So on the way back from lunch at Casino el Camino yesterday, I saw this on the dirtiest, stinkiest, most disgusting sidewalk in North America (6th Street, Austin, Texas) and see this. If it were a Pepsi top, I think the same old thought would come to mind: “People are thoughtless pigs, littering on my street.” Maybe even if it were a Budweiser top. Maybe. Definitely if it were ANY light beer. But Coke has brand power with me like no other. I wonder why. Because I’ve never, in 44 years, had a bad experience with it? Or maybe I have, and it still didn’t prevent me from buying it again.
Here’s a closer look at that memorial you see on the Hike-and-Bike Trail along Town Lake near the 1st St. bridge. I get the point, but I’m not sure it’s written so well. I remember something from college (believe it or not) that 95% of communication resides with the audience. But it’s that other 5% that’s important to me, as a writer, photographer, designer and whatever else is asked of me down at Fosforus. Getting the point across isn’t enough. Fosforus has a tagline: The Idea is to Sell Something. That’s a completely different practice from the widespread perception of advertising being “The Idea is to Tell Something.”
A peek through the keyhole in the door to the studios at Fosforus. We’re working on something pretty cool. And it has nothing to do with that shot of the tea bottle. Kidding. Sort of. That project is cool, too, but the one I’m talking about is big time. Think: meat, guitars, vodka, wine, candles, beautiful women and a 100-foot long table.
I’ve gushed about them before, sure, but Fosforus continues to amaze and inspire me. Let me be clear. I work with more than one agency, and I say what I say at the risk of losing business from the many.
This shot here is a screengrab from Fosforus’ site, today. I shot the handsome young man there in the middle, and I shot the backdrop of the guy with ________ behind his back (we shot him with lots of different stuff back there.)
I didn’t realize it before, but this incredible group of people has entrusted me, your local pro, with imagery that takes them around the world onto the screens of those that make multi-million dollar decisions.
Quite a compliment to me.
In this, the purgatory season between giving thanks and simply giving, I give my thanks to the gang down there in the Grove Drug building on Sixth Street.
Maybe, but at the very least, Fosforus is easily one of the most effective companies I’ve seen, in terms of what goes on there and what their clients get from them. As a whole, they deliver fresh, smart business ideas and direction, but it’s downright astounding to witness the separate creative elements spill out. Ask anyone there to come up with something to help your business, then push “start” on your stopwatch.
Their head writer is smart, informed, caring and genuinely interested in helping sell whatever there is to sell. Not just tell. I’m sure lots of companies have enough cash to simply spend a lot of money to show and tell, but I bet more and more of them will find their way to companies like Fosforus, especially in the current economic storm.
Their Creative Director (and I’m not blowing smoke here) is the Tiger Woods of the creative world. His brilliant mind churns out more effective, creative and relative ideas in 30 seconds than I would in month. Scratch that. He does things I could never do. Ever.
Their design guys stay out front in terms of what’s cool, what’s next, what’s useless and what works in different situations. Masters of media, all of them.
I overheard a client of theirs coming out of a first meeting with them, saying, “My bullshit meter never went off.” And that client went in with an itchy bullshit trigger finger. I’ve watched the Fosforus engine work from many different angles, for years now, and I can safely say the same thing.