at the same time you
realities going on at the same time you
realities going on at the same time you know they’re on the bus and they’re
know they’re on the bus and they’re
know they’re on the bus and they’re seeing a lot of stuff and so that’s sort
seeing a lot of stuff and so that’s sort
seeing a lot of stuff and so that’s sort of as we think about how computing is
of as we think about how computing is
of as we think about how computing is progressed again in you know 93 92 91
progressed again in you know 93 92 91
progressed again in you know 93 92 91 not a lot of people even have laptops
not a lot of people even have laptops
not a lot of people even have laptops and no one had modems and now everyone
and no one had modems and now everyone
and no one had modems and now everyone has a phone with a very sophisticated
has a phone with a very sophisticated
has a phone with a very sophisticated modem so we think that headsets will
modem so we think that headsets will
modem so we think that headsets will mature and they’ll give us a level of
mature and they’ll give us a level of
mature and they’ll give us a level of fidelity to do both VR and AR and we
fidelity to do both VR and AR and we
fidelity to do both VR and AR and we think it will be pretty profound it will
think it will be pretty profound it will
think it will be pretty profound it will reshape the way you tell stories the way
reshape the way you tell stories the way
reshape the way you tell stories the way you think about communication the way
you think about communication the way
you think about communication the way apps work and everything like that so
apps work and everything like that so
apps work and everything like that so which brings me to one minute and 33
which brings me to one minute and 33
which brings me to one minute and 33 seconds and I’ll just say everything
seconds and I’ll just say everything
seconds and I’ll just say everything reality so with that I think that as if
reality so with that I think that as if
reality so with that I think that as if you sort of look out into you know 10 or
you sort of look out into you know 10 or
you sort of look out into you know 10 or 15 years as the computing industry
15 years as the computing industry
15 years as the computing industry pushes into a screen ‘less society with
pushes into a screen ‘less society with
pushes into a screen ‘less society with basically headset systems
basically headset systems
basically headset systems you will see yourselves or you see
you will see yourselves or you see
you will see yourselves or you see yourself today already spending ten
yourself today already spending ten
yourself today already spending ten hours looking at a screen just do the
hours looking at a screen just do the
hours looking at a screen just do the math ten hours easy so in 15 years
math ten hours easy so in 15 years
math ten hours easy so in 15 years you’ll be spending ten hours in an
you’ll be spending ten hours in an
you’ll be spending ten hours in an immersive based screen that will both
immersive based screen that will both
immersive based screen that will both the AR and VR and so what I what we
the AR and VR and so what I what we
the AR and VR and so what I what we believe and we think will happen is like
believe and we think will happen is like
believe and we think will happen is like you’ll be able to live you’ll have
you’ll be able to live you’ll have
you’ll be able to live you’ll have multiple realities concurrent all at the
multiple realities concurrent all at the
multiple realities concurrent all at the same time you’ll move from real reality
same time you’ll move from real reality
same time you’ll move from real reality to a virtual reality set take care of
to a virtual reality set take care of
to a virtual reality set take care of business and virtual reality move into
business and virtual reality move into
business and virtual reality move into an AR version move back into real real
an AR version move back into real real
an AR version move back into real real reality move back into VR
reality move back into VR
reality move back into VR all at the same time just like how when
all at the same time just like how when
all at the same time just like how when you’re out to dinner you’re texting five
you’re out to dinner you’re texting five
you’re out to dinner you’re texting five friends eating dinner with a friend
friends eating dinner with a friend
friends eating dinner with a friend talking to mom and dad back and forth
talking to mom and dad back and forth
talking to mom and dad back and forth back and forth that all sort of moves
back and forth that all sort of moves
back and forth that all sort of moves into what I just call XR everything is
into what I just call XR everything is
into what I just call XR everything is reality and it becomes very powerful my
reality and it becomes very powerful my
reality and it becomes very powerful my my feeling is is that it’s it’s right
my feeling is is that it’s it’s right
my feeling is is that it’s it’s right now it’s very much an artist medium it
now it’s very much an artist medium it
now it’s very much an artist medium it requires the creative talents to think
requires the creative talents to think
requires the creative talents to think about what is totally impossible make it
about what is totally impossible make it
about what is totally impossible make it possible the computer scientists have
possible the computer scientists have
possible the computer scientists have already figured all a lot of the Machine
already figured all a lot of the Machine
already figured all a lot of the Machine visioning out and how to push pixels to
visioning out and how to push pixels to
visioning out and how to push pixels to the screens but it’s really the artist
the screens but it’s really the artist
the screens but it’s really the artist thing to push the medium and that’s
thing to push the medium and that’s
thing to push the medium and that’s where we are today and that’s why I
where we are today and that’s why I
where we are today and that’s why I focus almost all my talks on about the
focus almost all my talks on about the
focus almost all my talks on about the global creative community that’s
global creative community that’s
global creative community that’s developing that’s already working on
developing that’s already working on
developing that’s already working on this with one second left this is all
this with one second left this is all
this with one second left this is all about you what you can imagine and
about you what you can imagine and
about you what you can imagine and create thank you
create thank you
create thank you [Applause]
[Applause]
[Applause] so thank you much Anthony as we set up
so thank you much Anthony as we set up
so thank you much Anthony as we set up for the for the next panel just want to
for the for the next panel just want to
for the for the next panel just want to thank you all for coming again and a
thank you all for coming again and a
thank you all for coming again and a reminder that we have a few more panels
reminder that we have a few more panels
reminder that we have a few more panels and keynotes discussions whatnot 5:00
and keynotes discussions whatnot 5:00
and keynotes discussions whatnot 5:00 p.m. we’ll be serving some cocktails and
p.m. we’ll be serving some cocktails and
p.m. we’ll be serving some cocktails and refreshments and then I am in your way I
refreshments and then I am in your way I
refreshments and then I am in your way I see par for the course and then tonight
see par for the course and then tonight
see par for the course and then tonight lots of musical performances as you
lots of musical performances as you
lots of musical performances as you could tell it’s going to get loud in
could tell it’s going to get loud in
could tell it’s going to get loud in here and we’re very very psyched about
here and we’re very very psyched about
here and we’re very very psyched about that cool so thank you everybody having
that cool so thank you everybody having
that cool so thank you everybody having fun this is a live stream so believe it
fun this is a live stream so believe it
fun this is a live stream so believe it or not just to as we’re setting up this
or not just to as we’re setting up this
or not just to as we’re setting up this literally went from concept to reality
literally went from concept to reality
literally went from concept to reality in a hundred days we came here from
in a hundred days we came here from
in a hundred days we came here from Montreal we sponsor one of the sports
Montreal we sponsor one of the sports
Montreal we sponsor one of the sports teams in the city and we came down with
teams in the city and we came down with
teams in the city and we came down with the executive team to watch it and I
the executive team to watch it and I
the executive team to watch it and I sent a few of the my colleagues here
sent a few of the my colleagues here
sent a few of the my colleagues here just to check out space and I’m like
just to check out space and I’m like
just to check out space and I’m like there’s something there I’m like we
there’s something there I’m like we
there’s something there I’m like we should start using this we’re a big
should start using this we’re a big
should start using this we’re a big channel we have access YouTube is so
channel we have access YouTube is so
channel we have access YouTube is so gracious they let all their creators use
gracious they let all their creators use
gracious they let all their creators use it proportionally to how many
it proportionally to how many
it proportionally to how many subscribers they have I believe and one
subscribers they have I believe and one
subscribers they have I believe and one of my colleagues who Kevin who is on the
of my colleagues who Kevin who is on the
of my colleagues who Kevin who is on the way from LaGuardia now that Montreal
way from LaGuardia now that Montreal
way from LaGuardia now that Montreal LaGuardia flight is 55 minutes but a cab
LaGuardia flight is 55 minutes but a cab
LaGuardia flight is 55 minutes but a cab ride from LaGuardia is about you know an
ride from LaGuardia is about you know an
ride from LaGuardia is about you know an hour and 55 minutes
hour and 55 minutes
hour and 55 minutes so Kevin they know at the end after the
so Kevin they know at the end after the
so Kevin they know at the end after the game we’re sitting in the hotel he’s
game we’re sitting in the hotel he’s
game we’re sitting in the hotel he’s like you know what we should just throw
like you know what we should just throw
like you know what we should just throw a party at YouTube space I’m like that’s
a party at YouTube space I’m like that’s
a party at YouTube space I’m like that’s a great idea but only then he goes and
a great idea but only then he goes and
a great idea but only then he goes and we should hire a band I’m like love it
we should hire a band I’m like love it
we should hire a band I’m like love it let’s do it then I’m like you know what
let’s do it then I’m like you know what
let’s do it then I’m like you know what I pretty much think that it’s not just
I pretty much think that it’s not just
I pretty much think that it’s not just for parties they probably also want us
for parties they probably also want us
for parties they probably also want us to produce content so we’re like let’s
to produce content so we’re like let’s
to produce content so we’re like let’s record it and then after that they’re
record it and then after that they’re
record it and then after that they’re like let’s livestream it and then a week
like let’s livestream it and then a week
like let’s livestream it and then a week later I visited London and I was walking
later I visited London and I was walking
later I visited London and I was walking around London space and I kind of
around London space and I kind of
around London space and I kind of concocted this whole global series and
concocted this whole global series and
concocted this whole global series and then so that’s kind of how this idea
then so that’s kind of how this idea
then so that’s kind of how this idea came to be anyway so hopefully some of
came to be anyway so hopefully some of
came to be anyway so hopefully some of you will be joining us in London where
you will be joining us in London where
you will be joining us in London where else London where else would we go we
else London where else would we go we
else London where else would we go we would obviously do Los Angeles for sure
would obviously do Los Angeles for sure
would obviously do Los Angeles for sure Toronto and I believe YouTube is opening
Toronto and I believe YouTube is opening
Toronto and I believe YouTube is opening one in Rio so if you twist my arm hard
one in Rio so if you twist my arm hard
one in Rio so if you twist my arm hard enough we may have to go to Rio for that
enough we may have to go to Rio for that
enough we may have to go to Rio for that one cool I’ll go to that one you’ll go
one cool I’ll go to that one you’ll go
one cool I’ll go to that one you’ll go to that one all right excellent so the
to that one all right excellent so the
to that one all right excellent so the rest of
rest of
rest of the panel’s should be coming out any
the panel’s should be coming out any
the panel’s should be coming out any minute now I believe is that fake news
minute now I believe is that fake news
minute now I believe is that fake news it’s happening yes they are coming so
it’s happening yes they are coming so
it’s happening yes they are coming so just want to introduce the moderators so
just want to introduce the moderators so
just want to introduce the moderators so heel Patel here we go writer at digit a
heel Patel here we go writer at digit a
heel Patel here we go writer at digit a it takes away thank you
it takes away thank you
it takes away thank you well thanks everyone I like to also to
well thanks everyone I like to also to
well thanks everyone I like to also to choose or to other panelists Anthony
choose or to other panelists Anthony
choose or to other panelists Anthony thank you thanks John Hamilton was a
thank you thanks John Hamilton was a
thank you thanks John Hamilton was a filmmaker and an added factor was a
filmmaker and an added factor was a
filmmaker and an added factor was a president of global innovation at PMX
not reject as much as I can that way it
not reject as much as I can that way it is an interesting set up so that was
is an interesting set up so that was
is an interesting set up so that was great presentation Anthony uh I’d love
great presentation Anthony uh I’d love
great presentation Anthony uh I’d love to kind of start with sort of yeah I’m
to kind of start with sort of yeah I’m
to kind of start with sort of yeah I’m not gonna apologize for this joke the
not gonna apologize for this joke the
not gonna apologize for this joke the reality of virtual reality right now so
reality of virtual reality right now so
reality of virtual reality right now so like what is the actual we know that
like what is the actual we know that
like what is the actual we know that brands are playing in the space we know
brands are playing in the space we know
brands are playing in the space we know that a lot of creators are playing in
that a lot of creators are playing in
that a lot of creators are playing in the space and want to play in this space
the space and want to play in this space
the space and want to play in this space but ultimately what do people need to
but ultimately what do people need to
but ultimately what do people need to know or be aware of or even just do so
know or be aware of or even just do so
know or be aware of or even just do so it’s not so gimmicky because it can so
it’s not so gimmicky because it can so
it’s not so gimmicky because it can so easily just be something that like we
easily just be something that like we
easily just be something that like we did it because that’s the thing to do
did it because that’s the thing to do
did it because that’s the thing to do now right I’d love to weather let’s
now right I’d love to weather let’s
now right I’d love to weather let’s start on the brand side action trap sure
start on the brand side action trap sure
start on the brand side action trap sure why I think one of the challenges they
why I think one of the challenges they
why I think one of the challenges they mentioned with gimmicks is the episodic
mentioned with gimmicks is the episodic
mentioned with gimmicks is the episodic nature of what we’re used to in video
nature of what we’re used to in video
nature of what we’re used to in video whether for television to to shorts to
whether for television to to shorts to
whether for television to to shorts to to YouTube is something that has yet to
to YouTube is something that has yet to
to YouTube is something that has yet to translate to VR we haven’t found a way
translate to VR we haven’t found a way
translate to VR we haven’t found a way yet to use it fast enough to you’re not
yet to use it fast enough to you’re not
yet to use it fast enough to you’re not rapidly enough and make it as accessible
rapidly enough and make it as accessible
rapidly enough and make it as accessible as all these other channels and
as all these other channels and
as all these other channels and platforms are and I think from a Fran
platforms are and I think from a Fran
platforms are and I think from a Fran standpoint there’s an apprehension to
standpoint there’s an apprehension to
standpoint there’s an apprehension to dive all the way in because it’s there’s
dive all the way in because it’s there’s
dive all the way in because it’s there’s so much unknown and there’s so much that
so much unknown and there’s so much that
so much unknown and there’s so much that has yet to be defined by the same ray
has yet to be defined by the same ray
has yet to be defined by the same ray that makes it a great opportunity to go
that makes it a great opportunity to go
that makes it a great opportunity to go out and define it and experiment and
out and define it and experiment and
out and define it and experiment and create what this platform could be or
create what this platform could be or
create what this platform could be or tap into the potential of it even if we
tap into the potential of it even if we
tap into the potential of it even if we are the super early stages so at this
are the super early stages so at this
are the super early stages so at this early stage Jonathan you guys obviously
early stage Jonathan you guys obviously
early stage Jonathan you guys obviously have been doing a lot of work in this
have been doing a lot of work in this
have been doing a lot of work in this field are there things that seem to work
field are there things that seem to work
field are there things that seem to work better or just resonate more both in the
better or just resonate more both in the
better or just resonate more both in the creative sense and just the very simple
creative sense and just the very simple
creative sense and just the very simple fact that people who actually want to
fact that people who actually want to
fact that people who actually want to put on a headset and watch it what have
put on a headset and watch it what have
put on a headset and watch it what have you guys found so far well for me I
you guys found so far well for me I
you guys found so far well for me I think people want to be in I mean sighs
think people want to be in I mean sighs
think people want to be in I mean sighs present space you know like I think that
present space you know like I think that
present space you know like I think that they want to go somewhere where they
they want to go somewhere where they
they want to go somewhere where they can’t go so totally fake fake worlds on
can’t go so totally fake fake worlds on
can’t go so totally fake fake worlds on the other spectrum they want to actually
the other spectrum they want to actually
the other spectrum they want to actually go where they can’t go because it’s
go where they can’t go because it’s
go where they can’t go because it’s dangerous so they want to actually see
dangerous so they want to actually see
dangerous so they want to actually see something and have the perspective of
something and have the perspective of
something and have the perspective of the of the place in its scale and so you
the of the place in its scale and so you
the of the place in its scale and so you know you see a lot of the stuff that was
know you see a lot of the stuff that was
know you see a lot of the stuff that was produced by the UN on what’s going on
produced by the UN on what’s going on
produced by the UN on what’s going on with refugees when you actually put the
with refugees when you actually put the
with refugees when you actually put the headset on and and are there you get a
headset on and and are there you get a
headset on and and are there you get a whole different sort of visceral set of
whole different sort of visceral set of
whole different sort of visceral set of feelings about what’s going on there
feelings about what’s going on there
feelings about what’s going on there verse a little picture in your feed
verse a little picture in your feed
verse a little picture in your feed saying yeah there’s refugees in Syria
saying yeah there’s refugees in Syria
saying yeah there’s refugees in Syria you know it’s it’s way more profound and
you know it’s it’s way more profound and
you know it’s it’s way more profound and so we see that when peep you know that
so we see that when peep you know that
so we see that when peep you know that there are a lot of gimmicks yes but
there are a lot of gimmicks yes but
there are a lot of gimmicks yes but there’s also the medium itself is so
there’s also the medium itself is so
there’s also the medium itself is so profoundly a special that creative
profoundly a special that creative
profoundly a special that creative people can actually tell a story far
people can actually tell a story far
people can actually tell a story far more richer and give a higher sense of
more richer and give a higher sense of
more richer and give a higher sense of feeling and emotional connection of the
feeling and emotional connection of the
feeling and emotional connection of the media than other mediums Jon would you
media than other mediums Jon would you
media than other mediums Jon would you yeah I think I think one of the one of
yeah I think I think one of the one of
yeah I think I think one of the one of the things been doing really well is
the things been doing really well is
the things been doing really well is documentary and I think what’s really
documentary and I think what’s really
documentary and I think what’s really interesting about VR one of the first
interesting about VR one of the first
interesting about VR one of the first questions that we sort of as creators
questions that we sort of as creators
questions that we sort of as creators all face was can you edit in VR and I
all face was can you edit in VR and I
all face was can you edit in VR and I remember when we first started doing
remember when we first started doing
remember when we first started doing experiences back in 2014 people like you
experiences back in 2014 people like you
experiences back in 2014 people like you can’t edit or can’t you can’t make cuts
can’t edit or can’t you can’t make cuts
can’t edit or can’t you can’t make cuts you can’t do
you can’t do
you can’t do cuts maybe were like well why not let’s
cuts maybe were like well why not let’s
cuts maybe were like well why not let’s try doing cuts so I think what’s really
try doing cuts so I think what’s really
try doing cuts so I think what’s really interesting about documentary VR is that
interesting about documentary VR is that
interesting about documentary VR is that in a sense and particularly interactive
in a sense and particularly interactive
in a sense and particularly interactive documentary we are the people who are
documentary we are the people who are
documentary we are the people who are watching actually can be their own
watching actually can be their own
watching actually can be their own editor so it’s not being filtered
editor so it’s not being filtered
editor so it’s not being filtered through a news organization in certain
through a news organization in certain
through a news organization in certain ways of course if you do edit you know
ways of course if you do edit you know
ways of course if you do edit you know it can be filtered and editorialized the
it can be filtered and editorialized the
it can be filtered and editorialized the same way so I think that’s that sort of
same way so I think that’s that sort of
same way so I think that’s that sort of something that I think is really
something that I think is really
something that I think is really exciting and I think as well as what
exciting and I think as well as what
exciting and I think as well as what Anthony was saying in terms of
Anthony was saying in terms of
Anthony was saying in terms of projecting or transporting us to new
projecting or transporting us to new
projecting or transporting us to new worlds I think one of the other things
worlds I think one of the other things
worlds I think one of the other things too and this goes to a document a
too and this goes to a document a
too and this goes to a document a documentary like Syria is proximity to
documentary like Syria is proximity to
documentary like Syria is proximity to to the actual subject whether it’s was
to the actual subject whether it’s was
to the actual subject whether it’s was whether it’s an experience like you know
whether it’s an experience like you know
whether it’s an experience like you know something we did with like with fifty
something we did with like with fifty
something we did with like with fifty shades darker where you’re right next to
shades darker where you’re right next to
shades darker where you’re right next to Christian Grey and you have that
Christian Grey and you have that
Christian Grey and you have that proximity close to him or whether it’s
proximity close to him or whether it’s
proximity close to him or whether it’s actually a dog one to them okay well I
actually a dog one to them okay well I
actually a dog one to them okay well I think a lot of people do clearly a lot
think a lot of people do clearly a lot
think a lot of people do clearly a lot of people do by the box office but I
of people do by the box office but I
of people do by the box office but I think that’s the that’s that those are
think that’s the that’s that those are
think that’s the that’s that those are the two most powerful things I think
the two most powerful things I think
the two most powerful things I think what Anthony said which is really
what Anthony said which is really
what Anthony said which is really transporting us to places that we we
transporting us to places that we we
transporting us to places that we we cannot really be transported to and also
cannot really be transported to and also
cannot really be transported to and also proximity and an intimacy with the
proximity and an intimacy with the
proximity and an intimacy with the subject they you just normally wouldn’t
subject they you just normally wouldn’t
subject they you just normally wouldn’t get with with standard 2d television now
get with with standard 2d television now
get with with standard 2d television now that makes no sense right it’s as you
that makes no sense right it’s as you
that makes no sense right it’s as you kind of like reference like it’s a lot
kind of like reference like it’s a lot
kind of like reference like it’s a lot easier to understand what might be going
easier to understand what might be going
easier to understand what might be going on in Syria or other parts of the world
on in Syria or other parts of the world
on in Syria or other parts of the world when you can actually see it in a more
when you can actually see it in a more
when you can actually see it in a more immersive environment than reading about
immersive environment than reading about
immersive environment than reading about in an article or slideshow maybe um but
in an article or slideshow maybe um but
in an article or slideshow maybe um but I think there’s also this and I’m
I think there’s also this and I’m
I think there’s also this and I’m assuming it’s more coming from the
assuming it’s more coming from the
assuming it’s more coming from the journalism side there’s this dismissive
journalism side there’s this dismissive
journalism side there’s this dismissive notion about like all it can be is an
notion about like all it can be is an
notion about like all it can be is an empathy machine okay great like you
empathy machine okay great like you
empathy machine okay great like you showed me how this this situation is
showed me how this this situation is
showed me how this this situation is like on the new side or it could be
like on the new side or it could be
like on the new side or it could be reasonably oh no I know how skydiving is
reasonably oh no I know how skydiving is
reasonably oh no I know how skydiving is without actually skydiving like great
without actually skydiving like great
without actually skydiving like great are is that in any way limiting if
are is that in any way limiting if
are is that in any way limiting if that’s what people say about it in terms
that’s what people say about it in terms
that’s what people say about it in terms of like it’s not the only way VR can
of like it’s not the only way VR can
of like it’s not the only way VR can work or are there other areas that this
work or are there other areas that this
work or are there other areas that this medium can go to words goes beyond
medium can go to words goes beyond
medium can go to words goes beyond simply just saying oh we can show you
simply just saying oh we can show you
simply just saying oh we can show you worlds or environments that you might
worlds or environments that you might
worlds or environments that you might normally not be able to go to for sure
normally not be able to go to for sure
normally not be able to go to for sure so I think that the the journalist tribe
so I think that the the journalist tribe
so I think that the the journalist tribe that
that
that discussing VR often finds themselves in
discussing VR often finds themselves in
discussing VR often finds themselves in a situation where they haven’t actually
a situation where they haven’t actually
a situation where they haven’t actually tried enough VR to actually have a very
tried enough VR to actually have a very
tried enough VR to actually have a very formed an opinion no offense
formed an opinion no offense
formed an opinion no offense um so so they’re doing the best you can
um so so they’re doing the best you can
um so so they’re doing the best you can I doubt it when he goes okay so so to
I doubt it when he goes okay so so to
I doubt it when he goes okay so so to their defense I think that they’re just
their defense I think that they’re just
their defense I think that they’re just trying to get there they’re trying to
trying to get there they’re trying to
trying to get there they’re trying to understand it and so poking at it as
understand it and so poking at it as
understand it and so poking at it as some sort of way to find it it’s been
some sort of way to find it it’s been
some sort of way to find it it’s been described as an empty machine I don’t
described as an empty machine I don’t
described as an empty machine I don’t necessarily totally agree I actually
necessarily totally agree I actually
necessarily totally agree I actually just think that it’s a it’s a new medium
just think that it’s a it’s a new medium
just think that it’s a it’s a new medium that that is a you know developing and
that that is a you know developing and
that that is a you know developing and everyone wants higher result in returns
everyone wants higher result in returns
everyone wants higher result in returns way too early even though if you
way too early even though if you
way too early even though if you actually really do this the math on it
actually really do this the math on it
actually really do this the math on it it’s actually providing returns to folks
it’s actually providing returns to folks
it’s actually providing returns to folks financially now and I think it’s going
financially now and I think it’s going
financially now and I think it’s going to increase noted the heart of the
to increase noted the heart of the
to increase noted the heart of the matter I think that as a result of being
matter I think that as a result of being
matter I think that as a result of being a new medium you know all of it will
a new medium you know all of it will
a new medium you know all of it will affect everything it’s a wedge
affect everything it’s a wedge
affect everything it’s a wedge technology so just like how the internet
technology so just like how the internet
technology so just like how the internet affected everything and there’s lots of
affected everything and there’s lots of
affected everything and there’s lots of gimmicks in the very early days you will
gimmicks in the very early days you will
gimmicks in the very early days you will see medical travel retail all these
see medical travel retail all these
see medical travel retail all these things actually training education not
things actually training education not
things actually training education not to mention gaming and entertainment will
to mention gaming and entertainment will
to mention gaming and entertainment will all be affected by this technology push
all be affected by this technology push
all be affected by this technology push of being more immersed into something
of being more immersed into something
of being more immersed into something and so I think you’ll have profound ways
and so I think you’ll have profound ways
and so I think you’ll have profound ways of companies and brands and
of companies and brands and
of companies and brands and entertainment companies to actually
entertainment companies to actually
entertainment companies to actually produce VR whether it’s the central
produce VR whether it’s the central
produce VR whether it’s the central piece that they’re doing or whether it’s
piece that they’re doing or whether it’s
piece that they’re doing or whether it’s shoulder content and so I think it will
shoulder content and so I think it will
shoulder content and so I think it will affect the spectrum how are you seeing
affect the spectrum how are you seeing
affect the spectrum how are you seeing sort of this across the the advertising
sort of this across the the advertising
sort of this across the the advertising world how how it’s being implemented so
world how how it’s being implemented so
world how how it’s being implemented so far at least what I think we’re still in
far at least what I think we’re still in
far at least what I think we’re still in the age of defining what advertising is
the age of defining what advertising is
the age of defining what advertising is in beer is VR content itself serving as
in beer is VR content itself serving as
in beer is VR content itself serving as an advertisement is the experience I’m
an advertisement is the experience I’m
an advertisement is the experience I’m creating that’s meant to help someone
creating that’s meant to help someone
creating that’s meant to help someone get immersed in a retail environment or
get immersed in a retail environment or
get immersed in a retail environment or in the inside of a car or an airplane or
in the inside of a car or an airplane or
in the inside of a car or an airplane or a property that they might be booking a
a property that they might be booking a
a property that they might be booking a stay at is that advertising itself and
stay at is that advertising itself and
stay at is that advertising itself and frankly maybe it is or maybe it could be
frankly maybe it is or maybe it could be
frankly maybe it is or maybe it could be or it should be in addition to what sort
or it should be in addition to what sort
or it should be in addition to what sort of we think of as a concept of
of we think of as a concept of
of we think of as a concept of advertising in these digital in video
advertising in these digital in video
advertising in these digital in video and immersive worlds that’s one area
and immersive worlds that’s one area
and immersive worlds that’s one area that a lot of brands have gone because
that a lot of brands have gone because
that a lot of brands have gone because they’ve created a space or an experience
they’ve created a space or an experience
they’ve created a space or an experience that
that
that transports people or brings people in
transports people or brings people in
transports people or brings people in something they ordinarily couldn’t have
something they ordinarily couldn’t have
something they ordinarily couldn’t have access to however if someone was
access to however if someone was
access to however if someone was creating that sort of absent of a brand
creating that sort of absent of a brand
creating that sort of absent of a brand and we just stuck an ad in that’s
and we just stuck an ad in that’s
and we just stuck an ad in that’s probably not the right experience for
probably not the right experience for
probably not the right experience for for VR as we know it today I think
for VR as we know it today I think
for VR as we know it today I think creating some standards with the major
creating some standards with the major
creating some standards with the major media companies and the different trade
media companies and the different trade
media companies and the different trade boards now to start to experiment with
boards now to start to experiment with
boards now to start to experiment with what the right formats might be is
what the right formats might be is
what the right formats might be is important I think we have a lot of
important I think we have a lot of
important I think we have a lot of clients who we work with that have an
clients who we work with that have an
clients who we work with that have an appetite for that because they
appetite for that because they
appetite for that because they understand what the power of these
understand what the power of these
understand what the power of these immersive experiences can be I think
immersive experiences can be I think
immersive experiences can be I think they just have a hard time figuring out
they just have a hard time figuring out
they just have a hard time figuring out how does advertising as they understand
how does advertising as they understand
how does advertising as they understand it today fit in and we probably don’t
it today fit in and we probably don’t
it today fit in and we probably don’t want to make the same mistakes that
want to make the same mistakes that
want to make the same mistakes that we’ve made with certain digital media
we’ve made with certain digital media
we’ve made with certain digital media with new digital media knowing that
with new digital media knowing that
with new digital media knowing that banner ads aren’t going to work pre-roll
banner ads aren’t going to work pre-roll
banner ads aren’t going to work pre-roll advertising probably is I’m going to
advertising probably is I’m going to
advertising probably is I’m going to work product placement maybe in the
work product placement maybe in the
work product placement maybe in the right environment yeah I think in AR I
right environment yeah I think in AR I
right environment yeah I think in AR I look at VR na are being in same
look at VR na are being in same
look at VR na are being in same immersive category I mean I think you’re
immersive category I mean I think you’re
immersive category I mean I think you’re seeing the snapchat making you know
seeing the snapchat making you know
seeing the snapchat making you know lenses AR lenses they’re playing with
lenses AR lenses they’re playing with
lenses AR lenses they’re playing with that spectrum right now because they
that spectrum right now because they
that spectrum right now because they know that they can get the reach I think
know that they can get the reach I think
know that they can get the reach I think you’ll see Facebook do the same thing
you’ll see Facebook do the same thing
you’ll see Facebook do the same thing and so when you start thinking about it
and so when you start thinking about it
and so when you start thinking about it from that perspective
from that perspective
from that perspective and move it forward into fully immersed
and move it forward into fully immersed
and move it forward into fully immersed I think you can start seeing how brands
I think you can start seeing how brands
I think you can start seeing how brands can participate yeah that’s right and
can participate yeah that’s right and
can participate yeah that’s right and whether it’s creating sort of additive
whether it’s creating sort of additive
whether it’s creating sort of additive experiences that enhance it work or
experiences that enhance it work or
experiences that enhance it work or actually creating the experience itself
actually creating the experience itself
actually creating the experience itself is really up to what’s the role of the
is really up to what’s the role of the
is really up to what’s the role of the brand right on what’s what what is the
brand right on what’s what what is the
brand right on what’s what what is the product or experience that they are
product or experience that they are
product or experience that they are actually bringing to you and ultimately
actually bringing to you and ultimately
actually bringing to you and ultimately like I said earlier if we can find a way
like I said earlier if we can find a way
like I said earlier if we can find a way to scale that whether it’s in
to scale that whether it’s in
to scale that whether it’s in distribution across different platforms
distribution across different platforms
distribution across different platforms whether it’s headsets or you know
whether it’s headsets or you know
whether it’s headsets or you know through the lens of your phone in the AR
through the lens of your phone in the AR
through the lens of your phone in the AR case and/or just make it easier to
case and/or just make it easier to
case and/or just make it easier to produce you’ll start to see brands
produce you’ll start to see brands
produce you’ll start to see brands experiment more and probably see them
experiment more and probably see them
experiment more and probably see them start to embrace it more as central to
start to embrace it more as central to
start to embrace it more as central to their plans instead of maybe something
their plans instead of maybe something
their plans instead of maybe something that gets added on or maybe something in
that gets added on or maybe something in
that gets added on or maybe something in the innovation realm that
the innovation realm that
the innovation realm that maybe more experimental maybe doesn’t
maybe more experimental maybe doesn’t
maybe more experimental maybe doesn’t fun let’s look at look at it from both
fun let’s look at look at it from both
fun let’s look at look at it from both perspectives so who should be or who is
perspectives so who should be or who is
perspectives so who should be or who is going to be driving sort of on the first
going to be driving sort of on the first
going to be driving sort of on the first end just that pure adoption whether it’s
end just that pure adoption whether it’s
end just that pure adoption whether it’s getting more headsets into the hands of
getting more headsets into the hands of
getting more headsets into the hands of people getting more content in front of
people getting more content in front of
people getting more content in front of people like who who do you guys see
people like who who do you guys see
people like who who do you guys see actually leaving that charge these days
actually leaving that charge these days
actually leaving that charge these days or over the next few years I think it’s
or over the next few years I think it’s
or over the next few years I think it’s creators really because I think that’s
creators really because I think that’s
creators really because I think that’s the that’s the thing is anything was
the that’s the thing is anything was
the that’s the thing is anything was saying in this keynote you there’s a
saying in this keynote you there’s a
saying in this keynote you there’s a language that needs to be developed and
language that needs to be developed and
language that needs to be developed and we’re at such early stages right now in
we’re at such early stages right now in
we’re at such early stages right now in involved er na our content that that
involved er na our content that that
involved er na our content that that people you know creators need to develop
people you know creators need to develop
people you know creators need to develop language you need to understand the
language you need to understand the
language you need to understand the language I think we also need like a
language I think we also need like a
language I think we also need like a headset that’s as easy as a mobile phone
headset that’s as easy as a mobile phone
headset that’s as easy as a mobile phone just to turn on and go which I think
just to turn on and go which I think
just to turn on and go which I think we’re probably less than two years away
we’re probably less than two years away
we’re probably less than two years away from really and that a headset that will
from really and that a headset that will
from really and that a headset that will be ubiquitous and I think that’s going
be ubiquitous and I think that’s going
be ubiquitous and I think that’s going to that’s going to be huge as well but
to that’s going to be huge as well but
to that’s going to be huge as well but but honestly I really do believe that
but honestly I really do believe that
but honestly I really do believe that it’s going to be the creators who are
it’s going to be the creators who are
it’s going to be the creators who are going to come out the technology is
going to come out the technology is
going to come out the technology is there right now and it’s really just we
there right now and it’s really just we
there right now and it’s really just we need we need more really compelling
need we need more really compelling
need we need more really compelling content to come out whether it whether
content to come out whether it whether
content to come out whether it whether and whether it’s it’s
and whether it’s it’s
and whether it’s it’s business-to-business content or whether
business-to-business content or whether
business-to-business content or whether it’s actual creative fiction or whether
it’s actual creative fiction or whether
it’s actual creative fiction or whether it’s documentary we just need you know
it’s documentary we just need you know
it’s documentary we just need you know we need to we need creators we need
we need to we need creators we need
we need to we need creators we need creatives have access to the tools and
creatives have access to the tools and
creatives have access to the tools and to really actually start creating that
to really actually start creating that
to really actually start creating that goal so let’s go into that a little bit
goal so let’s go into that a little bit
goal so let’s go into that a little bit like how much access to you know when we
like how much access to you know when we
like how much access to you know when we talk about creators we can it can be
talk about creators we can it can be
talk about creators we can it can be major media companies they’re going to
major media companies they’re going to
major media companies they’re going to be someone more independent more of an
be someone more independent more of an
be someone more independent more of an independent filmmaker what sort of
independent filmmaker what sort of
independent filmmaker what sort of access is available to people who don’t
access is available to people who don’t
access is available to people who don’t have you know massive revenue lines that
have you know massive revenue lines that
have you know massive revenue lines that they can sort of you know put the money
they can sort of you know put the money
they can sort of you know put the money down towards making the investments in
down towards making the investments in
down towards making the investments in the technology and everything that’s
the technology and everything that’s
the technology and everything that’s kind of need to shoot this stuff like
kind of need to shoot this stuff like
kind of need to shoot this stuff like how expensive is it today for more
how expensive is it today for more
how expensive is it today for more independent filmmakers creators that can
independent filmmakers creators that can
independent filmmakers creators that can you know be responsible for creating all
you know be responsible for creating all
you know be responsible for creating all this type of content to get this
this type of content to get this
this type of content to get this technology yeah I’ll give a shot of that
technology yeah I’ll give a shot of that
technology yeah I’ll give a shot of that so I think that it’s it’s not as
so I think that it’s it’s not as
so I think that it’s it’s not as expensive everyone thinks ok ok so
expensive everyone thinks ok ok so
expensive everyone thinks ok ok so although if you go I showed some full
although if you go I showed some full
although if you go I showed some full synthetic environments those tend to be
synthetic environments those tend to be
synthetic environments those tend to be very expensive although both of the two
very expensive although both of the two
very expensive although both of the two of them that I produced were made by
of them that I produced were made by
of them that I produced were made by individuals and so is there their time
individuals and so is there their time
individuals and so is there their time we had an in
we had an in
we had an in earn and spend a couple months of this
earn and spend a couple months of this
earn and spend a couple months of this last summer we lent them a camera it’s a
last summer we lent them a camera it’s a
last summer we lent them a camera it’s a it’s a YouTube camera a Google camera so
it’s a YouTube camera a Google camera so
it’s a YouTube camera a Google camera so if you had to go buy it it was $15,000
if you had to go buy it it was $15,000
if you had to go buy it it was $15,000 if he he borrowed it was $0 but he made
if he he borrowed it was $0 but he made
if he he borrowed it was $0 but he made his whole film for five thousand dollars
his whole film for five thousand dollars
his whole film for five thousand dollars and it wanna just want an award for Best
and it wanna just want an award for Best
and it wanna just want an award for Best Film and so you know it is as cheap as
Film and so you know it is as cheap as
Film and so you know it is as cheap as you think making a regular video is now
you think making a regular video is now
you think making a regular video is now when you’re starting to move into
when you’re starting to move into
when you’re starting to move into synthetics we’re using 3d systems such
synthetics we’re using 3d systems such
synthetics we’re using 3d systems such as unity or unreal the the expense
as unity or unreal the the expense
as unity or unreal the the expense really goes to like do you have that
really goes to like do you have that
really goes to like do you have that team in talent if you don’t have that
team in talent if you don’t have that
team in talent if you don’t have that team in talent you’re paying them and
team in talent you’re paying them and
team in talent you’re paying them and that becomes expensive and so that’s
that becomes expensive and so that’s
that becomes expensive and so that’s where the work where you start to see
where the work where you start to see
where the work where you start to see the expense or you’re doing stereoscopic
the expense or you’re doing stereoscopic
the expense or you’re doing stereoscopic special effects so that tends to be more
special effects so that tends to be more
special effects so that tends to be more expensive but I did something with a
expensive but I did something with a
expensive but I did something with a channel called so crispy it’s to YouTube
channel called so crispy it’s to YouTube
channel called so crispy it’s to YouTube creators they did all that themselves
creators they did all that themselves
creators they did all that themselves and it was aired at Google i/o last just
and it was aired at Google i/o last just
and it was aired at Google i/o last just a couple weeks ago so it doesn’t have to
a couple weeks ago so it doesn’t have to
a couple weeks ago so it doesn’t have to be expensive now if you go with the
be expensive now if you go with the
be expensive now if you go with the brand’s I think that you you you’re
brand’s I think that you you you’re
brand’s I think that you you you’re gonna want to spend the money on it and
gonna want to spend the money on it and
gonna want to spend the money on it and so you’re looking at budgets from sort
so you’re looking at budgets from sort
so you’re looking at budgets from sort of north of 250 you know to two million
of north of 250 you know to two million
of north of 250 you know to two million dollars I don’t know if that’s
dollars I don’t know if that’s
dollars I don’t know if that’s consistent I think it’s I think that’s
consistent I think it’s I think that’s
consistent I think it’s I think that’s accurate and it’s like with any new
accurate and it’s like with any new
accurate and it’s like with any new technology it gets it improves over time
technology it gets it improves over time
technology it gets it improves over time the costs come down the scale you know
the costs come down the scale you know
the costs come down the scale you know start starts to ramp up and it becomes
start starts to ramp up and it becomes
start starts to ramp up and it becomes as it becomes more accessible to
as it becomes more accessible to
as it becomes more accessible to consumers and there’s more of an
consumers and there’s more of an
consumers and there’s more of an expectation that these experiences are
expectation that these experiences are
expectation that these experiences are out there there are places that they can
out there there are places that they can
out there there are places that they can more easily discover them and interact
more easily discover them and interact
more easily discover them and interact with them it starts to push the
with them it starts to push the
with them it starts to push the boundaries of what one what’s possible
boundaries of what one what’s possible
boundaries of what one what’s possible to be created and to it what what brands
to be created and to it what what brands
to be created and to it what what brands and and creators themselves are going to
and and creators themselves are going to
and and creators themselves are going to be willing to do and do more frequently
be willing to do and do more frequently
