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| April 2022 |
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FROM THE DIRECTOR'S DESK | Lucero Ruiz, Creative Director
One of my favorite things about working on creative is when we deliver well thought out and beautiful work. This is accomplished by working together to make an idea come to life. From account service to creative architects, animators, designers, all supporting each other and leveraging each other's strengths. Working on the Crown Crab has been one of those projects.
“This creative is amazing!” - Joe Lamphier, Executive VP & CRO, Crown Automotive
“Think about all we can do with it – Crown Crab stuffed animals, reusable branded beach bags – we love him!” - Amy Spiegel, Group Marketing Director, Crown Automotive
It all started with a spark of imagination by Harriet Figueroa. It evolved into an awesome character design by Cassie Smith, and morphed into an amazing look by Jorge Rivas:
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As always, we cannot do it without all of you! So do not forget, we want to hear from you! Please send us any creative suggestions, questions, jokes at tipjar@affinitiv.com
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TRAFFIC RADAR | Sara Goodfellow, Traffic Manager
All new folks! Reminder that our next TRAFFIC TRAINING will be at the end of MAY. Be sure to attend, we will be going over all the basics.
April has been steady going and jobs have been spread out well from all account teams GREAT JOB and KEEP IT GOING! We also have to say thank you to all who were able to make room to push any jobs as requested as this really does make a big difference for our creative teams.
COPY TASK REMINDER: We have removed the “Pick-Up” option from Copy task types because this is a rarity for them – if you think it’s a pickup, it’s probably NEW. The only time you should have anything picking up directly will be a “Punch” and those are EXACT copy with a small portion (a few sentences, 2 frames or less, an offer) being updated.
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THE WRITERS' ROOM | Kevin Brown, Director of Creative Strategy
From under the sea to the used car lot, the Crown Crab Big Summer Used Event is on its way. Harriet put together an incredibly charming character and copy for the event that Crown has fallen in love with, and Bill Cross gave life to the character with spot on vocal options.
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THE CUTTING ROOM FLOOR | Adam Anderson, Video Director
It is almost May!
We are trying new techniques.
We make awesome ads.
-Adam Anderson
Summer brings more sales.
Motion Graphics with hot deals.
It’s fun in the sun!
- Adam Anderson
Spec is happening.
Production is rocking it.
Good job team. You're great.
- Adam Anderson
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ALL ABOUT THAT ART LIFE | Duane Grant, Art Director
Everything has been nice and smooth for art. We are looking forward to seeing what production has to show us when it comes to creating GIFs using Adobe After Effects during our training session later this month.
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THE DIGITAL PERSPECTIVE | Jeff Roskow, Project Manager
Well, I do not know about all you guys, but I would say I feel like workflow through art has been better than ever! And honestly, it is not just from the art side changing and evolving... There is thanks to be given to account teams for working closely with their design teams and helping workflow move through the department smoother than I remember seeing it before! This is truly an agency team effort that I would just like to say thanks to all for everyone's hard work and patience as I feel it has very much paid off!
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BEYOND THE LENS | Kevin Brown, Director of Creative Strategy
We’re excited to get back on location not only with a high energy and stylized BMW lifestyle shoot but see the new Wesley Chapel Kia and film their spokesperson on location. It will mark the 1st time we’ve been back with talent at a dealership in quite some time.
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