There’s this classic definition of madness: doing the same thing over and over again, expecting different results; or doing different things, expecting the same result.
In marketing it’s the other way round.
Marketing Madness
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What came first – brand or community?
Communities form by telling stories about themselves – and by doing so, moving from the realm of fiction to the realm of reality
Brand first, community never – that’s the unfortunate answer for most brands
(mehr …)(What) did 18th century philosopher Fichte know about JAMstack?
Nothing of course! But you already knew that, didn’t you?
Fichte could’t possibly imagine a thing like JavaScript, or cloud-based content delivery networks, let alone something like a „headless CMS“ with a Github-hosted JS frontend that delivers static HTML websites faster than you can blink (literally) – aka the newest tech trend in web development called JAMstack.
(mehr …)WEBINAR: Social Strategy Canvas @ WU Executive Academy
Sa., 04.04., 14:30
Der Social Strategy Canvas ist ein Tool, um schnell, einfach und übersichtlich eine ganzheitliche Social Media Strategie zu erstellen. Webinar für Studierende der WU Executive Academy.
Anmeldung: geschlossen
(mehr …)WEBINAR: Personal Branding @ WU Executive Academy
Sa., 04.04., 10:30
Einführungs-Webinar in die Strategien & Taktiken von Personal Branding auf Social Media für Studierende der WU Executive Academy.
Anmedlung: geschlossen
(mehr …)Get a dive on! Making VIVIN’s absurdist new music video „Chromatics“
„Das Absurde kann jeden beliebigen Menschen an jeder beliebigen Straßenecke anspringen.“
Albert Camus
- Kunde: Vivin
- Konzept: martin phox
- Video Produktion: martin phox
- Plattform: YouTube, Facebook, Instagram
- Jahr: 2019
Nicht nur an jeder Straßenecke lauert das Absurde, sondern in uns und in jeder unserer Handlungen. Denn schussendlich sind wir stets zu einem verturteilt – zum Scheitern. Daran verzweifeln, aber, müssen wir nicht.
(mehr …)Martin Phox @ TAKE Festival
After a rather long time working under the pressures of different agencies and even running one for just over two years, I was in a bit of a creative rut. Going full-time freelance was one of the things that changed things up for me. The other, was being invited to exhibit at the TAKE Festival for Independent Fashion and Art by the wonderful artist and co-founder of slow-fashion label Natural Nuance Lisa Niedermayr.
(mehr …)NELAVIE Music Video
Music is a marvellous thing. So seeing both this song and this video come together – through first live performances, sound production, mastering, filming and video pos-production – was a wonderful thing. Stressful at times, but wonderful.
So go check out NELAVIE’s newest music video filmed by yours truly:
Why live music videos are the purest expression of your emotions
I’ll openly admit it here and now: it’s fun to plan a video shoot minute by minute with shot lists and call sheets, and assistants buzzing around – and seeing it all come together. But it is nothing compared to recognising yourself and your intuitions in the semi-planned camera movements of a live music video.
Instagram Stories is not „storytelling“ [rant]
![Instagram Stories is not „storytelling“ [rant]](https://phoxography.files.wordpress.com/2018/04/screen-shot-2018-04-07-at-16-13-38.png?w=800&h=450&crop=1 "Instagram Stories is not „storytelling“ [rant]")
STILL everyone keeps talking about storytelling without having a single clue about what constitutes a story. Especially now that everyone and their aunt is using „Instagram Stories“ they think they’re storytelling. If that’s you, let me tell you: You’re not!
Instagram Stories is like playing with play-doh!
Don’t get me wrong: I love Instagram Stories – it’s like playing with play-doh. You literally use your hands and fingers to draw, you move around capturing visuals, you talk to yourself, you show it to your friends and get instant gratification. It’s marvellous.
But story doesn’t just record events, it structures them, it gives them meaning, it frames them in a way we can learn from them. And, most importantly, a story only begins when there is something at stake.
The flamingo image from my recent IG Takeover for Danone is almost a story! It introduces two characters using visual cues and touches on the fear of being rejected (the question mark). Still, it is not a story! Why do they want to be friends? What stands in their way? How might they overcome that obstacle? We learn nothing of this. What it is, is the first sentence of one.
Storytelling is the very specific craft and it’s not how you hold your camera.
Now watch this video spot I created for the MA 48 (Vienna’s municipal department charged with keeping the city clean):
Storytelling is the very specific craft and it’s now how you hold your camera or what information you convey. It’s in the moments you don’t notice. Re-Watch how, after meeting her prince again, Cinderella looks down before the camera cuts to her feet. That’s the craft, that’s the logic we create. Everyone can hold a camera or talk about how they did something. But it requires craft to create logic.