be willing to do and do more frequently and I think we’re barely scratching the
and I think we’re barely scratching the
and I think we’re barely scratching the surface as it exists today for one
surface as it exists today for one
surface as it exists today for one because the limitation of experience is
because the limitation of experience is
because the limitation of experience is people have so they don’t know what’s
people have so they don’t know what’s
people have so they don’t know what’s possible or what they think is possible
possible or what they think is possible
possible or what they think is possible and then ultimately what what might get
and then ultimately what what might get
and then ultimately what what might get produced in a more diluted sort of
produced in a more diluted sort of
produced in a more diluted sort of watered-down version which turns into
watered-down version which turns into
watered-down version which turns into like 360 oh and stuff that’s accessible
like 360 oh and stuff that’s accessible
like 360 oh and stuff that’s accessible through a mobile phone only because
through a mobile phone only because
through a mobile phone only because that’s sort of the broadest spectrum
that’s sort of the broadest spectrum
that’s sort of the broadest spectrum that they can reach consumers with but
that they can reach consumers with but
that they can reach consumers with but at least it’s starting to become easier
at least it’s starting to become easier
at least it’s starting to become easier to produce and at least people are
to produce and at least people are
to produce and at least people are willing to take that step versus
willing to take that step versus
willing to take that step versus sit back with our arms crossed and say
sit back with our arms crossed and say
sit back with our arms crossed and say no there’s no way that this is going to
no there’s no way that this is going to
no there’s no way that this is going to fit into our plans for our world that we
fit into our plans for our world that we
fit into our plans for our world that we can’t appreciate you know the impact of
can’t appreciate you know the impact of
can’t appreciate you know the impact of it before we get into a little bit or
it before we get into a little bit or
it before we get into a little bit or the the creative aspects of it we’re
the the creative aspects of it we’re
the the creative aspects of it we’re gonna take we’re at the halfway point so
gonna take we’re at the halfway point so
gonna take we’re at the halfway point so I think we’re gonna take a little bit of
I think we’re gonna take a little bit of
I think we’re gonna take a little bit of a break John you have a trailer to show
a break John you have a trailer to show
a break John you have a trailer to show us right could you set it up a little
us right could you set it up a little
us right could you set it up a little bit before we play yeah sure Trinity its
bit before we play yeah sure Trinity its
bit before we play yeah sure Trinity its trailer for it’s actually a 2d trailer
trailer for it’s actually a 2d trailer
trailer for it’s actually a 2d trailer it’s not a 360 trailer but we actually
it’s not a 360 trailer but we actually
it’s not a 360 trailer but we actually took images from from the shoot and and
took images from from the shoot and and
took images from from the shoot and and it’s got some b-roll in it to just give
it’s got some b-roll in it to just give
it’s got some b-roll in it to just give you an idea of the scope of the project
you an idea of the scope of the project
you an idea of the scope of the project but Trinity is an interactive it’s a
but Trinity is an interactive it’s a
but Trinity is an interactive it’s a pilot for an interactive series that
pilot for an interactive series that
pilot for an interactive series that we’re doing and the goal of it was to do
we’re doing and the goal of it was to do
we’re doing and the goal of it was to do basically big movie big-budget
basically big movie big-budget
basically big movie big-budget special-effects sci-fi sci-fi kind of
special-effects sci-fi sci-fi kind of
special-effects sci-fi sci-fi kind of cool fun fun approval serious so it’s to
cool fun fun approval serious so it’s to
cool fun fun approval serious so it’s to cool
cool
cool [Music]
man-made code into flash and code made
man-made code into flash and code made God
and then God brought down hell
and then God brought down hell on earth
in the beginning that was great
in the beginning that was great two questions for you John one of what’s
two questions for you John one of what’s
two questions for you John one of what’s it about and two why did it this this
it about and two why did it this this
it about and two why did it this this experience need to be told in
experience need to be told in
experience need to be told in interactive virtual reality why could
interactive virtual reality why could
interactive virtual reality why could not why could not that have been done in
not why could not that have been done in
not why could not that have been done in 2d well basically it’s a story set 2,000
2d well basically it’s a story set 2,000
2d well basically it’s a story set 2,000 years in the future
years in the future
years in the future humans are either extinct or have fled
humans are either extinct or have fled
humans are either extinct or have fled the planet and basically it’s a war
the planet and basically it’s a war
the planet and basically it’s a war between the remaining Androids on the
between the remaining Androids on the
between the remaining Androids on the planet and the singularity which sort of
planet and the singularity which sort of
planet and the singularity which sort of becomes their God and the war is
becomes their God and the war is
becomes their God and the war is essentially that singularity wants them
essentially that singularity wants them
essentially that singularity wants them to give up their mechanical bodies and
to give up their mechanical bodies and
to give up their mechanical bodies and join you know the internet join me the
join you know the internet join me the
join you know the internet join me the singularity and so basically it’s a
singularity and so basically it’s a
singularity and so basically it’s a religious parable and why interactive
religious parable and why interactive
religious parable and why interactive well the funny thing is that when we
well the funny thing is that when we
well the funny thing is that when we actually started one of the main reasons
actually started one of the main reasons
actually started one of the main reasons is that one of our main financier years
is that one of our main financier years
is that one of our main financier years in this is the Canadian media fund and
in this is the Canadian media fund and
in this is the Canadian media fund and we got our funding through the
we got our funding through the
we got our funding through the experimental side of the media fund
experimental side of the media fund
experimental side of the media fund which one of the requirements was that
which one of the requirements was that
which one of the requirements was that it was had to be interactive and
it was had to be interactive and
it was had to be interactive and originally this was supposed to be just
originally this was supposed to be just
originally this was supposed to be just a linear virtual reality experience and
a linear virtual reality experience and
a linear virtual reality experience and once we got funding we decided to make
once we got funding we decided to make
once we got funding we decided to make it interactive and then we got into
it interactive and then we got into
it interactive and then we got into which I’m sure you guys have probably
which I’m sure you guys have probably
which I’m sure you guys have probably experienced as well once you start doing
experienced as well once you start doing
experienced as well once you start doing interactive VR you start you’re trying
interactive VR you start you’re trying
interactive VR you start you’re trying to fight against if you’re not doing a
to fight against if you’re not doing a
to fight against if you’re not doing a game you’re actually fighting against
game you’re actually fighting against
game you’re actually fighting against actually becoming a game so it
actually becoming a game so it
actually becoming a game so it interactively ends up sort of being
interactively ends up sort of being
interactively ends up sort of being puzzle solving or or you know
puzzle solving or or you know
puzzle solving or or you know first-person shooter type stuff and so
first-person shooter type stuff and so
first-person shooter type stuff and so what we did as we’ve been developing
what we did as we’ve been developing
what we did as we’ve been developing this is we actually decided to go in a
this is we actually decided to go in a
this is we actually decided to go in a different direction with our
different direction with our
different direction with our interactivity and and use interactivity
interactivity and and use interactivity
interactivity and and use interactivity to actually make the experience more
to actually make the experience more
to actually make the experience more immersive as opposed to sort of puzzle
immersive as opposed to sort of puzzle
immersive as opposed to sort of puzzle solving getting to a next day of an
solving getting to a next day of an
solving getting to a next day of an example of how that works um yeah for
example of how that works um yeah for
example of how that works um yeah for instance what the the sort of the story
instance what the the sort of the story
instance what the the sort of the story is we really need to discover you know
is we really need to discover you know
is we really need to discover you know who we are
who we are
who we are and through discovering who we are we
and through discovering who we are we
and through discovering who we are we gain certain abilities like the ability
gain certain abilities like the ability
gain certain abilities like the ability to fly we gain the ability to move
to fly we gain the ability to move
to fly we gain the ability to move through certain spaces that help us
through certain spaces that help us
through certain spaces that help us discover parts of the story but then
discover parts of the story but then
discover parts of the story but then what we decided to do at times was give
what we decided to do at times was give
what we decided to do at times was give people interactivity and then at certain
people interactivity and then at certain
people interactivity and then at certain times take it away from them as well
times take it away from them as well
times take it away from them as well with that really them being aware so the
with that really them being aware so the
with that really them being aware so the fact that you know VR really does you
fact that you know VR really does you
fact that you know VR really does you know heighten the immersive nature of it
know heighten the immersive nature of it
know heighten the immersive nature of it we wanted to actually use interactivity
we wanted to actually use interactivity
we wanted to actually use interactivity as well giving it to people and actually
as well giving it to people and actually
as well giving it to people and actually taking away from people to help heighten
taking away from people to help heighten
taking away from people to help heighten that sort of immersive nature of the
that sort of immersive nature of the
that sort of immersive nature of the experience so uh that’s a happy actually
experience so uh that’s a happy actually
experience so uh that’s a happy actually played that then because one of the
played that then because one of the
played that then because one of the things I want to speak to the group
things I want to speak to the group
things I want to speak to the group about was sort of for a lot of the
about was sort of for a lot of the
about was sort of for a lot of the things that we’ve seen out today in
things that we’ve seen out today in
things that we’ve seen out today in virtual reality is very much in the
virtual reality is very much in the
virtual reality is very much in the nonfiction or documentary sense
nonfiction or documentary sense
nonfiction or documentary sense experiential sense but that can be very
experiential sense but that can be very
experiential sense but that can be very broad I’d love to get the the group’s
broad I’d love to get the the group’s
broad I’d love to get the the group’s thoughts on sort of how do we see this
thoughts on sort of how do we see this
thoughts on sort of how do we see this playing out in the other area the
playing out in the other area the
playing out in the other area the scripted and the narrative kind of
scripted and the narrative kind of
scripted and the narrative kind of storytelling that can happen because I
storytelling that can happen because I
storytelling that can happen because I mean the idea is VR can also work within
mean the idea is VR can also work within
mean the idea is VR can also work within the within those mediums as well within
the within those mediums as well within
the within those mediums as well within those formats as what right yeah I mean
those formats as what right yeah I mean
those formats as what right yeah I mean what we were trying to do and again
what we were trying to do and again
what we were trying to do and again we’re sort of struggling to figure out
we’re sort of struggling to figure out
we’re sort of struggling to figure out what the what the sort of language is
what the what the sort of language is
what the what the sort of language is and I think interactivity you know or
and I think interactivity you know or
and I think interactivity you know or interacting or eventually once we start
interacting or eventually once we start
interacting or eventually once we start bringing AI actually into our AR and and
bringing AI actually into our AR and and
bringing AI actually into our AR and and VR experiences interactivity for me is a
VR experiences interactivity for me is a
VR experiences interactivity for me is a is a fundamental part of the future of
is a fundamental part of the future of
is a fundamental part of the future of storytelling in VR Anthony I know I
storytelling in VR Anthony I know I
storytelling in VR Anthony I know I don’t know if you’d agree with that but
don’t know if you’d agree with that but
don’t know if you’d agree with that but yeah I think that um we did a hundred
yeah I think that um we did a hundred
yeah I think that um we did a hundred minute series on a capture of a child
minute series on a capture of a child
minute series on a capture of a child abduction and we really wanted to do so
abduction and we really wanted to do so
abduction and we really wanted to do so we did 10 episodes 10 minutes each 10
we did 10 episodes 10 minutes each 10
we did 10 episodes 10 minutes each 10 minutes long with the guys that created
minutes long with the guys that created
minutes long with the guys that created the Walking Dead so we had some really
the Walking Dead so we had some really
the Walking Dead so we had some really great talent the writing side but the
great talent the writing side but the
great talent the writing side but the way that we founded the interactivity
way that we founded the interactivity
way that we founded the interactivity was like okay if this child got abducted
was like okay if this child got abducted
was like okay if this child got abducted and you didn’t see it who else saw it
and you didn’t see it who else saw it
and you didn’t see it who else saw it and so that forces you to change points
and so that forces you to change points
and so that forces you to change points of view so we shot all hundred minutes
of view so we shot all hundred minutes
of view so we shot all hundred minutes from essentially three points multiple
from essentially three points multiple
from essentially three points multiple points of view and so as you’re going
points of view and so as you’re going
points of view and so as you’re going through the story on a universal
through the story on a universal
through the story on a universal timeline
timeline
timeline you can just watch it one way and be
you can just watch it one way and be
you can just watch it one way and be immersed in it or you could say I wonder
immersed in it or you could say I wonder
immersed in it or you could say I wonder what that person was seeing and you can
what that person was seeing and you can
what that person was seeing and you can sort of just see various points of view
sort of just see various points of view
sort of just see various points of view so we think that the interactivity and
so we think that the interactivity and
so we think that the interactivity and narrative it’s very subtle because if
narrative it’s very subtle because if
narrative it’s very subtle because if you’re watching a narrative like if I’m
you’re watching a narrative like if I’m
you’re watching a narrative like if I’m watching blood line on Netflix I don’t
watching blood line on Netflix I don’t
watching blood line on Netflix I don’t really want to work I just want to kick
really want to work I just want to kick
really want to work I just want to kick back and watch and so I think that that
back and watch and so I think that that
back and watch and so I think that that we adopt that same strategy if it’s a
we adopt that same strategy if it’s a
we adopt that same strategy if it’s a game then I want to play I want to craft
game then I want to play I want to craft
game then I want to play I want to craft but if I so there’s this middle ground
but if I so there’s this middle ground
but if I so there’s this middle ground where it’s like it’s ever so subtle like
where it’s like it’s ever so subtle like
where it’s like it’s ever so subtle like I just want to just want to see from
I just want to just want to see from
I just want to just want to see from over there can I do that boom yes you
over there can I do that boom yes you
over there can I do that boom yes you can but it doesn’t change the story so
can but it doesn’t change the story so
can but it doesn’t change the story so we’re really sort of like learning what
we’re really sort of like learning what
we’re really sort of like learning what that’s gonna be like now in the future
that’s gonna be like now in the future
that’s gonna be like now in the future when you have ultimate agency and
when you have ultimate agency and
when you have ultimate agency and control I think that that’s gonna change
control I think that that’s gonna change
control I think that that’s gonna change like hyperlinks on webpages was a new
like hyperlinks on webpages was a new
like hyperlinks on webpages was a new idea
idea
idea now we want lots of them and we want to
now we want lots of them and we want to
now we want lots of them and we want to be up you know we want to be able to
be up you know we want to be able to
be up you know we want to be able to anywhere at anytime so I think that
anywhere at anytime so I think that
anywhere at anytime so I think that that’s what’s gonna change the
that’s what’s gonna change the
that’s what’s gonna change the narratives
narratives
narratives yes we’re saying is also like in many
yes we’re saying is also like in many
yes we’re saying is also like in many ways VR might be limited by what we have
ways VR might be limited by what we have
ways VR might be limited by what we have come to know and understand about video
come to know and understand about video
come to know and understand about video about 2d video that’s a phenomena King
about 2d video that’s a phenomena King
about 2d video that’s a phenomena King yeah there’s a familiarity there’s a
yeah there’s a familiarity there’s a
yeah there’s a familiarity there’s a deep familiarity with gaming and and
deep familiarity with gaming and and
deep familiarity with gaming and and classic storytelling which is like video
classic storytelling which is like video
classic storytelling which is like video let’s say and I think in this new medium
let’s say and I think in this new medium
let’s say and I think in this new medium we’re pulling in parts of it but at some
we’re pulling in parts of it but at some
we’re pulling in parts of it but at some point we’re gonna reject all of it and
point we’re gonna reject all of it and
point we’re gonna reject all of it and just have our own medium yeah and I
just have our own medium yeah and I
just have our own medium yeah and I think also you know so many people are
think also you know so many people are
think also you know so many people are saying well you know VR you know an AR
saying well you know VR you know an AR
saying well you know VR you know an AR will potentially replace replace movies
will potentially replace replace movies
will potentially replace replace movies and TV and YouTube or whatever but
and TV and YouTube or whatever but
and TV and YouTube or whatever but that’s just not the case I think it’s
that’s just not the case I think it’s
that’s just not the case I think it’s just going to be something different I
just going to be something different I
just going to be something different I know you know there’s certain movies
know you know there’s certain movies
know you know there’s certain movies that I don’t want to go home and watch
that I don’t want to go home and watch
that I don’t want to go home and watch at night afters because they’re too
at night afters because they’re too
at night afters because they’re too intense or they’re too dark or too
intense or they’re too dark or too
intense or they’re too dark or too whatever and then sometimes I don’t want
whatever and then sometimes I don’t want
whatever and then sometimes I don’t want to play a video game because it is as
to play a video game because it is as
to play a video game because it is as Anthony says it’s just it’s just you
Anthony says it’s just it’s just you
Anthony says it’s just it’s just you have to interact with it and sometimes
have to interact with it and sometimes
have to interact with it and sometimes you just wanna you just not you don’t
you just wanna you just not you don’t
you just wanna you just not you don’t want to do anything even straightforward
want to do anything even straightforward
want to do anything even straightforward just immersive linear VR requires more
just immersive linear VR requires more
just immersive linear VR requires more work than just watching a movie because
work than just watching a movie because
work than just watching a movie because you’re in it your body and your brain is
you’re in it your body and your brain is
you’re in it your body and your brain is reacting differently to the environment
reacting differently to the environment
reacting differently to the environment that you’re in
that you’re in
that you’re in so I think that’s actually a huge thing
so I think that’s actually a huge thing
so I think that’s actually a huge thing you know VR AR and
you know VR AR and
you know VR AR and makes reality and it’s all it’s really
makes reality and it’s all it’s really
makes reality and it’s all it’s really just going to sort of take its place
just going to sort of take its place
just going to sort of take its place next to you know movies TV the internet
next to you know movies TV the internet
next to you know movies TV the internet Facebook whatever you know it’s going to
Facebook whatever you know it’s going to
Facebook whatever you know it’s going to be so they have to serve some some real
be so they have to serve some some real
be so they have to serve some some real purpose and add some real value to and
purpose and add some real value to and
purpose and add some real value to and otherwise sort of know and experience
otherwise sort of know and experience
otherwise sort of know and experience right so the reason I know they’ll be
right so the reason I know they’ll be
right so the reason I know they’ll be success in this it’s because I watch my
success in this it’s because I watch my
success in this it’s because I watch my kids and I watch what they do and the
kids and I watch what they do and the
kids and I watch what they do and the first time they put a cardboard to their
first time they put a cardboard to their
first time they put a cardboard to their face to watch something that wasn’t shot
face to watch something that wasn’t shot
face to watch something that wasn’t shot in VR but it was shot in 360 the
in VR but it was shot in 360 the
in VR but it was shot in 360 the virtualization if the experience that
virtualization if the experience that
virtualization if the experience that they had if that’s the right way to
they had if that’s the right way to
they had if that’s the right way to think about it was amazing to watch
think about it was amazing to watch
think about it was amazing to watch their reaction to they couldn’t believe
their reaction to they couldn’t believe
their reaction to they couldn’t believe where they were and looking around
where they were and looking around
where they were and looking around things that they could kind of reach out
things that they could kind of reach out
things that they could kind of reach out in almost touch even though they
in almost touch even though they
in almost touch even though they couldn’t so suddenly they have this
couldn’t so suddenly they have this
couldn’t so suddenly they have this expectation and they take it off like
expectation and they take it off like
expectation and they take it off like what why can’t I grab that I’m like this
what why can’t I grab that I’m like this
what why can’t I grab that I’m like this the whole reason it’s a one day you
the whole reason it’s a one day you
the whole reason it’s a one day you might be able to it’s a very important
might be able to it’s a very important
might be able to it’s a very important point you’re bringing up because there’s
point you’re bringing up because there’s
point you’re bringing up because there’s probably tens of millions of children
probably tens of millions of children
probably tens of millions of children growing up sort of crafting in Minecraft
growing up sort of crafting in Minecraft
growing up sort of crafting in Minecraft and they have agency and they have 3d
and they have agency and they have 3d
and they have agency and they have 3d lamp depth and they’re all going to come
lamp depth and they’re all going to come
lamp depth and they’re all going to come of age and either we’re gonna say okay
of age and either we’re gonna say okay
of age and either we’re gonna say okay that was all been now you’re just gonna
that was all been now you’re just gonna
that was all been now you’re just gonna look at this screen that’s it that’s the
look at this screen that’s it that’s the
look at this screen that’s it that’s the that’s how we developed our storytelling
that’s how we developed our storytelling
that’s how we developed our storytelling you did that when you’re a kid now here
you did that when you’re a kid now here
you did that when you’re a kid now here who are I actually think that that’s not
who are I actually think that that’s not
who are I actually think that that’s not going to happen I think that tens of
going to happen I think that tens of
going to happen I think that tens of millions of kids are going to be
millions of kids are going to be
millions of kids are going to be crafting and they’re going to move right
crafting and they’re going to move right
crafting and they’re going to move right into some sort of VR a our state and
into some sort of VR a our state and
into some sort of VR a our state and they are going to actually create the
they are going to actually create the
they are going to actually create the new form of storytelling in a way that’s
new form of storytelling in a way that’s
new form of storytelling in a way that’s way way richer more profound than we
way way richer more profound than we
way way richer more profound than we currently are I I would agree and it
currently are I I would agree and it
currently are I I would agree and it probably won’t resemble the headset
probably won’t resemble the headset
probably won’t resemble the headset cardboard world that or mobile world
cardboard world that or mobile world
cardboard world that or mobile world that we live in today in fact I hope it
that we live in today in fact I hope it
that we live in today in fact I hope it doesn’t because to a certain extent that
doesn’t because to a certain extent that
doesn’t because to a certain extent that kind of takes people out of one world
kind of takes people out of one world
kind of takes people out of one world completely and I believe again when you
completely and I believe again when you
completely and I believe again when you get to accessibility people probably
get to accessibility people probably
get to accessibility people probably don’t want to be as isolated as some of
don’t want to be as isolated as some of
don’t want to be as isolated as some of these experiences feel today but at the
these experiences feel today but at the
these experiences feel today but at the same rate every time someone has wonder
same rate every time someone has wonder
same rate every time someone has wonder every time we have clients go through a
every time we have clients go through a
every time we have clients go through a demo they’re all wow you know I want
demo they’re all wow you know I want
demo they’re all wow you know I want more of that or I want it to be more
more of that or I want it to be more
more of that or I want it to be more sort of like easily
sort of like easily
sort of like easily at my fingertips and it gets people’s
at my fingertips and it gets people’s
at my fingertips and it gets people’s creative juices flowing about what the
creative juices flowing about what the
creative juices flowing about what the possibilities are which a couple years
possibilities are which a couple years
possibilities are which a couple years ago it was really just people dreaming
ago it was really just people dreaming
ago it was really just people dreaming it up and in fact in very much resembled
it up and in fact in very much resembled
it up and in fact in very much resembled gameplay kind of almost exclusively
gameplay kind of almost exclusively
gameplay kind of almost exclusively which I think also made it somewhat
which I think also made it somewhat
which I think also made it somewhat prohibitive for certain Brandt said
prohibitive for certain Brandt said
prohibitive for certain Brandt said think about like well how could I
think about like well how could I
think about like well how could I possibly fit into this world I don’t
possibly fit into this world I don’t
possibly fit into this world I don’t have a place here versus a lot of the
have a place here versus a lot of the
have a place here versus a lot of the sort of stories that we’ve seen come to
sort of stories that we’ve seen come to
sort of stories that we’ve seen come to life now opening up a whole new world of
life now opening up a whole new world of
life now opening up a whole new world of possibilities for for brands to play
possibilities for for brands to play
possibilities for for brands to play alright so we have like a minute left I
alright so we have like a minute left I
alright so we have like a minute left I think we were going to leave some time
think we were going to leave some time
think we were going to leave some time for questions right does anyone have a
for questions right does anyone have a
for questions right does anyone have a question in the room or do we have some
question in the room or do we have some
question in the room or do we have some social questions that are coming in we’d
social questions that are coming in we’d
social questions that are coming in we’d love to make sure people had a chance to
love to make sure people had a chance to
love to make sure people had a chance to ask that anyone rounds to get just um
ask that anyone rounds to get just um
ask that anyone rounds to get just um well it’s because it’s something that’s
well it’s because it’s something that’s
well it’s because it’s something that’s sort of new I mean we can definitely
sort of new I mean we can definitely
sort of new I mean we can definitely distill the story down and people
distill the story down and people
distill the story down and people understand what we’re doing but because
understand what we’re doing but because
understand what we’re doing but because I think it really is kind of a new
I think it really is kind of a new
I think it really is kind of a new platform in the new medium sometimes
platform in the new medium sometimes
platform in the new medium sometimes people do have a hard time getting it
people do have a hard time getting it
people do have a hard time getting it but yeah most people most people do
but yeah most people most people do
but yeah most people most people do really understand where we’re headed
really understand where we’re headed
really understand where we’re headed with the with what we’re trying to do
with the with what we’re trying to do
with the with what we’re trying to do yeah we’re literally five four three two
yeah we’re literally five four three two
yeah we’re literally five four three two one hitting our hitting our limits so I
one hitting our hitting our limits so I
one hitting our hitting our limits so I want to thank the panel for for having
want to thank the panel for for having
want to thank the panel for for having this wonderful conversation and for all
this wonderful conversation and for all
this wonderful conversation and for all of you for listening thank you so much
alright alright alright so I thank you
alright alright alright so I thank you very much gentlemen it’s crazy so yeah
very much gentlemen it’s crazy so yeah
very much gentlemen it’s crazy so yeah WatchMojo based in Montreal we have
WatchMojo based in Montreal we have
WatchMojo based in Montreal we have about like 55 full-time employees 100
about like 55 full-time employees 100
about like 55 full-time employees 100 plus freelancers it’s a big operation by
plus freelancers it’s a big operation by
plus freelancers it’s a big operation by YouTube channel standards and what’s
YouTube channel standards and what’s
YouTube channel standards and what’s funny is so yeah wave we have maybe 10
funny is so yeah wave we have maybe 10
funny is so yeah wave we have maybe 10 20 of our team here and the last five
20 of our team here and the last five
20 of our team here and the last five six people just arrived from LaGuardia
six people just arrived from LaGuardia
six people just arrived from LaGuardia and it’s crazy just what world we live
and it’s crazy just what world we live
and it’s crazy just what world we live in they were watching a live stream on
in they were watching a live stream on
in they were watching a live stream on their phones in a taxi coming here like
their phones in a taxi coming here like
their phones in a taxi coming here like just think of that you know like I
just think of that you know like I
just think of that you know like I remember 2005 when I saw a live 8 on AOL
remember 2005 when I saw a live 8 on AOL
remember 2005 when I saw a live 8 on AOL and I was like wait a second this is
and I was like wait a second this is
and I was like wait a second this is pretty cool like the world changing but
pretty cool like the world changing but
pretty cool like the world changing but like now you can watch a live stream on
like now you can watch a live stream on
like now you can watch a live stream on your phone in a cab I don’t know I find
your phone in a cab I don’t know I find
your phone in a cab I don’t know I find that pretty cool but it maybe it’s just
that pretty cool but it maybe it’s just
that pretty cool but it maybe it’s just me alright a serious question before I
me alright a serious question before I
me alright a serious question before I hand off the mic to the executive
hand off the mic to the executive
hand off the mic to the executive producer of the Daejeon Mackerras
producer of the Daejeon Mackerras
producer of the Daejeon Mackerras serious matter here who saw America’s
serious matter here who saw America’s
serious matter here who saw America’s Got Talent last night show of hands
Got Talent last night show of hands
Got Talent last night show of hands anybody this isn’t to kick TV and stress
anybody this isn’t to kick TV and stress
anybody this isn’t to kick TV and stress that the ratings are going down so I saw
that the ratings are going down so I saw
that the ratings are going down so I saw a little bit of puddles afterwards if
a little bit of puddles afterwards if
a little bit of puddles afterwards if you did you may have seen a 8 foot for
you did you may have seen a 8 foot for
you did you may have seen a 8 foot for now I’m kidding a 6 foot 7 giant clown
now I’m kidding a 6 foot 7 giant clown
now I’m kidding a 6 foot 7 giant clown puddles performing and so we have them
puddles performing and so we have them
puddles performing and so we have them later on again just to remind you all
later on again just to remind you all
later on again just to remind you all there’s some musical performances coming
there’s some musical performances coming
there’s some musical performances coming madam yesterday great guy very gracious
madam yesterday great guy very gracious
madam yesterday great guy very gracious very humble very modest but at some
very humble very modest but at some
very humble very modest but at some point later on you’re going to see a
point later on you’re going to see a
point later on you’re going to see a giant clown on stage hopefully that
giant clown on stage hopefully that
giant clown on stage hopefully that doesn’t throw anybody off just want to
doesn’t throw anybody off just want to
doesn’t throw anybody off just want to put it out there all right on that note
put it out there all right on that note
put it out there all right on that note mr. John Mackerras was joined WatchMojo
mr. John Mackerras was joined WatchMojo
mr. John Mackerras was joined WatchMojo the past few months and we started to
the past few months and we started to
the past few months and we started to brainstorm around this idea the
brainstorm around this idea the
brainstorm around this idea the executive producer join us on stage
executive producer join us on stage
executive producer join us on stage thank you John alright thank you I’m
thank you John alright thank you I’m
thank you John alright thank you I’m done thank you this has been an amazing
done thank you this has been an amazing
done thank you this has been an amazing show I produced a lot of things but
show I produced a lot of things but
show I produced a lot of things but seeing that Viera content and all we see
seeing that Viera content and all we see
seeing that Viera content and all we see so much about VR we hear so much about
so much about VR we hear so much about
so much about VR we hear so much about VR and AR and just learning what the
VR and AR and just learning what the
VR and AR and just learning what the difference is it’s important but until
difference is it’s important but until
difference is it’s important but until you see the content you really don’t get
you see the content you really don’t get
you see the content you really don’t get it at least in my case so that was
it at least in my case so that was
it at least in my case so that was fantastic thanks to that group of folks
fantastic thanks to that group of folks
fantastic thanks to that group of folks and particularly the Anthony and John
and particularly the Anthony and John
and particularly the Anthony and John for bringing great creative and on that
for bringing great creative and on that
for bringing great creative and on that note I’m super excited about our next
note I’m super excited about our next
note I’m super excited about our next speaker she’s a creative director at
speaker she’s a creative director at
speaker she’s a creative director at Google Zoo which is Google’s in-house
Google Zoo which is Google’s in-house
Google Zoo which is Google’s in-house agency she’s also been part of a small
agency she’s also been part of a small
agency she’s also been part of a small team
team
team from the zoo that broke off to start
from the zoo that broke off to start
from the zoo that broke off to start something called unskipable labs and
something called unskipable labs and
something called unskipable labs and unskipable labs focuses on new content
unskipable labs focuses on new content
unskipable labs focuses on new content formats and to share a little bit more
formats and to share a little bit more
formats and to share a little bit more of what they’re doing what they’re
of what they’re doing what they’re
of what they’re doing what they’re working on please welcome kim snow Thank
working on please welcome kim snow Thank
working on please welcome kim snow Thank You Johnny appreciate that so yes my
You Johnny appreciate that so yes my
You Johnny appreciate that so yes my name is Kim and I’m here to tell you a
name is Kim and I’m here to tell you a
name is Kim and I’m here to tell you a little bit about in skippable labs
little bit about in skippable labs
little bit about in skippable labs unskipable had very humble easy
unskipable had very humble easy
unskipable had very humble easy beginnings really what happened is our
beginnings really what happened is our
beginnings really what happened is our brands and our agencies would come to us
brands and our agencies would come to us
brands and our agencies would come to us and say oh my god please just tell me
and say oh my god please just tell me
and say oh my god please just tell me why people are paying attention to what
why people are paying attention to what
why people are paying attention to what they’re paying attention to what are
they’re paying attention to what are
they’re paying attention to what are they watching our content why are they
they watching our content why are they
they watching our content why are they looking at our ads how can you help us
looking at our ads how can you help us
looking at our ads how can you help us do a better job at it and so lucky for
do a better job at it and so lucky for
do a better job at it and so lucky for us we work at Google and so what we were
us we work at Google and so what we were
us we work at Google and so what we were able to do is kind of put on our
able to do is kind of put on our
able to do is kind of put on our engineering mindset which is actually
engineering mindset which is actually
engineering mindset which is actually harder than you would think from a
harder than you would think from a
harder than you would think from a creative perspective because what you’re
creative perspective because what you’re
creative perspective because what you’re actually doing is putting the user first
actually doing is putting the user first
actually doing is putting the user first you’re putting the human first you’re
you’re putting the human first you’re
you’re putting the human first you’re actually saying what are people doing
actually saying what are people doing
actually saying what are people doing and observing and thinking out in the
and observing and thinking out in the
and observing and thinking out in the world which PS is what we are one or not
world which PS is what we are one or not
world which PS is what we are one or not at work and we’re actually trying to be
at work and we’re actually trying to be
at work and we’re actually trying to be very experimental be wrong not be sure
very experimental be wrong not be sure
very experimental be wrong not be sure have a hypothesis have something that
have a hypothesis have something that
have a hypothesis have something that you think could be right you’re not sure
you think could be right you’re not sure
you think could be right you’re not sure put it out there quickly and then get
put it out there quickly and then get
put it out there quickly and then get results and that’s super hard for
results and that’s super hard for
results and that’s super hard for creative because you want to put out the
creative because you want to put out the
creative because you want to put out the best thing in the whole world that you
best thing in the whole world that you
best thing in the whole world that you know is right all the time right away
know is right all the time right away
know is right all the time right away and so this freedom to put out different
and so this freedom to put out different
and so this freedom to put out different pieces of content and then test them
pieces of content and then test them
pieces of content and then test them against something that’s already out
against something that’s already out
against something that’s already out there that we know is doing really well
there that we know is doing really well
there that we know is doing really well and learning from that is great it’s
and learning from that is great it’s
and learning from that is great it’s quick it’s fast and it gives you a lot
quick it’s fast and it gives you a lot
quick it’s fast and it gives you a lot to think about makes us very very brave
to think about makes us very very brave
to think about makes us very very brave so before I get into the actual
so before I get into the actual
so before I get into the actual experiments in what we’ve learned let me
experiments in what we’ve learned let me
experiments in what we’ve learned let me tell you a little bit about the state of
tell you a little bit about the state of
tell you a little bit about the state of the state what’s going out there in
the state what’s going out there in
the state what’s going out there in society as we start to do these tests
society as we start to do these tests
society as we start to do these tests and as we ask ourselves these questions
and as we ask ourselves these questions
and as we ask ourselves these questions so welcome to abundance world I was
so welcome to abundance world I was
so welcome to abundance world I was probably about five years ago that we as
probably about five years ago that we as
probably about five years ago that we as marketers start to freak out that there
marketers start to freak out that there
marketers start to freak out that there was so much content out there and per
was so much content out there and per
was so much content out there and per usual we didn’t give our fans and our
usual we didn’t give our fans and our
usual we didn’t give our fans and our users enough credit we thought oh god
users enough credit we thought oh god
users enough credit we thought oh god they’re drinking from a firehose it’s
they’re drinking from a firehose it’s
they’re drinking from a firehose it’s going to be horrible they’re gonna drown
going to be horrible they’re gonna drown
going to be horrible they’re gonna drown no one’s gonna be able to look at
no one’s gonna be able to look at
no one’s gonna be able to look at anything we’re not gonna be able to make
anything we’re not gonna be able to make
anything we’re not gonna be able to make stuff the same way and instead people
stuff the same way and instead people
stuff the same way and instead people are in a room that’s totally flooded and
are in a room that’s totally flooded and
are in a room that’s totally flooded and they’re swimming and they want more and
they’re swimming and they want more and
they’re swimming and they want more and the panic set setting in is actually on
the panic set setting in is actually on
the panic set setting in is actually on our side cuz we’re
our side cuz we’re
our side cuz we’re like oh my god there’s so much out there
like oh my god there’s so much out there
like oh my god there’s so much out there how do we compete how do we go out in
how do we compete how do we go out in
how do we compete how do we go out in the world because the key thing that we
the world because the key thing that we
the world because the key thing that we want to think about and I’m just going
want to think about and I’m just going
want to think about and I’m just going to say if at home you’ve turned this
to say if at home you’ve turned this
to say if at home you’ve turned this into a drinking game anytime I say
into a drinking game anytime I say
into a drinking game anytime I say choice or choose that’d be a good time
choice or choose that’d be a good time
choice or choose that’d be a good time to drink because that’s probably the key
to drink because that’s probably the key
to drink because that’s probably the key to this is it’s all about being chosen
to this is it’s all about being chosen
to this is it’s all about being chosen we’re not used to having to fight to be
we’re not used to having to fight to be
we’re not used to having to fight to be chosen we’re kind of used to putting our
chosen we’re kind of used to putting our
chosen we’re kind of used to putting our ads out in the world and people watch
ads out in the world and people watch
ads out in the world and people watch them but our audience you know drinking
them but our audience you know drinking
them but our audience you know drinking from the fire hose in this room full of
from the fire hose in this room full of
from the fire hose in this room full of water
water
water they’re so savvy so savvy about what
they’re so savvy so savvy about what
they’re so savvy so savvy about what they want to watch what they want to see
they want to watch what they want to see
they want to watch what they want to see what they like where to find it what
what they like where to find it what
what they like where to find it what they don’t like that actually there’s no
they don’t like that actually there’s no
they don’t like that actually there’s no more clutter silently within your heart
more clutter silently within your heart
more clutter silently within your heart think about the last time you were in
think about the last time you were in
think about the last time you were in anywhere and someone told you to make
anywhere and someone told you to make
anywhere and someone told you to make something that breaks through the
something that breaks through the
something that breaks through the clutter and there’s not any anymore
clutter and there’s not any anymore
clutter and there’s not any anymore because we’ve already gotten rid of this
because we’ve already gotten rid of this
because we’ve already gotten rid of this stuff we don’t like and that’s very
stuff we don’t like and that’s very
stuff we don’t like and that’s very scary to us it’s a very scary world if
scary to us it’s a very scary world if
scary to us it’s a very scary world if you think about it at home of course
you think about it at home of course
you think about it at home of course that’s what you do but for us how do we
that’s what you do but for us how do we
that’s what you do but for us how do we make ourselves seen and heard and chosen
make ourselves seen and heard and chosen
make ourselves seen and heard and chosen and who once you are chosen it better be
and who once you are chosen it better be
and who once you are chosen it better be good we were just talking about the
good we were just talking about the
good we were just talking about the pages with those hyperlinks and how we
pages with those hyperlinks and how we
pages with those hyperlinks and how we find time in our busy days to deep dive
find time in our busy days to deep dive
find time in our busy days to deep dive on something that we find very important
on something that we find very important
on something that we find very important very interesting god forbid you’re
very interesting god forbid you’re
very interesting god forbid you’re chosen and there’s nothing good there
chosen and there’s nothing good there
chosen and there’s nothing good there we’ll remember that so you have to keep
we’ll remember that so you have to keep
we’ll remember that so you have to keep that in mind as well and then finally
that in mind as well and then finally
that in mind as well and then finally the dance of attention is that there is
the dance of attention is that there is
the dance of attention is that there is no one answer there is no one thing
no one answer there is no one thing
no one answer there is no one thing that’s going to solve all this messaging
that’s going to solve all this messaging
that’s going to solve all this messaging and you think about even the way our
and you think about even the way our
and you think about even the way our attention works which is anything in
attention works which is anything in
attention works which is anything in front of you is skippable anything
front of you is skippable anything
front of you is skippable anything you’re looking at is skippable really I
you’re looking at is skippable really I
you’re looking at is skippable really I mean you can be running between devices
mean you can be running between devices
mean you can be running between devices and between content and you don’t even
and between content and you don’t even
and between content and you don’t even think twice about it
think twice about it
think twice about it and so the same is true when we’re
and so the same is true when we’re
and so the same is true when we’re telling stories from a brand side you
telling stories from a brand side you
telling stories from a brand side you know I mean six seconds might be perfect
know I mean six seconds might be perfect
know I mean six seconds might be perfect for something a true be unit might be
for something a true be unit might be
for something a true be unit might be perfect for something else one thing
perfect for something else one thing
perfect for something else one thing that’s very interesting
that’s very interesting
that’s very interesting when we think about choice drink is that
when we think about choice drink is that
when we think about choice drink is that one of the things that’s going away is
one of the things that’s going away is
one of the things that’s going away is the 30 second forced ad now as marketers
the 30 second forced ad now as marketers
the 30 second forced ad now as marketers we love that stuff because we need to
we love that stuff because we need to
we love that stuff because we need to take our TV ad and throw it in there
take our TV ad and throw it in there
take our TV ad and throw it in there it’s awesome and you have to watch it
it’s awesome and you have to watch it
it’s awesome and you have to watch it have your eyeballs but it’s actually
have your eyeballs but it’s actually
have your eyeballs but it’s actually going away because there’s no choice you
going away because there’s no choice you
going away because there’s no choice you have to watch it I was on reddit the
have to watch it I was on reddit the
have to watch it I was on reddit the other day purely for work purposes I
other day purely for work purposes I
other day purely for work purposes I assure you and somebody had posted this
assure you and somebody had posted this
assure you and somebody had posted this thing which is you don’t understand the
thing which is you don’t understand the
thing which is you don’t understand the length of a second until you’re forced
