tag:blogger.com,1999:blog-7395591238412513253.post3169360822518952337..comments2024-02-27T04:05:02.938-08:00Comments on I'm Matt Ingwalson. Thanks for reading my blog.: How does one put a book together in the year 2008?300 Spartans Gymhttp://www.blogger.com/profile/08832282878527082759noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-7395591238412513253.post-91626318162485928412008-05-28T09:54:00.000-07:002008-05-28T09:54:00.000-07:00great post matt. reminds me that i need to look ha...great post matt. reminds me that i need to look harder at my own book (as much as i don't want to).Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7395591238412513253.post-51374402482248143092008-05-28T09:21:00.000-07:002008-05-28T09:21:00.000-07:00Jay,Thanks for the post. The Denver 50 requires wr...Jay,<BR/><BR/>Thanks for the post. The Denver 50 requires written descriptions of the idea because these days, many ideas are open-ended. Individual executions in a campaign like Beta 7 (for instance) may be confusing. It's when you realize the depth of the storytelling that the campaign comes to life. TD50 is set up to reward ideas like that in a way that no other show in America can.300 Spartans Gymhttps://www.blogger.com/profile/08832282878527082759noreply@blogger.comtag:blogger.com,1999:blog-7395591238412513253.post-56838800323207733612008-05-28T09:15:00.000-07:002008-05-28T09:15:00.000-07:00Great post, Matt. This issue has taken several tho...Great post, Matt. This issue has taken several thousand brain cells of mine as well.<BR/><BR/>I think this issue is what stunts many creatives from leaping from traditional print/out-of-home stuff into the brave new world of media. Every time you execute something...there is a second where you envision it in your book. If you can't, you hesistate. A bad habit, but I think most creatives do this.<BR/><BR/>One answer may lie in The Denver 50, something you may know about. The descriptions I believe can deliver an idea. <BR/><BR/>Early in our careers, when print was the mainstay, we were told the ads should stand on their own without descriptions. When Sukle won at the 50 for the Denver Water Board, their description stated "If it's a big idea, does it really need a 100-word description?" I think it does...if it needs it. Granted, Denver Water was a big idea based mostly around traditional media we all know, so a description for them would be unnecessary. For other ideas, like the iRovr or HP Days to Dream, you need to tell how they work.<BR/><BR/>If a CD is serious about me, they will take the time to understand and even ask questions. If they think it's hogwash...do I really want to work for him or her? <BR/><BR/>I'm like you. I think a LOT about my book. What goes in? What order? Is it a simple read? <BR/><BR/>I use to be huge on print. HUGE. Now I'm just trying to make a fun roller coaster out of it. I start off with a funny, award-winning print campaign. Then a one-off on downloadable golf cards from a microsite. Then a serious campaign showing out-of-home, a Facebook application, a Google Map application and direct mail. And so forth. I plan on adding descriptions (maybe two sentences at the most) on that last one. <BR/><BR/>I'm also slowly dissecting my print portfolio and opting for a more electronic version. I never liked the idea of having a print portfolio and a reel. I wish the two could co-exist. Print and reels are easy to assemble and dissasemble whereas creating a CD/DVD is expensive, complicated, and as soon as you get something new, suddenly its obsolete. <BR/><BR/>Phew. Sorry for the rambling, but hey, it's fun to think about.<BR/><BR/>JayAnonymousnoreply@blogger.com