Media and Mediums

“You do it right or you don’t do it.” The City Exposed.

The San Francisco Chronicle posted a short video by Mike Kepka on Vimeo about a week ago. I have been meaning to re-post it but just haven’t had time until now. It is a film about 80 year old Lewis Mitchell who has been working as a Monotype setter for 62 years. The film is a beautiful vignette into the life of a man who loves his job, the craft associated with it, and why he keeps on working well past age 65. Truly inspiring. Below the film is the editorial from the Chronicle’s Vimeo post. It worth reading as well.

A recent Thursday at 10:23 a.m.: In the basement of Arion Press, where they still print books the old-fashioned way, Lewis Mitchell slid open a box of parts used to change the font size on the Monotype casting machines he has maintained for 62 years.

“I thoroughly enjoy the sound of the machines turning, and seeing the type come out is a joy,” Mitchell said.

He can tell by the sound of the moving springs and levers if something is awry with his machines — a skill he said all good technicians should have. Four different owners have run the business since Mitchell walked through the doors at age 18, and he has had several opportunities to leave, including a scholarship to the Massachusetts Institute of Technology that he declined.

Now 80, Mitchell can’t imagine retiring from the job he loves so much. When Mitchell started making this kind of type, it was really the only way to print things, and now he doesn’t know how many books he’s helped print over the decades. There were once type-casting operations in most major U.S. cities, but now the practice is almost extinct.

There are only two companies left in the world that cast type for printing presses, and Arion is by far the largest. Mitchell has four grown children and nine grandchildren, but he calls the 20 type-casting machines his “babies.” “I treat them with kindness. I don’t use a hammer on them or an oversized screwdriver.” The first machine, which started the company during 1915 Panama Pacific International Exposition, is still its best machine — proof that Mitchell’s methods work.

“My dad taught me from square one if you going to do something, you’re going to do it right or you don’t do it.”

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Worst Breath in the World, “Tic Tac” France.

It seems anymore that part of creating a viral video means a big budget over the top production. While this video might seem lo-fi, think about the video work that went into it. The number of actors required, the production of all the video that shows up on the large screen in the square (about half way through), and everything else. This is not your typical “viral video” from YouTube’s early years. This is a fairly big budget production from Ogilvy & Mather Paris.

None the less it has managed to grab 150,000 unique page views in the last week.

Animated Twitter Ads, for Smart Argentina.

Twitter limits your posts to 140 characters, and doesn’t natively support video, flash, or other dynamic media solutions. This can be a bit challenging for advertisers who want to use rich content to promote their brand. That’s right not everyone feels that they can truly convey their ad message/brand message in 140 characters or less. So what do you do if you want to create an animated ad in Twitter? You get really creative, that’s what.

Take what BBDO Argentina did for Smart Cars Argentina. BBDO Argentina created the first animated Twitter ad that is built right into the Brands Twitter stream. If you go here you can see the animation in action by holding down the “J” key on your keyboard to see the animation scroll by. If you are lazy, watch the embedded YouTube video below. The ad works like an old school flipbook animation, creating a fun simple animated ad with a light story. It shows off the Smart’s commuter features like squeezing into a parking spot to small for other cars. What a great idea. So simple, and so much fun.

 

Casey Neistat, “Make It Count” for Nike.

Here is a fun little video for Nike by filmmaker Casey Neistat. This really steps away from Nike’s usual look and feel, and I like it. A Lo-Fi, video with a made for the web kind of look, which is harder to create than you think.

I wish Nike would fund my round the world trip.