length of a second until you’re forced
length of a second until you’re forced to watch an ad you don’t want to watch
to watch an ad you don’t want to watch
to watch an ad you don’t want to watch and it’s so true and so what you really
and it’s so true and so what you really
and it’s so true and so what you really have to think about
have to think about
have to think about is what you’re gonna is how we’re going
is what you’re gonna is how we’re going
is what you’re gonna is how we’re going to put these things out there for people
to put these things out there for people
to put these things out there for people to actually enjoy watching and the one
to actually enjoy watching and the one
to actually enjoy watching and the one of the main reasons the 32nd forest is
of the main reasons the 32nd forest is
of the main reasons the 32nd forest is going away is because YouTube creators
going away is because YouTube creators
going away is because YouTube creators are like I don’t think I really want
are like I don’t think I really want
are like I don’t think I really want this on my channel it makes people leave
this on my channel it makes people leave
this on my channel it makes people leave they’ll actually walk away he’ll go away
they’ll actually walk away he’ll go away
they’ll actually walk away he’ll go away instead of waiting for my content and so
instead of waiting for my content and so
instead of waiting for my content and so it’s super important to think so we must
it’s super important to think so we must
it’s super important to think so we must be chosen and we must make something
be chosen and we must make something
be chosen and we must make something lovely when we get there all right oh
lovely when we get there all right oh
lovely when we get there all right oh right away so now let’s get into some of
right away so now let’s get into some of
right away so now let’s get into some of the experiments and some of the things
the experiments and some of the things
the experiments and some of the things we’ve learned and of course even though
we’ve learned and of course even though
we’ve learned and of course even though we’ve been doing this for over a year
we’ve been doing this for over a year
we’ve been doing this for over a year there’s still so much to learn so I’m
there’s still so much to learn so I’m
there’s still so much to learn so I’m just get some little pieces for you some
just get some little pieces for you some
just get some little pieces for you some of the more interesting things okay so I
of the more interesting things okay so I
of the more interesting things okay so I go through the ABCD I don’t think we go
go through the ABCD I don’t think we go
go through the ABCD I don’t think we go further than um d don’t worry so the
further than um d don’t worry so the
further than um d don’t worry so the first one is definitely attract and I
first one is definitely attract and I
first one is definitely attract and I think it’s one of the more interesting
think it’s one of the more interesting
think it’s one of the more interesting ones which is you’ve got to give
ones which is you’ve got to give
ones which is you’ve got to give somebody a reason to watch they’re
somebody a reason to watch they’re
somebody a reason to watch they’re itching to leave you’ve got to really
itching to leave you’ve got to really
itching to leave you’ve got to really hook them in and you really have five
hook them in and you really have five
hook them in and you really have five seconds if it’s a true V unit yes you do
seconds if it’s a true V unit yes you do
seconds if it’s a true V unit yes you do only have five seconds in real life you
only have five seconds in real life you
only have five seconds in real life you probably only have five seconds to so
probably only have five seconds to so
probably only have five seconds to so picture this the movie Bridget Jones’s
picture this the movie Bridget Jones’s
picture this the movie Bridget Jones’s baby’s coming out and they’ve asked us
baby’s coming out and they’ve asked us
baby’s coming out and they’ve asked us to do an experiment with them so we go
to do an experiment with them so we go
to do an experiment with them so we go and we’re talking about kind of what’s
and we’re talking about kind of what’s
and we’re talking about kind of what’s their best spot they have now the
their best spot they have now the
their best spot they have now the control is we’ll call it the trailer and
control is we’ll call it the trailer and
control is we’ll call it the trailer and we’re thinking what can we test and the
we’re thinking what can we test and the
we’re thinking what can we test and the creative director on the project who is
creative director on the project who is
creative director on the project who is working with the team said I have an
working with the team said I have an
working with the team said I have an idea let’s totally just get him real
idea let’s totally just get him real
idea let’s totally just get him real quick and then see how long they’ll
quick and then see how long they’ll
quick and then see how long they’ll watch let’s put an entire scene from the
watch let’s put an entire scene from the
watch let’s put an entire scene from the movie in the unit and they all laughed
movie in the unit and they all laughed
movie in the unit and they all laughed at him they’re like that’s ridiculous
at him they’re like that’s ridiculous
at him they’re like that’s ridiculous why would we do it it doesn’t make sense
why would we do it it doesn’t make sense
why would we do it it doesn’t make sense never done it before this sounds
never done it before this sounds
never done it before this sounds ridiculous by the way we just put a
ridiculous by the way we just put a
ridiculous by the way we just put a whole scene up there and that is how you
whole scene up there and that is how you
whole scene up there and that is how you know you’re onto something that’s
know you’re onto something that’s
know you’re onto something that’s something you want to test because no
something you want to test because no
something you want to test because no one was sure no one did know what would
one was sure no one did know what would
one was sure no one did know what would happen if we tried it and they said go
happen if we tried it and they said go
happen if we tried it and they said go ahead give it a go so I’m just going to
ahead give it a go so I’m just going to
ahead give it a go so I’m just going to show you a little bit of what that looks
show you a little bit of what that looks
show you a little bit of what that looks like and then tell you how it did dear
like and then tell you how it did dear
like and then tell you how it did dear diary I’m absolutely loving life just
diary I’m absolutely loving life just
diary I’m absolutely loving life just one tiny development I’m pregnant
one tiny development I’m pregnant
one tiny development I’m pregnant hey it’s the father of your child I’ve
hey it’s the father of your child I’ve
hey it’s the father of your child I’ve been doing a lot of thinking Bridget
been doing a lot of thinking Bridget
been doing a lot of thinking Bridget this whole baby situation threw me
this whole baby situation threw me
this whole baby situation threw me initially we was squashed an entire
initially we was squashed an entire
initially we was squashed an entire relationship into one night
relationship into one night
relationship into one night get straight to starting a family face
get straight to starting a family face
get straight to starting a family face we never even had a real second day just
we never even had a real second day just
we never even had a real second day just you know if we did I would have taken
you know if we did I would have taken
you know if we did I would have taken you to Auto lanky oh you would have had
you to Auto lanky oh you would have had
you to Auto lanky oh you would have had the grilled salmon and pine nut salsa
the grilled salmon and pine nut salsa
the grilled salmon and pine nut salsa unbelievable
unbelievable
unbelievable oh and healthy and we would have come
oh and healthy and we would have come
oh and healthy and we would have come back here had incredible sex spent the
back here had incredible sex spent the
back here had incredible sex spent the next couple days sending each other
next couple days sending each other
next couple days sending each other filthy texts oh I would not have let you
filthy texts oh I would not have let you
filthy texts oh I would not have let you do that on a second date
do that on a second date
do that on a second date why not why not you let me do it on the
why not why not you let me do it on the
why not why not you let me do it on the first crazy
first crazy
first crazy so this goes on a little bit longer but
so this goes on a little bit longer but
so this goes on a little bit longer but what happened is that it outperformed
what happened is that it outperformed
what happened is that it outperformed the control by like 400% it was crazy
the control by like 400% it was crazy
the control by like 400% it was crazy the attention that people paid for this
the attention that people paid for this
the attention that people paid for this paid to this and what I thought was
paid to this and what I thought was
paid to this and what I thought was interesting my hypothesis was when I
interesting my hypothesis was when I
interesting my hypothesis was when I first kind of saw this I was like it
first kind of saw this I was like it
first kind of saw this I was like it feels like you’re getting away with
feels like you’re getting away with
feels like you’re getting away with something it feels like somebody
something it feels like somebody
something it feels like somebody somewhere screwed up and put the ad put
somewhere screwed up and put the ad put
somewhere screwed up and put the ad put like an entire scene in there and giving
like an entire scene in there and giving
like an entire scene in there and giving they’re giving something away that you
they’re giving something away that you
they’re giving something away that you shouldn’t have had and so you feel a
shouldn’t have had and so you feel a
shouldn’t have had and so you feel a little bit more like you’re kind of
little bit more like you’re kind of
little bit more like you’re kind of getting something instead of watching an
getting something instead of watching an
getting something instead of watching an ad even though that first kind of few
ad even though that first kind of few
ad even though that first kind of few seconds was a little bit more like a
seconds was a little bit more like a
seconds was a little bit more like a traditional trailer with some quick cuts
traditional trailer with some quick cuts
traditional trailer with some quick cuts with the name of the movie just so you
with the name of the movie just so you
with the name of the movie just so you know so this is an inter this is
know so this is an inter this is
know so this is an inter this is probably one of the most interesting
probably one of the most interesting
probably one of the most interesting things that we’ve seen it we’ll get back
things that we’ve seen it we’ll get back
things that we’ve seen it we’ll get back to it in just a heartbeat when I get to
to it in just a heartbeat when I get to
to it in just a heartbeat when I get to one of the other things that we’ve
one of the other things that we’ve
one of the other things that we’ve learned but keep this in mind because
learned but keep this in mind because
learned but keep this in mind because this is something absurd in a lot of
this is something absurd in a lot of
this is something absurd in a lot of ways that you would put a whole scene
ways that you would put a whole scene
ways that you would put a whole scene from a movie out and people would choose
from a movie out and people would choose
from a movie out and people would choose to watch it and that’s what’s the most
to watch it and that’s what’s the most
to watch it and that’s what’s the most important thing you’ve got their
important thing you’ve got their
important thing you’ve got their attention and then you gave them the
attention and then you gave them the
attention and then you gave them the gift of the scene of the actual movie
gift of the scene of the actual movie
gift of the scene of the actual movie we’ve been using this hypothesis a lot
we’ve been using this hypothesis a lot
we’ve been using this hypothesis a lot for some other things which brings me to
for some other things which brings me to
for some other things which brings me to the other thing another important thing
the other thing another important thing
the other thing another important thing which you just brought up which is brand
which you just brought up which is brand
which you just brought up which is brand we get this question all the time where
we get this question all the time where
we get this question all the time where do I put my logo what if they don’t
do I put my logo what if they don’t
do I put my logo what if they don’t watch past the first screen how will
watch past the first screen how will
watch past the first screen how will they know it’s me
they know it’s me
they know it’s me etc etc so this is a little bit tricky
etc etc so this is a little bit tricky
etc etc so this is a little bit tricky because if you do have the brand in than
because if you do have the brand in than
because if you do have the brand in than early that’s a good thing
early that’s a good thing
early that’s a good thing but if it’s forced in there it can be
but if it’s forced in there it can be
but if it’s forced in there it can be kind of detrimental and so we had to
kind of detrimental and so we had to
kind of detrimental and so we had to kind of figure out what that meant and
kind of figure out what that meant and
kind of figure out what that meant and one of the things that we realized is
one of the things that we realized is
one of the things that we realized is when it’s forced in there and it feels
when it’s forced in there and it feels
when it’s forced in there and it feels just kind of like a watermark that
just kind of like a watermark that
just kind of like a watermark that doesn’t have any
doesn’t have any
doesn’t have any thing to do with the story or something
thing to do with the story or something
thing to do with the story or something that you’re learning or that’s a part of
that you’re learning or that’s a part of
that you’re learning or that’s a part of the bigger narrative that’s when it kind
the bigger narrative that’s when it kind
the bigger narrative that’s when it kind of feels like it’s in the way feels like
of feels like it’s in the way feels like
of feels like it’s in the way feels like it doesn’t belong there when it feels
it doesn’t belong there when it feels
it doesn’t belong there when it feels like a natural part of the story or it
like a natural part of the story or it
like a natural part of the story or it feels like it’s helping you like for
feels like it’s helping you like for
feels like it’s helping you like for example with Bridget Jones it helped to
example with Bridget Jones it helped to
example with Bridget Jones it helped to know oh I’m watching this movie okay
know oh I’m watching this movie okay
know oh I’m watching this movie okay make sense thank you even though it
make sense thank you even though it
make sense thank you even though it wasn’t a part of what was happening in
wasn’t a part of what was happening in
wasn’t a part of what was happening in the main screen it helped to know what
the main screen it helped to know what
the main screen it helped to know what that story was so one of the things that
that story was so one of the things that
that story was so one of the things that we always like to say is if you’re gonna
we always like to say is if you’re gonna
we always like to say is if you’re gonna be an adman just go for it be an ad
be an adman just go for it be an ad
be an adman just go for it be an ad that’s fine ads are great but are going
that’s fine ads are great but are going
that’s fine ads are great but are going to be content be content and try to
to be content be content and try to
to be content be content and try to figure out the balance between that and
figure out the balance between that and
figure out the balance between that and this is a great example of an ad that’s
this is a great example of an ad that’s
this is a great example of an ad that’s truly an ad that puts its product in
truly an ad that puts its product in
truly an ad that puts its product in there early and often but in a way
there early and often but in a way
there early and often but in a way that’s part of the story hello Lee is
that’s part of the story hello Lee is
that’s part of the story hello Lee is what we would say smart people use back
[Music]
[Music] trees and sticks no thanks
trees and sticks no thanks
trees and sticks no thanks keep the respect you deserve we’re
keep the respect you deserve we’re
keep the respect you deserve we’re bearglove and if you knock of business
bearglove and if you knock of business
bearglove and if you knock of business um be quiet painting we’re playing chess
um be quiet painting we’re playing chess
um be quiet painting we’re playing chess checkmate timber so it doesn’t feel like
checkmate timber so it doesn’t feel like
checkmate timber so it doesn’t feel like you’re being tricked like oh god I
you’re being tricked like oh god I
you’re being tricked like oh god I thought it was something else and it’s
thought it was something else and it’s
thought it was something else and it’s an act like missiles into a doll the way
an act like missiles into a doll the way
an act like missiles into a doll the way and it feels supernatural and it feels
and it feels supernatural and it feels
and it feels supernatural and it feels right and it feels good and so that
right and it feels good and so that
right and it feels good and so that brand is in there the whole time
brand is in there the whole time
brand is in there the whole time good little homework assignment for you
good little homework assignment for you
good little homework assignment for you to pay attention the next time you see
to pay attention the next time you see
to pay attention the next time you see ads when you’re like I know it’s an ad
ads when you’re like I know it’s an ad
ads when you’re like I know it’s an ad and I feel okay about it where do they
and I feel okay about it where do they
and I feel okay about it where do they put their brand in that how does it play
put their brand in that how does it play
put their brand in that how does it play into the bigger story alright this is
into the bigger story alright this is
into the bigger story alright this is another one that we actually think at
another one that we actually think at
another one that we actually think at this point in time we’ll be like we
this point in time we’ll be like we
this point in time we’ll be like we don’t even really need to test this one
don’t even really need to test this one
don’t even really need to test this one anymore and this is all about audio does
anymore and this is all about audio does
anymore and this is all about audio does sound matter hell yeah matters make sure
sound matter hell yeah matters make sure
sound matter hell yeah matters make sure they’re sound if there can be sound I
they’re sound if there can be sound I
they’re sound if there can be sound I know people for a long time sound wasn’t
know people for a long time sound wasn’t
know people for a long time sound wasn’t an automatic thing that happened now
an automatic thing that happened now
an automatic thing that happened now it’s starting to be but definitely
it’s starting to be but definitely
it’s starting to be but definitely definitely get your noise in there and
definitely get your noise in there and
definitely get your noise in there and here’s just an example actually that’s
here’s just an example actually that’s
here’s just an example actually that’s combining this insight with the last
combining this insight with the last
combining this insight with the last insight getting your brand in there
insight getting your brand in there
insight getting your brand in there naturally and then having something
naturally and then having something
naturally and then having something catchy – remember boys are in the front
catchy – remember boys are in the front
catchy – remember boys are in the front yard chillin with the chest medicai
yard chillin with the chest medicai
yard chillin with the chest medicai brought his dog that he’s trying to play
brought his dog that he’s trying to play
brought his dog that he’s trying to play fetch with dog ran off and brought back
fetch with dog ran off and brought back
fetch with dog ran off and brought back yeah
yeah
yeah that’s easy that’s totally easy so you
that’s easy that’s totally easy so you
that’s easy that’s totally easy so you can totally see it’s already an earwig
can totally see it’s already an earwig
can totally see it’s already an earwig in your head and you get the brand in
in your head and you get the brand in
in your head and you get the brand in there right away so that one’s kind of
there right away so that one’s kind of
there right away so that one’s kind of hitting all the bases so connecting
hitting all the bases so connecting
hitting all the bases so connecting create a human connection this one came
create a human connection this one came
create a human connection this one came out of a lot of our mobile studies and
out of a lot of our mobile studies and
out of a lot of our mobile studies and it’s probably one of the biggest pieces
it’s probably one of the biggest pieces
it’s probably one of the biggest pieces of feedback that we’ll give when people
of feedback that we’ll give when people
of feedback that we’ll give when people are like what do you think about this
are like what do you think about this
are like what do you think about this how can we improve this and it’s like
how can we improve this and it’s like
how can we improve this and it’s like well most people are probably going to
well most people are probably going to
well most people are probably going to watch this on their phones at some point
watch this on their phones at some point
watch this on their phones at some point so make sure that you don’t have these
so make sure that you don’t have these
so make sure that you don’t have these big faraway landscape scenes make sure
big faraway landscape scenes make sure
big faraway landscape scenes make sure that you’re not someone’s trying to
that you’re not someone’s trying to
that you’re not someone’s trying to figure out what they’re even looking at
figure out what they’re even looking at
figure out what they’re even looking at and I think that’s why this is so
and I think that’s why this is so
and I think that’s why this is so specific is that I want a human face I
specific is that I want a human face I
specific is that I want a human face I want to see a person I want to connect
want to see a person I want to connect
want to see a person I want to connect now personally I love that there is an
now personally I love that there is an
now personally I love that there is an influencer and kind of like female spin
influencer and kind of like female spin
influencer and kind of like female spin to it and I would like to know if that’s
to it and I would like to know if that’s
to it and I would like to know if that’s going to always be the case to me that’s
going to always be the case to me that’s
going to always be the case to me that’s something more to test on but right now
something more to test on but right now
something more to test on but right now that’s a thing so here’s another example
that’s a thing so here’s another example
that’s a thing so here’s another example and this one is an interesting example
and this one is an interesting example
and this one is an interesting example because the human connection actually
because the human connection actually
because the human connection actually happens more than once
happens more than once
happens more than once [Music]
look at him we laughed at this one
look at him we laughed at this one because we’re like can you imagine like
because we’re like can you imagine like
because we’re like can you imagine like the creative session that’s like alright
the creative session that’s like alright
the creative session that’s like alright we’re gonna show something great and
we’re gonna show something great and
we’re gonna show something great and then we’re gonna show it again no but it
then we’re gonna show it again no but it
then we’re gonna show it again no but it works it kind of hooks you in and you
works it kind of hooks you in and you
works it kind of hooks you in and you kind of want to see what comes next and
kind of want to see what comes next and
kind of want to see what comes next and it gave them the opportunity to put the
it gave them the opportunity to put the
it gave them the opportunity to put the brand in there in a way that didn’t feel
brand in there in a way that didn’t feel
brand in there in a way that didn’t feel in the way because the music was
in the way because the music was
in the way because the music was carrying you through but that’s a face
carrying you through but that’s a face
carrying you through but that’s a face you definitely want to see early and
you definitely want to see early and
you definitely want to see early and often now this is kind of our aha moment
often now this is kind of our aha moment
often now this is kind of our aha moment I have a slide later that’s got kind of
I have a slide later that’s got kind of
I have a slide later that’s got kind of the key learnings that I’ll talk about
the key learnings that I’ll talk about
the key learnings that I’ll talk about but the watch time because how many
but the watch time because how many
but the watch time because how many times has everyone been talking about I
times has everyone been talking about I
times has everyone been talking about I need someone to watch the whole thing
need someone to watch the whole thing
need someone to watch the whole thing the whole thing or it doesn’t count
the whole thing or it doesn’t count
the whole thing or it doesn’t count we’re finding out that watch time is
we’re finding out that watch time is
we’re finding out that watch time is actually the more powerful thing and
actually the more powerful thing and
actually the more powerful thing and let’s go back to that word choice watch
let’s go back to that word choice watch
let’s go back to that word choice watch time is important because what you’re
time is important because what you’re
time is important because what you’re saying is I’m putting something out
saying is I’m putting something out
saying is I’m putting something out there and I’m letting people choose how
there and I’m letting people choose how
there and I’m letting people choose how long they want to watch it giving them
long they want to watch it giving them
long they want to watch it giving them the opportunity to do that and so how
the opportunity to do that and so how
the opportunity to do that and so how can you even play with that how can you
can you even play with that how can you
can you even play with that how can you put stuff out there that’s actually
put stuff out there that’s actually
put stuff out there that’s actually pretty long just to see how long is too
pretty long just to see how long is too
pretty long just to see how long is too long how long it will somebody engage
long how long it will somebody engage
long how long it will somebody engage and just be excited that they’re
and just be excited that they’re
and just be excited that they’re watching something and we’re going back
watching something and we’re going back
watching something and we’re going back to our friend here Bridget Jones’s baby
to our friend here Bridget Jones’s baby
to our friend here Bridget Jones’s baby because that whole add itself was I
because that whole add itself was I
because that whole add itself was I believe 2 minutes 12 seconds and the
believe 2 minutes 12 seconds and the
believe 2 minutes 12 seconds and the average person watched it for a minute
average person watched it for a minute
average person watched it for a minute 46 that’s amazing
46 that’s amazing
46 that’s amazing but if you’re like well they didn’t
but if you’re like well they didn’t
but if you’re like well they didn’t finish it you’re going to miss out on
finish it you’re going to miss out on
finish it you’re going to miss out on this amazing opportunity and it also is
this amazing opportunity and it also is
this amazing opportunity and it also is tied directly to people being more
tied directly to people being more
tied directly to people being more interested in wanting to see the movie
interested in wanting to see the movie
interested in wanting to see the movie so it is this ability to say I opted in
so it is this ability to say I opted in
so it is this ability to say I opted in to see this you’re letting me consume
to see this you’re letting me consume
to see this you’re letting me consume more content awesome and that makes me
more content awesome and that makes me
more content awesome and that makes me like you more it’s a pretty basic way to
like you more it’s a pretty basic way to
like you more it’s a pretty basic way to say it but it’s definitely a hypothesis
say it but it’s definitely a hypothesis
say it but it’s definitely a hypothesis that we are continuing to test in
that we are continuing to test in
that we are continuing to test in different ways experimenting with how
different ways experimenting with how
different ways experimenting with how long is too long and seeing the
long is too long and seeing the
long is too long and seeing the different opportunities we can give
different opportunities we can give
different opportunities we can give people for choice and then finally kind
people for choice and then finally kind
people for choice and then finally kind of direct people give them something to
of direct people give them something to
of direct people give them something to do choice guys are all wasted that’s
do choice guys are all wasted that’s
do choice guys are all wasted that’s great which is just say that I did stay
great which is just say that I did stay
great which is just say that I did stay tuned I did watch this and I want more
tuned I did watch this and I want more
tuned I did watch this and I want more like I want to see more don’t leave me
like I want to see more don’t leave me
like I want to see more don’t leave me hanging tell me what to do next and I
hanging tell me what to do next and I
hanging tell me what to do next and I know for a long time it’s like the
know for a long time it’s like the
know for a long time it’s like the beginning of the early days in the
beginning of the early days in the
beginning of the early days in the internet everything was called action
internet everything was called action
internet everything was called action and then like it seemed a little weird
and then like it seemed a little weird
and then like it seemed a little weird but like oh ho we’d only be in
but like oh ho we’d only be in
but like oh ho we’d only be in everyone’s face they’re so savvy and for
everyone’s face they’re so savvy and for
everyone’s face they’re so savvy and for for video ads like this yeah tell me
for video ads like this yeah tell me
for video ads like this yeah tell me what to do I want to learn stuff
what to do I want to learn stuff
what to do I want to learn stuff and so the example that I have here is
and so the example that I have here is
and so the example that I have here is actually for a movie called Ouija and
actually for a movie called Ouija and
actually for a movie called Ouija and the problem that they wanted to solve
the problem that they wanted to solve
the problem that they wanted to solve was how do we make sure that people who
was how do we make sure that people who
was how do we make sure that people who don’t like horror movies still watch
don’t like horror movies still watch
don’t like horror movies still watch this and are still kind of interested
this and are still kind of interested
this and are still kind of interested and so this was a whole experiment we
and so this was a whole experiment we
and so this was a whole experiment we did also use a scene but we didn’t say
did also use a scene but we didn’t say
did also use a scene but we didn’t say it was a horror movie we didn’t give the
it was a horror movie we didn’t give the
it was a horror movie we didn’t give the name of it at first it just kind of
name of it at first it just kind of
name of it at first it just kind of played out and people were like I don’t
played out and people were like I don’t
played out and people were like I don’t know what I’m watching it’s kind of
know what I’m watching it’s kind of
know what I’m watching it’s kind of weird but they didn’t default to say I
weird but they didn’t default to say I
weird but they didn’t default to say I know it’s something I don’t like
know it’s something I don’t like
know it’s something I don’t like and so here’s you can see for the calls
and so here’s you can see for the calls
and so here’s you can see for the calls to action for non-fans
to action for non-fans
to action for non-fans keeping it kind of general just the name
keeping it kind of general just the name
keeping it kind of general just the name of the movie but for horror actually a
of the movie but for horror actually a
of the movie but for horror actually a call to action goes search for this go
call to action goes search for this go
call to action goes search for this go search for kind of this creepy weird
search for kind of this creepy weird
search for kind of this creepy weird sentence and we’ll have stuff there
sentence and we’ll have stuff there
sentence and we’ll have stuff there waiting for you so actually sending
waiting for you so actually sending
waiting for you so actually sending people on their way to do more which i
people on their way to do more which i
people on their way to do more which i think is kind of lovely all right here
think is kind of lovely all right here
think is kind of lovely all right here are the findings doo doo doo here I’ll
are the findings doo doo doo here I’ll
are the findings doo doo doo here I’ll just fill up the whole screen because
just fill up the whole screen because
just fill up the whole screen because it’s a lot of words and I will just kind
it’s a lot of words and I will just kind
it’s a lot of words and I will just kind of give you the cliff notes of it and
of give you the cliff notes of it and
of give you the cliff notes of it and the most surprising insight that we’ve
the most surprising insight that we’ve
the most surprising insight that we’ve got is what I told you it’s that watch
got is what I told you it’s that watch
got is what I told you it’s that watch time is so important and not as
time is so important and not as
time is so important and not as important as seeing the whole damn thing
important as seeing the whole damn thing
important as seeing the whole damn thing through gives you a lot of freedom for
through gives you a lot of freedom for
through gives you a lot of freedom for storytelling it gives you a lot of
storytelling it gives you a lot of
storytelling it gives you a lot of things to think about about what you’re
things to think about about what you’re
things to think about about what you’re unraveling and who’s choosing to see
unraveling and who’s choosing to see
unraveling and who’s choosing to see what most unsure and Riaan site which is
what most unsure and Riaan site which is
what most unsure and Riaan site which is ads are not the enemy we always thought
ads are not the enemy we always thought
ads are not the enemy we always thought they were
they were
they were everyone wants content not true we love
everyone wants content not true we love
everyone wants content not true we love a great ad bad ads are the enemy don’t
a great ad bad ads are the enemy don’t
a great ad bad ads are the enemy don’t make a bad ad more tests on that coming
make a bad ad more tests on that coming
make a bad ad more tests on that coming soon the low is taking fruit is still
soon the low is taking fruit is still
soon the low is taking fruit is still these small little edits you can make
these small little edits you can make
these small little edits you can make when I was telling the example of how to
when I was telling the example of how to
when I was telling the example of how to cut something for mobile so that you’re
cut something for mobile so that you’re
cut something for mobile so that you’re more zoomed in on faces or not these big
more zoomed in on faces or not these big
more zoomed in on faces or not these big faraway scenes and even the pacing to
faraway scenes and even the pacing to
faraway scenes and even the pacing to pick up the pacing that is a big thing
pick up the pacing that is a big thing
pick up the pacing that is a big thing to do that makes a huge difference on
to do that makes a huge difference on
to do that makes a huge difference on that smaller screen can make a huge
that smaller screen can make a huge
that smaller screen can make a huge difference on berates
difference on berates
difference on berates most consistent finding choice that’ll
most consistent finding choice that’ll
most consistent finding choice that’ll be the last time I say it biggest
be the last time I say it biggest
be the last time I say it biggest opportunity is knowing this kind of
opportunity is knowing this kind of
opportunity is knowing this kind of dance of attention we’ve been talking
dance of attention we’ve been talking
dance of attention we’ve been talking about when does a true view unit work
about when does a true view unit work
about when does a true view unit work wonders a really long unit work when
wonders a really long unit work when
wonders a really long unit work when does six seconds work what medium in my
does six seconds work what medium in my
does six seconds work what medium in my end what media am I using all these
end what media am I using all these
end what media am I using all these things work together in a way that’s
things work together in a way that’s
things work together in a way that’s like that we do on our own at home
like that we do on our own at home
like that we do on our own at home constantly don’t they twice about
constantly don’t they twice about
constantly don’t they twice about bouncing around all these places and
bouncing around all these places and
bouncing around all these places and consuming stuff in different ways we
consuming stuff in different ways we
consuming stuff in different ways we have to get better about it at work in
have to get better about it at work in
have to get better about it at work in the marketing space to think about how
the marketing space to think about how
the marketing space to think about how to orchestrate all of that and finally
to orchestrate all of that and finally
to orchestrate all of that and finally with the thing were most worried about
with the thing were most worried about
with the thing were most worried about probably what you guys are worried about
probably what you guys are worried about
probably what you guys are worried about which is who knows if this is all going
which is who knows if this is all going
which is who knows if this is all going to be valid in six months like our
to be valid in six months like our
to be valid in six months like our audiences are getting savvy and smarter
audiences are getting savvy and smarter
audiences are getting savvy and smarter and smarter we are getting smarter and
and smarter we are getting smarter and
and smarter we are getting smarter and smarter but we’re still kind of tied to
smarter but we’re still kind of tied to
smarter but we’re still kind of tied to a lot of the same traditions and goals
a lot of the same traditions and goals
a lot of the same traditions and goals that we have in this world
that we have in this world
that we have in this world so how can we keep up with the way
so how can we keep up with the way
so how can we keep up with the way people are behaving and so as long as
people are behaving and so as long as
people are behaving and so as long as we’re open to the fact that we should
we’re open to the fact that we should
we’re open to the fact that we should constantly be experimenting and
constantly be experimenting and
constantly be experimenting and constantly relearning and constantly
constantly relearning and constantly
constantly relearning and constantly kind of testing it being very brave
kind of testing it being very brave
kind of testing it being very brave we’ll be in a good place and finally
we’ll be in a good place and finally
we’ll be in a good place and finally I’ve always wanted to use this quote
I’ve always wanted to use this quote
I’ve always wanted to use this quote presentation it works so great here
presentation it works so great here
presentation it works so great here which is true remember if you’re gonna
which is true remember if you’re gonna
which is true remember if you’re gonna get somebody’s curiosity and you’re
get somebody’s curiosity and you’re
get somebody’s curiosity and you’re gonna poke them and really look at me
gonna poke them and really look at me
gonna poke them and really look at me look at me a bit of thing make sure
look at me a bit of thing make sure
look at me a bit of thing make sure you’re there to really keep their
you’re there to really keep their
you’re there to really keep their attention going and really reward them
attention going and really reward them
attention going and really reward them for being there with you and that’s it
for being there with you and that’s it
for being there with you and that’s it for me so just don’t be afraid to say
for me so just don’t be afraid to say
for me so just don’t be afraid to say yes thank you sure – first of all for
yes thank you sure – first of all for
yes thank you sure – first of all for those who are thinking oh we see
those who are thinking oh we see
those who are thinking oh we see research all the time you know when
research all the time you know when
research all the time you know when Google does research with all the data
Google does research with all the data
Google does research with all the data they have around issues that are
they have around issues that are
they have around issues that are important to advertisers you tend to get
important to advertisers you tend to get
important to advertisers you tend to get a heck of a lot of attention and so this
a heck of a lot of attention and so this
a heck of a lot of attention and so this is important research and obviously for
is important research and obviously for
is important research and obviously for us at WatchMojo the fact that Google
us at WatchMojo the fact that Google
us at WatchMojo the fact that Google also independently is starting to zero
also independently is starting to zero
also independently is starting to zero in on the concept of watch time is
in on the concept of watch time is
in on the concept of watch time is really important as well because
really important as well because
really important as well because WatchMojo actually is very focused on
WatchMojo actually is very focused on
WatchMojo actually is very focused on watch time and has one of the longest
watch time and has one of the longest
watch time and has one of the longest average video links on the editorial
average video links on the editorial
average video links on the editorial side on the YouTube platform and one of
side on the YouTube platform and one of
side on the YouTube platform and one of the top three highest average watch
the top three highest average watch
the top three highest average watch watch times on YouTube so where do you
watch times on YouTube so where do you
watch times on YouTube so where do you think watch time stands you know in the
think watch time stands you know in the
think watch time stands you know in the in the scheme of things is that like a
in the scheme of things is that like a
in the scheme of things is that like a big news item for you guys when you
big news item for you guys when you
big news item for you guys when you figure that out I guess it shouldn’t
figure that out I guess it shouldn’t
figure that out I guess it shouldn’t have been so surprising again it’s
have been so surprising again it’s
have been so surprising again it’s probably one of the best things that I
probably one of the best things that I
probably one of the best things that I always say is that it’s so easy for us
always say is that it’s so easy for us
always say is that it’s so easy for us to forget that we’re actual human beings
to forget that we’re actual human beings
to forget that we’re actual human beings who consume content like as much as
who consume content like as much as
who consume content like as much as anyone else and so when you think about
anyone else and so when you think about
anyone else and so when you think about yeah when I opt into something I want to
yeah when I opt into something I want to
yeah when I opt into something I want to kind of get the most I can out of it so
kind of get the most I can out of it so
kind of get the most I can out of it so that makes sense it was kind of on the
that makes sense it was kind of on the
that makes sense it was kind of on the other side of the house where you’re
other side of the house where you’re
other side of the house where you’re like oh my god I need numbers I need
like oh my god I need numbers I need
like oh my god I need numbers I need charts I need to tell people that this
charts I need to tell people that this
charts I need to tell people that this is working then it really started to
is working then it really started to
is working then it really started to challenge us so I would like to say that
challenge us so I would like to say that
challenge us so I would like to say that the I guess maybe we were happily
the I guess maybe we were happily
the I guess maybe we were happily surprised I feel like it frees us all up
surprised I feel like it frees us all up
surprised I feel like it frees us all up from a lot of the constraints we’ve been
from a lot of the constraints we’ve been
from a lot of the constraints we’ve been giving ourselves to really experiment
giving ourselves to really experiment
giving ourselves to really experiment and see what people will want to choose
and see what people will want to choose
and see what people will want to choose and opt into I mean think about it Game
and opt into I mean think about it Game
and opt into I mean think about it Game of Thrones is ending in two years
of Thrones is ending in two years
of Thrones is ending in two years everyone’s already mad about it I mean
everyone’s already mad about it I mean
everyone’s already mad about it I mean that’s like making
that’s like making
that’s like making time for all this stuff and I will say
time for all this stuff and I will say
time for all this stuff and I will say no matter how busy you are you will find
no matter how busy you are you will find
no matter how busy you are you will find the time to dig into what you want so I
the time to dig into what you want so I
the time to dig into what you want so I think watch time is only going to become
think watch time is only going to become
think watch time is only going to become more important it’s great and it just
more important it’s great and it just
more important it’s great and it just disapproves disproves the whole concept
disapproves disproves the whole concept
disapproves disproves the whole concept of thinking that shorter is better on
of thinking that shorter is better on
of thinking that shorter is better on digital video or on your phone people
digital video or on your phone people
digital video or on your phone people are watching longer and longer video
are watching longer and longer video
are watching longer and longer video longer and longer content just make
longer and longer content just make
longer and longer content just make great content that’s exactly right and
great content that’s exactly right and
great content that’s exactly right and that’s where that dance of attention
that’s where that dance of attention
that’s where that dance of attention comes in because six seconds will serve
comes in because six seconds will serve
comes in because six seconds will serve you very well in some cases possibly
you very well in some cases possibly
you very well in some cases possibly even targeted to something and connected
even targeted to something and connected
even targeted to something and connected to something longer and so just to think
to something longer and so just to think
to something longer and so just to think about how those pieces and stories play
about how those pieces and stories play
about how those pieces and stories play out together as a family gives you the
out together as a family gives you the
out together as a family gives you the freedom I think to stick with watch time
freedom I think to stick with watch time
freedom I think to stick with watch time is great well thank you again for
is great well thank you again for
is great well thank you again for joining thanks everyone thanks John so
joining thanks everyone thanks John so
joining thanks everyone thanks John so we’re gonna we’re gonna break for ten
we’re gonna we’re gonna break for ten
we’re gonna we’re gonna break for ten minutes and give everybody in the
minutes and give everybody in the
minutes and give everybody in the Chancellor room to reset and for those
Chancellor room to reset and for those
Chancellor room to reset and for those of you on the livestream you’ll get a
of you on the livestream you’ll get a
of you on the livestream you’ll get a taste of something upcoming in about 20
taste of something upcoming in about 20
taste of something upcoming in about 20 minutes or so which is some really cool
minutes or so which is some really cool
minutes or so which is some really cool content that frito-lay did for ruffles
content that frito-lay did for ruffles
content that frito-lay did for ruffles and if you’re a fan of the show hit show
and if you’re a fan of the show hit show
and if you’re a fan of the show hit show Silicon Valley on HBO it’s with one of
Silicon Valley on HBO it’s with one of
Silicon Valley on HBO it’s with one of the stars Martin Starr so give it a look
the stars Martin Starr so give it a look
the stars Martin Starr so give it a look and we’ll be right back
and we’ll be right back
and we’ll be right back thanks I was trapped I couldn’t move
thanks I was trapped I couldn’t move
thanks I was trapped I couldn’t move as the minutes tick by I thought I’d
as the minutes tick by I thought I’d
as the minutes tick by I thought I’d never escape plus I had to pee pretty
never escape plus I had to pee pretty
never escape plus I had to pee pretty bad kinda have to pee again actually
bad kinda have to pee again actually
bad kinda have to pee again actually where’s the bathroom
day was going pretty good so far and a
day was going pretty good so far and a good flight to look forward to I breezed
good flight to look forward to I breezed
good flight to look forward to I breezed through security and I had gotten a seat
through security and I had gotten a seat
through security and I had gotten a seat in Economy Comfort comfort all caps but
in Economy Comfort comfort all caps but
in Economy Comfort comfort all caps but then I get to my seat it’s a middle seat
then I get to my seat it’s a middle seat
then I get to my seat it’s a middle seat between two other people comfort gone I
between two other people comfort gone I
between two other people comfort gone I mean it was the worst thing that’s ever
mean it was the worst thing that’s ever
mean it was the worst thing that’s ever happened to anyone ever
happened to anyone ever
happened to anyone ever planet Earth police or in the air
planet Earth police or in the air
planet Earth police or in the air around the planet Earth after the going
around the planet Earth after the going
around the planet Earth after the going with any meat muscle bread sandwich
with any meat muscle bread sandwich
with any meat muscle bread sandwich there was one possibly shook a shining
there was one possibly shook a shining
there was one possibly shook a shining to me she kept coming by and saying hi
to me she kept coming by and saying hi
to me she kept coming by and saying hi how are you that’s about five or six to
how are you that’s about five or six to
how are you that’s about five or six to press the fill button five six times and
press the fill button five six times and
press the fill button five six times and I had to tell her no you can’t change
I had to tell her no you can’t change
I had to tell her no you can’t change seats and you have to share those are
seats and you have to share those are
seats and you have to share those are nurse are forever now he even asked if
nurse are forever now he even asked if
nurse are forever now he even asked if he could sit in the front of the captain
he could sit in the front of the captain
he could sit in the front of the captain after the holiday though that was and
after the holiday though that was and
after the holiday though that was and the reason I had one
the reason I had one
the reason I had one laso my phone oh my faithful trusty
laso my phone oh my faithful trusty
laso my phone oh my faithful trusty phone out of bed
no music no podcast no free games I mean
no music no podcast no free games I mean let’s be honest are there free games
let’s be honest are there free games
let’s be honest are there free games nowadays they all make you buy coins or
nowadays they all make you buy coins or
nowadays they all make you buy coins or gems or candy or whatever I you have pop
gems or candy or whatever I you have pop
gems or candy or whatever I you have pop testability laughter patrick all hope
testability laughter patrick all hope
testability laughter patrick all hope hope something oh I’m getting out from
hope something oh I’m getting out from
hope something oh I’m getting out from deep in singing and acting over the
deep in singing and acting over the
deep in singing and acting over the place sorry
place sorry
place sorry [Music]
[Music]
[Music] spoiler alert it did work to muscley
spoiler alert it did work to muscley
spoiler alert it did work to muscley arms turned into wonderful giant eagle
arms turned into wonderful giant eagle
arms turned into wonderful giant eagle wings to soar me through the air oh my
wings to soar me through the air oh my
wings to soar me through the air oh my this is the best flight of my life
it was the best flight of my life it was
it was the best flight of my life it was the worst flight of my life darkness
the worst flight of my life darkness
the worst flight of my life darkness fire and it looked like I was gonna make
fire and it looked like I was gonna make
fire and it looked like I was gonna make out with my cousin
I think when people talk about going
I think when people talk about going through hell so annoying and
through hell so annoying and
through hell so annoying and self-indulgent like your problems are so
self-indulgent like your problems are so
self-indulgent like your problems are so whatever but in my case it’s true
whatever but in my case it’s true
whatever but in my case it’s true there I was my cousin Jana was in town
there I was my cousin Jana was in town
there I was my cousin Jana was in town visiting she doesn’t have a lot of
visiting she doesn’t have a lot of
visiting she doesn’t have a lot of interests or hobbies so you know we were
interests or hobbies so you know we were
interests or hobbies so you know we were just hanging out at my place chillin
just hanging out at my place chillin
just hanging out at my place chillin I had really been hoping to visit some
I had really been hoping to visit some
I had really been hoping to visit some museums or see some shows but Martin was
museums or see some shows but Martin was
museums or see some shows but Martin was insistent that we stay home well the
insistent that we stay home well the
insistent that we stay home well the problem was I just got in one of these
problem was I just got in one of these
problem was I just got in one of these like universal remote controls the ones
like universal remote controls the ones
like universal remote controls the ones that like control every electronic in
that like control every electronic in
that like control every electronic in your house it’s awesome it’s like super
your house it’s awesome it’s like super
your house it’s awesome it’s like super awesome when other people use it I don’t
awesome when other people use it I don’t
awesome when other people use it I don’t know how to use it so I’m just so
know how to use it so I’m just so
know how to use it so I’m just so complicated like the buttons why can’t
complicated like the buttons why can’t
complicated like the buttons why can’t they just make it obvious which button
they just make it obvious which button
they just make it obvious which button does why why does it have to be so
does why why does it have to be so
does why why does it have to be so complicated I mean I feel like that’s
complicated I mean I feel like that’s
complicated I mean I feel like that’s one of the reasons we’re doomed as a
one of the reasons we’re doomed as a
one of the reasons we’re doomed as a species he was talking about human
species he was talking about human
species he was talking about human extinction but then things started
extinction but then things started
extinction but then things started getting really weird so here I am
getting really weird so here I am
getting really weird so here I am pushing the buttons and trying to just
pushing the buttons and trying to just
pushing the buttons and trying to just get the TV to turn on the lights dimmed
get the TV to turn on the lights dimmed
get the TV to turn on the lights dimmed not fully off but just that romantic
not fully off but just that romantic
not fully off but just that romantic level of dimness a fireplace comes on
level of dimness a fireplace comes on
level of dimness a fireplace comes on didn’t even know I had a fireplace it
didn’t even know I had a fireplace it
didn’t even know I had a fireplace it was so awkward all in all it really
was so awkward all in all it really
was so awkward all in all it really wasn’t so bad until the slow jam started
then it felt like a middle school
then it felt like a middle school makeout party
makeout party
makeout party I think I never was invited to one so I
I think I never was invited to one so I
I think I never was invited to one so I don’t actually know
don’t actually know
don’t actually know [Music]
[Music]
[Music] I used to be kind of a hard it was like
I used to be kind of a hard it was like
I used to be kind of a hard it was like he was trying to make it
he was trying to make it
he was trying to make it romantic so I said I said to her I’m not
romantic so I said I said to her I’m not
romantic so I said I said to her I’m not making out with you cousin I didn’t
making out with you cousin I didn’t
making out with you cousin I didn’t point out her that was just for emphatic
point out her that was just for emphatic
point out her that was just for emphatic purposes but I was definitive I wasn’t
purposes but I was definitive I wasn’t
purposes but I was definitive I wasn’t doing it it was so weird and then he
doing it it was so weird and then he
doing it it was so weird and then he started leaning towards me I was trapped
started leaning towards me I was trapped
started leaning towards me I was trapped I had never been in the situation before
I had never been in the situation before
I had never been in the situation before I did the only thing I can think of I
I did the only thing I can think of I
I did the only thing I can think of I [Music]
[Music]
[Music] walked all the way around the room and
walked all the way around the room and
walked all the way around the room and turned off everything by hand manually
turned off everything by hand manually
turned off everything by hand manually it was exhausting but at least I didn’t
it was exhausting but at least I didn’t
it was exhausting but at least I didn’t have to kiss my cousin
have to kiss my cousin
have to kiss my cousin success he said that why would he think
success he said that why would he think
success he said that why would he think you would have to kiss me so she left
you would have to kiss me so she left
you would have to kiss me so she left and I spend the rest of the day chillin
and I spend the rest of the day chillin
and I spend the rest of the day chillin watching the boob tube we were running
watching the boob tube we were running
watching the boob tube we were running out of time
out of time
out of time the flames were rising Sun was going
the flames were rising Sun was going
the flames were rising Sun was going down hunger was at an all-time high
down hunger was at an all-time high
down hunger was at an all-time high the burgers we’re a little well-done
I love barbecues and barbecues love me
I love barbecues and barbecues love me we’ve always had a good rapport but this
we’ve always had a good rapport but this
we’ve always had a good rapport but this terrible day almost ruined our love love
terrible day almost ruined our love love
terrible day almost ruined our love love relationship with each other
relationship with each other
relationship with each other there I was chiseled as always hosting
there I was chiseled as always hosting
there I was chiseled as always hosting the biggest Hollywood barbecue of the
the biggest Hollywood barbecue of the
the biggest Hollywood barbecue of the barbecue season seth was there Franco
barbecue season seth was there Franco
barbecue season seth was there Franco had just arrived
had just arrived
had just arrived Seth Fishman my neighbor he’s why my
Seth Fishman my neighbor he’s why my
Seth Fishman my neighbor he’s why my neighbor and Frank is my super anyway
neighbor and Frank is my super anyway
neighbor and Frank is my super anyway they were all there and we were all
they were all there and we were all
they were all there and we were all having an amazing time we were having an
having an amazing time we were having an
having an amazing time we were having an average time oh man I was so excited for
average time oh man I was so excited for
average time oh man I was so excited for everyone to try my burgers I said I’m so
everyone to try my burgers I said I’m so
everyone to try my burgers I said I’m so excited for everyone to try my burgers
excited for everyone to try my burgers
excited for everyone to try my burgers and they were pretty psyched too I mean
and they were pretty psyched too I mean
and they were pretty psyched too I mean my star burgers they’re world-famous
my star burgers they’re world-famous
my star burgers they’re world-famous well their neighborhood they’re famous
well their neighborhood they’re famous
well their neighborhood they’re famous to the people I’ve told them to they all
to the people I’ve told them to they all
to the people I’ve told them to they all like the idea of them they’re shaped
like the idea of them they’re shaped
like the idea of them they’re shaped like stars and the low points stick out
like stars and the low points stick out
like stars and the low points stick out makes it hard eat sometimes then as I
makes it hard eat sometimes then as I
makes it hard eat sometimes then as I was grilling a horrible realization hit
was grilling a horrible realization hit
was grilling a horrible realization hit me I had no buns no brioche no potato no
me I had no buns no brioche no potato no
me I had no buns no brioche no potato no whole week to hold me did you even count
whole week to hold me did you even count
whole week to hold me did you even count that as a bun that’s not even it’s
that as a bun that’s not even it’s
that as a bun that’s not even it’s barely good on sandwiches all I had was
barely good on sandwiches all I had was
barely good on sandwiches all I had was hot dog buns what
hot dog buns what
hot dog buns what not hamburgers it was getting late by
not hamburgers it was getting late by
not hamburgers it was getting late by then
then
then in retrospect maybe I had spent a little
in retrospect maybe I had spent a little
in retrospect maybe I had spent a little too much time talking up to the burgers
too much time talking up to the burgers
too much time talking up to the burgers but they’re worth talking about that’s
but they’re worth talking about that’s
but they’re worth talking about that’s the thing I mean the burgers are that
the thing I mean the burgers are that
the thing I mean the burgers are that good but without buns like what do you I
good but without buns like what do you I
good but without buns like what do you I thought maybe just maybe we could get
thought maybe just maybe we could get
thought maybe just maybe we could get some buns delivered but I wasn’t sure
some buns delivered but I wasn’t sure
some buns delivered but I wasn’t sure the grocery store would still be open
the grocery store would still be open
the grocery store would still be open you got a man from the grocery on the
you got a man from the grocery on the
you got a man from the grocery on the phone I guess he didn’t like what he
phone I guess he didn’t like what he
phone I guess he didn’t like what he heard because he started yelling I hope
heard because he started yelling I hope
heard because he started yelling I hope you’re okay watching a man drown because
you’re okay watching a man drown because
you’re okay watching a man drown because that is what you’re doing then he goes
that is what you’re doing then he goes
that is what you’re doing then he goes through true true truths in the air
through true true truths in the air
through true true truths in the air tonight it’s a drum solo is what the
tonight it’s a drum solo is what the
tonight it’s a drum solo is what the song is about it’s not a legend that’s
song is about it’s not a legend that’s
song is about it’s not a legend that’s true that’s where are you getting your
true that’s where are you getting your
true that’s where are you getting your information there we were the burgers
information there we were the burgers
information there we were the burgers were getting crispy too crispy time was
were getting crispy too crispy time was
were getting crispy too crispy time was running out
and then suddenly I had a revolutionary
and then suddenly I had a revolutionary idea burger dogs a culinary breakthrough
idea burger dogs a culinary breakthrough
idea burger dogs a culinary breakthrough Franco loved them think we’re okay
Franco loved them think we’re okay
Franco loved them think we’re okay [Music]
[Music]
[Music] [Applause]
on 8th on jr. mojo as the host kids
on 8th on jr. mojo as the host kids watching right now what this is because
watching right now what this is because
watching right now what this is because this is something they can get involved
this is something they can get involved
this is something they can get involved with yeah junior mojo comm JRM Oh Jo is
with yeah junior mojo comm JRM Oh Jo is
with yeah junior mojo comm JRM Oh Jo is my new show where me and my friends go
my new show where me and my friends go
my new show where me and my friends go lots of adventures and we use the
lots of adventures and we use the
lots of adventures and we use the internet to be cool and creative and try
internet to be cool and creative and try
internet to be cool and creative and try all kinds of new things I’m really I’m
all kinds of new things I’m really I’m
all kinds of new things I’m really I’m just learning I’m still new but yeah I’m
just learning I’m still new but yeah I’m
just learning I’m still new but yeah I’m gonna try to do everything I could do
gonna try to do everything I could do
gonna try to do everything I could do and show kids that there’s no limits
and show kids that there’s no limits
and show kids that there’s no limits that the internet could be such a cool
that the internet could be such a cool
that the internet could be such a cool place you can do whatever you want
place you can do whatever you want
place you can do whatever you want hey the sloth is this your first TV
hey the sloth is this your first TV
hey the sloth is this your first TV appearance yeah but I’ve been practicing
appearance yeah but I’ve been practicing
appearance yeah but I’ve been practicing it ain’t taught a story everybody hug it
it ain’t taught a story everybody hug it
it ain’t taught a story everybody hug it sky this day
ladies and gentlemen please welcome to
ladies and gentlemen please welcome to of watch mojos most interesting voices
of watch mojos most interesting voices
of watch mojos most interesting voices once been with us for a long time the
once been with us for a long time the
once been with us for a long time the other is a relative newcomer it’s dad
other is a relative newcomer it’s dad
other is a relative newcomer it’s dad parody and the Slough Hey hi everybody
parody and the Slough Hey hi everybody
parody and the Slough Hey hi everybody hi everybody
hi everybody
hi everybody Hey I’m Dan I’d the slots from Jude your
Hey I’m Dan I’d the slots from Jude your
Hey I’m Dan I’d the slots from Jude your abode oh yeah soif I didn’t know you
abode oh yeah soif I didn’t know you
abode oh yeah soif I didn’t know you were on the news that was really cool
were on the news that was really cool
were on the news that was really cool yeah it’s pretty cool I’m pretty much
yeah it’s pretty cool I’m pretty much
yeah it’s pretty cool I’m pretty much getting out there you know yeah yeah I
getting out there you know yeah yeah I
getting out there you know yeah yeah I mean was that that was your first time
mean was that that was your first time
mean was that that was your first time on the news yeah yeah at first ty but
on the news yeah yeah at first ty but
on the news yeah yeah at first ty but you know I think I did okay were you
you know I think I did okay were you
you know I think I did okay were you nervous a little bit you though but I
nervous a little bit you though but I
nervous a little bit you though but I was okay first time in New York – hi do
was okay first time in New York – hi do
was okay first time in New York – hi do York hi hi everybody get the practice e
York hi hi everybody get the practice e
York hi hi everybody get the practice e for that – it’s actually also my I used
for that – it’s actually also my I used
for that – it’s actually also my I used to take the train through New York but I
to take the train through New York but I
to take the train through New York but I never I’ve never actually been to New
never I’ve never actually been to New
never I’ve never actually been to New York in the traditional sense
York in the traditional sense
York in the traditional sense so is new for both of us I think yeah
so is new for both of us I think yeah
so is new for both of us I think yeah live from New York it’s the sloth from
live from New York it’s the sloth from
live from New York it’s the sloth from jr. Bojo and Dan and Dan yeah he’s here
jr. Bojo and Dan and Dan yeah he’s here
jr. Bojo and Dan and Dan yeah he’s here too uh so what have you been up to here
too uh so what have you been up to here
too uh so what have you been up to here in New York anyway oh you though I uh
in New York anyway oh you though I uh
in New York anyway oh you though I uh Clyde the Empire State Building wait
Clyde the Empire State Building wait
Clyde the Empire State Building wait from the inside or the outside outside
from the inside or the outside outside
from the inside or the outside outside guerilla-style
guerilla-style
guerilla-style sweet yeah and i’m i gotta go soon cuz
sweet yeah and i’m i gotta go soon cuz
sweet yeah and i’m i gotta go soon cuz I’m auditioning for Hamilton yeah oh
I’m auditioning for Hamilton yeah oh
I’m auditioning for Hamilton yeah oh that’s amazing what part Hamilton
that’s amazing what part Hamilton
that’s amazing what part Hamilton oh I mean that makes sense ready to take
oh I mean that makes sense ready to take
oh I mean that makes sense ready to take my shot yeah okay yeah so you were on
my shot yeah okay yeah so you were on
my shot yeah okay yeah so you were on the news talking about junior mojo yeah
the news talking about junior mojo yeah
the news talking about junior mojo yeah junior beau chose my new world on the
junior beau chose my new world on the
junior beau chose my new world on the Internet
Internet
Internet your new world I mean what so but I
your new world I mean what so but I
your new world I mean what so but I didn’t quite get what that was all about
didn’t quite get what that was all about
didn’t quite get what that was all about can you give us a little bit more about
can you give us a little bit more about
can you give us a little bit more about that well it’s about a badger nation and
that well it’s about a badger nation and
that well it’s about a badger nation and it’s about fun and it’s about making the
it’s about fun and it’s about making the
it’s about fun and it’s about making the internet a safe and fun place for kids
internet a safe and fun place for kids
internet a safe and fun place for kids like the streets of New York absolutely
like the streets of New York absolutely
like the streets of New York absolutely right
right
right I mean you’re so good I mean you were
I mean you’re so good I mean you were
I mean you’re so good I mean you were really good on TV and I’ve seen a few of
really good on TV and I’ve seen a few of
really good on TV and I’ve seen a few of your videos do you have any tips for
your videos do you have any tips for
your videos do you have any tips for someone who kind of wants to break into
someone who kind of wants to break into
someone who kind of wants to break into that uh well oh you’ve been at it for
that uh well oh you’ve been at it for
that uh well oh you’ve been at it for awhile dad but uh yeah but I’ve been
awhile dad but uh yeah but I’ve been
awhile dad but uh yeah but I’ve been sort of behind the camera yeah we’re in
sort of behind the camera yeah we’re in
sort of behind the camera yeah we’re in a closet swish – microphone warm-ups you
a closet swish – microphone warm-ups you
a closet swish – microphone warm-ups you know like bubble bath
know like bubble bath
know like bubble bath what’s bubble bath bubble bubble bubble
what’s bubble bath bubble bubble bubble
what’s bubble bath bubble bubble bubble bubble bath bubble bubble bubble bad
bubble bath bubble bubble bubble bad
bubble bath bubble bubble bubble bad words up The Voice does it yeah you got
words up The Voice does it yeah you got
words up The Voice does it yeah you got to do robot boobs and dance to warm up
to do robot boobs and dance to warm up
to do robot boobs and dance to warm up the body try a robot okay try later yeah
the body try a robot okay try later yeah
the body try a robot okay try later yeah baby I’m at a camera okay yeah die
baby I’m at a camera okay yeah die
baby I’m at a camera okay yeah die you got to research lots of research you
you got to research lots of research you
you got to research lots of research you know we don’t just do top
know we don’t just do top
know we don’t just do top and lists we got to do a lot more work –
and lists we got to do a lot more work –
and lists we got to do a lot more work – you guys don’t even do top ten list are
you guys don’t even do top ten list are
you guys don’t even do top ten list are you really fives you do five yeah I keep
you really fives you do five yeah I keep
you really fives you do five yeah I keep it keep it simple but you know I
it keep it simple but you know I
it keep it simple but you know I research whether I’m interviewing Justin
research whether I’m interviewing Justin
research whether I’m interviewing Justin Trudeau Prime Minister okay or a cow at
Trudeau Prime Minister okay or a cow at
Trudeau Prime Minister okay or a cow at the farm
the farm
the farm I still do research is your research
I still do research is your research
I still do research is your research yeah like I look up jokes you want to
yeah like I look up jokes you want to
yeah like I look up jokes you want to hear what sure I would love to hear a
hear what sure I would love to hear a
hear what sure I would love to hear a joke
joke
joke where does the cow go on vacation where
where does the cow go on vacation where
where does the cow go on vacation where does the cow go on vacation Moo York ah
does the cow go on vacation Moo York ah
does the cow go on vacation Moo York ah pretty good right it’s pretty awesome I
pretty good right it’s pretty awesome I
pretty good right it’s pretty awesome I googled that so I don’t know if you kind
googled that so I don’t know if you kind
googled that so I don’t know if you kind of got my hints here but do you think I
of got my hints here but do you think I
of got my hints here but do you think I might be able to go on Jr mojo ah you
might be able to go on Jr mojo ah you
might be able to go on Jr mojo ah you like to be a host you know oh you want a
like to be a host you know oh you want a
like to be a host you know oh you want a host yeah like what we’re doing now I
host yeah like what we’re doing now I
host yeah like what we’re doing now I think this we got chemistry right like
think this we got chemistry right like
think this we got chemistry right like we’re doing that’s been okay I guess uh
we’re doing that’s been okay I guess uh
we’re doing that’s been okay I guess uh well the thing is dead you know yet you
well the thing is dead you know yet you
well the thing is dead you know yet you kind of talk too much with your hands
kind of talk too much with your hands
kind of talk too much with your hands you know it’s a lot of hands I mean I
you know it’s a lot of hands I mean I
you know it’s a lot of hands I mean I very hand we can police the hand
very hand we can police the hand
very hand we can police the hand gestures yeah I don’t have to talk with
gestures yeah I don’t have to talk with
gestures yeah I don’t have to talk with my hands that’s I can work on that is
my hands that’s I can work on that is
my hands that’s I can work on that is that all well also I’ve been reading the
that all well also I’ve been reading the
that all well also I’ve been reading the comments from the trolls right but the
comments from the trolls right but the
comments from the trolls right but the trolls are trolls you don’t yeah you
trolls are trolls you don’t yeah you
trolls are trolls you don’t yeah you don’t necessarily jizz and they’ve been
don’t necessarily jizz and they’ve been
don’t necessarily jizz and they’ve been saying that you look tired like all the
saying that you look tired like all the
saying that you look tired like all the time we look tired did you even sleep
time we look tired did you even sleep
time we look tired did you even sleep last night I slept beautifully we have a
last night I slept beautifully we have a
last night I slept beautifully we have a great hotel yeah New York has been very
great hotel yeah New York has been very
great hotel yeah New York has been very accommodating I you’re a SWOT and I look
accommodating I you’re a SWOT and I look
accommodating I you’re a SWOT and I look tired yeah well you got to make it work
tired yeah well you got to make it work
tired yeah well you got to make it work for you you know I guess so ah okay you
for you you know I guess so ah okay you
for you you know I guess so ah okay you could be on the show okay you could be
could be on the show okay you could be
could be on the show okay you could be on the show oh if you insist okay I
on the show oh if you insist okay I
on the show oh if you insist okay I guess we could make it work I’d really
guess we could make it work I’d really
guess we could make it work I’d really like to make it work I promise I’ll do
like to make it work I promise I’ll do
like to make it work I promise I’ll do well okay we’ll try it out okay
well okay we’ll try it out okay
well okay we’ll try it out okay so now coming up next we were Tama Karis
so now coming up next we were Tama Karis
so now coming up next we were Tama Karis our own John Mackerras it’s probably
our own John Mackerras it’s probably
our own John Mackerras it’s probably gonna be talking to some people who they
gonna be talking to some people who they
gonna be talking to some people who they help infinity with marketing I believe
help infinity with marketing I believe
help infinity with marketing I believe infinity like the cars yeah
infinity like the cars yeah
infinity like the cars yeah oh you don’t like a car then I do drive
oh you don’t like a car then I do drive
oh you don’t like a car then I do drive a car what kind of car um it’s a Honda
a car what kind of car um it’s a Honda
a car what kind of car um it’s a Honda Accord
Accord
Accord oh wait year 2000 ah that’s what I
oh wait year 2000 ah that’s what I
oh wait year 2000 ah that’s what I thought it was a good year good year for
thought it was a good year good year for
thought it was a good year good year for the Honda ten life goals for dad for
the Honda ten life goals for dad for
the Honda ten life goals for dad for WatchMojo
WatchMojo
WatchMojo haha just Katy Danny that’s enough in
haha just Katy Danny that’s enough in
haha just Katy Danny that’s enough in the slaughter hey buddy my John take it
the slaughter hey buddy my John take it
the slaughter hey buddy my John take it away
[Applause]
[Applause] [Music]
[Applause]
[Applause] [Music]
infinity empower the drive so first of
infinity empower the drive so first of all before I get to that video which is
all before I get to that video which is
all before I get to that video which is very very cool just thanks to Dan and
very very cool just thanks to Dan and
very very cool just thanks to Dan and the sloth for writing down here on a toy
the sloth for writing down here on a toy
the sloth for writing down here on a toy train from Montreal it took about a week
train from Montreal it took about a week
train from Montreal it took about a week super excited about the project that we
super excited about the project that we
super excited about the project that we have with the sloth he’s doing an
have with the sloth he’s doing an
have with the sloth he’s doing an amazing job and you’re going to see some
amazing job and you’re going to see some
amazing job and you’re going to see some great content from jr. mojo love that
great content from jr. mojo love that
great content from jr. mojo love that puppet so what you just saw on the
puppet so what you just saw on the
puppet so what you just saw on the screen was a really cool intro video
screen was a really cool intro video
screen was a really cool intro video that involved infinity which they talked
that involved infinity which they talked
that involved infinity which they talked a little bit about and it’s regarding a
a little bit about and it’s regarding a
a little bit about and it’s regarding a project that our next guests are
project that our next guests are
project that our next guests are responsible for who are a really amazing
responsible for who are a really amazing
responsible for who are a really amazing duo true creatives and I love talking to
duo true creatives and I love talking to
duo true creatives and I love talking to creatives and I get a chance to talk to
creatives and I get a chance to talk to
creatives and I get a chance to talk to them here and moderate this so please
them here and moderate this so please
them here and moderate this so please welcome Pierre Tremblay and patrick
welcome Pierre Tremblay and patrick
welcome Pierre Tremblay and patrick rossol thanks for coming alright so
rossol thanks for coming alright so
rossol thanks for coming alright so thank you guys for being here I know you
thank you guys for being here I know you
thank you guys for being here I know you know we’ve talked a lot about what
know we’ve talked a lot about what
know we’ve talked a lot about what you’ve been doing and you know when we
you’ve been doing and you know when we
you’ve been doing and you know when we first got the idea to have you on watch
first got the idea to have you on watch
first got the idea to have you on watch mojo live we were like what is a light
mojo live we were like what is a light
mojo live we were like what is a light painter and I just think the first thing
painter and I just think the first thing
painter and I just think the first thing we have to kind of get out here is with
we have to kind of get out here is with
we have to kind of get out here is with this with this audience tell me what is
this with this audience tell me what is
this with this audience tell me what is that what does that mean well to be a
that what does that mean well to be a
that what does that mean well to be a light painter is to actually paint with
light painter is to actually paint with
light painter is to actually paint with light I mean it’s that simple how do you
light I mean it’s that simple how do you
light I mean it’s that simple how do you paint with light it’s through doing a
paint with light it’s through doing a
paint with light it’s through doing a long exposure photograph in the dark and
long exposure photograph in the dark and
long exposure photograph in the dark and then to be in front of the land in front
then to be in front of the land in front
then to be in front of the land in front of the camera and then to use a light
of the camera and then to use a light
of the camera and then to use a light tool and then to move the light tool
tool and then to move the light tool
tool and then to move the light tool just like you do with paints so then the
just like you do with paints so then the
just like you do with paints so then the the exposure can last as long as you
the exposure can last as long as you
the exposure can last as long as you want and as long as in complete darkness
want and as long as in complete darkness
want and as long as in complete darkness so we have a little bit of a film that
so we have a little bit of a film that
so we have a little bit of a film that shows you doing this right performing
shows you doing this right performing
shows you doing this right performing your craft right here are you gonna roll
your craft right here are you gonna roll
your craft right here are you gonna roll them yeah yeah I prepared that just just
them yeah yeah I prepared that just just
them yeah yeah I prepared that just just fresh for the show awesome and that’s
fresh for the show awesome and that’s
fresh for the show awesome and that’s the zone like a practice in daily so
the zone like a practice in daily so
the zone like a practice in daily so what you’re going to see is just mean my
what you’re going to see is just mean my
what you’re going to see is just mean my systems let’s start with that so we know
systems let’s start with that so we know
systems let’s start with that so we know what we’re
what we’re
what we’re talking about here and then we can go
talking about here and then we can go
talking about here and then we can go from there okay
that’s not the video
that’s not the video McClung video on video strike the bid
McClung video on video strike the bid
McClung video on video strike the bid [Music]
okay so what we did have we had a really
okay so what we did have we had a really cool demo of you basically practicing
cool demo of you basically practicing
cool demo of you basically practicing your craft in the dark and at least you
your craft in the dark and at least you
your craft in the dark and at least you have the tool here so maybe if we can
have the tool here so maybe if we can
have the tool here so maybe if we can cue that up again guys it’s in the key
cue that up again guys it’s in the key
cue that up again guys it’s in the key nodes is the first one in the key not on
nodes is the first one in the key not on
nodes is the first one in the key not on the key note so let’s see if we can find
the key note so let’s see if we can find
the key note so let’s see if we can find that but in the meantime just talking
that but in the meantime just talking
that but in the meantime just talking through how did you guys you know get
through how did you guys you know get
through how did you guys you know get together in the first place and tell us
together in the first place and tell us
together in the first place and tell us about you know a little bit more about
about you know a little bit more about
about you know a little bit more about the craft that you do and you know how
the craft that you do and you know how
the craft that you do and you know how it comes to life
it comes to life
it comes to life well this craft started in the
well this craft started in the
well this craft started in the underground like years ago and it’s only
underground like years ago and it’s only
underground like years ago and it’s only in the last since I would say 2002
in the last since I would say 2002
in the last since I would say 2002 thousand thirteen that really started
thousand thirteen that really started
thousand thirteen that really started picking up through the internet because
picking up through the internet because
picking up through the internet because of digital media I’ve been practicing it
of digital media I’ve been practicing it
of digital media I’ve been practicing it since 1992 but back then didn’t know
since 1992 but back then didn’t know
since 1992 but back then didn’t know that a would become what it is today so
that a would become what it is today so
that a would become what it is today so it’s really been an adventure of
it’s really been an adventure of
it’s really been an adventure of discovery and learning and how did you
discovery and learning and how did you
discovery and learning and how did you guys get together you you and Pierre
guys get together you you and Pierre
guys get together you you and Pierre yeah basically you know much well being
yeah basically you know much well being
yeah basically you know much well being a very creative city full of artists we
a very creative city full of artists we
a very creative city full of artists we all end up in the same parties in same
all end up in the same parties in same
all end up in the same parties in same places and then ice appears visuals in
places and then ice appears visuals in
places and then ice appears visuals in the party Pierre was doing a VJ in the
the party Pierre was doing a VJ in the
the party Pierre was doing a VJ in the party and I loved what he was playing
party and I loved what he was playing
party and I loved what he was playing and then I went to talk to him
and then I went to talk to him
and then I went to talk to him afterwards because I actually never seen
afterwards because I actually never seen
afterwards because I actually never seen something like that before
something like that before
something like that before so you thought finding him to bring your
so you thought finding him to bring your
so you thought finding him to bring your craft to the big screen or into film in
craft to the big screen or into film in
craft to the big screen or into film in a new way would be a B be the perfect
a new way would be a B be the perfect
a new way would be a B be the perfect partnership right exactly because he’s a
partnership right exactly because he’s a
partnership right exactly because he’s a storyteller Sarah was there a commercial
storyteller Sarah was there a commercial
storyteller Sarah was there a commercial intent envisioned at that point or was
intent envisioned at that point or was
intent envisioned at that point or was it just like let’s has two creatives
it just like let’s has two creatives
it just like let’s has two creatives let’s working exactly exactly do we are
let’s working exactly exactly do we are
let’s working exactly exactly do we are we able to cue that that film or no
we able to cue that that film or no
we able to cue that that film or no let’s take a look
yes oops nope that’s the one before yes
yes oops nope that’s the one before yes we have done it with the attitude I’ve
we have done it with the attitude I’ve
we have done it with the attitude I’ve had excellent just the ones or anything
had excellent just the ones or anything
had excellent just the ones or anything our understanding yeah it’s the one that
our understanding yeah it’s the one that
our understanding yeah it’s the one that you first queued up if we can see that
you first queued up if we can see that
you first queued up if we can see that that’d be great
that’d be great
that’d be great right there there you go
[Music]
[Music] Wow well before we get to the commercial
Wow well before we get to the commercial
Wow well before we get to the commercial application for this you know when you
application for this you know when you
application for this you know when you to map here and you and you were
to map here and you and you were
to map here and you and you were entertaining this idea what was going
entertaining this idea what was going
entertaining this idea what was going through your mind in terms of how you
through your mind in terms of how you
through your mind in terms of how you would bring this to life like what was
would bring this to life like what was
would bring this to life like what was the the creative journey that you took
the the creative journey that you took
the the creative journey that you took well when we met that was doing visuals
well when we met that was doing visuals
well when we met that was doing visuals at a party and it was nothing
at a party and it was nothing
at a party and it was nothing I was mashing up old silent film stock
I was mashing up old silent film stock
I was mashing up old silent film stock from the 1800s late 1800s so it had to
from the 1800s late 1800s so it had to
from the 1800s late 1800s so it had to have nothing to do with that but I
have nothing to do with that but I
have nothing to do with that but I discovered Patrick’s work and and he
discovered Patrick’s work and and he
discovered Patrick’s work and and he approached me and I’m like wow how can
approached me and I’m like wow how can
approached me and I’m like wow how can we translate and incorporate as vision
we translate and incorporate as vision
we translate and incorporate as vision which is photography but also in video
which is photography but also in video
which is photography but also in video because it’s it’s it’s already pretty
because it’s it’s it’s already pretty
because it’s it’s it’s already pretty hard to do in photography but in video
hard to do in photography but in video
hard to do in photography but in video it’s almost impossible to do so that’s
it’s almost impossible to do so that’s
it’s almost impossible to do so that’s that’s kind of a technique we developed
that’s kind of a technique we developed
that’s kind of a technique we developed together over the years and when you
together over the years and when you
together over the years and when you guys you know you work together how long
guys you know you work together how long
guys you know you work together how long now five six years five six years yeah
now five six years five six years yeah
now five six years five six years yeah yeah okay and so as you start to evolve
yeah okay and so as you start to evolve
yeah okay and so as you start to evolve to to more of you know the commercial
to to more of you know the commercial
to to more of you know the commercial potential here I mean when I first saw
potential here I mean when I first saw
potential here I mean when I first saw that film I you know it’s hard to
that film I you know it’s hard to
that film I you know it’s hard to imagine like how does a brand engage you
imagine like how does a brand engage you
imagine like how does a brand engage you and and how do they see themselves
and and how do they see themselves
and and how do they see themselves together with you because it’s just so
together with you because it’s just so
together with you because it’s just so it’s it’s incredibly creative and it’s
it’s it’s incredibly creative and it’s
it’s it’s incredibly creative and it’s beautiful
beautiful
beautiful and in a way you have to have a brand
and in a way you have to have a brand
and in a way you have to have a brand that can stand up to that right so when
that can stand up to that right so when
that can stand up to that right so when you guys are thinking about you know how
you guys are thinking about you know how
you guys are thinking about you know how to work with brands are you you know D
to work with brands are you you know D
to work with brands are you you know D what how much of the business do you
what how much of the business do you
what how much of the business do you understand do you understand you know
understand do you understand you know
understand do you understand you know the consumer target you know in the
the consumer target you know in the
the consumer target you know in the audience and you know how would you how
audience and you know how would you how
audience and you know how would you how would you see yourselves as business
would you see yourselves as business
would you see yourselves as business people and that part of it given that
people and that part of it given that
people and that part of it given that you know you have both the art and you
you know you have both the art and you
you know you have both the art and you know the art of the art piece and then
know the art of the art piece and then
know the art of the art piece and then also the brand piece that need to come
also the brand piece that need to come
also the brand piece that need to come together well I think it’s really
together well I think it’s really
together well I think it’s really important to understand the basics as an
important to understand the basics as an
important to understand the basics as an artist if you want to work with clients
artist if you want to work with clients
artist if you want to work with clients you do have to understand at least the
you do have to understand at least the
you do have to understand at least the minimum of their world and what
minimum of their world and what
minimum of their world and what advertising is and what they’re trying
advertising is and what they’re trying
advertising is and what they’re trying to reach without being an expert in
to reach without being an expert in
to reach without being an expert in advertising if you get what the target
advertising if you get what the target
advertising if you get what the target is or what’s it then and
is or what’s it then and
is or what’s it then and and behind it then it’s much easier as
and behind it then it’s much easier as
and behind it then it’s much easier as ours to contribute to to to hit that
ours to contribute to to to hit that
ours to contribute to to to hit that target I mean it’s all about
target I mean it’s all about
target I mean it’s all about communication any communications for me
communication any communications for me
communication any communications for me starts with listening you have to listen
starts with listening you have to listen
starts with listening you have to listen to the client what their needs are where
to the client what their needs are where
to the client what their needs are where their visions are how they’re going to
their visions are how they’re going to
their visions are how they’re going to communicate it what the target audience
communicate it what the target audience
communicate it what the target audience is where’s it going to be used what’s
is where’s it going to be used what’s
is where’s it going to be used what’s the product all of that it’s fine so
the product all of that it’s fine so
the product all of that it’s fine so it’s by communicating talking to the
it’s by communicating talking to the
it’s by communicating talking to the client asking them questions that we we
client asking them questions that we we
client asking them questions that we we get to know what they want and how we
get to know what they want and how we
get to know what they want and how we can bring what we can bring to them but
can bring what we can bring to them but
can bring what we can bring to them but that said not every artist can
that said not every artist can
that said not every artist can understand you know how to bridge that
understand you know how to bridge that
understand you know how to bridge that gap right I mean we hear a lot of talk
gap right I mean we hear a lot of talk
gap right I mean we hear a lot of talk these days about this relationship
these days about this relationship
these days about this relationship between you know art and science data
between you know art and science data
between you know art and science data and and art and you know it one thing
and and art and you know it one thing
and and art and you know it one thing that I do think is true is you can
that I do think is true is you can
that I do think is true is you can certainly make an artist smarter but you
certainly make an artist smarter but you
certainly make an artist smarter but you can’t turn a scientist into an artist
can’t turn a scientist into an artist
can’t turn a scientist into an artist overnight right just by informing them
overnight right just by informing them
overnight right just by informing them so there’s this whole issue of like the
so there’s this whole issue of like the
so there’s this whole issue of like the data and how much data do we really need
data and how much data do we really need
data and how much data do we really need to understand before we’re not creative
to understand before we’re not creative
to understand before we’re not creative in the way that we had hoped we would be
in the way that we had hoped we would be
in the way that we had hoped we would be do you see that as a conflict or is it
do you see that as a conflict or is it
do you see that as a conflict or is it just all come together and in a better
just all come together and in a better
just all come together and in a better collaboration it’s a bit like left-brain
collaboration it’s a bit like left-brain
collaboration it’s a bit like left-brain right-brain you know it takes both to
right-brain you know it takes both to
right-brain you know it takes both to make one person so I think is the same
make one person so I think is the same
make one person so I think is the same thing when we work in collaboration in
thing when we work in collaboration in
thing when we work in collaboration in projects it’s really about making a
projects it’s really about making a
projects it’s really about making a center where all the minds and the
center where all the minds and the
center where all the minds and the hearts of the people connected and then
hearts of the people connected and then
hearts of the people connected and then we’re all focused in the same place you
we’re all focused in the same place you
we’re all focused in the same place you know very cool well listen I know we
know very cool well listen I know we
know very cool well listen I know we have a video that we’re gonna see about
have a video that we’re gonna see about
have a video that we’re gonna see about your your work with infinity let’s take
your your work with infinity let’s take
your your work with infinity let’s take a look at that and then I have a bunch
a look at that and then I have a bunch
a look at that and then I have a bunch of questions where shall we try tonight
of questions where shall we try tonight
of questions where shall we try tonight we have partnered with the access
we have partnered with the access
we have partnered with the access Patrick Roshan showcasing our
Patrick Roshan showcasing our
Patrick Roshan showcasing our understanding of our audience Infiniti
understanding of our audience Infiniti
understanding of our audience Infiniti q50 was built to deliver a driving
q50 was built to deliver a driving
q50 was built to deliver a driving experience which is both inspiring and
experience which is both inspiring and
experience which is both inspiring and captivating and this is what tonight is
captivating and this is what tonight is
captivating and this is what tonight is all about through Patrick and his light
all about through Patrick and his light
all about through Patrick and his light are painting the tension of a Patrick a
are painting the tension of a Patrick a
are painting the tension of a Patrick a great service performance is a
great service performance is a
great service performance is a celebration of the infiniti q40 design a
celebration of the infiniti q40 design a
celebration of the infiniti q40 design a masterpiece of fluidity and emotion
masterpiece of fluidity and emotion
masterpiece of fluidity and emotion ultimately what we want to create a
ultimately what we want to create a
ultimately what we want to create a night is a visual expression of what q40
night is a visual expression of what q40
night is a visual expression of what q40 represents a bold and airy statement
represents a bold and airy statement
represents a bold and airy statement tonight we wanted to offer our guests a
tonight we wanted to offer our guests a
tonight we wanted to offer our guests a truly unique and artistic experience to
truly unique and artistic experience to
truly unique and artistic experience to capture who they really are being human
capture who they really are being human
capture who they really are being human is at the core of who we are as a brand
is at the core of who we are as a brand
is at the core of who we are as a brand and having Patrick express himself
and having Patrick express himself
and having Patrick express himself through light painting is the one in a
through light painting is the one in a
through light painting is the one in a lifetime opportunity and when you see
lifetime opportunity and when you see
lifetime opportunity and when you see everything coming together that’s when
everything coming together that’s when
everything coming together that’s when magic happen my name is Patrick Roshan
magic happen my name is Patrick Roshan
magic happen my name is Patrick Roshan and I’m a professional light painter
and I’m a professional light painter
and I’m a professional light painter I’ve been given the challenge to launch
I’ve been given the challenge to launch
I’ve been given the challenge to launch the new Infiniti q30 live on stage in
the new Infiniti q30 live on stage in
the new Infiniti q30 live on stage in Beirut
Beirut
Beirut [Music]
[Music]
[Music] the idea is to reveal the car using
the idea is to reveal the car using
the idea is to reveal the car using light I created a character in a costume
light I created a character in a costume
light I created a character in a costume that reflects light and this character
that reflects light and this character
that reflects light and this character slowly shows the audience the car
slowly shows the audience the car
slowly shows the audience the car through the movement of his light
[Music]
[Music] three two one go
perfect okay well do another one and you
perfect okay well do another one and you live it copy that
live it copy that
live it copy that how close to camera when we jump off yes
how close to camera when we jump off yes
how close to camera when we jump off yes you know to about two meters or three
you know to about two meters or three
you know to about two meters or three meters copy I copy that it that’s really
meters copy I copy that it that’s really
meters copy I copy that it that’s really beautiful we’re creating light right now
beautiful we’re creating light right now
beautiful we’re creating light right now all of us are created light we’re
all of us are created light we’re
all of us are created light we’re creating a trail of light in the
creating a trail of light in the
creating a trail of light in the universe and I think that’s what light
universe and I think that’s what light
universe and I think that’s what light painting is about and I think that’s
painting is about and I think that’s
painting is about and I think that’s what the project would infinity
what the project would infinity
what the project would infinity represent like making beautiful light
represent like making beautiful light
represent like making beautiful light and creating something remarkable bad
and creating something remarkable bad
and creating something remarkable bad light is projected into space
light is projected into space
light is projected into space to infinity infinity empower the drive
just such beautiful stuff I have a lot
just such beautiful stuff I have a lot of technical questions for how this
of technical questions for how this
of technical questions for how this happens I mean you look at that video
happens I mean you look at that video
happens I mean you look at that video and it’s like oh my gosh but first of
and it’s like oh my gosh but first of
and it’s like oh my gosh but first of all tell tell us how did how did you
all tell tell us how did how did you
all tell tell us how did how did you find each other how did you and infinity
find each other how did you and infinity
find each other how did you and infinity find each other this is have it I mean
find each other this is have it I mean
find each other this is have it I mean in the Middle East your your I mean look
in the Middle East your your I mean look
in the Middle East your your I mean look the answer as simple as it is is true
the answer as simple as it is is true
the answer as simple as it is is true and and the answer is YouTube I mean
and and the answer is YouTube I mean
and and the answer is YouTube I mean that’s that’s really how a lot of the
that’s that’s really how a lot of the
that’s that’s really how a lot of the working through that’s how a lot of
working through that’s how a lot of
working through that’s how a lot of connection and that’s how a lot of
connection and that’s how a lot of
connection and that’s how a lot of people saw the work and got the idea so
people saw the work and got the idea so
people saw the work and got the idea so maybe some creative directors you know
maybe some creative directors you know
maybe some creative directors you know for infinity saw your your your work on
for infinity saw your your your work on
for infinity saw your your your work on line and said Wow because we’ve got to
line and said Wow because we’ve got to
line and said Wow because we’ve got to figure out how to work with these guys
figure out how to work with these guys
figure out how to work with these guys exactly yeah I mean there were other
exactly yeah I mean there were other
exactly yeah I mean there were other videos before and then they saw it and
videos before and then they saw it and
videos before and then they saw it and it was like which we have to do this
it was like which we have to do this
it was like which we have to do this with the cars and then they approached
with the cars and then they approached
with the cars and then they approached us through the TV WH which is the agency
us through the TV WH which is the agency
us through the TV WH which is the agency in the Middle East that that just sent
in the Middle East that that just sent
in the Middle East that that just sent us an email and the conversation started
us an email and the conversation started
us an email and the conversation started it’s very cool guys I think in the
it’s very cool guys I think in the
it’s very cool guys I think in the keynote there’s some still images
keynote there’s some still images
keynote there’s some still images following that video if we could put
following that video if we could put
following that video if we could put those off as a background but you know
those off as a background but you know
those off as a background but you know talk to us now a little bit about the
talk to us now a little bit about the
talk to us now a little bit about the just the technical aspects and if you
just the technical aspects and if you
just the technical aspects and if you can control it there you go yeah good
can control it there you go yeah good
can control it there you go yeah good well as soon as the project came through
well as soon as the project came through
well as soon as the project came through I I called a friend in Florida that I
I I called a friend in Florida that I
I I called a friend in Florida that I met through
met through
met through snap Orlando I did an exhibition over
snap Orlando I did an exhibition over
snap Orlando I did an exhibition over there and he’s a brilliant man with a
there and he’s a brilliant man with a
there and he’s a brilliant man with a great mind designer engineer and he was
great mind designer engineer and he was
great mind designer engineer and he was the first person I reached out to to get
the first person I reached out to to get
the first person I reached out to to get support to build the rig and build the
support to build the rig and build the
support to build the rig and build the system that would light up the car in
system that would light up the car in
system that would light up the car in the way that the car would become a
the way that the car would become a
the way that the car would become a light painting tool brush like it we
light painting tool brush like it we
light painting tool brush like it we didn’t want the light to shoot at the
didn’t want the light to shoot at the
didn’t want the light to shoot at the cameras we wanted the light to highlight
cameras we wanted the light to highlight
cameras we wanted the light to highlight their arms an engineer that’s right and
their arms an engineer that’s right and
their arms an engineer that’s right and a designer and so on so then we worked
a designer and so on so then we worked
a designer and so on so then we worked like they night and he figured one on
like they night and he figured one on
like they night and he figured one on the trio so to speak all right yeah
the trio so to speak all right yeah
the trio so to speak all right yeah exactly yeah exactly
exactly yeah exactly
exactly yeah exactly well they I mean that project the first
well they I mean that project the first
well they I mean that project the first one we did in Dubai was huge we had a
one we did in Dubai was huge we had a
one we did in Dubai was huge we had a lot of collaborators from all over the
lot of collaborators from all over the
lot of collaborators from all over the world we’ll maybe we’ll have a chance to
world we’ll maybe we’ll have a chance to
world we’ll maybe we’ll have a chance to show some of the collaborators a big
show some of the collaborators a big
show some of the collaborators a big team we had people flying from all over
team we had people flying from all over
team we had people flying from all over to make this happen and in this project
to make this happen and in this project
to make this happen and in this project there’s a few aspect because there’s the
there’s a few aspect because there’s the
there’s a few aspect because there’s the live show there’s a video and then there
live show there’s a video and then there
live show there’s a video and then there are the photographs also so we have to
are the photographs also so we have to
are the photographs also so we have to produce all of those within a time
produce all of those within a time
produce all of those within a time period yeah because for the client is
period yeah because for the client is
period yeah because for the client is always important we do a live show but
always important we do a live show but
always important we do a live show but it’s also we have we produce behind the
it’s also we have we produce behind the
it’s also we have we produce behind the scene where there’s storytelling about
scene where there’s storytelling about
scene where there’s storytelling about about what we’re doing how it’s made and
about what we’re doing how it’s made and
about what we’re doing how it’s made and all that so that’s a big component of
all that so that’s a big component of
all that so that’s a big component of the of the deliverables also now mind
the of the deliverables also now mind
the of the deliverables also now mind you the client was supposed to be here
you the client was supposed to be here
you the client was supposed to be here but she had a prior commitment and ended
but she had a prior commitment and ended
but she had a prior commitment and ended up having to you know to cancel her trip
up having to you know to cancel her trip
up having to you know to cancel her trip but one of the main goals I assume would
but one of the main goals I assume would
but one of the main goals I assume would be to try to get test drives going on in
be to try to get test drives going on in
be to try to get test drives going on in these vehicles so you have these events
these vehicles so you have these events
these vehicles so you have these events with these people being stunned by these
with these people being stunned by these
with these people being stunned by these amazing images and then what they’re
amazing images and then what they’re
amazing images and then what they’re signing up to drive the car and
signing up to drive the car and
signing up to drive the car and hopefully buy the car well it’s not only
hopefully buy the car well it’s not only
hopefully buy the car well it’s not only our performance most of the time it’s a
our performance most of the time it’s a
our performance most of the time it’s a whole-day event where if we’re on the
whole-day event where if we’re on the
whole-day event where if we’re on the right track they’ll have race car
right track they’ll have race car
right track they’ll have race car drivers good doing speed laps with
drivers good doing speed laps with
drivers good doing speed laps with people and then people can can try the
people and then people can can try the
people and then people can can try the car things like that so it’s it’s a
car things like that so it’s it’s a
car things like that so it’s it’s a whole day event organized around around
whole day event organized around around
whole day event organized around around this and in what we do is the either the
this and in what we do is the either the
this and in what we do is the either the launch or the live event at night which
launch or the live event at night which
launch or the live event at night which is the the pinnacle of tonight so so and
is the the pinnacle of tonight so so and
is the the pinnacle of tonight so so and your first event was was enormous right
your first event was was enormous right
your first event was was enormous right in terms of size and financial
in terms of size and financial
in terms of size and financial commitment for
commitment for
commitment for everybody and time on your part tell us
everybody and time on your part tell us
everybody and time on your part tell us about how do you build a good
about how do you build a good
about how do you build a good relationship with a client you know what
relationship with a client you know what
relationship with a client you know what made this work with the client like
made this work with the client like
made this work with the client like infinity and you know we all have worked
infinity and you know we all have worked
infinity and you know we all have worked with brands that understand this and
with brands that understand this and
with brands that understand this and brands at struggle to understand this
brands at struggle to understand this
brands at struggle to understand this you know where it where did infinity
you know where it where did infinity
you know where it where did infinity fall what do you think came together
fall what do you think came together
fall what do you think came together that that allowed this to happen in such
that that allowed this to happen in such
that that allowed this to happen in such a compelling way well what’s interesting
a compelling way well what’s interesting
a compelling way well what’s interesting is like the agency told us first of all
is like the agency told us first of all
is like the agency told us first of all that they love their client so right
that they love their client so right
that they love their client so right there they set a tone with us that’s
there they set a tone with us that’s
there they set a tone with us that’s like oh wow there’s already a good a
like oh wow there’s already a good a
like oh wow there’s already a good a good healthy relationship happening
good healthy relationship happening
good healthy relationship happening there and it brings us in tune into that
there and it brings us in tune into that
there and it brings us in tune into that good healthy relationship and I think
good healthy relationship and I think
good healthy relationship and I think the you know compassion and like
the you know compassion and like
the you know compassion and like understanding is first like you have to
understanding is first like you have to
understanding is first like you have to get into their worlds and understand
get into their worlds and understand
get into their worlds and understand that their worlds is is as complex as
that their worlds is is as complex as
that their worlds is is as complex as our world and they’re also trying to
our world and they’re also trying to
our world and they’re also trying to push new things open new doors and
push new things open new doors and
push new things open new doors and there’s also battles on their ends that
there’s also battles on their ends that
there’s also battles on their ends that they’re trying to do that they go
they’re trying to do that they go
they’re trying to do that they go through to make these projects happened
through to make these projects happened
through to make these projects happened we all fight together to make to make
we all fight together to make to make
we all fight together to make to make something like that and and and how did
something like that and and and how did
something like that and and and how did your creative freedom carry over in this
your creative freedom carry over in this
your creative freedom carry over in this process how did you feel like you
process how did you feel like you
process how did you feel like you retained your creative freedom
retained your creative freedom
retained your creative freedom throughout this and but for me it’s not
throughout this and but for me it’s not
throughout this and but for me it’s not the question of like I need to express
the question of like I need to express
the question of like I need to express myself I I I practice daily I am
myself I I I practice daily I am
myself I I I practice daily I am expressing myself blaney the idea for me
expressing myself blaney the idea for me
expressing myself blaney the idea for me is to like hit the target what is the
is to like hit the target what is the
is to like hit the target what is the target here what are we trying to do and
target here what are we trying to do and
target here what are we trying to do and then how do I make this wow it’s really
then how do I make this wow it’s really
then how do I make this wow it’s really where I stand is like so to create a
where I stand is like so to create a
where I stand is like so to create a while I have plenty of challenges and
while I have plenty of challenges and
while I have plenty of challenges and that’s where I thrive is with those kind
that’s where I thrive is with those kind
that’s where I thrive is with those kind of challenges but we’re lucky it’s a
of challenges but we’re lucky it’s a
of challenges but we’re lucky it’s a it’s a very it’s an amazing client that
it’s a very it’s an amazing client that
it’s a very it’s an amazing client that that is open to suggestions and and so
that is open to suggestions and and so
that is open to suggestions and and so as long as we make it look good as well
as long as we make it look good as well
as long as we make it look good as well as long as we inspire people with our
as long as we inspire people with our
as long as we inspire people with our images and we bring passion to it and
images and we bring passion to it and
images and we bring passion to it and there’s storytelling into it too then it
there’s storytelling into it too then it
there’s storytelling into it too then it brings the brand it brings the content
brings the brand it brings the content
brings the brand it brings the content higher right but we hear a lot about you
higher right but we hear a lot about you
higher right but we hear a lot about you know brands and clients or brands and
know brands and clients or brands and
know brands and clients or brands and creators that work together that you
creators that work together that you
creators that work together that you know have struggles you know the Creator
know have struggles you know the Creator
know have struggles you know the Creator sometimes will say you know I I just
sometimes will say you know I I just
sometimes will say you know I I just don’t feel like they’re understand
don’t feel like they’re understand
don’t feel like they’re understand my art or giving me enough freedom to do
my art or giving me enough freedom to do
my art or giving me enough freedom to do what I know I can do for them
what I know I can do for them
what I know I can do for them and so that communication you know it
and so that communication you know it
and so that communication you know it all comes down to that in the end right
all comes down to that in the end right
all comes down to that in the end right and so this is this is a you know a very
and so this is this is a you know a very
and so this is this is a you know a very common battle on YouTube with brands
common battle on YouTube with brands
common battle on YouTube with brands wanting to work with creators to try to
wanting to work with creators to try to
wanting to work with creators to try to figure out how to how to do it in a way
figure out how to how to do it in a way
figure out how to how to do it in a way that everybody can win this this trust
that everybody can win this this trust
that everybody can win this this trust has been established and also in light
has been established and also in light
has been established and also in light painting they can control it all because
painting they can control it all because
painting they can control it all because they don’t know how the light paint so
they don’t know how the light paint so
they don’t know how the light paint so they have to trust me and I have to
they have to trust me and I have to
they have to trust me and I have to understand them yeah so that
understand them yeah so that
understand them yeah so that relationship has to go both ways
relationship has to go both ways
relationship has to go both ways and and if you were to give one piece of
and and if you were to give one piece of
and and if you were to give one piece of advice to other brands who are trying to
advice to other brands who are trying to
advice to other brands who are trying to figure out you know how to be creative
figure out you know how to be creative
figure out you know how to be creative and engage you know completely new
and engage you know completely new
and engage you know completely new partners as they go to market what what
partners as they go to market what what
partners as they go to market what what would what would that advice be well I
would what would that advice be well I
would what would that advice be well I think it’s important that we make that
think it’s important that we make that
think it’s important that we make that step that everyone collaborates and open
step that everyone collaborates and open
step that everyone collaborates and open new doors I mean that’s how we give
new doors I mean that’s how we give
new doors I mean that’s how we give birth and new things right so for the
birth and new things right so for the
birth and new things right so for the brand is like opening up to new ideas I
brand is like opening up to new ideas I
brand is like opening up to new ideas I think is important and then creating a
think is important and then creating a
think is important and then creating a dialogue not preparing everything in
dialogue not preparing everything in
dialogue not preparing everything in advance in a presentation saying this is
advance in a presentation saying this is
advance in a presentation saying this is said before they meet the artist meet
said before they meet the artist meet
said before they meet the artist meet the artist first and brainstorm together
the artist first and brainstorm together
the artist first and brainstorm together to make the project stronger makes total
to make the project stronger makes total
to make the project stronger makes total sense PR anything that what you can’t
sense PR anything that what you can’t
sense PR anything that what you can’t have your final product done before it’s
have your final product done before it’s
have your final product done before it’s actually shot very often now they want
actually shot very often now they want
actually shot very often now they want to have two completely the highly
to have two completely the highly
to have two completely the highly detailed storyboard and images and all
detailed storyboard and images and all
detailed storyboard and images and all that on the projects like that project
that on the projects like that project
that on the projects like that project like that you can’t do that it’s
like that you can’t do that it’s
like that you can’t do that it’s impossible we give them an idea what
impossible we give them an idea what
impossible we give them an idea what it’s going to be like but there has to
it’s going to be like but there has to
it’s going to be like but there has to be a trust a trust both ways that we’re
be a trust a trust both ways that we’re
be a trust a trust both ways that we’re going to have the creative freedom and
going to have the creative freedom and
going to have the creative freedom and they gave us the creative leeway to to
they gave us the creative leeway to to
they gave us the creative leeway to to deliver something me exception it makes
deliver something me exception it makes
deliver something me exception it makes it makes total sense well listen thank
it makes total sense well listen thank
it makes total sense well listen thank you so much both for being here I you
you so much both for being here I you
you so much both for being here I you know given that this is a create a forum
know given that this is a create a forum
know given that this is a create a forum on global creativity as you look through
on global creativity as you look through
on global creativity as you look through this content you can’t help but think
this content you can’t help but think
this content you can’t help but think that you know it’s very topical for what
that you know it’s very topical for what
that you know it’s very topical for what we’re trying to cover today with you
we’re trying to cover today with you
we’re trying to cover today with you know all these global partners coming
know all these global partners coming
know all these global partners coming together and doing something
together and doing something
together and doing something extraordinary so thank you appreciate it
extraordinary so thank you appreciate it
extraordinary so thank you appreciate it thank you
so thank you you guys can head off
so thank you you guys can head off either way so that was that was amazing
either way so that was that was amazing
either way so that was that was amazing I hope you enjoyed it and that content
I hope you enjoyed it and that content
I hope you enjoyed it and that content will be available on the live stream and
will be available on the live stream and
will be available on the live stream and banked on video on demand on WatchMojo
banked on video on demand on WatchMojo
banked on video on demand on WatchMojo for some time to come and so for those
for some time to come and so for those
for some time to come and so for those of you who want to share this with
of you who want to share this with
of you who want to share this with people that miss the live stream today I
people that miss the live stream today I
people that miss the live stream today I hope you’ll be able to let other people
hope you’ll be able to let other people
hope you’ll be able to let other people know that they can go to watchmojo.com
know that they can go to watchmojo.com
know that they can go to watchmojo.com and get a chance to see this so now
and get a chance to see this so now
and get a chance to see this so now we’re going to switch it up a little bit
we’re going to switch it up a little bit
we’re going to switch it up a little bit and talk with now that we’ve been
and talk with now that we’ve been
and talk with now that we’ve been talking about ad agency folks now we’re
talking about ad agency folks now we’re
talking about ad agency folks now we’re going to talk to some ad agency folks
going to talk to some ad agency folks
going to talk to some ad agency folks and talk to some creatives about in this
and talk to some creatives about in this
and talk to some creatives about in this case how they sell stuff to guys and so
case how they sell stuff to guys and so
case how they sell stuff to guys and so this is going to be a two-part
this is going to be a two-part
this is going to be a two-part conversation
conversation
conversation the first being with the executive
the first being with the executive
the first being with the executive creative director for one of the most
creative director for one of the most
creative director for one of the most progressive ad agencies in the business
progressive ad agencies in the business
progressive ad agencies in the business an agency called deep focus please join
an agency called deep focus please join
an agency called deep focus please join me in welcoming Matt steinwald
my pleasure alright so thank you for the
my pleasure alright so thank you for the introduction I work at deep focus we we
introduction I work at deep focus we we
introduction I work at deep focus we we definitely are an ad agency we’re not a
definitely are an ad agency we’re not a
definitely are an ad agency we’re not a traditional attitude you see we don’t
traditional attitude you see we don’t
traditional attitude you see we don’t look at TV as the the end-all be-all we
look at TV as the the end-all be-all we
look at TV as the the end-all be-all we see every channel as an opportunity to
see every channel as an opportunity to
see every channel as an opportunity to to reach our our consumers and we were
to reach our our consumers and we were
to reach our our consumers and we were born in digital we’re born in social so
born in digital we’re born in social so
born in digital we’re born in social so we think a little bit differently and
we think a little bit differently and
we think a little bit differently and hopefully this is a good example of how
hopefully this is a good example of how
hopefully this is a good example of how that goes so if you’re if you’re
that goes so if you’re if you’re
that goes so if you’re if you’re interested in advertising thinking of a
interested in advertising thinking of a
interested in advertising thinking of a career in advertising don’t do it but
career in advertising don’t do it but
career in advertising don’t do it but here you go we’re going to take I’m
here you go we’re going to take I’m
here you go we’re going to take I’m going to take you through about nine
going to take you through about nine
going to take you through about nine months of work in about 18 minutes
months of work in about 18 minutes
months of work in about 18 minutes I got bonus minutes here we go this is
I got bonus minutes here we go this is
I got bonus minutes here we go this is about ruffles would I click that so
about ruffles would I click that so
about ruffles would I click that so we’re going to learn about ruffles we’re
we’re going to learn about ruffles we’re
we’re going to learn about ruffles we’re going to shift gears from cars to potato
going to shift gears from cars to potato
going to shift gears from cars to potato chips and basically everything you need
chips and basically everything you need
chips and basically everything you need to learn about ruffles potato chips is
to learn about ruffles potato chips is
to learn about ruffles potato chips is contained in this 30-year old TV
contained in this 30-year old TV
contained in this 30-year old TV commercial so if you haven’t seen this
commercial so if you haven’t seen this
commercial so if you haven’t seen this enjoy
Horton’s talking come on honey come on
Horton’s talking come on honey come on come on what ruffles potato chips
come on what ruffles potato chips
come on what ruffles potato chips ruffles have ridges orgies are what make
ruffles have ridges orgies are what make
ruffles have ridges orgies are what make them so good well that’s a funny thing
them so good well that’s a funny thing
them so good well that’s a funny thing to say honey
to say honey
to say honey it’s printed right on the back yeah but
it’s printed right on the back yeah but
it’s printed right on the back yeah but why can’t I just say mom and dad huh
why can’t I just say mom and dad huh
why can’t I just say mom and dad huh because that’s not all bad okay ruffles
because that’s not all bad okay ruffles
because that’s not all bad okay ruffles have ridges like cars have wheels I
have ridges like cars have wheels I
have ridges like cars have wheels I guess so one thing to note here is that
guess so one thing to note here is that
guess so one thing to note here is that was obviously a commercial that was
was obviously a commercial that was
was obviously a commercial that was targeted at mom now the brand team at
targeted at mom now the brand team at
targeted at mom now the brand team at ruffles this is brand that’s been around
ruffles this is brand that’s been around
ruffles this is brand that’s been around since 1956 and it had become the kind of
since 1956 and it had become the kind of
since 1956 and it had become the kind of the tried and true brand for Mom and
the tried and true brand for Mom and
the tried and true brand for Mom and even your mom’s mom too to buy when you
even your mom’s mom too to buy when you
even your mom’s mom too to buy when you had a dip at home because it had of
had a dip at home because it had of
had a dip at home because it had of course the ridges the marketing team
course the ridges the marketing team
course the ridges the marketing team wanted to shift its focus from shopper
wanted to shift its focus from shopper
wanted to shift its focus from shopper moms to millennial Mail so there’s
moms to millennial Mail so there’s
moms to millennial Mail so there’s basically no bigger challenge for an ad
basically no bigger challenge for an ad
basically no bigger challenge for an ad agency than to become to try and make
agency than to become to try and make
agency than to become to try and make this guy want to buy what his mom or his
this guy want to buy what his mom or his
this guy want to buy what his mom or his mom’s mom would buy so that was the
mom’s mom would buy so that was the
mom’s mom would buy so that was the challenge whenever we do these kind of
challenge whenever we do these kind of
challenge whenever we do these kind of challenges I love to start thinking
challenges I love to start thinking
challenges I love to start thinking about the brand this is my favorite
about the brand this is my favorite
about the brand this is my favorite definition of what a brand is a brand is
definition of what a brand is a brand is
definition of what a brand is a brand is a promise delivered I like this because
a promise delivered I like this because
a promise delivered I like this because it begs two questions right what are you
it begs two questions right what are you
it begs two questions right what are you promising and how are you delivering it
promising and how are you delivering it
promising and how are you delivering it so the delivery part really is on the
so the delivery part really is on the
so the delivery part really is on the brand side on their side what they did
brand side on their side what they did
brand side on their side what they did do which was cool is they created a
do which was cool is they created a
do which was cool is they created a bunch of new flavors that were really
bunch of new flavors that were really
bunch of new flavors that were really targeted to men so hot-wing flavored
targeted to men so hot-wing flavored
targeted to men so hot-wing flavored ruffles or bacon cheddar fully loaded
ruffles or bacon cheddar fully loaded
ruffles or bacon cheddar fully loaded potato skin ruffles I don’t know why you
potato skin ruffles I don’t know why you
potato skin ruffles I don’t know why you need a potato skin flavored chip but
need a potato skin flavored chip but
need a potato skin flavored chip but this was not my decision but at least
this was not my decision but at least
this was not my decision but at least that part of the equation was done so
that part of the equation was done so
that part of the equation was done so now we had to figure out what are we
now we had to figure out what are we
now we had to figure out what are we going to promise this guy who basically
going to promise this guy who basically
going to promise this guy who basically hates advertising doesn’t trust
hates advertising doesn’t trust
hates advertising doesn’t trust corporations we had to get to know him
corporations we had to get to know him
corporations we had to get to know him so so we did a lot of work we had a
so so we did a lot of work we had a
so so we did a lot of work we had a great account team
great account team
great account team Katie Shady and Michelle Raley let our
Katie Shady and Michelle Raley let our
Katie Shady and Michelle Raley let our strategy on this
strategy on this
strategy on this we learned that these guys like their
we learned that these guys like their
we learned that these guys like their phones I know this is groundbreaking
phones I know this is groundbreaking
phones I know this is groundbreaking stuff guys they like watching videos on
stuff guys they like watching videos on
stuff guys they like watching videos on phones think porn and oh my kids are
phones think porn and oh my kids are
phones think porn and oh my kids are actually watching this you’re muffs
actually watching this you’re muffs
actually watching this you’re muffs you’re mus and
you’re mus and
you’re mus and and and funny videos on on phones really
and and funny videos on on phones really
and and funny videos on on phones really really just work with this target so we
really just work with this target so we
really just work with this target so we had to be funny
had to be funny
had to be funny our plan was to be funny we were trying
our plan was to be funny we were trying
our plan was to be funny we were trying to break through to this guy so we had a
to break through to this guy so we had a
to break through to this guy so we had a bit of a three-part plan I’ll take you
bit of a three-part plan I’ll take you
bit of a three-part plan I’ll take you through it before we even got to
through it before we even got to
through it before we even got to thinking of ideas one thing we knew is
thinking of ideas one thing we knew is
thinking of ideas one thing we knew is we didn’t want to act like a brand we
we didn’t want to act like a brand we
we didn’t want to act like a brand we did not want to be a brand we actually
did not want to be a brand we actually
did not want to be a brand we actually wanted to be a friend we wanted to
wanted to be a friend we wanted to
wanted to be a friend we wanted to almost be like half of this relationship
almost be like half of this relationship
almost be like half of this relationship this was a clip that we played when we
this was a clip that we played when we
this was a clip that we played when we did this work and we just saw ourselves
did this work and we just saw ourselves
did this work and we just saw ourselves as a brand as half of this relationship
why are you looking at me like that
why are you looking at me like that you’re falling for this broad no I just
you’re falling for this broad no I just
you’re falling for this broad no I just met her exactly I’m gonna go
met her exactly I’m gonna go
met her exactly I’m gonna go you can’t go watch me watch me take this
you can’t go watch me watch me take this
you can’t go watch me watch me take this on down the road look you leave Gloria
on down the road look you leave Gloria
on down the road look you leave Gloria is gonna freak out and go a bit and
is gonna freak out and go a bit and
is gonna freak out and go a bit and it’s gonna go into crisis lockdown Lodha
it’s gonna go into crisis lockdown Lodha
it’s gonna go into crisis lockdown Lodha here at the house I don’t give a famous
here at the house I don’t give a famous
here at the house I don’t give a famous I just have my own sock tape into
I just have my own sock tape into
I just have my own sock tape into my mouth that’s like what yeah but the
my mouth that’s like what yeah but the
my mouth that’s like what yeah but the stuff that I wore around all day playing
stuff that I wore around all day playing
stuff that I wore around all day playing football in pouring sweat in was shoved
football in pouring sweat in was shoved
football in pouring sweat in was shoved into my mouth and then was duct tape
into my mouth and then was duct tape
into my mouth and then was duct tape over it let’s talk about I’m a good
over it let’s talk about I’m a good
over it let’s talk about I’m a good listener I’m a good listener so we love
listener I’m a good listener so we love
listener I’m a good listener so we love we love that obviously very funny movie
we love that obviously very funny movie
we love that obviously very funny movie very funny dynamic and we wanted to see
very funny dynamic and we wanted to see
very funny dynamic and we wanted to see if we couldn’t emulate some of that the
if we couldn’t emulate some of that the
if we couldn’t emulate some of that the second part of our plan here is don’t
second part of our plan here is don’t
second part of our plan here is don’t act in our own best interest in our own
act in our own best interest in our own
act in our own best interest in our own self-interest we know that our clients
self-interest we know that our clients
self-interest we know that our clients want to self sell chips but the last
want to self sell chips but the last
want to self sell chips but the last thing to do is sell chips is to put that
thing to do is sell chips is to put that
thing to do is sell chips is to put that in the front so we we actually wanted to
in the front so we we actually wanted to
in the front so we we actually wanted to be very self-aware so a lot of great
be very self-aware so a lot of great
be very self-aware so a lot of great content and great work was just being
content and great work was just being
content and great work was just being honest about what was going on in the
honest about what was going on in the
honest about what was going on in the world this is this is great Super Bowl
world this is this is great Super Bowl
world this is this is great Super Bowl actually it was a Super Bowl hack done
actually it was a Super Bowl hack done
actually it was a Super Bowl hack done by by Drogo 5 for Newcastle who could
by by Drogo 5 for Newcastle who could
by by Drogo 5 for Newcastle who could not afford to compete with the
not afford to compete with the
not afford to compete with the Budweiser’s of the world and basically
Budweiser’s of the world and basically
Budweiser’s of the world and basically got
got
got a won the Superbowl battle a few years
a won the Superbowl battle a few years
a won the Superbowl battle a few years ago um I was really excited to make us
ago um I was really excited to make us
ago um I was really excited to make us commercial with Newcastle but then turns
commercial with Newcastle but then turns
commercial with Newcastle but then turns out they don’t even have the money or
out they don’t even have the money or
out they don’t even have the money or permission to make us a commercial they
permission to make us a commercial they
permission to make us a commercial they can’t even say the words just salute I
can’t even say the words just salute I
can’t even say the words just salute I don’t even think they can say like aim
don’t even think they can say like aim
don’t even think they can say like aim in I don’t think you can in football
in I don’t think you can in football
in I don’t think you can in football like in any capacity how are you gonna
like in any capacity how are you gonna
like in any capacity how are you gonna make us commercial without saying the
make us commercial without saying the
make us commercial without saying the words alright so self awareness and then
words alright so self awareness and then
words alright so self awareness and then the last thing of our plan here is we
the last thing of our plan here is we
the last thing of our plan here is we didn’t want to be too serious serious
didn’t want to be too serious serious
didn’t want to be too serious serious isn’t funny we want to be ridiculous
isn’t funny we want to be ridiculous
isn’t funny we want to be ridiculous this is uh this is a fun some fun work
this is uh this is a fun some fun work
this is uh this is a fun some fun work where we there’s a brand truth this is
where we there’s a brand truth this is
where we there’s a brand truth this is for GE smart lightbulbs for a smart home
for GE smart lightbulbs for a smart home
for GE smart lightbulbs for a smart home and basically Jeff Goldblum is is
and basically Jeff Goldblum is is
and basically Jeff Goldblum is is attributing all of his success to the
attributing all of his success to the
attributing all of his success to the lighting the lighting just makes him
lighting the lighting just makes him
lighting the lighting just makes him successful and and clearly pushes the
successful and and clearly pushes the
successful and and clearly pushes the bounds of what’s ridiculous for an
bounds of what’s ridiculous for an
bounds of what’s ridiculous for an embarrassingly small amount of money you
embarrassingly small amount of money you
embarrassingly small amount of money you can kiss your horribly lit non
can kiss your horribly lit non
can kiss your horribly lit non successful life goodbye but don’t take
successful life goodbye but don’t take
successful life goodbye but don’t take my word for it ask this unremarkable
my word for it ask this unremarkable
my word for it ask this unremarkable nobody they used to hate to go home to a
nobody they used to hate to go home to a
nobody they used to hate to go home to a dark house and an unfamous non celebrity
dark house and an unfamous non celebrity
dark house and an unfamous non celebrity husband but now that I can control my
husband but now that I can control my
husband but now that I can control my lighting I’m seeing things to go okay so
lighting I’m seeing things to go okay so
lighting I’m seeing things to go okay so that that’s a plan I mean is it a good
that that’s a plan I mean is it a good
that that’s a plan I mean is it a good plan who knows stay tuned so we wanted
plan who knows stay tuned so we wanted
plan who knows stay tuned so we wanted to be friendly self-aware and ridiculous
to be friendly self-aware and ridiculous
to be friendly self-aware and ridiculous and right and the bullseye of all of
and right and the bullseye of all of
and right and the bullseye of all of these things what we discovered were
these things what we discovered were
these things what we discovered were first world problems right first of all
first world problems right first of all
first world problems right first of all problems are problems that are not
problems are problems that are not
problems are problems that are not problems they’re privileged problems I’m
problems they’re privileged problems I’m
problems they’re privileged problems I’m going outside I have to put on pants
going outside I have to put on pants
going outside I have to put on pants that’s the first role problem I find it
that’s the first role problem I find it
that’s the first role problem I find it impossible to say no to stake 50 in
impossible to say no to stake 50 in
impossible to say no to stake 50 in France 50 of stake first world problem I
France 50 of stake first world problem I
France 50 of stake first world problem I should be working on college stuff but
should be working on college stuff but
should be working on college stuff but Internet’s much more fun and this great
Internet’s much more fun and this great
Internet’s much more fun and this great story from the New York Times my wealthy
story from the New York Times my wealthy
story from the New York Times my wealthy parents well many wealthy parents find
parents well many wealthy parents find
parents well many wealthy parents find it hard to talk to their kids about the
it hard to talk to their kids about the
it hard to talk to their kids about the millions of dollars they will inherit so
millions of dollars they will inherit so
millions of dollars they will inherit so these are first real problems and and I
these are first real problems and and I
these are first real problems and and I think this whole challenge this whole
think this whole challenge this whole
think this whole challenge this whole marketing challenge that we were facing
marketing challenge that we were facing
marketing challenge that we were facing is perfectly summed up
is perfectly summed up
is perfectly summed up bye-bye your friend and mine mr. Luisi
bye-bye your friend and mine mr. Luisi
bye-bye your friend and mine mr. Luisi feel that we now in the 21st century we
feel that we now in the 21st century we
feel that we now in the 21st century we take technology for grandpa yeah because
take technology for grandpa yeah because
take technology for grandpa yeah because now we live in an amazing amazing world
now we live in an amazing amazing world
now we live in an amazing amazing world and its wasted on the on the crappiest
and its wasted on the on the crappiest
and its wasted on the on the crappiest generation of just spoiled idiots that
generation of just spoiled idiots that
generation of just spoiled idiots that don’t care because this is what people
don’t care because this is what people
don’t care because this is what people like now they got their phone no uh-uh
like now they got their phone no uh-uh
like now they got their phone no uh-uh it won’t give it a second it’s going to
it won’t give it a second it’s going to
it won’t give it a second it’s going to space can you give it a second to get
space can you give it a second to get
space can you give it a second to get back from space is the speed of light
I was on I was on an airplane and there
I was on I was on an airplane and there was internet high-speed Internet on the
was internet high-speed Internet on the
was internet high-speed Internet on the airplane that’s the newest thing that I
airplane that’s the newest thing that I
airplane that’s the newest thing that I know exists and I’m sitting on the plane
know exists and I’m sitting on the plane
know exists and I’m sitting on the plane they go open up your laptop you can go
they go open up your laptop you can go
they go open up your laptop you can go on the internet and it’s fast and I’m
on the internet and it’s fast and I’m
on the internet and it’s fast and I’m watching YouTube clips it’s a me I’m in
watching YouTube clips it’s a me I’m in
watching YouTube clips it’s a me I’m in an airplane and then it breaks down and
an airplane and then it breaks down and
an airplane and then it breaks down and they apologize the Internet’s not
they apologize the Internet’s not
they apologize the Internet’s not working the guy next to me goes bolt
like how quickly the world owes him
like how quickly the world owes him something yes he knew existed only 10
something yes he knew existed only 10
something yes he knew existed only 10 seconds ago right right so what’s what’s
seconds ago right right so what’s what’s
seconds ago right right so what’s what’s great about this is everyone’s laughing
great about this is everyone’s laughing
great about this is everyone’s laughing at the right times they’re all mostly
at the right times they’re all mostly
at the right times they’re all mostly he’s making fun of the people who are
he’s making fun of the people who are
he’s making fun of the people who are laughing so there’s a great
laughing so there’s a great
laughing so there’s a great self-awareness and obviously he’s
self-awareness and obviously he’s
self-awareness and obviously he’s describing some some great first real
describing some some great first real
describing some some great first real problems and you really know that first
problems and you really know that first
problems and you really know that first world problems is a thing when when
world problems is a thing when when
world problems is a thing when when weird al’ turns it into a song what she
weird al’ turns it into a song what she
weird al’ turns it into a song what she did
all right so there’s that I’m going to
all right so there’s that I’m going to I’m going to speed up a little bit here
I’m going to speed up a little bit here
I’m going to speed up a little bit here so what on earth do first world problems
so what on earth do first world problems
so what on earth do first world problems have to do with ruffles potato chips you
have to do with ruffles potato chips you
have to do with ruffles potato chips you ask or you should ask because this is an
ask or you should ask because this is an
ask or you should ask because this is an ad for there’s a campaign for ruffles
ad for there’s a campaign for ruffles
ad for there’s a campaign for ruffles and the answer is actually they have
and the answer is actually they have
and the answer is actually they have everything to do with ruffles ruffles
everything to do with ruffles ruffles
everything to do with ruffles ruffles this is an actual patent to cut a potato
this is an actual patent to cut a potato
this is an actual patent to cut a potato in zigzags I’m not joking 1956 – Bernard
in zigzags I’m not joking 1956 – Bernard
in zigzags I’m not joking 1956 – Bernard stammered and I quote and figure five a
stammered and I quote and figure five a
stammered and I quote and figure five a modified form of the sliced potato
modified form of the sliced potato
modified form of the sliced potato product is shown and the modification
product is shown and the modification
product is shown and the modification resides and the fact that the ridges on
resides and the fact that the ridges on
resides and the fact that the ridges on one side of the potato product in the
one side of the potato product in the
one side of the potato product in the ridges on the other side of the potato
ridges on the other side of the potato
ridges on the other side of the potato product are arcuate and extend in
product are arcuate and extend in
product are arcuate and extend in parallelism on opposite sides of the
parallelism on opposite sides of the
parallelism on opposite sides of the product so they actually patented this
product so they actually patented this
product so they actually patented this silly thing and why do they do it
silly thing and why do they do it
silly thing and why do they do it because the potato the ruffles chip is
because the potato the ruffles chip is
because the potato the ruffles chip is actually stronger these ridges make it
actually stronger these ridges make it
actually stronger these ridges make it stronger so it cannot break in the dip
stronger so it cannot break in the dip
stronger so it cannot break in the dip if there’s ever been a first-world
if there’s ever been a first-world
if there’s ever been a first-world problem it’s when your chips break in
problem it’s when your chips break in
problem it’s when your chips break in the dip so now’s the time for for my
the dip so now’s the time for for my
the dip so now’s the time for for my favorite Venn diagrams we’re playing
favorite Venn diagrams we’re playing
favorite Venn diagrams we’re playing advertising I love Venn diagrams this
advertising I love Venn diagrams this
advertising I love Venn diagrams this one’s easy to follow so we know the guys
one’s easy to follow so we know the guys
one’s easy to follow so we know the guys like first world problems we know that
like first world problems we know that
like first world problems we know that we as a brand are in fact the solution
we as a brand are in fact the solution
we as a brand are in fact the solution to a first real problem so our big
to a first real problem so our big
to a first real problem so our big campaign platform for ruffles was that
campaign platform for ruffles was that
campaign platform for ruffles was that ruffles are built for the rough life
ruffles are built for the rough life
ruffles are built for the rough life rough life is just another way of saying
rough life is just another way of saying
rough life is just another way of saying first world problem sounds more like
first world problem sounds more like
first world problem sounds more like ruffles get it advertising so so this
ruffles get it advertising so so this
ruffles get it advertising so so this brilliant campaign is is going to live
brilliant campaign is is going to live
brilliant campaign is is going to live across some channels but to make sure
across some channels but to make sure
across some channels but to make sure that everyone’s on the same page
that everyone’s on the same page
that everyone’s on the same page including our amazing producer Melissa
including our amazing producer Melissa
including our amazing producer Melissa our creative team Mike Boyce and Matt
our creative team Mike Boyce and Matt
our creative team Mike Boyce and Matt Sylvester who came up with this we we do
Sylvester who came up with this we we do
Sylvester who came up with this we we do we do write mantras it kind of ensures
we do write mantras it kind of ensures
we do write mantras it kind of ensures that all creative partners are on the
that all creative partners are on the
that all creative partners are on the same page and here’s what this one
same page and here’s what this one
same page and here’s what this one sounds like so pretend your clients and
sounds like so pretend your clients and
sounds like so pretend your clients and I’m pitching to you sometimes you
I’m pitching to you sometimes you
I’m pitching to you sometimes you finally sink in your couch with a cold
finally sink in your couch with a cold
finally sink in your couch with a cold beer and realize it’s not a twist-off or
beer and realize it’s not a twist-off or
beer and realize it’s not a twist-off or your iPad is out of battery and your
your iPad is out of battery and your
your iPad is out of battery and your cord won’t reach the bed but few things
cord won’t reach the bed but few things
cord won’t reach the bed but few things are more devastating than when a regular
are more devastating than when a regular
are more devastating than when a regular potato chip breaks in the dip if you’ve
potato chip breaks in the dip if you’ve
potato chip breaks in the dip if you’ve suffered through these kinds of problems
suffered through these kinds of problems
suffered through these kinds of problems then you know life can get rough
then you know life can get rough
then you know life can get rough we ruffles hereby swear to raise
we ruffles hereby swear to raise
we ruffles hereby swear to raise awareness of rough life problems to
awareness of rough life problems to
awareness of rough life problems to provide you with comfort and strength
provide you with comfort and strength
provide you with comfort and strength just as we’ve done for over 50 years to
just as we’ve done for over 50 years to
just as we’ve done for over 50 years to present solutions to these tragic
present solutions to these tragic
present solutions to these tragic problems if solutions exist and to
problems if solutions exist and to
problems if solutions exist and to always keep it real even when life is at
always keep it real even when life is at
always keep it real even when life is at its most unreal your friend through
its most unreal your friend through
its most unreal your friend through thick dip it’s always hard to say that
thick dip it’s always hard to say that
thick dip it’s always hard to say that part you don’t want to say it the other
part you don’t want to say it the other
part you don’t want to say it the other way and and thin-skinned ruffles built
way and and thin-skinned ruffles built
way and and thin-skinned ruffles built for the rough life alright thank you my
for the rough life alright thank you my
for the rough life alright thank you my best Don Draper so so here we go let’s
best Don Draper so so here we go let’s
best Don Draper so so here we go let’s let’s look at some of the work we wanted
let’s look at some of the work we wanted
let’s look at some of the work we wanted to show how this could work across any
to show how this could work across any
to show how this could work across any channel so we had an NFL partnership we
channel so we had an NFL partnership we
channel so we had an NFL partnership we wanted to work with Eric Decker those of
wanted to work with Eric Decker those of
wanted to work with Eric Decker those of you guys who know Eric Decker he’s a
you guys who know Eric Decker he’s a
you guys who know Eric Decker he’s a he’s a wide receiver he was traded from
he’s a wide receiver he was traded from
he’s a wide receiver he was traded from the Broncos to the Jets he is a living
the Broncos to the Jets he is a living
the Broncos to the Jets he is a living first role problem he’s actually like a
first role problem he’s actually like a
first role problem he’s actually like a professional football player worth
professional football player worth
professional football player worth millions of dollars and at the same time
millions of dollars and at the same time
millions of dollars and at the same time he looks like a model so life is rough
he looks like a model so life is rough
he looks like a model so life is rough when you’re Eric Decker but anyway
when you’re Eric Decker but anyway
when you’re Eric Decker but anyway here’s how he helped us launch the
here’s how he helped us launch the
here’s how he helped us launch the campaign even when you’re snuggling up
campaign even when you’re snuggling up
campaign even when you’re snuggling up with Eric Decker life can get rough
thankfully there’s ruffles built for the
thankfully there’s ruffles built for the ruffle life follow ruffles on twitter
ruffle life follow ruffles on twitter
ruffle life follow ruffles on twitter for more rough life stories so we’re
for more rough life stories so we’re
for more rough life stories so we’re asking people to to activate our Twitter
asking people to to activate our Twitter
asking people to to activate our Twitter channel we’re act we’re actually asking
channel we’re act we’re actually asking
channel we’re act we’re actually asking for stories for them to share their
for stories for them to share their
for stories for them to share their stories with us life can be rough like
stories with us life can be rough like
stories with us life can be rough like when date night interferes with draft
when date night interferes with draft
when date night interferes with draft night but if there were two of you you
night but if there were two of you you
night but if there were two of you you could be in two places at the same time
could be in two places at the same time
could be in two places at the same time Decker suit up
Decker suit up
Decker suit up yes get in there
yes get in there
yes get in there surprise it’s a win-win for everyone
surprise it’s a win-win for everyone
surprise it’s a win-win for everyone maybe even you if you don’t want a
maybe even you if you don’t want a
maybe even you if you don’t want a chance to win sweet NFL gear just tweet
chance to win sweet NFL gear just tweet
chance to win sweet NFL gear just tweet your rough life story at ruffles ruffles
your rough life story at ruffles ruffles
your rough life story at ruffles ruffles built for the rough life Wow
okay so we’re asking people to share
okay so we’re asking people to share their rough life stories with us we know
their rough life stories with us we know
their rough life stories with us we know that conversation is already happening
that conversation is already happening
that conversation is already happening in social they’re already using that
in social they’re already using that
in social they’re already using that hashtag so we’re able to jump in on
hashtag so we’re able to jump in on
hashtag so we’re able to jump in on those conversations but we also wanted
those conversations but we also wanted
those conversations but we also wanted to share some of our own rough life
to share some of our own rough life
to share some of our own rough life stories so we made some animations we
stories so we made some animations we
stories so we made some animations we actually used a vendor clambake who does
actually used a vendor clambake who does
actually used a vendor clambake who does a lot of animations for Adult Swim so
a lot of animations for Adult Swim so
a lot of animations for Adult Swim so again we’re kind of stacking the deck in
again we’re kind of stacking the deck in
again we’re kind of stacking the deck in our favor to make sure that we’re going
our favor to make sure that we’re going
our favor to make sure that we’re going to be funny in the way that the
to be funny in the way that the
to be funny in the way that the Millennial men you know appreciate humor
Millennial men you know appreciate humor
Millennial men you know appreciate humor so here’s a couple of first world
so here’s a couple of first world
so here’s a couple of first world problems the first one is about the big
problems the first one is about the big
problems the first one is about the big challenge in applying sunscreen when
challenge in applying sunscreen when
challenge in applying sunscreen when you’re at the beach and then the second
you’re at the beach and then the second
you’re at the beach and then the second one of course is when you’re when you’re
one of course is when you’re when you’re
one of course is when you’re when you’re in your cell service is not allowing you
in your cell service is not allowing you
in your cell service is not allowing you to tell the world how much fun you’re
to tell the world how much fun you’re
to tell the world how much fun you’re having so enjoy these two
having so enjoy these two
having so enjoy these two firstworldproblems ruffles presents
firstworldproblems ruffles presents
firstworldproblems ruffles presents ruffles rough life stories brought to
ruffles rough life stories brought to
ruffles rough life stories brought to you by ruffles
you by ruffles
you by ruffles just think if your friends would help
just think if your friends would help
just think if your friends would help you put on sunscreen
you put on sunscreen
you put on sunscreen then you’d all have perfect tans people
then you’d all have perfect tans people
then you’d all have perfect tans people would be impressed and tell you that you
would be impressed and tell you that you
would be impressed and tell you that you have a perfect tans
have a perfect tans
have a perfect tans yes perfect but your friends would not
yes perfect but your friends would not
yes perfect but your friends would not help you put on sunscreen and now you
help you put on sunscreen and now you
help you put on sunscreen and now you all look like cow people that’s rough
all look like cow people that’s rough
all look like cow people that’s rough thankfully there’s ruffles built for the
thankfully there’s ruffles built for the
thankfully there’s ruffles built for the rough life okay one more and now a
rough life okay one more and now a
rough life okay one more and now a ruffles rough life story just think if
ruffles rough life story just think if
ruffles rough life story just think if you had a personal satellite then you’d
you had a personal satellite then you’d
you had a personal satellite then you’d always have Wi-Fi you’d bring happiness
always have Wi-Fi you’d bring happiness
always have Wi-Fi you’d bring happiness everywhere you went
everywhere you went
everywhere you went you’d be a Wi-Fi magnet and you could
you’d be a Wi-Fi magnet and you could
you’d be a Wi-Fi magnet and you could always prove to everyone how much fun
always prove to everyone how much fun
always prove to everyone how much fun you’re having but you do not have a
you’re having but you do not have a
you’re having but you do not have a personal satellite and now you must
personal satellite and now you must
personal satellite and now you must actually talk to people that’s rough
actually talk to people that’s rough
actually talk to people that’s rough thankfully there’s truffles built for
thankfully there’s truffles built for
thankfully there’s truffles built for the rough life okay so we also worked
the rough life okay so we also worked
the rough life okay so we also worked with the moment studio and an led by
with the moment studio and an led by
with the moment studio and an led by Christina cook she and Ken Kramer and
Christina cook she and Ken Kramer and
Christina cook she and Ken Kramer and Ashley Tyra
Ashley Tyra
Ashley Tyra Kyle Brody and and Franklin DeFelice we
Kyle Brody and and Franklin DeFelice we
Kyle Brody and and Franklin DeFelice we created some trend based content context
created some trend based content context
created some trend based content context based content for a you know across
based content for a you know across
based content for a you know across channel so we’ll go through some of this
channel so we’ll go through some of this
channel so we’ll go through some of this we were this is uh this is a hangout
we were this is uh this is a hangout
we were this is uh this is a hangout hack where we’re helping you if you’re
hack where we’re helping you if you’re
hack where we’re helping you if you’re stuck grilling on a hot day how to stay
stuck grilling on a hot day how to stay
stuck grilling on a hot day how to stay cool you can put your feet in the cooler
cool you can put your feet in the cooler
cool you can put your feet in the cooler which is which is growth but look how
which is which is growth but look how
which is which is growth but look how happy he looks we you know this is a
happy he looks we you know this is a
happy he looks we you know this is a tweet when you treated your priceless
tweet when you treated your priceless
tweet when you treated your priceless comic like it was worth 40 cents rough
comic like it was worth 40 cents rough
comic like it was worth 40 cents rough life when you have to wait a whole other
life when you have to wait a whole other
life when you have to wait a whole other year to find out who’s going to sit on
year to find out who’s going to sit on
year to find out who’s going to sit on the throne all men must dip brilliant
the throne all men must dip brilliant
the throne all men must dip brilliant and the tweets came to us also when you
and the tweets came to us also when you
and the tweets came to us also when you try to send a text to Daniel but it went
try to send a text to Daniel but it went
try to send a text to Daniel but it went to dad rough life when it’s too cold for
to dad rough life when it’s too cold for
to dad rough life when it’s too cold for a t-shirt but too warm for a sweatshirt
a t-shirt but too warm for a sweatshirt
a t-shirt but too warm for a sweatshirt rough life and you know when Starbucks
rough life and you know when Starbucks
rough life and you know when Starbucks wants to talk about pumpkin spice
wants to talk about pumpkin spice
wants to talk about pumpkin spice life is rough when you want pumpkin
life is rough when you want pumpkin
life is rough when you want pumpkin spice flavored ruffles chips because
spice flavored ruffles chips because
spice flavored ruffles chips because those are not real things rough life
those are not real things rough life
those are not real things rough life we created a pandora ad that pissed
we created a pandora ad that pissed
we created a pandora ad that pissed people off which was awesome
people off which was awesome
people off which was awesome they actually tweeted us a rough life
they actually tweeted us a rough life
they actually tweeted us a rough life story about listening to our own Pandora
story about listening to our own Pandora
story about listening to our own Pandora commercial ruffles commercial on Pandora
commercial ruffles commercial on Pandora
commercial ruffles commercial on Pandora makes me want to throw my phone at the
makes me want to throw my phone at the
makes me want to throw my phone at the wall I don’t want to hear a guy eating
wall I don’t want to hear a guy eating
wall I don’t want to hear a guy eating chips in my ear this is awesome this was
chips in my ear this is awesome this was
chips in my ear this is awesome this was intentional we did want to do this and
intentional we did want to do this and
intentional we did want to do this and here it is and of course the rough life
here it is and of course the rough life
here it is and of course the rough life situation here is you get free music but
situation here is you get free music but
situation here is you get free music but you have to listen to ads so
you have to listen to ads so
you have to listen to ads so contextually aware life is rough when
contextually aware life is rough when
contextually aware life is rough when you hear an ad instead of music
luckily deep Ridge classic hot wings
luckily deep Ridge classic hot wings ruffled sound delicious hmm so when life
ruffled sound delicious hmm so when life
ruffled sound delicious hmm so when life gets rough got ruffles all right and
gets rough got ruffles all right and
gets rough got ruffles all right and then calls you me you saw some of the
then calls you me you saw some of the
then calls you me you saw some of the Martin Starr content that we showed so
Martin Starr content that we showed so
Martin Starr content that we showed so we won’t play that again I have 20
we won’t play that again I have 20
we won’t play that again I have 20 seconds WatchMojo was our gracious host
seconds WatchMojo was our gracious host
seconds WatchMojo was our gracious host so I’m going to rattle through a very
so I’m going to rattle through a very
so I’m going to rattle through a very quick top 10 ways to make good ads
quick top 10 ways to make good ads
quick top 10 ways to make good ads number one remember you’re a potato
number one remember you’re a potato
number one remember you’re a potato don’t try to change the world if you’re
don’t try to change the world if you’re
don’t try to change the world if you’re a potato be a potato there’s no problem
a potato be a potato there’s no problem
a potato be a potato there’s no problem there stand for one thing if you have a
there stand for one thing if you have a
there stand for one thing if you have a really good big idea it can live across
really good big idea it can live across
really good big idea it can live across the channels it doesn’t have to be
the channels it doesn’t have to be
the channels it doesn’t have to be completely separate campaigns based on
completely separate campaigns based on
completely separate campaigns based on the channels I think that was a good
the channels I think that was a good
the channels I think that was a good demonstration of that ask people to do
demonstration of that ask people to do
demonstration of that ask people to do nothing literally no one wants to do it
nothing literally no one wants to do it
nothing literally no one wants to do it they don’t care they just if you can fit
they don’t care they just if you can fit
they don’t care they just if you can fit into their life
into their life
into their life you’re better off take many swings this
you’re better off take many swings this
you’re better off take many swings this is one of the things we do really well
is one of the things we do really well
is one of the things we do really well at deep focus is that we don’t see we
at deep focus is that we don’t see we
at deep focus is that we don’t see we don’t put all our eggs in one basket one
don’t put all our eggs in one basket one
don’t put all our eggs in one basket one big TV commercial we will create a lot
big TV commercial we will create a lot
big TV commercial we will create a lot of content see what works and put our
of content see what works and put our
of content see what works and put our media dollars behind what works we’re
media dollars behind what works we’re
media dollars behind what works we’re going for humor smiles laughs shares
going for humor smiles laughs shares
going for humor smiles laughs shares that kind of thing humor is currency if
that kind of thing humor is currency if
that kind of thing humor is currency if you’re stuck what would Vince Vaughn do
you’re stuck what would Vince Vaughn do
you’re stuck what would Vince Vaughn do choose funny partners choose your
choose funny partners choose your
choose funny partners choose your celebrities with purpose obviously Eric
celebrities with purpose obviously Eric
celebrities with purpose obviously Eric Decker is a pretty good example of that
Decker is a pretty good example of that
Decker is a pretty good example of that he was a first-world problem when
he was a first-world problem when
he was a first-world problem when chose him customized your creative to
chose him customized your creative to
chose him customized your creative to the context in which it lives and trust
the context in which it lives and trust
the context in which it lives and trust your gut don’t have to test everything
your gut don’t have to test everything
your gut don’t have to test everything be brave we had it we had a brilliant
be brave we had it we had a brilliant
be brave we had it we had a brilliant client on this Jeff Klein who was
client on this Jeff Klein who was
client on this Jeff Klein who was basically empowering us and his people
basically empowering us and his people
basically empowering us and his people to take take a chance take a risk and we
to take take a chance take a risk and we
to take take a chance take a risk and we really appreciated it thank you thank
really appreciated it thank you thank
really appreciated it thank you thank you sir I was curious the top the top
you sir I was curious the top the top
you sir I was curious the top the top ten things you should remember about
ten things you should remember about
ten things you should remember about advertising also in a way maybe I was
advertising also in a way maybe I was
advertising also in a way maybe I was going to ask some of the women the
going to ask some of the women the
going to ask some of the women the audience’s that also feel like good
audience’s that also feel like good
audience’s that also feel like good advice for how to land a guy other than
advice for how to land a guy other than
advice for how to land a guy other than the number one which was you know
the number one which was you know
the number one which was you know remember the Europe potato the other
remember the Europe potato the other
remember the Europe potato the other nine might actually work not bad
nine might actually work not bad
nine might actually work not bad that was so in Atlanta guys no not
that was so in Atlanta guys no not
that was so in Atlanta guys no not trying to land a guy um millions of
trying to land a guy um millions of
trying to land a guy um millions of people just yeah yeah but in any event
people just yeah yeah but in any event
people just yeah yeah but in any event listen we’re gonna have a few folks
listen we’re gonna have a few folks
listen we’re gonna have a few folks joining for the rest of this
joining for the rest of this
joining for the rest of this conversation and while we’re getting the
conversation and while we’re getting the
conversation and while we’re getting the chair set up we have any questions from
chair set up we have any questions from
chair set up we have any questions from the audience
the audience
the audience anybody anything for Matt James did we
anybody anything for Matt James did we
anybody anything for Matt James did we do UGC for this we’ve done UGC and when
do UGC for this we’ve done UGC and when
do UGC for this we’ve done UGC and when we when we do UGC we really I mean that
we when we do UGC we really I mean that
we when we do UGC we really I mean that whole like nobody wants to do anything
whole like nobody wants to do anything
whole like nobody wants to do anything is extremely true but what was great
is extremely true but what was great
is extremely true but what was great about this is that because because rough
about this is that because because rough
about this is that because because rough life was already a hashtag it was
life was already a hashtag it was
life was already a hashtag it was already out there people were already
already out there people were already
already out there people were already using it so when we jumped into that
using it so when we jumped into that
using it so when we jumped into that conversation and we started tweeting
conversation and we started tweeting
conversation and we started tweeting about first world problems it was very
about first world problems it was very
about first world problems it was very natural for them to do it so we got a
natural for them to do it so we got a
natural for them to do it so we got a lot of actual conversation and we also
lot of actual conversation and we also
lot of actual conversation and we also were prising things out for like at the
were prising things out for like at the
were prising things out for like at the NFL Draft and we didn’t show everything
NFL Draft and we didn’t show everything
NFL Draft and we didn’t show everything but for example we thought it was a
but for example we thought it was a
but for example we thought it was a first world problem to have to wait in
first world problem to have to wait in
first world problem to have to wait in line for your tickets to go and see your
line for your tickets to go and see your
line for your tickets to go and see your players get drafted and so we were
players get drafted and so we were
players get drafted and so we were activating the draft and we would have
activating the draft and we would have
activating the draft and we would have people tweet using our hashtag and then
people tweet using our hashtag and then
people tweet using our hashtag and then we would pull them out of line put them
we would pull them out of line put them
we would pull them out of line put them to the front we give them VIP access so
to the front we give them VIP access so
to the front we give them VIP access so we did we did stuff like that for this
we did we did stuff like that for this
we did we did stuff like that for this campaign but yeah UGC is really
campaign but yeah UGC is really
campaign but yeah UGC is really interesting because if you just ask
interesting because if you just ask
interesting because if you just ask people to do it and they’re not
people to do it and they’re not
people to do it and they’re not compelled to then it’s a disaster good
compelled to then it’s a disaster good
compelled to then it’s a disaster good good advice good and thanks for the
good advice good and thanks for the
good advice good and thanks for the question so listen I will also now want
question so listen I will also now want
question so listen I will also now want to
to
to welcome to the stage Josh Cohen from to
welcome to the stage Josh Cohen from to
welcome to the stage Josh Cohen from to filter along with Ian Shafer who’s the
filter along with Ian Shafer who’s the
filter along with Ian Shafer who’s the CEO of deep focus and also rich
CEO of deep focus and also rich
CEO of deep focus and also rich Antonella the CEO of complex media which
Antonella the CEO of complex media which
Antonella the CEO of complex media which is like a huge guy focus media
is like a huge guy focus media
is like a huge guy focus media enterprise thanks guys thanks for being
enterprise thanks guys thanks for being
enterprise thanks guys thanks for being here
here
here absolutely thank you very much thanks
absolutely thank you very much thanks
absolutely thank you very much thanks John thank you so we’ve heard a lot
John thank you so we’ve heard a lot
John thank you so we’ve heard a lot about WatchMojo today at WatchMojo has
about WatchMojo today at WatchMojo has
about WatchMojo today at WatchMojo has this unique proposition where they’re
this unique proposition where they’re
this unique proposition where they’re targeting this increasingly elusive kind
targeting this increasingly elusive kind
targeting this increasingly elusive kind of young male demographic in an age
of young male demographic in an age
of young male demographic in an age where that audience is there’s a it’s
where that audience is there’s a it’s
where that audience is there’s a it’s basically a diaspora they’re all over
basically a diaspora they’re all over
basically a diaspora they’re all over the place now we’re used to be able to
the place now we’re used to be able to
the place now we’re used to be able to target them in these finite specific
target them in these finite specific
target them in these finite specific places in different entertainment and
places in different entertainment and
places in different entertainment and media locations now they’re all over the
media locations now they’re all over the
media locations now they’re all over the place and watch much is done a really
place and watch much is done a really
place and watch much is done a really good job of kind of finding a niche that
good job of kind of finding a niche that
good job of kind of finding a niche that really appeals to them and gets them
really appeals to them and gets them
really appeals to them and gets them engaged on YouTube so we have a bunch of
engaged on YouTube so we have a bunch of
engaged on YouTube so we have a bunch of people on here we have we have a great
people on here we have we have a great
people on here we have we have a great panel today with Matt rich Indian and
panel today with Matt rich Indian and
panel today with Matt rich Indian and wanted to kind of get into how in your
wanted to kind of get into how in your
wanted to kind of get into how in your own work and with some of the other
own work and with some of the other
own work and with some of the other clients you guys work with and brands
clients you guys work with and brands
clients you guys work with and brands you guys work with how kind of the best
you guys work with how kind of the best
you guys work with how kind of the best practices and the ways in which you guys
practices and the ways in which you guys
practices and the ways in which you guys are appealing to that same demo today
are appealing to that same demo today
are appealing to that same demo today and rich I wanna start with you you know
and rich I wanna start with you you know
and rich I wanna start with you you know you’ve been a come near the sea of
you’ve been a come near the sea of
you’ve been a come near the sea of complex networks complex is obviously
complex networks complex is obviously
complex networks complex is obviously bound for a while
bound for a while
bound for a while how is kind of like appealing to this
how is kind of like appealing to this
how is kind of like appealing to this demo for you different now from them
demo for you different now from them
demo for you different now from them when you started complex over a decade
when you started complex over a decade
when you started complex over a decade ago uh you know the beautiful part for
ago uh you know the beautiful part for
ago uh you know the beautiful part for us we’re very lucky in that when we
us we’re very lucky in that when we
us we’re very lucky in that when we started out as a magazine 16 years ago
started out as a magazine 16 years ago
started out as a magazine 16 years ago so we’ve been multiple iterations of
so we’ve been multiple iterations of
so we’ve been multiple iterations of this business the one thing that hasn’t
this business the one thing that hasn’t
this business the one thing that hasn’t changed is the topics we cover so what’s
changed is the topics we cover so what’s
changed is the topics we cover so what’s really interesting is when we started we
really interesting is when we started we
really interesting is when we started we were a small little magazine it was
were a small little magazine it was
were a small little magazine it was about 275,000 circ right like and which
about 275,000 circ right like and which
about 275,000 circ right like and which by the way is laughable now from a scale
by the way is laughable now from a scale
by the way is laughable now from a scale perspective but um you know we were
perspective but um you know we were
perspective but um you know we were always founded upon these verticalized
always founded upon these verticalized
always founded upon these verticalized kind of subcultures at that point and
kind of subcultures at that point and
kind of subcultures at that point and this was out 2002 so sneakers hip hop
this was out 2002 so sneakers hip hop
this was out 2002 so sneakers hip hop art and design basically what is defined
art and design basically what is defined
art and design basically what is defined youth culture today kind of was on the
youth culture today kind of was on the
youth culture today kind of was on the peripheral at that point so we really
peripheral at that point so we really
peripheral at that point so we really haven’t changed what we’ve done we’ve
haven’t changed what we’ve done we’ve
haven’t changed what we’ve done we’ve just grown in all those mediums as
just grown in all those mediums as
just grown in all those mediums as although as the number one authoritative
although as the number one authoritative
although as the number one authoritative brand
brand
brand within each of those topics and as those
within each of those topics and as those
within each of those topics and as those topics have become organically more
topics have become organically more
topics have become organically more important and move to the middle to
important and move to the middle to
important and move to the middle to influence everybody else we’ve just
influence everybody else we’ve just
influence everybody else we’ve just basically scaled organically so we
basically scaled organically so we
basically scaled organically so we haven’t chased anything we haven’t
haven’t chased anything we haven’t
haven’t chased anything we haven’t changed our business we’ve just kind of
changed our business we’ve just kind of
changed our business we’ve just kind of embraced multiple platforms and where
embraced multiple platforms and where
embraced multiple platforms and where people are consuming around those topics
people are consuming around those topics
people are consuming around those topics and did you kind of get lucky in the
and did you kind of get lucky in the
and did you kind of get lucky in the fact that no what we don’t get lucky
fact that no what we don’t get lucky
fact that no what we don’t get lucky what was considered niche culture 16
what was considered niche culture 16
what was considered niche culture 16 years ago when you started or kind of
years ago when you started or kind of
years ago when you started or kind of mesh culture is now more into the
mesh culture is now more into the
mesh culture is now more into the mainstream well I don’t think it’s luck
mainstream well I don’t think it’s luck
mainstream well I don’t think it’s luck I mean we were talking about it I mean I
I mean we were talking about it I mean I
I mean we were talking about it I mean I believed in concentric circles at that
believed in concentric circles at that
believed in concentric circles at that point and if you think the Trent if you
point and if you think the Trent if you
point and if you think the Trent if you looked at the trend back then I was at
looked at the trend back then I was at
looked at the trend back then I was at Saatchi a long time ago I won’t age
Saatchi a long time ago I won’t age
Saatchi a long time ago I won’t age myself out but early 90s and we you know
myself out but early 90s and we you know
myself out but early 90s and we you know we used to be able to buy it was really
we used to be able to buy it was really
we used to be able to buy it was really easy when I was 22 23 years old
easy when I was 22 23 years old
easy when I was 22 23 years old you bought ESPN and like NFL football
you bought ESPN and like NFL football
you bought ESPN and like NFL football and you had 95 percent of the target
and you had 95 percent of the target
and you had 95 percent of the target covered right and it was super simple
covered right and it was super simple
covered right and it was super simple and by the time the early 2000s rolled
and by the time the early 2000s rolled
and by the time the early 2000s rolled around it became very obvious that all
around it became very obvious that all
around it became very obvious that all of the large ubiquitous reach plays and
of the large ubiquitous reach plays and
of the large ubiquitous reach plays and scale plays to me we’re all going to be
scale plays to me we’re all going to be
scale plays to me we’re all going to be deteriorating because you saw the
deteriorating because you saw the
deteriorating because you saw the interests start you know it’s not just
interests start you know it’s not just
interests start you know it’s not just the platforms that are disparate
the platforms that are disparate
the platforms that are disparate it’s actually even more so it’s the
it’s actually even more so it’s the
it’s actually even more so it’s the topics that drive that and those
topics that drive that and those
topics that drive that and those platforms just enable those topics to
platforms just enable those topics to
platforms just enable those topics to actually garner large audiences that’s I
actually garner large audiences that’s I
actually garner large audiences that’s I mean I’d people think about it the wrong
mean I’d people think about it the wrong
mean I’d people think about it the wrong way I think that’s it’s an easier way
way I think that’s it’s an easier way
way I think that’s it’s an easier way that people default ooh and go oh the
that people default ooh and go oh the
that people default ooh and go oh the platforms are really what’s fragmenting
platforms are really what’s fragmenting
platforms are really what’s fragmenting everything no it’s the interest that
everything no it’s the interest that
everything no it’s the interest that fragmented it they just found homes on
fragmented it they just found homes on
fragmented it they just found homes on those platforms does that make sense yes
those platforms does that make sense yes
those platforms does that make sense yes okay
okay
okay lucky kind of way maybe for other than
lucky kind of way maybe for other than
lucky kind of way maybe for other than sure it’s all gone
sure it’s all gone
sure it’s all gone and so um going on all these different
and so um going on all these different
and so um going on all these different fragments of platforms how are you like
fragments of platforms how are you like
fragments of platforms how are you like you have any strategies or thesis in
you have any strategies or thesis in
you have any strategies or thesis in order to reach this kind of demo in this
order to reach this kind of demo in this
order to reach this kind of demo in this audience
audience
audience yeah it’s really easy you buy you buy
yeah it’s really easy you buy you buy
yeah it’s really easy you buy you buy them um and you buy complex yeah but
them um and you buy complex yeah but
them um and you buy complex yeah but you’re like oh um the UH and I see that
you’re like oh um the UH and I see that
you’re like oh um the UH and I see that like I’m serious about that I you know
like I’m serious about that I you know
like I’m serious about that I you know you said they’re elusive I think you
you said they’re elusive I think you
you said they’re elusive I think you know they’re elusive if you’re used to
know they’re elusive if you’re used to
know they’re elusive if you’re used to advertising on television they’re not
advertising on television they’re not
advertising on television they’re not elusive if you’re if you’re buying you
elusive if you’re if you’re buying you
elusive if you’re if you’re buying you know access to them on the internet and
know access to them on the internet and
know access to them on the internet and most likely you’re buying them from one
most likely you’re buying them from one
most likely you’re buying them from one of three places and
of three places and
of three places and that’s either Google Facebook or
that’s either Google Facebook or
that’s either Google Facebook or everybody else and I think what’s what
everybody else and I think what’s what
everybody else and I think what’s what the challenge for marketers is not
the challenge for marketers is not
the challenge for marketers is not reaching them I think my audience in
reaching them I think my audience in
reaching them I think my audience in general guys/girls everything it’s
general guys/girls everything it’s
general guys/girls everything it’s almost like everything’s a commodity
almost like everything’s a commodity
almost like everything’s a commodity because it’s bought sold and traded on
because it’s bought sold and traded on
because it’s bought sold and traded on exchanges I think that what’s scarce
exchanges I think that what’s scarce
exchanges I think that what’s scarce still is relevance and I think that’s
still is relevance and I think that’s
still is relevance and I think that’s where that’s where it’s getting harder
where that’s where it’s getting harder
where that’s where it’s getting harder not easier I mean it’s easier to figure
not easier I mean it’s easier to figure
not easier I mean it’s easier to figure out what’s relevant it’s harder to
out what’s relevant it’s harder to
out what’s relevant it’s harder to attach yourself to it it used to be like
attach yourself to it it used to be like
attach yourself to it it used to be like you could be adjacent to it and that was
you could be adjacent to it and that was
you could be adjacent to it and that was enough it used to be that you could you
enough it used to be that you could you
enough it used to be that you could you know tweet about a topic and you were
know tweet about a topic and you were
know tweet about a topic and you were seem to be cool now it’s like the more
seem to be cool now it’s like the more
seem to be cool now it’s like the more that you you try to do it the as the
that you you try to do it the as the
that you you try to do it the as the kids say the thirstier you look you know
kids say the thirstier you look you know
kids say the thirstier you look you know and like that some and yet you have to
and like that some and yet you have to
and like that some and yet you have to be careful about that right and so it’s
be careful about that right and so it’s
be careful about that right and so it’s it’s not as easy anymore to appeal to
it’s not as easy anymore to appeal to
it’s not as easy anymore to appeal to people or to actually be respected by
people or to actually be respected by
people or to actually be respected by people anymore because the benefit the
people anymore because the benefit the
people anymore because the benefit the benefit of the doubt for most brands has
benefit of the doubt for most brands has
benefit of the doubt for most brands has gone away you know at least for legacy
gone away you know at least for legacy
gone away you know at least for legacy brands modern brands newer brands were
brands modern brands newer brands were
brands modern brands newer brands were like essences at the core they’re built
like essences at the core they’re built
like essences at the core they’re built into the lives of people as opposed to
into the lives of people as opposed to
into the lives of people as opposed to trying to interrupt them I mean those
trying to interrupt them I mean those
trying to interrupt them I mean those they’re having an easier time but you
they’re having an easier time but you
they’re having an easier time but you know the brands have been around for a
know the brands have been around for a
know the brands have been around for a long time we’re trying to have to
long time we’re trying to have to
long time we’re trying to have to retrofit everything that they’ve learned
retrofit everything that they’ve learned
retrofit everything that they’ve learned and it’s not that easy
and it’s not that easy
and it’s not that easy well you bring up an interesting point
well you bring up an interesting point
well you bring up an interesting point though sorry but it’s like you know
though sorry but it’s like you know
though sorry but it’s like you know everything you just talked about is that
everything you just talked about is that
everything you just talked about is that is the shift from display and
is the shift from display and
is the shift from display and programmatic and automated to really
programmatic and automated to really
programmatic and automated to really branded and sponsored and yet
branded and sponsored and yet
branded and sponsored and yet disproportionately branded yeah and
disproportionately branded yeah and
disproportionately branded yeah and what’s funny is everybody’s running
what’s funny is everybody’s running
what’s funny is everybody’s running towards branded from like a like the
towards branded from like a like the
towards branded from like a like the media brand side of things but so few
media brand side of things but so few
media brand side of things but so few people have a deep enough connection
people have a deep enough connection
people have a deep enough connection with their audience that they can
with their audience that they can
with their audience that they can actually do it yeah because you don’t
actually do it yeah because you don’t
actually do it yeah because you don’t have to have such a deep connection with
have to have such a deep connection with
have to have such a deep connection with your audience but when you integrate an
your audience but when you integrate an
your audience but when you integrate an advertiser in if you have a dotted line
advertiser in if you have a dotted line
advertiser in if you have a dotted line relationship you can’t integrate an
relationship you can’t integrate an
relationship you can’t integrate an advertiser into that so I think you have
advertiser into that so I think you have
advertiser into that so I think you have a lot of people trying to solve for a
a lot of people trying to solve for a
a lot of people trying to solve for a solution for a problem that they
solution for a problem that they
solution for a problem that they actually cannot fundamentally solve with
actually cannot fundamentally solve with
actually cannot fundamentally solve with that as a solution yeah and it enough
that as a solution yeah and it enough
that as a solution yeah and it enough people employ that as the solution they
people employ that as the solution they
people employ that as the solution they actually the ad economy will be smaller
actually the ad economy will be smaller
actually the ad economy will be smaller that’s right and there would be fewer
that’s right and there would be fewer
that’s right and there would be fewer publishers and nobody really wants that
publishers and nobody really wants that
publishers and nobody really wants that but I think that i think it’s it’s
but I think that i think it’s it’s
but I think that i think it’s it’s inevitable
inevitable
inevitable using some paralysis with some of the
using some paralysis with some of the
using some paralysis with some of the companies you work with we’re because
companies you work with we’re because
companies you work with we’re because because consumers are so savvy right now
because consumers are so savvy right now
because consumers are so savvy right now and because they can see through
and because they can see through
and because they can see through and because like you said like
and because like you said like
and because like you said like if you’re late they’re not cutting
if you’re late they’re not cutting
if you’re late they’re not cutting brands lots of slack do is there a
brands lots of slack do is there a
brands lots of slack do is there a threshold that the campaigns need to hit
threshold that the campaigns need to hit
threshold that the campaigns need to hit that is getting more difficult and more
that is getting more difficult and more
that is getting more difficult and more difficult and is there some paralysis of
difficult and is there some paralysis of
difficult and is there some paralysis of companies like wanting to kind of dive
companies like wanting to kind of dive
companies like wanting to kind of dive into this space there is a there’s a
into this space there is a there’s a
into this space there is a there’s a there’s a very large reliance on data
there’s a very large reliance on data
there’s a very large reliance on data mostly because the industrial complex
mostly because the industrial complex
mostly because the industrial complex says that that is what you should be
says that that is what you should be
says that that is what you should be obsessive obsessive about I just don’t
obsessive obsessive about I just don’t
obsessive obsessive about I just don’t think I think there’s a lot of analysis
think I think there’s a lot of analysis
think I think there’s a lot of analysis paralysis that happens with all having
paralysis that happens with all having
paralysis that happens with all having access to all that data
access to all that data
access to all that data it’s like water water everywhere right
it’s like water water everywhere right
it’s like water water everywhere right like that that’s that’s the situation a
like that that’s that’s the situation a
like that that’s that’s the situation a lot of advertisers are in there they’re
lot of advertisers are in there they’re
lot of advertisers are in there they’re they have access to all this data but
they have access to all this data but
they have access to all this data but you know only a small percentage of it
you know only a small percentage of it
you know only a small percentage of it is actually actionable nor should you
is actually actionable nor should you
is actually actionable nor should you know the majority of it shouldn’t be
know the majority of it shouldn’t be
know the majority of it shouldn’t be actionable it should be you know a
actionable it should be you know a
actionable it should be you know a lesson that you learn and things that
lesson that you learn and things that
lesson that you learn and things that you process but I mean I I’m a firm
you process but I mean I I’m a firm
you process but I mean I I’m a firm believer that data like again is like
believer that data like again is like
believer that data like again is like works very well at the bottom of the
works very well at the bottom of the
works very well at the bottom of the funnel it’s fine it’ll help move product
funnel it’s fine it’ll help move product
funnel it’s fine it’ll help move product it’ll help do that and at the end of the
it’ll help do that and at the end of the
it’ll help do that and at the end of the day if that’s what you’re responsible
day if that’s what you’re responsible
day if that’s what you’re responsible for as a marketer is selling product
for as a marketer is selling product
for as a marketer is selling product then I guess you can rely on it I happen
then I guess you can rely on it I happen
then I guess you can rely on it I happen to think marketing marketing and brands
to think marketing marketing and brands
to think marketing marketing and brands there’s there’s just a higher calling
there’s there’s just a higher calling
there’s there’s just a higher calling that’s also about building a brand for
that’s also about building a brand for
that’s also about building a brand for the long term and actually creating
the long term and actually creating
the long term and actually creating benefit of the doubt in people’s minds
benefit of the doubt in people’s minds
benefit of the doubt in people’s minds that you know where they see the value
that you know where they see the value
that you know where they see the value of a brand in a case of similar products
of a brand in a case of similar products
of a brand in a case of similar products they’re going to choose one brand over
they’re going to choose one brand over
they’re going to choose one brand over another not because they got a coupon
another not because they got a coupon
another not because they got a coupon that might happen once but not over the
that might happen once but not over the
that might happen once but not over the long term and so there is value in that
long term and so there is value in that
long term and so there is value in that brand and I think that you know when you
brand and I think that you know when you
brand and I think that you know when you pair that with content it makes an
pair that with content it makes an
pair that with content it makes an argument for for brands the future of
argument for for brands the future of
argument for for brands the future of advertising maybe becoming with brands
advertising maybe becoming with brands
advertising maybe becoming with brands being more of the patrons of content
being more of the patrons of content
being more of the patrons of content kind of the way it used to be with like
kind of the way it used to be with like
kind of the way it used to be with like Texaco Star Theater and things like that
Texaco Star Theater and things like that
Texaco Star Theater and things like that you know bringing people to stuff that
you know bringing people to stuff that
you know bringing people to stuff that they wouldn’t get access to otherwise
they wouldn’t get access to otherwise
they wouldn’t get access to otherwise and I think the more that your the the
and I think the more that your the the
and I think the more that your the the television packages get unbundled and it
television packages get unbundled and it
television packages get unbundled and it gets more and more expensive to watch
gets more and more expensive to watch
gets more and more expensive to watch what you want to watch that might be a
what you want to watch that might be a
what you want to watch that might be a place where where brands ultimately play
place where where brands ultimately play
place where where brands ultimately play but it’s more likely to be again like
but it’s more likely to be again like
but it’s more likely to be again like newer brands making newer decisions
newer brands making newer decisions
newer brands making newer decisions about the older brands making the same
about the older brands making the same
about the older brands making the same old
old
old Matt so for people like you that are
Matt so for people like you that are
Matt so for people like you that are invested in this industry is that it is
invested in this industry is that it is
invested in this industry is that it is what Yen said is this a super exciting
what Yen said is this a super exciting
what Yen said is this a super exciting time for you in kind of gone is the
time for you in kind of gone is the
time for you in kind of gone is the these display ads and it’s more about
these display ads and it’s more about
these display ads and it’s more about being creative and working with
being creative and working with
being creative and working with different distributors and platforms and
different distributors and platforms and
different distributors and platforms and figuring out things that might work on
figuring out things that might work on
figuring out things that might work on these native platforms to these specific
these native platforms to these specific
these native platforms to these specific audiences yeah I didn’t understand a
audiences yeah I didn’t understand a
audiences yeah I didn’t understand a word you said oh that’s cuz you’re
word you said oh that’s cuz you’re
word you said oh that’s cuz you’re Canadian
Canadian
Canadian yesterday even I’ve worked together for
yesterday even I’ve worked together for
yesterday even I’ve worked together for five years but no I I think there is no
five years but no I I think there is no
five years but no I I think there is no more exciting time I think I think
more exciting time I think I think
more exciting time I think I think agencies that creatively open let go a
agencies that creatively open let go a
agencies that creatively open let go a little bit think differently and and and
little bit think differently and and and
little bit think differently and and and treat every channel like like an
treat every channel like like an
treat every channel like like an opportunity every publisher every
opportunity every publisher every
opportunity every publisher every platform has creative within it right
platform has creative within it right
platform has creative within it right they’re creative directors and creators
they’re creative directors and creators
they’re creative directors and creators that know their audience they’re making
that know their audience they’re making
that know their audience they’re making incredible content for their audience
incredible content for their audience
incredible content for their audience already and so the the the advertising
already and so the the the advertising
already and so the the the advertising agency I think has to come in and know
agency I think has to come in and know
agency I think has to come in and know their brand and have the trust of their
their brand and have the trust of their
their brand and have the trust of their client and earn the trust of their
client and earn the trust of their
client and earn the trust of their client come into these opportunities and
client come into these opportunities and
client come into these opportunities and collaborate and be open minded and
collaborate and be open minded and
collaborate and be open minded and understand that if you come in and just
understand that if you come in and just
understand that if you come in and just try to push your message through to an
try to push your message through to an
try to push your message through to an audience that has an expectation from a
audience that has an expectation from a
audience that has an expectation from a platform it’s going to fail so you have
platform it’s going to fail so you have
platform it’s going to fail so you have to stop you have to collaborate you have
to stop you have to collaborate you have
to stop you have to collaborate you have to listen to first of all listen to your
to listen to first of all listen to your
to listen to first of all listen to your publishing partners because that is an
publishing partners because that is an
publishing partners because that is an incredible way to reach an audience in
incredible way to reach an audience in
incredible way to reach an audience in an authentic way and that’s that’s I
an authentic way and that’s that’s I
an authentic way and that’s that’s I think that’s why I think it’s more
think that’s why I think it’s more
think that’s why I think it’s more exciting is that yeah you can create
exciting is that yeah you can create
exciting is that yeah you can create your own videos you can tell your own
your own videos you can tell your own
your own videos you can tell your own stories that’s great but stories that
stories that’s great but stories that
stories that’s great but stories that are coming from the brand to people are
are coming from the brand to people are
are coming from the brand to people are going to be shot down much more than new
going to be shot down much more than new
going to be shot down much more than new ways to kind of collaborate and actually
ways to kind of collaborate and actually
ways to kind of collaborate and actually add true value to someone’s life I think
add true value to someone’s life I think
add true value to someone’s life I think that’s maybe a new way of thinking it’s
that’s maybe a new way of thinking it’s
that’s maybe a new way of thinking it’s not about you it’s totally about it it’s
not about you it’s totally about it it’s
not about you it’s totally about it it’s and you’re not this is rare by the way
and you’re not this is rare by the way
and you’re not this is rare by the way you’re hearing people talk about running
you’re hearing people talk about running
you’re hearing people talk about running away from traditional kind of false
away from traditional kind of false
away from traditional kind of false attribution like act the attribution
attribution like act the attribution
attribution like act the attribution model is still very heavily relied upon
model is still very heavily relied upon
model is still very heavily relied upon yeah um and in the bottom of the funnel
yeah um and in the bottom of the funnel
yeah um and in the bottom of the funnel that you referred to is you know that
that you referred to is you know that
that you referred to is you know that last click and
last click and
last click and all of that in an addiction yeah I mean
all of that in an addiction yeah I mean
all of that in an addiction yeah I mean look it automated anything has never
look it automated anything has never
look it automated anything has never enough luck I’m a big ol gali fan so
enough luck I’m a big ol gali fan so
enough luck I’m a big ol gali fan so it’s all about changing hearts and minds
it’s all about changing hearts and minds
it’s all about changing hearts and minds I have news for you programmatic
I have news for you programmatic
I have news for you programmatic advertising is not changing anybody’s
advertising is not changing anybody’s
advertising is not changing anybody’s heart or anybody’s mind and you know you
heart or anybody’s mind and you know you
heart or anybody’s mind and you know you have some people who understand it’s got
have some people who understand it’s got
have some people who understand it’s got it
it
it and you have look this performance
and you have look this performance
and you have look this performance metrics that you actually have to have
metrics that you actually have to have
metrics that you actually have to have fundamentally but there’s a lot of
fundamentally but there’s a lot of
fundamentally but there’s a lot of different ways to get there and you
different ways to get there and you
different ways to get there and you better you better start if you want to
better you better start if you want to
better you better start if you want to build a long-term successful brand you
build a long-term successful brand you
build a long-term successful brand you better start at the top of the funnel
better start at the top of the funnel
better start at the top of the funnel having a very deep conversation with
having a very deep conversation with
having a very deep conversation with people that’s that’s the key and you’re
people that’s that’s the key and you’re
people that’s that’s the key and you’re not seeing yeah not a lot of people are
not seeing yeah not a lot of people are
not seeing yeah not a lot of people are thinking that some things haven’t
thinking that some things haven’t
thinking that some things haven’t changed though right so like what is a
changed though right so like what is a
changed though right so like what is a brand believe in well you know what are
brand believe in well you know what are
brand believe in well you know what are their true values what’s true to a brand
their true values what’s true to a brand
their true values what’s true to a brand all of those things that are haven’t
all of those things that are haven’t
all of those things that are haven’t changed it’s still important it’s maybe
changed it’s still important it’s maybe
changed it’s still important it’s maybe just finding a new twist in a new way to
just finding a new twist in a new way to
just finding a new twist in a new way to to kind of bridge what’s important to a
to kind of bridge what’s important to a
to kind of bridge what’s important to a brand to what’s important to its
brand to what’s important to its
brand to what’s important to its consumer to its fans find that new
consumer to its fans find that new
consumer to its fans find that new bridge and that all happens that all
bridge and that all happens that all
bridge and that all happens that all happens at the top that all happens with
happens at the top that all happens with
happens at the top that all happens with a lot of thinking a lot of time a lot of
a lot of thinking a lot of time a lot of
a lot of thinking a lot of time a lot of understanding a lot of research and a
understanding a lot of research and a
understanding a lot of research and a lot of collaboration right in order to
lot of collaboration right in order to
lot of collaboration right in order to change the hearts and minds of guys and
change the hearts and minds of guys and
change the hearts and minds of guys and particularly young guys a particular on
particularly young guys a particular on
particularly young guys a particular on the internet these days are there is
the internet these days are there is
the internet these days are there is there anything in particular that that
there anything in particular that that
there anything in particular that that you think they’re looking for they want
you think they’re looking for they want
you think they’re looking for they want the differs from potentially other demos
the differs from potentially other demos
the differs from potentially other demos yeah I mean I think I think guys want
yeah I mean I think I think guys want
yeah I mean I think I think guys want hey what’s funny is you know you used to
hey what’s funny is you know you used to
hey what’s funny is you know you used to used to thirst for you know sports stats
used to thirst for you know sports stats
used to thirst for you know sports stats and other things like that I think
and other things like that I think
and other things like that I think that’s that’s so commoditized and it’s
that’s that’s so commoditized and it’s
that’s that’s so commoditized and it’s it’s so everywhere that’s not really
it’s so everywhere that’s not really
it’s so everywhere that’s not really what guys are searching out it’s also
what guys are searching out it’s also
what guys are searching out it’s also just it’s everywhere so I think now it’s
just it’s everywhere so I think now it’s
just it’s everywhere so I think now it’s like people and not just guys but I
like people and not just guys but I
like people and not just guys but I think disproportionate on the guy side
think disproportionate on the guy side
think disproportionate on the guy side you see it in the conversations they
you see it in the conversations they
you see it in the conversations they have on social platforms are looking for
have on social platforms are looking for
have on social platforms are looking for very strong opinions right they’re
very strong opinions right they’re
very strong opinions right they’re looking for an angle they want a brand
looking for an angle they want a brand
looking for an angle they want a brand that does it’s not just a service play
that does it’s not just a service play
that does it’s not just a service play there’s a lot of people that just are
there’s a lot of people that just are
there’s a lot of people that just are service right and I think you know ESPN
service right and I think you know ESPN
service right and I think you know ESPN is trying to move away from that not to
is trying to move away from that not to
is trying to move away from that not to make that like as a correlate what we
make that like as a correlate what we
make that like as a correlate what we were talking about is you know like
were talking about is you know like
were talking about is you know like SportsCenter is now ubiquitous right
SportsCenter is now ubiquitous right
SportsCenter is now ubiquitous right like highlight shows but first take is
like highlight shows but first take is
like highlight shows but first take is well now everybody’s doing that too but
well now everybody’s doing that too but
well now everybody’s doing that too but you start
you start
you start going down a certain Road of opinions
going down a certain Road of opinions
going down a certain Road of opinions and other things and that’s where you
and other things and that’s where you
and other things and that’s where you can the the voice of a brand comes out
can the the voice of a brand comes out
can the the voice of a brand comes out when the opinion comes out not not from
when the opinion comes out not not from
when the opinion comes out not not from a service perspective because then
a service perspective because then
a service perspective because then you’re just a commodity right so I think
you’re just a commodity right so I think
you’re just a commodity right so I think I think a lot of people if you really
I think a lot of people if you really
I think a lot of people if you really want to make a difference forget about
want to make a difference forget about
want to make a difference forget about just the like look we’re very
just the like look we’re very
just the like look we’re very differentiated on the topics we cover we
differentiated on the topics we cover we
differentiated on the topics we cover we still do in the max scale versus
still do in the max scale versus
still do in the max scale versus everybody else but for us it’s it’s how
everybody else but for us it’s it’s how
everybody else but for us it’s it’s how do you inject that next layer of why
do you inject that next layer of why
do you inject that next layer of why your think why these things are
your think why these things are
your think why these things are important um and and kind of like tell
important um and and kind of like tell
important um and and kind of like tell those stories behind the stories and I
those stories behind the stories and I
those stories behind the stories and I think that’s excuse me I think that’s a
think that’s excuse me I think that’s a
think that’s excuse me I think that’s a lot of it for us at least let’s see that
lot of it for us at least let’s see that
lot of it for us at least let’s see that trend I mean if you’re if your brand and
trend I mean if you’re if your brand and
trend I mean if you’re if your brand and your target is guys I mean you’re not
your target is guys I mean you’re not
your target is guys I mean you’re not cutting deep enough alright like there’s
cutting deep enough alright like there’s
cutting deep enough alright like there’s not like that can’t be your target I
not like that can’t be your target I
not like that can’t be your target I mean guys I mean there’s a lot of
mean guys I mean there’s a lot of
mean guys I mean there’s a lot of subsets within the guy category you know
subsets within the guy category you know
subsets within the guy category you know and and you know so to you know make
and and you know so to you know make
and and you know so to you know make generalizations about what it is that
generalizations about what it is that
generalizations about what it is that guys like like it’s not even a generally
guys like like it’s not even a generally
guys like like it’s not even a generally generalization to say guys like I mean
generalization to say guys like I mean
generalization to say guys like I mean it’s not a fair generalization make to
it’s not a fair generalization make to
it’s not a fair generalization make to say that guys like girls right we’re
say that guys like girls right we’re
say that guys like girls right we’re sports or any of that stuff and you
sports or any of that stuff and you
sports or any of that stuff and you could get away with making that general
could get away with making that general
could get away with making that general generalization like 10-15 years ago
generalization like 10-15 years ago
generalization like 10-15 years ago because we didn’t have the ability to
because we didn’t have the ability to
because we didn’t have the ability to reach people with particular mindsets
reach people with particular mindsets
reach people with particular mindsets other than you know finding the content
other than you know finding the content
other than you know finding the content that it is they watch but then even if
that it is they watch but then even if
that it is they watch but then even if you did find that content it would be
you did find that content it would be
you did find that content it would be such at such small scale that you can do
such at such small scale that you can do
such at such small scale that you can do anything but you know with like a you
anything but you know with like a you
anything but you know with like a you know thing like Facebook out there you
know thing like Facebook out there you
know thing like Facebook out there you know I can find guys that love Depeche
know I can find guys that love Depeche
know I can find guys that love Depeche Mode I don’t you know like there’s
Mode I don’t you know like there’s
Mode I don’t you know like there’s there’s and cut further they’re like
there’s and cut further they’re like
there’s and cut further they’re like Depeche Mode and Morrissey like you know
Depeche Mode and Morrissey like you know
Depeche Mode and Morrissey like you know there’s there’s this there’s a the big
there’s there’s this there’s a the big
there’s there’s this there’s a the big cross so that’s a that’s a but overlap
cross so that’s a that’s a but overlap
cross so that’s a that’s a but overlap you know but the fact is is like you can
you know but the fact is is like you can
you know but the fact is is like you can you slice a lot of different ways and so
you slice a lot of different ways and so
you slice a lot of different ways and so I think there of targeting guys is over
I think there of targeting guys is over
I think there of targeting guys is over at this point I mean I think it’s more
at this point I mean I think it’s more
at this point I mean I think it’s more about you know interests to your point
about you know interests to your point
about you know interests to your point culture you know all those kinds of
culture you know all those kinds of
culture you know all those kinds of things that get people you know to forge
things that get people you know to forge
things that get people you know to forge some kind of association between what
some kind of association between what
some kind of association between what your brand you know wants to be and what
your brand you know wants to be and what
your brand you know wants to be and what people will accept it and with that
people will accept it and with that
people will accept it and with that ability to to be more targeted I think
ability to to be more targeted I think
ability to to be more targeted I think it just lends itself perfectly to making
it just lends itself perfectly to making
it just lends itself perfectly to making more pieces of content like if you do
more pieces of content like if you do
more pieces of content like if you do want to reach a larger audience in fact
want to reach a larger audience in fact
want to reach a larger audience in fact don’t just say one thing don’t tell one
don’t just say one thing don’t tell one
don’t just say one thing don’t tell one story tell specific story stories that
story tell specific story stories that
story tell specific story stories that are actually gonna going to have some of
are actually gonna going to have some of
are actually gonna going to have some of that deeper insight behind them same
that deeper insight behind them same
that deeper insight behind them same touchstone on a general they put all the
touchstone on a general they put all the
touchstone on a general they put all the different angles and perspectives okay
different angles and perspectives okay
different angles and perspectives okay Richie you’ve had a couple breakout hits
Richie you’ve had a couple breakout hits
Richie you’ve had a couple breakout hits on complex network this past six nine
on complex network this past six nine
on complex network this past six nine twelve months or so like what what are
twelve months or so like what what are
twelve months or so like what what are they and what do you think they have in
they and what do you think they have in
they and what do you think they have in common that is speaking to the audience
common that is speaking to the audience
common that is speaking to the audience you know it’s funny it you’ll hear
you know it’s funny it you’ll hear
you know it’s funny it you’ll hear sounds like I’m very informal but I’m
sounds like I’m very informal but I’m
sounds like I’m very informal but I’m actually painfully consistent about
actually painfully consistent about
actually painfully consistent about things as well is you know everything
things as well is you know everything
things as well is you know everything from like a show like everyday struggle
from like a show like everyday struggle
from like a show like everyday struggle which basically was launched six weeks
which basically was launched six weeks
which basically was launched six weeks ago today yesterday’s episode did seven
ago today yesterday’s episode did seven
ago today yesterday’s episode did seven point nine million views in 24 hours um
point nine million views in 24 hours um
point nine million views in 24 hours um we we had we have a show called hot ones
we we had we have a show called hot ones
we we had we have a show called hot ones which is an interview show where we do
which is an interview show where we do
which is an interview show where we do ten wings and ten tough questions and
ten wings and ten tough questions and
ten wings and ten tough questions and have celebrities come on that is a great
have celebrities come on that is a great
have celebrities come on that is a great little interview show right rebooting
little interview show right rebooting
little interview show right rebooting like a Charlie Rose type format in a
like a Charlie Rose type format in a
like a Charlie Rose type format in a really cool young way we have a show
really cool young way we have a show
really cool young way we have a show called sneaker shopping with Joe liPuma
called sneaker shopping with Joe liPuma
called sneaker shopping with Joe liPuma what’s interesting all you know they’re
what’s interesting all you know they’re
what’s interesting all you know they’re all related to our topics but the one
all related to our topics but the one
all related to our topics but the one thing that in common across all those is
thing that in common across all those is
thing that in common across all those is they’re very opinionated there’s a lot
they’re very opinionated there’s a lot
they’re very opinionated there’s a lot of flavor and there’s a lot of culture
of flavor and there’s a lot of culture
of flavor and there’s a lot of culture there those formats are the backdrops
there those formats are the backdrops
there those formats are the backdrops the topics are the backdrops it’s a it’s
the topics are the backdrops it’s a it’s
the topics are the backdrops it’s a it’s a real play to be able to bring culture
a real play to be able to bring culture
a real play to be able to bring culture in without being scripted is the real
in without being scripted is the real
in without being scripted is the real magic right like that’s where a lot of
magic right like that’s where a lot of
magic right like that’s where a lot of brands fall down is they try and just
brands fall down is they try and just
brands fall down is they try and just throw a camera up in front of somebody
throw a camera up in front of somebody
throw a camera up in front of somebody on a live basis and think that it’s
on a live basis and think that it’s
on a live basis and think that it’s going to come across and it doesn’t it’s
going to come across and it doesn’t it’s
going to come across and it doesn’t it’s just flat it could be any brand right
just flat it could be any brand right
just flat it could be any brand right the one thing I love about our content
the one thing I love about our content
the one thing I love about our content is you strip away complex and you still
is you strip away complex and you still
is you strip away complex and you still know you’re watching complex and I don’t
know you’re watching complex and I don’t
know you’re watching complex and I don’t just mean them on the topic I mean that
just mean them on the topic I mean that
just mean them on the topic I mean that with the talent I mean that with the
with the talent I mean that with the
with the talent I mean that with the vibe I mean that with the words they’re
vibe I mean that with the words they’re
vibe I mean that with the words they’re saying and what it means and I
saying and what it means and I
saying and what it means and I definitely mean it when it comes to like
definitely mean it when it comes to like
definitely mean it when it comes to like the the numbers were posting against it
the the numbers were posting against it
the the numbers were posting against it as well so that’s that’s the coming out
as well so that’s that’s the coming out
as well so that’s that’s the coming out for brands to want to do that to take
for brands to want to do that to take
for brands to want to do that to take that risk
that risk
that risk to let go a little bit that I think that
to let go a little bit that I think that
to let go a little bit that I think that onus I think falls mostly on on the
onus I think falls mostly on on the
onus I think falls mostly on on the agency the agency has to
agency the agency has to
agency the agency has to develop the trust with their clients
develop the trust with their clients
develop the trust with their clients that that ultimately the content that
that that ultimately the content that
that that ultimately the content that we’re going to create together if we let
we’re going to create together if we let
we’re going to create together if we let go if we if we trust a little bit we’ll
go if we if we trust a little bit we’ll
go if we if we trust a little bit we’ll protect some of your sensitive you know
protect some of your sensitive you know
protect some of your sensitive you know kind of areas that but that’s that’s not
kind of areas that but that’s that’s not
kind of areas that but that’s that’s not important we’ll get those out there and
important we’ll get those out there and
important we’ll get those out there and and every partner is going to take in a
and every partner is going to take in a
and every partner is going to take in a brief like that and understand where
brief like that and understand where
brief like that and understand where where they can’t go and find a great
where they can’t go and find a great
where they can’t go and find a great place where they can go and if you let
place where they can go and if you let
place where they can go and if you let go then the content that you create
go then the content that you create
go then the content that you create there is completely different than than
there is completely different than than
there is completely different than than a TV commercial and there are really
a TV commercial and there are really
a TV commercial and there are really employment even the audience the
employment even the audience the
employment even the audience the audience appreciates that so much more
audience appreciates that so much more
audience appreciates that so much more they feel like you’re catering to them
they feel like you’re catering to them
they feel like you’re catering to them you’re like you’re not pandering but
you’re like you’re not pandering but
you’re like you’re not pandering but you’re catering to them I think that’s
you’re catering to them I think that’s
you’re catering to them I think that’s the big thing – yeah I mean we we would
the big thing – yeah I mean we we would
the big thing – yeah I mean we we would look at you know I think I think there’s
look at you know I think I think there’s
look at you know I think I think there’s you know you can make a TV commercial or
you know you can make a TV commercial or
you know you can make a TV commercial or make pre-roll that’s brilliant that
make pre-roll that’s brilliant that
make pre-roll that’s brilliant that people will like and appreciate you
people will like and appreciate you
people will like and appreciate you would go about it a little bit
would go about it a little bit
would go about it a little bit differently creatively but you know that
differently creatively but you know that
differently creatively but you know that that’s that’s what I mean there’s
that’s that’s what I mean there’s
that’s that’s what I mean there’s there’s great I mean this this Lysol
there’s great I mean this this Lysol
there’s great I mean this this Lysol protect protect like a mother you seen
protect protect like a mother you seen
protect protect like a mother you seen this it’s just absolutely brilliant and
this it’s just absolutely brilliant and
this it’s just absolutely brilliant and it’s just old school television
it’s just old school television
it’s just old school television commercial a great insight a nice twist
commercial a great insight a nice twist
commercial a great insight a nice twist I think McCann did that work and it
I think McCann did that work and it
I think McCann did that work and it feels like all of a sudden Lysol is
feels like all of a sudden Lysol is
feels like all of a sudden Lysol is relevant giving mom’s goosebumps so you
relevant giving mom’s goosebumps so you
relevant giving mom’s goosebumps so you can make really amazing work no doubt
can make really amazing work no doubt
can make really amazing work no doubt but this is just these these other
but this is just these these other
but this is just these these other channels feel like they’re untapped and
channels feel like they’re untapped and
channels feel like they’re untapped and we have to learn as an agency and as
we have to learn as an agency and as
we have to learn as an agency and as clients how do you get to how do you
clients how do you get to how do you
clients how do you get to how do you create branded content or content on
create branded content or content on
create branded content or content on behalf of brands that is going to be
behalf of brands that is going to be
behalf of brands that is going to be that’s going to help you know tell tell
that’s going to help you know tell tell
that’s going to help you know tell tell your brand story yeah I think the the
your brand story yeah I think the the
your brand story yeah I think the the approach there that yet that everyone
approach there that yet that everyone
approach there that yet that everyone has to take is I think it’s very easy
has to take is I think it’s very easy
has to take is I think it’s very easy and obvious for brands to do cultural
and obvious for brands to do cultural
and obvious for brands to do cultural appropriation yeah even for publishers
appropriation yeah even for publishers
appropriation yeah even for publishers to write industry in it that is that has
to write industry in it that is that has
to write industry in it that is that has historically been the easy way to do it
historically been the easy way to do it
historically been the easy way to do it just reappropriation or just steal from
just reappropriation or just steal from
just reappropriation or just steal from culture I think even something like like
culture I think even something like like
culture I think even something like like that Lysol campaign or you know so like
that Lysol campaign or you know so like
that Lysol campaign or you know so like a girl
a girl
a girl you know there’s I’m sure there a guy
you know there’s I’m sure there a guy
you know there’s I’m sure there a guy related campaigns out there as well even
related campaigns out there as well even
related campaigns out there as well even if they’re just humor right there and
if they’re just humor right there and
if they’re just humor right there and look at a Super Bowl spot you know
look at a Super Bowl spot you know
look at a Super Bowl spot you know they’re I used to say that that’s a
they’re I used to say that that’s a
they’re I used to say that that’s a that’s like
that’s like
that’s like relevance tax like if you’re not
relevance tax like if you’re not
relevance tax like if you’re not relevant a Super Bowl spot is the price
relevant a Super Bowl spot is the price
relevant a Super Bowl spot is the price you have to pay to be relevant you know
you have to pay to be relevant you know
you have to pay to be relevant you know for at least a couple of minutes but you
for at least a couple of minutes but you
for at least a couple of minutes but you have to instead look at that as like
have to instead look at that as like
have to instead look at that as like cultural contribution like that is a
cultural contribution like that is a
cultural contribution like that is a contribution you’re making to culture
contribution you’re making to culture
contribution you’re making to culture it’s up to you what you do at that time
it’s up to you what you do at that time
it’s up to you what you do at that time on the stage but I think that at a time
on the stage but I think that at a time
on the stage but I think that at a time when everyone’s watching the same thing
when everyone’s watching the same thing
when everyone’s watching the same thing that is a shortcut to you know injecting
that is a shortcut to you know injecting
that is a shortcut to you know injecting yourself into culture but I think that’s
yourself into culture but I think that’s
yourself into culture but I think that’s a responsibility you know especially in
a responsibility you know especially in
a responsibility you know especially in the world we live in where everyone’s
the world we live in where everyone’s
the world we live in where everyone’s getting to choose whatever they want to
getting to choose whatever they want to
getting to choose whatever they want to watch as opposed to having to sit
watch as opposed to having to sit
watch as opposed to having to sit through commercial well that’s the other
through commercial well that’s the other
through commercial well that’s the other thing people don’t like that you just
thing people don’t like that you just
thing people don’t like that you just hit on the most important point is look
hit on the most important point is look
hit on the most important point is look a lot of like most digital content is on
a lot of like most digital content is on
a lot of like most digital content is on demand yeah right I mean it’s not pushed
demand yeah right I mean it’s not pushed
demand yeah right I mean it’s not pushed out to you the way commercial is so that
out to you the way commercial is so that
out to you the way commercial is so that you’re putting the choice in the
you’re putting the choice in the
you’re putting the choice in the consumers hands so you damn well better
consumers hands so you damn well better
consumers hands so you damn well better be producing pull oriented stuff versus
be producing pull oriented stuff versus
be producing pull oriented stuff versus pushing it out and I don’t think a lot
pushing it out and I don’t think a lot
pushing it out and I don’t think a lot of people consider that to that degree I
of people consider that to that degree I
of people consider that to that degree I mean it’s a real it’s a challenge but
mean it’s a real it’s a challenge but
mean it’s a real it’s a challenge but it’s an opportunity because if they’ve
it’s an opportunity because if they’ve
it’s an opportunity because if they’ve chosen to pull that content to them
chosen to pull that content to them
chosen to pull that content to them you’re already now you’re running
you’re already now you’re running
you’re already now you’re running downhill right yeah there’s a reason
downhill right yeah there’s a reason
downhill right yeah there’s a reason like and you get to the contribution
like and you get to the contribution
like and you get to the contribution part there’s a reason why
part there’s a reason why
part there’s a reason why puppymonkeybaby worked and Budweiser
puppymonkeybaby worked and Budweiser
puppymonkeybaby worked and Budweiser America Cannes didn’t that’s right even
America Cannes didn’t that’s right even
America Cannes didn’t that’s right even though they’re doing it again
though they’re doing it again
though they’re doing it again for some reason for so so that you know
for some reason for so so that you know
for some reason for so so that you know so that’s yeah again I think it’s a lot
so that’s yeah again I think it’s a lot
so that’s yeah again I think it’s a lot lessons to be learned those two things
lessons to be learned those two things
lessons to be learned those two things especially we got to marketing the guys
especially we got to marketing the guys
especially we got to marketing the guys and like kind of must-see TV or we had a
and like kind of must-see TV or we had a
and like kind of must-see TV or we had a point now where must-see TV is obviously
point now where must-see TV is obviously
point now where must-see TV is obviously way smaller than it was years ago are we
way smaller than it was years ago are we
way smaller than it was years ago are we at a point out where we’re less and less
at a point out where we’re less and less
at a point out where we’re less and less people gonna see these kind of
people gonna see these kind of
people gonna see these kind of television commercials like the last one
television commercials like the last one
television commercials like the last one that I remember having kind of ubiquity
that I remember having kind of ubiquity
that I remember having kind of ubiquity was the Darth Vader uh low VOC
was the Darth Vader uh low VOC
was the Darth Vader uh low VOC Volkswagen Camaro
Volkswagen Camaro
Volkswagen Camaro there you go I bore the more that God
there you go I bore the more that God
there you go I bore the more that God created the farmer um are we past that
created the farmer um are we past that
created the farmer um are we past that point now so I was talking to somebody
point now so I was talking to somebody
point now so I was talking to somebody that was watching the hand man
that was watching the hand man
that was watching the hand man Handmaid’s Tale on who they saw the same
Handmaid’s Tale on who they saw the same
Handmaid’s Tale on who they saw the same spot the entire like the entire but at
spot the entire like the entire but at
spot the entire like the entire but at the tire time they were watching this
the tire time they were watching this
the tire time they were watching this show knew there was only one spot
show knew there was only one spot
show knew there was only one spot playing sponsorship working for you so
playing sponsorship working for you so
playing sponsorship working for you so you can achieve the desired frequency
you can achieve the desired frequency
you can achieve the desired frequency and you could overdo the frequency so I
and you could overdo the frequency so I
and you could overdo the frequency so I I don’t think I don’t
I don’t think I don’t
I don’t think I don’t I feel
I feel
I feel I still think you can get you know a
I still think you can get you know a
I still think you can get you know a performance like a commercial seen by a
performance like a commercial seen by a
performance like a commercial seen by a lot of people at the same time if you
lot of people at the same time if you
lot of people at the same time if you spend enough money or if you spend
spend enough money or if you spend
spend enough money or if you spend enough money in the right places so I
enough money in the right places so I
enough money in the right places so I think that’ll still be there now will
think that’ll still be there now will
think that’ll still be there now will everybody be watching NBC Thursday
everybody be watching NBC Thursday
everybody be watching NBC Thursday nights the way they did The Cosby Show
nights the way they did The Cosby Show
nights the way they did The Cosby Show like I know yeah well they’re not gonna
like I know yeah well they’re not gonna
like I know yeah well they’re not gonna watch it at the same time they’re not
watch it at the same time they’re not
watch it at the same time they’re not going to watch it on the same device on
going to watch it on the same device on
going to watch it on the same device on the same screen like and the experience
the same screen like and the experience
the same screen like and the experience is not going to be the same but again I
is not going to be the same but again I
is not going to be the same but again I go back it literally the bigger problem
go back it literally the bigger problem
go back it literally the bigger problem is it’s an on-demand right it’s Pole
is it’s an on-demand right it’s Pole
is it’s an on-demand right it’s Pole versus push I think the onus is on us as
versus push I think the onus is on us as
versus push I think the onus is on us as public content creators and the agencies
public content creators and the agencies
public content creators and the agencies and the clients to appreciate and
and the clients to appreciate and
and the clients to appreciate and realize that it’s not an iteration of a
realize that it’s not an iteration of a
realize that it’s not an iteration of a 30-second spot it’s a massive rethink
30-second spot it’s a massive rethink
30-second spot it’s a massive rethink and I think that’s where not a lot of
and I think that’s where not a lot of
and I think that’s where not a lot of people are not having enough of a
people are not having enough of a
people are not having enough of a discussion around it because I think
discussion around it because I think
discussion around it because I think that’s so dead it’s not even funny
that’s so dead it’s not even funny
that’s so dead it’s not even funny that to me is like where I come battle
that to me is like where I come battle
that to me is like where I come battle that people are not much more aggressive
that people are not much more aggressive
that people are not much more aggressive around rethinking that’s that’s what I’m
around rethinking that’s that’s what I’m
around rethinking that’s that’s what I’m shocked that we’re about out of time but
shocked that we’re about out of time but
shocked that we’re about out of time but thank you guys so much you can find Ian
thank you guys so much you can find Ian
thank you guys so much you can find Ian and Matt stuff over at deep focus net
and Matt stuff over at deep focus net
and Matt stuff over at deep focus net and richest stuff over at complex comm
and richest stuff over at complex comm
and richest stuff over at complex comm appreciate it thank you thank you thank
appreciate it thank you thank you thank
appreciate it thank you thank you thank you thanks thank you very much thank you
you thanks thank you very much thank you
you thanks thank you very much thank you man thanks Josh thank you John
man thanks Josh thank you John
man thanks Josh thank you John so we’ve had an amazing day we’ve had
so we’ve had an amazing day we’ve had
so we’ve had an amazing day we’ve had some incredible speakers that was an
some incredible speakers that was an
some incredible speakers that was an amazing conversation around marketing to
amazing conversation around marketing to
amazing conversation around marketing to guys and all the new challenges and
guys and all the new challenges and
guys and all the new challenges and opportunities that we have and obviously
opportunities that we have and obviously
opportunities that we have and obviously here at WatchMojo we care a lot about
here at WatchMojo we care a lot about
here at WatchMojo we care a lot about guys and we have fortunately for us a
guys and we have fortunately for us a
guys and we have fortunately for us a lot of guys that that watch our content
lot of guys that that watch our content
lot of guys that that watch our content before we break for tonight’s showcase
before we break for tonight’s showcase
before we break for tonight’s showcase around music and you’ve heard a little
around music and you’ve heard a little
around music and you’ve heard a little bit about what we’re going to do tonight
bit about what we’re going to do tonight
bit about what we’re going to do tonight we have Huddle’s pity party who debuted
we have Huddle’s pity party who debuted
we have Huddle’s pity party who debuted on America’s Got Talent last night and
on America’s Got Talent last night and
on America’s Got Talent last night and blew up the Internet we also have Dan
blew up the Internet we also have Dan
blew up the Internet we also have Dan Deacon who’s a really talented musician
Deacon who’s a really talented musician
Deacon who’s a really talented musician and has been on a lot of great programs
and has been on a lot of great programs
and has been on a lot of great programs and also bringing up the third act we
and also bringing up the third act we
and also bringing up the third act we have caveman which is an amazing local
have caveman which is an amazing local
have caveman which is an amazing local band from Brooklyn they’re going to be
band from Brooklyn they’re going to be
band from Brooklyn they’re going to be here with us tonight we have a whole
here with us tonight we have a whole
here with us tonight we have a whole bunch of stuff happening as well and all
bunch of stuff happening as well and all
bunch of stuff happening as well and all that kicks off at 6 o’clock but before
that kicks off at 6 o’clock but before
that kicks off at 6 o’clock but before that super important we have somebody
that super important we have somebody
that super important we have somebody who is an amazing speaker and
who is an amazing speaker and
who is an amazing speaker and friend and he is a breakthrough
friend and he is a breakthrough
friend and he is a breakthrough innovator please welcome Chris baron who
innovator please welcome Chris baron who
innovator please welcome Chris baron who is the founder and general manager of a
is the founder and general manager of a
is the founder and general manager of a great big story and it is really CNN’s
great big story and it is really CNN’s
great big story and it is really CNN’s transformative team in social content
transformative team in social content
transformative team in social content that is helping that brand really move
that is helping that brand really move
that is helping that brand really move to a whole new place so please welcome
to a whole new place so please welcome
to a whole new place so please welcome Chris okay good afternoon this is the
Chris okay good afternoon this is the
Chris okay good afternoon this is the first time I’ve been in the lineup with
first time I’ve been in the lineup with
first time I’ve been in the lineup with a guy named puddles and Capeman
a guy named puddles and Capeman
a guy named puddles and Capeman yeah that’s so I think maybe I’m moving
yeah that’s so I think maybe I’m moving
yeah that’s so I think maybe I’m moving up in the world before I get in I’m
up in the world before I get in I’m
up in the world before I get in I’m going to actually do for a person who
going to actually do for a person who
going to actually do for a person who lives in video I’m going to do a
lives in video I’m going to do a
lives in video I’m going to do a somewhat bright thing and actually limit
somewhat bright thing and actually limit
somewhat bright thing and actually limit a little bit of the video but I’m going
a little bit of the video but I’m going
a little bit of the video but I’m going to show you sort of what we think we’ve
to show you sort of what we think we’ve
to show you sort of what we think we’ve accomplished from inside a news
accomplished from inside a news
accomplished from inside a news organization to do something a little
organization to do something a little
organization to do something a little bit or very much outside the news before
bit or very much outside the news before
bit or very much outside the news before I dive in just a little bit about Who I
I dive in just a little bit about Who I
I dive in just a little bit about Who I am and what I do all day so I am the
am and what I do all day so I am the
am and what I do all day so I am the senior vice president of global video
senior vice president of global video
senior vice president of global video for CNN so that means on any given day I
for CNN so that means on any given day I
for CNN so that means on any given day I have a lot of incredibly talented
have a lot of incredibly talented
have a lot of incredibly talented colleagues that are really focused on
colleagues that are really focused on
colleagues that are really focused on today’s news and tomorrow’s news and the
today’s news and tomorrow’s news and the
today’s news and tomorrow’s news and the news after that as you might imagine
news after that as you might imagine
news after that as you might imagine it’s an incredible time to be in the
it’s an incredible time to be in the
it’s an incredible time to be in the news it’s an invigorating time to be in
news it’s an invigorating time to be in
news it’s an invigorating time to be in the news you just don’t sleep very much
the news you just don’t sleep very much
the news you just don’t sleep very much in addition to that I also oversee our
in addition to that I also oversee our
in addition to that I also oversee our emerging brands at which great big story
emerging brands at which great big story
emerging brands at which great big story really is the biggest one and the one
really is the biggest one and the one
really is the biggest one and the one that’s off to the fastest start so I’d
that’s off to the fastest start so I’d
that’s off to the fastest start so I’d like to talk to you about that before I
like to talk to you about that before I
like to talk to you about that before I get in let me talk to you about how it
get in let me talk to you about how it
get in let me talk to you about how it came to be really quickly this is a time
came to be really quickly this is a time
came to be really quickly this is a time before Trump it’s before the election it
before Trump it’s before the election it
before Trump it’s before the election it is towards the middle of 2015 we were
is towards the middle of 2015 we were
is towards the middle of 2015 we were already gearing up for the election we
already gearing up for the election we
already gearing up for the election we were hiring like crazy on the politics
were hiring like crazy on the politics
were hiring like crazy on the politics side we were hiring like crazy on the on
side we were hiring like crazy on the on
side we were hiring like crazy on the on the digital side and certainly video was
the digital side and certainly video was
the digital side and certainly video was a huge part of that my boss and I Andrew
a huge part of that my boss and I Andrew
a huge part of that my boss and I Andrew Morris walked into Jeff Zucker who’s our
Morris walked into Jeff Zucker who’s our
Morris walked into Jeff Zucker who’s our president
president
president he’s the president of the world’s
he’s the president of the world’s
he’s the president of the world’s biggest news organization literally the
biggest news organization literally the
biggest news organization literally the world’s biggest news organization and we
world’s biggest news organization and we
world’s biggest news organization and we walked in and said we have this big idea
walked in and said we have this big idea
walked in and said we have this big idea we think it’s gonna be great it’s gonna
we think it’s gonna be great it’s gonna
we think it’s gonna be great it’s gonna be a little expensive and it has nothing
be a little expensive and it has nothing
be a little expensive and it has nothing to do with the news and he just stared
to do with the news and he just stared
to do with the news and he just stared us for a couple seconds and he said okay
us for a couple seconds and he said okay
us for a couple seconds and he said okay come on and then we gave him the world’s
come on and then we gave him the world’s
come on and then we gave him the world’s worst
worst
worst keynote presentation and I’m not going
keynote presentation and I’m not going
keynote presentation and I’m not going to show it to you because it’s awful but
to show it to you because it’s awful but
to show it to you because it’s awful but I have to tell you everything that I
I have to tell you everything that I
I have to tell you everything that I show you all the success I show you is
show you all the success I show you is
show you all the success I show you is actually because one single person at
actually because one single person at
actually because one single person at the very top said yes and continues to
the very top said yes and continues to
the very top said yes and continues to say yes and supports it I’m not saying
say yes and supports it I’m not saying
say yes and supports it I’m not saying that because I don’t think he’s
that because I don’t think he’s
that because I don’t think he’s listening right now but it isn’t
listening right now but it isn’t
listening right now but it isn’t important people ask me how we did this
important people ask me how we did this
important people ask me how we did this and we did it with buy-in and we did it
and we did it with buy-in and we did it
and we did it with buy-in and we did it from the very top so this is great big
from the very top so this is great big
from the very top so this is great big story we focus on cinematic storytelling
story we focus on cinematic storytelling
story we focus on cinematic storytelling we think we tell stories that make the
we think we tell stories that make the
we think we tell stories that make the world a smaller place that’s a really
world a smaller place that’s a really
world a smaller place that’s a really important thing especially in today’s
important thing especially in today’s
important thing especially in today’s news climate when we think about who we
news climate when we think about who we
news climate when we think about who we are and what we aspire to be and what we
are and what we aspire to be and what we
are and what we aspire to be and what we the feelings that we want to evoke both
the feelings that we want to evoke both
the feelings that we want to evoke both in our audiences and in our partners we
in our audiences and in our partners we
in our audiences and in our partners we believe that the quality that you get
believe that the quality that you get
believe that the quality that you get with HBO and Netflix and the cinematic
with HBO and Netflix and the cinematic
with HBO and Netflix and the cinematic narrative nature of deep engaged
narrative nature of deep engaged
narrative nature of deep engaged storytelling belongs on mobile devices
storytelling belongs on mobile devices
storytelling belongs on mobile devices certainly belongs on OTT it belongs in
certainly belongs on OTT it belongs in
certainly belongs on OTT it belongs in all forms not just a series of hour-long
all forms not just a series of hour-long
all forms not just a series of hour-long documentaries or fiction we think about
documentaries or fiction we think about
documentaries or fiction we think about Ted a lot not from a guy on a stage he’s
Ted a lot not from a guy on a stage he’s
Ted a lot not from a guy on a stage he’s better than me giving really smart
better than me giving really smart
better than me giving really smart advice but from the notion of connecting
advice but from the notion of connecting
advice but from the notion of connecting the world having a global outlook and
the world having a global outlook and
the world having a global outlook and also leading with thought really really
also leading with thought really really
also leading with thought really really thinking through issues and through
thinking through issues and through
thinking through issues and through dynamics and through geographies and
dynamics and through geographies and
dynamics and through geographies and then BuzzFeed which ends up sort of
then BuzzFeed which ends up sort of
then BuzzFeed which ends up sort of being the the placeholder for what we
being the the placeholder for what we
being the the placeholder for what we all sort of shorthand as the magic of
all sort of shorthand as the magic of
all sort of shorthand as the magic of audience science and the magic of off
audience science and the magic of off
audience science and the magic of off platform and social media and what you
platform and social media and what you
platform and social media and what you can do in that space so we had this
can do in that space so we had this
can do in that space so we had this premise what if we get actually combine
premise what if we get actually combine
premise what if we get actually combine all these three CNN by nature for more
all these three CNN by nature for more
all these three CNN by nature for more than three decades is a video company we
than three decades is a video company we
than three decades is a video company we have more cameras there are cameras
have more cameras there are cameras
have more cameras there are cameras around the world than anyone else in the
around the world than anyone else in the
around the world than anyone else in the world what if we could actually access
world what if we could actually access
world what if we could actually access that what if we could turn that on and
that what if we could turn that on and
that what if we could turn that on and play and really take advantage of that
play and really take advantage of that
play and really take advantage of that infrastructure so this is what we came
infrastructure so this is what we came
infrastructure so this is what we came up with
up with
up with we’re a global media company dedicated
we’re a global media company dedicated
we’re a global media company dedicated to cinematic storytelling over the past
to cinematic storytelling over the past
to cinematic storytelling over the past year and a half and actually these
year and a half and actually these
year and a half and actually these numbers are a little bit almost dated as
numbers are a little bit almost dated as
numbers are a little bit almost dated as of last Friday it’s actually closer to
of last Friday it’s actually closer to
of last Friday it’s actually closer to 80 now in the last year and a half we’ve
80 now in the last year and a half we’ve
80 now in the last year and a half we’ve been to nearly 80 countries we have told
been to nearly 80 countries we have told
been to nearly 80 countries we have told stories in 80 countries in a year and a
stories in 80 countries in a year and a
stories in 80 countries in a year and a half that’s not something that a social
half that’s not something that a social
half that’s not something that a social video startup does it’s not something
video startup does it’s not something
video startup does it’s not something that a publisher whose has a video
that a publisher whose has a video
that a publisher whose has a video department does this is what a global
department does this is what a global
department does this is what a global media company does we have incredibly
media company does we have incredibly
media company does we have incredibly big ambitions and they’re beginning to
big ambitions and they’re beginning to
big ambitions and they’re beginning to pay off we’ve also been built and
pay off we’ve also been built and
pay off we’ve also been built and incredibly engaged and loyal endemic
incredibly engaged and loyal endemic
incredibly engaged and loyal endemic audience we have over you’ll see these
audience we have over you’ll see these
audience we have over you’ll see these numbers in a second we have over four
numbers in a second we have over four
numbers in a second we have over four four and a half million Facebook
four and a half million Facebook
four and a half million Facebook subscribers we’re actually about to
subscribers we’re actually about to
subscribers we’re actually about to throw a party here in a week or so you
throw a party here in a week or so you
throw a party here in a week or so you guys are all invited because they’re
guys are all invited because they’re
guys are all invited because they’re about to hit a million YouTube
about to hit a million YouTube
about to hit a million YouTube subscribers more than half of which have
subscribers more than half of which have
subscribers more than half of which have actually showed up over the past three
actually showed up over the past three
actually showed up over the past three months all of its organic we think we’re
months all of its organic we think we’re
months all of its organic we think we’re on to something really special
on to something really special
on to something really special all of it starts with storytelling it
all of it starts with storytelling it
all of it starts with storytelling it starts with video we’re a video only
starts with video we’re a video only
starts with video we’re a video only company every one of these stories sort
company every one of these stories sort
company every one of these stories sort of has their own tastes we do things in
of has their own tastes we do things in
of has their own tastes we do things in a studio we do things out in the wild we
a studio we do things out in the wild we
a studio we do things out in the wild we do things that are said what do things
do things that are said what do things
do things that are said what do things that are happy but there are real life
that are happy but there are real life
that are happy but there are real life stories that we think we are uniquely
stories that we think we are uniquely
stories that we think we are uniquely positioned to discover so here’s a
positioned to discover so here’s a
positioned to discover so here’s a little bit of a taste of what that looks
little bit of a taste of what that looks
little bit of a taste of what that looks like let’s take a break for a second
like let’s take a break for a second
like let’s take a break for a second great big story is the home of amazing
great big story is the home of amazing
great big story is the home of amazing people doing improbable things like this
people doing improbable things like this
people doing improbable things like this architect building an Arctic skyscraper
architect building an Arctic skyscraper
architect building an Arctic skyscraper with his bare hands for this father and
with his bare hands for this father and
with his bare hands for this father and son racing tiny drones and impossible
son racing tiny drones and impossible
son racing tiny drones and impossible speeds
speeds
speeds and this fighter who’s crushed every
and this fighter who’s crushed every
and this fighter who’s crushed every stereotype on her way to being the
stereotype on her way to being the
stereotype on her way to being the fattest in the world get away with these
fattest in the world get away with these
fattest in the world get away with these stories and more every day at great big
stories and more every day at great big
stories and more every day at great big story on Apple TV Roku YouTube Facebook
story on Apple TV Roku YouTube Facebook
story on Apple TV Roku YouTube Facebook and great big story calm so one of the
and great big story calm so one of the
and great big story calm so one of the things that we really looked at when we
things that we really looked at when we
things that we really looked at when we decided to do this was it’s one thing to
decided to do this was it’s one thing to
decided to do this was it’s one thing to have a really creative idea and have it
have a really creative idea and have it
have a really creative idea and have it instinct about avoid in the creative
instinct about avoid in the creative
instinct about avoid in the creative marketplace in the audience marketplace
marketplace in the audience marketplace
marketplace in the audience marketplace but we really took a look inward and
but we really took a look inward and
but we really took a look inward and said what have we built as a news
said what have we built as a news
said what have we built as a news organization then we can actually
organization then we can actually
organization then we can actually translate into a new be new business I’m
translate into a new be new business I’m
translate into a new be new business I’m not talking about an experiment I’m not
not talking about an experiment I’m not
not talking about an experiment I’m not talking about again a social video
talking about again a social video
talking about again a social video department I’m talking about a brand new
department I’m talking about a brand new
department I’m talking about a brand new standalone business I spoke to you about
standalone business I spoke to you about
standalone business I spoke to you about the video infrastructure we have we just
the video infrastructure we have we just
the video infrastructure we have we just have cameras and reach everywhere we
have cameras and reach everywhere we
have cameras and reach everywhere we know what to do with video where the
know what to do with video where the
know what to do with video where the we’re on the first the list of first
we’re on the first the list of first
we’re on the first the list of first partners when new video platforms launch
partners when new video platforms launch
partners when new video platforms launch when new camera companies launch when
when new camera companies launch when
when new camera companies launch when read as new camera they call us so the
read as new camera they call us so the
read as new camera they call us so the video infrastructure was already a given
video infrastructure was already a given
video infrastructure was already a given advantage the speed and quality one of
advantage the speed and quality one of
advantage the speed and quality one of the things that great big story we
the things that great big story we
the things that great big story we published about three stories per day
published about three stories per day
published about three stories per day three really really high-quality stories
three really really high-quality stories
three really really high-quality stories per day shot from all over the world it
per day shot from all over the world it
per day shot from all over the world it may not sound like a lot in the context
may not sound like a lot in the context
may not sound like a lot in the context of cnn.com which publishes 300 stories
of cnn.com which publishes 300 stories
of cnn.com which publishes 300 stories per day but when you’re talking about
per day but when you’re talking about
per day but when you’re talking about the premium level of storytelling that
the premium level of storytelling that
the premium level of storytelling that we do 3 is a lot
we do 3 is a lot
we do 3 is a lot the reason we’re able to do that is
the reason we’re able to do that is
the reason we’re able to do that is because the ideas keep coming the
because the ideas keep coming the
because the ideas keep coming the stories that we find keep coming I’ve
stories that we find keep coming I’ve
stories that we find keep coming I’ve been in a lot of different organizations
been in a lot of different organizations
been in a lot of different organizations in my career and I can tell you one of
in my career and I can tell you one of
in my career and I can tell you one of the hardest things to do is actually
the hardest things to do is actually
the hardest things to do is actually pitch ideas and to receive pitches of
pitch ideas and to receive pitches of
pitch ideas and to receive pitches of ideas and there are a lot of really good
ideas and there are a lot of really good
ideas and there are a lot of really good ideas and a lot of really bad ideas they
ideas and a lot of really bad ideas they
ideas and a lot of really bad ideas they get pitched and they never hear back the
get pitched and they never hear back the
get pitched and they never hear back the person pitching them never hears
person pitching them never hears
person pitching them never hears anything that’s a death knell for ideas
anything that’s a death knell for ideas
anything that’s a death knell for ideas you will never get another idea out of
you will never get another idea out of
you will never get another idea out of that person again we actually review
that person again we actually review
that person again we actually review pitches every single day if you pitch
pitches every single day if you pitch
pitches every single day if you pitch something you know that you’re going to
something you know that you’re going to
something you know that you’re going to get feedback it may not be a feedback
get feedback it may not be a feedback
get feedback it may not be a feedback you like but you’re going to get
you like but you’re going to get
you like but you’re going to get feedback and you’re gonna get it quickly
feedback and you’re gonna get it quickly
feedback and you’re gonna get it quickly that encourages more ideas that is a
that encourages more ideas that is a
that encourages more ideas that is a newsroom mentality newsrooms don’t sit
newsroom mentality newsrooms don’t sit
newsroom mentality newsrooms don’t sit on things for very long they have to
on things for very long they have to
on things for very long they have to keep moving so that’s one of the things
keep moving so that’s one of the things
keep moving so that’s one of the things that we transmitted from a newsroom the
that we transmitted from a newsroom the
that we transmitted from a newsroom the other advantage we have is that we own
other advantage we have is that we own
other advantage we have is that we own everything we literally own everything
everything we literally own everything
everything we literally own everything we make we own every picture we’re also
we make we own every picture we’re also
we make we own every picture we’re also not making things that are tied to the
not making things that are tied to the
not making things that are tied to the news as I said we’re making things that
news as I said we’re making things that
news as I said we’re making things that actually basically last a lifetime out
actually basically last a lifetime out
actually basically last a lifetime out of the thousand or so stories we’ve done
of the thousand or so stories we’ve done
of the thousand or so stories we’ve done so far I would say nine hundred and
so far I would say nine hundred and
so far I would say nine hundred and ninety of them would be relevant five
ninety of them would be relevant five
ninety of them would be relevant five years from now if you think about the
years from now if you think about the
years from now if you think about the exploitable quality of all that video
exploitable quality of all that video
exploitable quality of all that video and all those hours and hours of video
and all those hours and hours of video
and all those hours and hours of video we’ve made it’s relevant forever and can
we’ve made it’s relevant forever and can
we’ve made it’s relevant forever and can be repackaged and exploited that’s a
be repackaged and exploited that’s a
be repackaged and exploited that’s a huge advantage and then the fourth is
huge advantage and then the fourth is
huge advantage and then the fourth is audience data so CNN is obviously a
audience data so CNN is obviously a
audience data so CNN is obviously a really big platform we are across our
really big platform we are across our
really big platform we are across our digital portfolio the biggest name in
digital portfolio the biggest name in
digital portfolio the biggest name in digital news period bigger the new york
digital news period bigger the new york
digital news period bigger the new york times bigger than washington post’s
times bigger than washington post’s
times bigger than washington post’s bigger than Fox News in addition to that
bigger than Fox News in addition to that
bigger than Fox News in addition to that across the Turner portfolio Turner owns
across the Turner portfolio Turner owns
across the Turner portfolio Turner owns CNN you’re looking at another more than
CNN you’re looking at another more than
CNN you’re looking at another more than 500 million social followers in addition
500 million social followers in addition
500 million social followers in addition to that you have Time Warner and you
to that you have Time Warner and you
to that you have Time Warner and you have places like HBO we have access to
have places like HBO we have access to
have places like HBO we have access to all of that data so when we make
all of that data so when we make
all of that data so when we make something that we think someone who’s a
something that we think someone who’s a
something that we think someone who’s a really big fan of Game of Thrones and
really big fan of Game of Thrones and
really big fan of Game of Thrones and Adult Swim is going to like we actually
Adult Swim is going to like we actually
Adult Swim is going to like we actually have a pretty good shot at getting it
have a pretty good shot at getting it
have a pretty good shot at getting it directly to those people that’s the
directly to those people that’s the
directly to those people that’s the advantage of being part frankly of a
advantage of being part frankly of a
advantage of being part frankly of a really big place it doesn’t weigh its
really big place it doesn’t weigh its
really big place it doesn’t weigh its down it actually helps us be incredibly
down it actually helps us be incredibly
down it actually helps us be incredibly precise so this is creatively sort of
precise so this is creatively sort of
precise so this is creatively sort of where we think we are now this is super
where we think we are now this is super
where we think we are now this is super subjective and you guys may disagree
subjective and you guys may disagree
subjective and you guys may disagree with half of it and I think I made up
with half of it and I think I made up
with half of it and I think I made up half of it and somebody else made up
half of it and somebody else made up
half of it and somebody else made up half of it but I think it’s right we
half of it but I think it’s right we
half of it but I think it’s right we really look at the news environment that
really look at the news environment that
really look at the news environment that we all live in think about your Facebook
we all live in think about your Facebook
we all live in think about your Facebook feed and it basically looks the same
feed and it basically looks the same
feed and it basically looks the same every single day think about your
every single day think about your
every single day think about your Twitter feed and it’s all about Donald
Twitter feed and it’s all about Donald
Twitter feed and it’s all about Donald Trump every single day I don’t really
Trump every single day I don’t really
Trump every single day I don’t really use snapchat
use snapchat
use snapchat guys can tell me what’s on your snapchat
guys can tell me what’s on your snapchat
guys can tell me what’s on your snapchat [Applause]
[Applause]
[Applause] we think great big story fits in a nice
we think great big story fits in a nice
we think great big story fits in a nice niche we we we looked at everything that
niche we we we looked at everything that
niche we we we looked at everything that was out there from the highly
was out there from the highly
was out there from the highly sensationalized good but highly
sensationalized good but highly
sensationalized good but highly sensationalized content such as vice to
sensationalized content such as vice to
sensationalized content such as vice to the overly earnest to the frankly just
the overly earnest to the frankly just
the overly earnest to the frankly just sort of silly and we realized there was
sort of silly and we realized there was
sort of silly and we realized there was a giant thing in the middle there was a
a giant thing in the middle there was a
a giant thing in the middle there was a giant space in the middle for people who
giant space in the middle for people who
giant space in the middle for people who really loved storytelling
really loved storytelling
really loved storytelling we’re incredibly curious we’re educated
we’re incredibly curious we’re educated
we’re incredibly curious we’re educated we’re busy that didn’t necessarily want
we’re busy that didn’t necessarily want
we’re busy that didn’t necessarily want to give up
to give up
to give up BuzzFeed because we all like BuzzFeed it
BuzzFeed because we all like BuzzFeed it
BuzzFeed because we all like BuzzFeed it tastes good but it’s pretty low-calorie
tastes good but it’s pretty low-calorie
tastes good but it’s pretty low-calorie a lot of us don’t just really identify
a lot of us don’t just really identify
a lot of us don’t just really identify it with Vice but we get it to good brand
it with Vice but we get it to good brand
it with Vice but we get it to good brand we thought and we still believe and the
we thought and we still believe and the
we thought and we still believe and the evidence shows and I’ll show you that
evidence shows and I’ll show you that
evidence shows and I’ll show you that there was a giant giant audience in the
there was a giant giant audience in the
there was a giant giant audience in the middle of 26 to 27 year olds who live in
middle of 26 to 27 year olds who live in
middle of 26 to 27 year olds who live in a city or on their second job live on
a city or on their second job live on
a city or on their second job live on their phones watch a ton of video and
their phones watch a ton of video and
their phones watch a ton of video and it’s proven to be right so this is a
it’s proven to be right so this is a
it’s proven to be right so this is a little bit to give you like a this is an
little bit to give you like a this is an
little bit to give you like a this is an average week in the life of great big
average week in the life of great big
average week in the life of great big story I told you like these things the
story I told you like these things the
story I told you like these things the variety is sort of all over the place
variety is sort of all over the place
variety is sort of all over the place there’s this one this this Indian woman
there’s this one this this Indian woman
there’s this one this this Indian woman I think she was like 84 years old she’s
I think she was like 84 years old she’s
I think she was like 84 years old she’s basically the world’s best sharpshooter
basically the world’s best sharpshooter
basically the world’s best sharpshooter we went in his story on her right
we went in his story on her right
we went in his story on her right there’s another piece just right next to
there’s another piece just right next to
there’s another piece just right next to her there’s this amazing craftsman
her there’s this amazing craftsman
her there’s this amazing craftsman around pasta halfway across the world in
around pasta halfway across the world in
around pasta halfway across the world in Italy that we actually did with Genesis
Italy that we actually did with Genesis
Italy that we actually did with Genesis a Korean car brand we’re doing stories
a Korean car brand we’re doing stories
a Korean car brand we’re doing stories on wildlife but not your average
on wildlife but not your average
on wildlife but not your average wildlife story this is actually these
wildlife story this is actually these
wildlife story this is actually these are that little monkey right there is
are that little monkey right there is
are that little monkey right there is actually a robot
actually a robot
actually a robot we found a roboticist in England who
we found a roboticist in England who
we found a roboticist in England who makes fake animals to go out and
makes fake animals to go out and
makes fake animals to go out and actually study endangered species he’s
actually study endangered species he’s
actually study endangered species he’s the guy that made all the Penguins they
the guy that made all the Penguins they
the guy that made all the Penguins they went into penguin film so this is an
went into penguin film so this is an
went into penguin film so this is an average week what we’re doing we’re not
average week what we’re doing we’re not
average week what we’re doing we’re not making lists
making lists
making lists we’re not doing one thing over and over
we’re not doing one thing over and over
we’re not doing one thing over and over and over again we’re creating an entire
and over again we’re creating an entire
and over again we’re creating an entire world that we believe and our audience
world that we believe and our audience
world that we believe and our audience is telling us is incredibly
is telling us is incredibly
is telling us is incredibly serendipitous and that promotes a lot of
serendipitous and that promotes a lot of
serendipitous and that promotes a lot of loyalty and excitement and discovery so
loyalty and excitement and discovery so
loyalty and excitement and discovery so what the kinds of the kinds of things we
what the kinds of the kinds of things we
what the kinds of the kinds of things we make so I would say that our bread and
make so I would say that our bread and
make so I would say that our bread and butter is in that somewhere between that
butter is in that somewhere between that
butter is in that somewhere between that two to four-minute range we have
two to four-minute range we have
two to four-minute range we have incredible incredible engagement time
incredible incredible engagement time
incredible incredible engagement time especially on YouTube in this building
especially on YouTube in this building
especially on YouTube in this building that we’re sitting today most people who
that we’re sitting today most people who
that we’re sitting today most people who watch our videos on YouTube watch three
watch our videos on YouTube watch three
watch our videos on YouTube watch three and four of them at a time on Apple TV
and four of them at a time on Apple TV
and four of them at a time on Apple TV which I think you’ll see in a second
which I think you’ll see in a second
which I think you’ll see in a second some of the stats around that we’re
some of the stats around that we’re
some of the stats around that we’re giving it getting an average dwell time
giving it getting an average dwell time
giving it getting an average dwell time with almost an hour so if you think
with almost an hour so if you think
with almost an hour so if you think about three minute videos I’m bad at
about three minute videos I’m bad at
about three minute videos I’m bad at math but that’s more than 10 that’s our
math but that’s more than 10 that’s our
math but that’s more than 10 that’s our bread and butter every day but we also
bread and butter every day but we also
bread and butter every day but we also do longer things I was talking to say
do longer things I was talking to say
do longer things I was talking to say heal from digiday and we were talking
heal from digiday and we were talking
heal from digiday and we were talking about how publishers are because
about how publishers are because
about how publishers are because everybody’s getting video capability
everybody’s getting video capability
everybody’s getting video capability they’re starting to sort of like try a
they’re starting to sort of like try a
they’re starting to sort of like try a lot of things and they’re becoming
lot of things and they’re becoming
lot of things and they’re becoming production companies we’re actually
production companies we’re actually
production companies we’re actually doing that from a very legit place we do
doing that from a very legit place we do
doing that from a very legit place we do short films we partner with CNN films we
short films we partner with CNN films we
short films we partner with CNN films we went out we’ve done probably nearly a
went out we’ve done probably nearly a
went out we’ve done probably nearly a dozen short film so far the one you see
dozen short film so far the one you see
dozen short film so far the one you see a capture of there is a true story about
a capture of there is a true story about
a capture of there is a true story about the last mission to space by a little
the last mission to space by a little
the last mission to space by a little and an Academy award-winning
and an Academy award-winning
and an Academy award-winning documentarian we have big big
documentarian we have big big
documentarian we have big big storytelling ambitions and we big we
storytelling ambitions and we big we
storytelling ambitions and we big we bring big stories with those ambitions
bring big stories with those ambitions
bring big stories with those ambitions this is where the name actually sort of
this is where the name actually sort of
this is where the name actually sort of lives up to the product and then series
lives up to the product and then series
lives up to the product and then series we actually with the within three months
we actually with the within three months
we actually with the within three months of launching this thing we got an email
of launching this thing we got an email
of launching this thing we got an email to our general inbox hey a great big
to our general inbox hey a great big
to our general inbox hey a great big story calm and it came from some friends
story calm and it came from some friends
story calm and it came from some friends of ours at The Weather Channel and they
of ours at The Weather Channel and they
of ours at The Weather Channel and they said hey we know you’re just like
said hey we know you’re just like
said hey we know you’re just like launched this thing or whatever but you
launched this thing or whatever but you
launched this thing or whatever but you guys have you ever made a TV show I said
guys have you ever made a TV show I said
guys have you ever made a TV show I said actually yeah a lot of our staff have
actually yeah a lot of our staff have
actually yeah a lot of our staff have and exactly how to make TV shows six
and exactly how to make TV shows six
and exactly how to make TV shows six months later
months later
months later we’re delivering eight hours of
we’re delivering eight hours of
we’re delivering eight hours of prime-time television for The Weather
prime-time television for The Weather
prime-time television for The Weather Channel for at the time a brand for us
Channel for at the time a brand for us
Channel for at the time a brand for us that had only been alive for around nine
that had only been alive for around nine
that had only been alive for around nine nine to twelve months so we’re
nine to twelve months so we’re
nine to twelve months so we’re functioning in a lot of different
functioning in a lot of different
functioning in a lot of different formats in a lot of different places it
formats in a lot of different places it
formats in a lot of different places it all goes back to our discovery no
all goes back to our discovery no
all goes back to our discovery no storytelling this is just a little bit
storytelling this is just a little bit
storytelling this is just a little bit about where we are or everywhere
about where we are or everywhere
about where we are or everywhere basically if you’re watching a video I
basically if you’re watching a video I
basically if you’re watching a video I do believe that connected TVs are going
do believe that connected TVs are going
do believe that connected TVs are going to be an enormous future for us and we
to be an enormous future for us and we
to be an enormous future for us and we have a lot of very big plans around that
have a lot of very big plans around that
have a lot of very big plans around that and you’re going to hear a lot over the
and you’re going to hear a lot over the
and you’re going to hear a lot over the next two to three months about our
next two to three months about our
next two to three months about our investments in that space YouTube has
investments in that space YouTube has
investments in that space YouTube has been a huge huge thing for our brand
been a huge huge thing for our brand
been a huge huge thing for our brand Facebook is sort of like the beast you
Facebook is sort of like the beast you
Facebook is sort of like the beast you have to keep keeping up with and we all
have to keep keeping up with and we all
have to keep keeping up with and we all know the excitement of it and also the
know the excitement of it and also the
know the excitement of it and also the downfalls of it YouTube is the place
downfalls of it YouTube is the place
downfalls of it YouTube is the place where we’re finding incredible loyalty
where we’re finding incredible loyalty
where we’re finding incredible loyalty incredible engagement and incredible
incredible engagement and incredible
incredible engagement and incredible feedback so it’s also a place you’re
feedback so it’s also a place you’re
feedback so it’s also a place you’re going to see us Double Down doubling
going to see us Double Down doubling
going to see us Double Down doubling down on in fact I think it’s been taken
down on in fact I think it’s been taken
down on in fact I think it’s been taken down but we actually created a fake
down but we actually created a fake
down but we actually created a fake submarine in this very studio space that
submarine in this very studio space that
submarine in this very studio space that was totally awesome and we used for a
was totally awesome and we used for a
was totally awesome and we used for a shoot with the guys at YouTube spaces
we’ve reached who we thought we were
we’ve reached who we thought we were going to reach so it turns out our hunch
going to reach so it turns out our hunch
going to reach so it turns out our hunch was true there’s a lot of 26 year-olds
was true there’s a lot of 26 year-olds
was true there’s a lot of 26 year-olds who watch our videos and they’re
who watch our videos and they’re
who watch our videos and they’re basically exactly we thought they were
basically exactly we thought they were
basically exactly we thought they were going to be a little bit male mostly us
going to be a little bit male mostly us
going to be a little bit male mostly us pretty much straight down the middle and
pretty much straight down the middle and
pretty much straight down the middle and nearly all of them are on their phones
nearly all of them are on their phones
nearly all of them are on their phones it’s an incredibly coveted demographic
it’s an incredibly coveted demographic
it’s an incredibly coveted demographic both by publishers producers advertisers
both by publishers producers advertisers
both by publishers producers advertisers platforms
platforms
platforms everybody wants these guys and we
everybody wants these guys and we
everybody wants these guys and we managed to build tens and tens and
managed to build tens and tens and
managed to build tens and tens and millions of them this is an eye chart
millions of them this is an eye chart
millions of them this is an eye chart the thing that you have to really
the thing that you have to really
the thing that you have to really understand is really this bottom here
around January of this year
around January of this year we started to see growth see growth on
we started to see growth see growth on
we started to see growth see growth on YouTube that was incredibly impactful it
YouTube that was incredibly impactful it
YouTube that was incredibly impactful it actually raised the boat of everything
actually raised the boat of everything
actually raised the boat of everything else we did it raised the boat of our
else we did it raised the boat of our
else we did it raised the boat of our entire brand one of the things that we
entire brand one of the things that we
entire brand one of the things that we did do is we started being not afraid to
did do is we started being not afraid to
did do is we started being not afraid to go longer
go longer
go longer one of the biggest complaints we get
one of the biggest complaints we get
one of the biggest complaints we get from our audience is that our videos
from our audience is that our videos
from our audience is that our videos they want more of it they wish we could
they want more of it they wish we could
they want more of it they wish we could make that story longer so we decided to
make that story longer so we decided to
make that story longer so we decided to indulge that and that’s been a boon for
indulge that and that’s been a boon for
indulge that and that’s been a boon for our presence on YouTube it’s been
our presence on YouTube it’s been
our presence on YouTube it’s been incredibly incredibly powerful we had
incredibly incredibly powerful we had
incredibly incredibly powerful we had tens of millions of dedicated fans like
tens of millions of dedicated fans like
tens of millions of dedicated fans like when you might talk about as unique
when you might talk about as unique
when you might talk about as unique viewers whether that’s a subscriber on
viewers whether that’s a subscriber on
viewers whether that’s a subscriber on YouTube or Facebook follower but our
YouTube or Facebook follower but our
YouTube or Facebook follower but our reach goes way way past that
reach goes way way past that
reach goes way way past that every single day and then these are some
every single day and then these are some
every single day and then these are some of the faces but we’ve had very little
of the faces but we’ve had very little
of the faces but we’ve had very little marketing that’s the other thing we
marketing that’s the other thing we
marketing that’s the other thing we didn’t do we basically said like we want
didn’t do we basically said like we want
didn’t do we basically said like we want to have this big idea and Jeff that’s
to have this big idea and Jeff that’s
to have this big idea and Jeff that’s gonna be great and we’re gonna make this
gonna be great and we’re gonna make this
gonna be great and we’re gonna make this big investment in it and we actually
big investment in it and we actually
big investment in it and we actually don’t want to scream about it we don’t
don’t want to scream about it we don’t
don’t want to scream about it we don’t want to do a big ad campaign because we
want to do a big ad campaign because we
want to do a big ad campaign because we don’t think it’s gonna work we actually
don’t think it’s gonna work we actually
don’t think it’s gonna work we actually don’t think advertising a nutritional
don’t think advertising a nutritional
don’t think advertising a nutritional way is gonna work for this we did invest
way is gonna work for this we did invest
way is gonna work for this we did invest in marketing around our content on the
in marketing around our content on the
in marketing around our content on the platforms but you didn’t see a giant TV
platforms but you didn’t see a giant TV
platforms but you didn’t see a giant TV campaign or a giant prank campaign and
campaign or a giant prank campaign and
campaign or a giant prank campaign and what happened was partners started
what happened was partners started
what happened was partners started coming to us TIFF the Toronto
coming to us TIFF the Toronto
coming to us TIFF the Toronto International Film Festival came to us
International Film Festival came to us
International Film Festival came to us and said we love what you’re doing can
and said we love what you’re doing can
and said we love what you’re doing can we do something together
we do something together
we do something together Bleacher Report is a corporate cousin of
Bleacher Report is a corporate cousin of
Bleacher Report is a corporate cousin of ours did the same thing Ted did the same
ours did the same thing Ted did the same
ours did the same thing Ted did the same thing Madonna like reached out musicians
thing Madonna like reached out musicians
thing Madonna like reached out musicians artists we’ve had more than 3000 earned
artists we’ve had more than 3000 earned
artists we’ve had more than 3000 earned media mentions since we launched some of
media mentions since we launched some of
media mentions since we launched some of that is because we have incredible
that is because we have incredible
that is because we have incredible publicists but it’s also because the
publicists but it’s also because the
publicists but it’s also because the content is just it’s just sort of catnip
content is just it’s just sort of catnip
content is just it’s just sort of catnip for everybody so really quickly how we
for everybody so really quickly how we
for everybody so really quickly how we make money like how do you actually turn
make money like how do you actually turn
make money like how do you actually turn all this into a business this is the
all this into a business this is the
all this into a business this is the part that that my bosses are most
part that that my bosses are most
part that that my bosses are most interested in and I think is is critical
interested in and I think is is critical
interested in and I think is is critical we are not we did not launch this
we are not we did not launch this
we are not we did not launch this company to sell it like a lot of
company to sell it like a lot of
company to sell it like a lot of startups we did not launch the company
startups we did not launch the company
startups we did not launch the company as a project like a lot of media
as a project like a lot of media
as a project like a lot of media companies do we actually launched it as
companies do we actually launched it as
companies do we actually launched it as a standalone business so it has a legit
a standalone business so it has a legit
a standalone business so it has a legit revenue model we sell sponsorships
revenue model we sell sponsorships
revenue model we sell sponsorships that’s a huge piece of what we do and
that’s a huge piece of what we do and
that’s a huge piece of what we do and you’ll see some of those brands we do
you’ll see some of those brands we do
you’ll see some of those brands we do editorial series
editorial series
editorial series six eight ten part series that we put
six eight ten part series that we put
six eight ten part series that we put brands against we also take that into
brands against we also take that into
brands against we also take that into more overly branded content we have a
more overly branded content we have a
more overly branded content we have a branded content studio courageous that
branded content studio courageous that
branded content studio courageous that is fantastic
is fantastic
is fantastic so brands can be either really really
so brands can be either really really
so brands can be either really really heavily involved in what we’re doing or
heavily involved in what we’re doing or
heavily involved in what we’re doing or they can be associated with it and that
they can be associated with it and that
they can be associated with it and that carries a lot of our business we also do
carries a lot of our business we also do
carries a lot of our business we also do custom production which is basically
custom production which is basically
custom production which is basically another word for saying when we make
another word for saying when we make
another word for saying when we make stuff for other people just like The
stuff for other people just like The
stuff for other people just like The Weather Channel or some of the streaming
Weather Channel or some of the streaming
Weather Channel or some of the streaming services that you’ll see our stuff pop
services that you’ll see our stuff pop
services that you’ll see our stuff pop up on over the next few months and then
up on over the next few months and then
up on over the next few months and then content licensing I mentioned you guys
content licensing I mentioned you guys
content licensing I mentioned you guys we own everything
we own everything
we own everything it also means we can keep monetizing it
it also means we can keep monetizing it
it also means we can keep monetizing it over and over and over and over again we
over and over and over and over again we
over and over and over and over again we have packages of just food storytelling
have packages of just food storytelling
have packages of just food storytelling that we can sell everywhere we can sell
that we can sell everywhere we can sell
that we can sell everywhere we can sell it to an airline we can sell it to some
it to an airline we can sell it to some
it to an airline we can sell it to some TV station and Japan which has happened
TV station and Japan which has happened
TV station and Japan which has happened we keep monetizing and exploding our
we keep monetizing and exploding our
we keep monetizing and exploding our video these are good names on this list
video these are good names on this list
video these are good names on this list on our brand partner list the thing that
on our brand partner list the thing that
on our brand partner list the thing that I think you should take away from it
I think you should take away from it
I think you should take away from it that I’m I’m most excited about a is the
that I’m I’m most excited about a is the
that I’m I’m most excited about a is the caliber these aren’t this isn’t your
caliber these aren’t this isn’t your
caliber these aren’t this isn’t your local mattress shop or a car dealer it’s
local mattress shop or a car dealer it’s
local mattress shop or a car dealer it’s also global about half of our
also global about half of our
also global about half of our sponsorship business comes from outside
sponsorship business comes from outside
sponsorship business comes from outside the United States the advertising market
the United States the advertising market
the United States the advertising market outside the United States is incredibly
outside the United States is incredibly
outside the United States is incredibly complicated and different and in some
complicated and different and in some
complicated and different and in some ways easier in some ways there are fewer
ways easier in some ways there are fewer
ways easier in some ways there are fewer go-betweens every place has its own its
go-betweens every place has its own its
go-betweens every place has its own its own special circumstances but it’s an
own special circumstances but it’s an
own special circumstances but it’s an incredibly powerful portfolio of brands
incredibly powerful portfolio of brands
incredibly powerful portfolio of brands and they’ve been in a critical part of
and they’ve been in a critical part of
and they’ve been in a critical part of how we’ve actually grown we’ve learned a
how we’ve actually grown we’ve learned a
how we’ve actually grown we’ve learned a lot from brands we actually go inside
lot from brands we actually go inside
lot from brands we actually go inside around when we do a partnership with a
around when we do a partnership with a
around when we do a partnership with a brand we don’t just slap their logo on
brand we don’t just slap their logo on
brand we don’t just slap their logo on it we actually go inside that company we
it we actually go inside that company we
it we actually go inside that company we went inside Hewlett Packard Enterprise
went inside Hewlett Packard Enterprise
went inside Hewlett Packard Enterprise which gave us this challenge like we
which gave us this challenge like we
which gave us this challenge like we sell big boxes how do you story tell
sell big boxes how do you story tell
sell big boxes how do you story tell around that and so we actually literally
around that and so we actually literally
around that and so we actually literally went inside their company and talk to
went inside their company and talk to
went inside their company and talk to their scientists
their scientists
their scientists found stories that’s how we work with
found stories that’s how we work with
found stories that’s how we work with brands and that’s been beneficial to to
brands and that’s been beneficial to to
brands and that’s been beneficial to to us as well
the last thing I would sort of leave you
the last thing I would sort of leave you guys with is I get asked all the time
guys with is I get asked all the time
guys with is I get asked all the time how on earth did you basically launch a
how on earth did you basically launch a
how on earth did you basically launch a startup within a huge company and how on
startup within a huge company and how on
startup within a huge company and how on earth are you still here number one
earth are you still here number one
earth are you still here number one there’s some things we did in the
there’s some things we did in the
there’s some things we did in the beginning to make it real and I talked
beginning to make it real and I talked
beginning to make it real and I talked about a business plan earlier and this
about a business plan earlier and this
about a business plan earlier and this is not the creative part but it’s the it
is not the creative part but it’s the it
is not the creative part but it’s the it is a meaningful part we actually put a
is a meaningful part we actually put a
is a meaningful part we actually put a real business targets on it if I was a
real business targets on it if I was a
real business targets on it if I was a startup out in the outside world I would
startup out in the outside world I would
startup out in the outside world I would take VC money and I would say you guys
take VC money and I would say you guys
take VC money and I would say you guys let’s go build audiences and a platform
let’s go build audiences and a platform
let’s go build audiences and a platform and we’re going to worry about revenue
and we’re going to worry about revenue
and we’re going to worry about revenue later right let’s go get a ton of
later right let’s go get a ton of
later right let’s go get a ton of Facebook views let’s go drive up all of
Facebook views let’s go drive up all of
Facebook views let’s go drive up all of our numbers make us really attractive
our numbers make us really attractive
our numbers make us really attractive and let’s sell it let’s exit out of this
and let’s sell it let’s exit out of this
and let’s sell it let’s exit out of this thing that’s not what that’s not what
thing that’s not what that’s not what
thing that’s not what that’s not what our aim has ever been we’re actually
our aim has ever been we’re actually
our aim has ever been we’re actually building a real business and we signed
building a real business and we signed
building a real business and we signed up for real metrics around the business
up for real metrics around the business
up for real metrics around the business it made us accountable
it made us accountable
it made us accountable it made us actually have to learn how to
it made us actually have to learn how to
it made us actually have to learn how to sell it learn how to build it and
sell it learn how to build it and
sell it learn how to build it and operate it that’s number one and the
operate it that’s number one and the
operate it that’s number one and the second piece is and it’s worth repeating
second piece is and it’s worth repeating
second piece is and it’s worth repeating is that we actually got buy-in from the
is that we actually got buy-in from the
is that we actually got buy-in from the very very top in the very beginning it
very very top in the very beginning it
very very top in the very beginning it was never framed as an experiment that
was never framed as an experiment that
was never framed as an experiment that one department of the company was doing
one department of the company was doing
one department of the company was doing we actually didn’t waste time trying to
we actually didn’t waste time trying to
we actually didn’t waste time trying to compartmentalize it the idea was big to
compartmentalize it the idea was big to
compartmentalize it the idea was big to begin with we went to our president with
begin with we went to our president with
begin with we went to our president with it he endorsed it and then we put real
it he endorsed it and then we put real
it he endorsed it and then we put real deliverables around it and that’s how we
deliverables around it and that’s how we
deliverables around it and that’s how we built it inevitably it comes back to the
built it inevitably it comes back to the
built it inevitably it comes back to the creative and the stories are fantastic I
creative and the stories are fantastic I
creative and the stories are fantastic I encourage you guys to go check them out
encourage you guys to go check them out
encourage you guys to go check them out but when you combine that creativity
but when you combine that creativity
but when you combine that creativity with a lot of real acumen and
with a lot of real acumen and
with a lot of real acumen and accountability I think you potentially
accountability I think you potentially
accountability I think you potentially have something special so thank you very
have something special so thank you very
have something special so thank you very much
thank you Chris so that’s a wrap for the
thank you Chris so that’s a wrap for the first half of the day I just want to
first half of the day I just want to
first half of the day I just want to make a quick comment which is uh you
make a quick comment which is uh you
make a quick comment which is uh you know you’ll never see at a tech
know you’ll never see at a tech
know you’ll never see at a tech conference let’s use the example you’ll
conference let’s use the example you’ll
conference let’s use the example you’ll never see Google putting on a conference
never see Google putting on a conference
never see Google putting on a conference and then saying hey let’s give a call to
and then saying hey let’s give a call to
and then saying hey let’s give a call to Facebook and Microsoft and have them
Facebook and Microsoft and have them
Facebook and Microsoft and have them come and talk about how great they are
come and talk about how great they are
come and talk about how great they are who’s ever seeing that that’s kind of
who’s ever seeing that that’s kind of
who’s ever seeing that that’s kind of rare but that’s the beautiful thing
rare but that’s the beautiful thing
rare but that’s the beautiful thing about the content industry is like it’s
about the content industry is like it’s
about the content industry is like it’s not really a zero-sum game we’ve always
not really a zero-sum game we’ve always
not really a zero-sum game we’ve always said that you know actually seeing other
said that you know actually seeing other
said that you know actually seeing other creators come up with great content
creators come up with great content
creators come up with great content actually helps you in a weird way
actually helps you in a weird way
actually helps you in a weird way because so long as you get people back
because so long as you get people back
because so long as you get people back on a platform like like figma like
on a platform like like figma like
on a platform like like figma like YouTube or just the Internet then you
YouTube or just the Internet then you
YouTube or just the Internet then you all benefit so when John and I start to
all benefit so when John and I start to
all benefit so when John and I start to talk about this event as weird as it was
talk about this event as weird as it was
talk about this event as weird as it was we’re like you know what we don’t really
we’re like you know what we don’t really
we’re like you know what we don’t really want this to be so much about WatchMojo
want this to be so much about WatchMojo
want this to be so much about WatchMojo we want it to be more about other
we want it to be more about other
we want it to be more about other content creators big and small so
content creators big and small so
content creators big and small so there’s a particular pride for me as an
there’s a particular pride for me as an
there’s a particular pride for me as an entrepreneur to put up this event be
entrepreneur to put up this event be
entrepreneur to put up this event be part of the team that puts up this event
part of the team that puts up this event
part of the team that puts up this event and then have complex acquired by
and then have complex acquired by
and then have complex acquired by Verizon or CNN’s latest project come up
Verizon or CNN’s latest project come up
Verizon or CNN’s latest project come up and speaker and share the spotlight so
and speaker and share the spotlight so
and speaker and share the spotlight so that’s one thing that I particularly we
that’s one thing that I particularly we
that’s one thing that I particularly we love about the content industry and now
love about the content industry and now
love about the content industry and now we want to kind of put a spotlight on on
we want to kind of put a spotlight on on
we want to kind of put a spotlight on on the creators that are going to be the
the creators that are going to be the
the creators that are going to be the next big brands so okay finally uh
next big brands so okay finally uh
next big brands so okay finally uh that’s a wrap we’re going to have
that’s a wrap we’re going to have
that’s a wrap we’re going to have cocktails and musical performances
cocktails and musical performances
cocktails and musical performances including kilojoule caveman Dan Deacon
including kilojoule caveman Dan Deacon
including kilojoule caveman Dan Deacon and puddles and on that note guys
and puddles and on that note guys
and puddles and on that note guys puddles last night was on America’s Got
puddles last night was on America’s Got
puddles last night was on America’s Got Talent
Talent
Talent which launched anybody want to take a
which launched anybody want to take a
which launched anybody want to take a guess 2006 also launched in 2006
guess 2006 also launched in 2006
guess 2006 also launched in 2006 WatchMojo I think we’ve solved the
WatchMojo I think we’ve solved the
WatchMojo I think we’ve solved the mysteries of life we could go home
mysteries of life we could go home
mysteries of life we could go home alright thank you very much
alright thank you very much
alright thank you very much [Applause]
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