With clients ranging from Fortune 500 brands to small businesses, Fuseideas sees itself as destination for versatile creative solutions in the digital space.
Promoting a shoe can be a tough sell online where consumers don't have the ability to touch and feel the physical product. But Fuseideas' work on behalf of Reebok manages to give the user a nice look at the shoe in an environment rich with brand attitude. As you mix and match colors while rotating the shoe 360 degrees, a trash-talking narrator keeps you engaged and laughing. The site also features videos of the next generation of basketball talent using and talking up the shoes.
What Do You Look For In An Employee?
"We need people who generate ideas," says CEO Dennis Franczak. "Everyone needs to collaborate and come up with new opportunities and approaches. Technical abilities are the bare minimum requirement."
Fancy technology aside, Rassak's primary focus is keeping brands like software maker BigFix and Slide in conversations with real people. Sometimes that means inventing a fictional presidential candidate, and other times it means asking a simple question: How will people use this product?
Word-of-mouth can be a difficult thing to wrap your arms around. After all, it's about getting impartial people to identify so much with a brand that they actually pass along the message to their friends.
This photo of Tom Cruise and Katie Holmes may look like the run-of-the-mill paparazzi shot, but it's not. The picture actually came from the Consumer Electronics Show, where Slide engaged Rassak to experiment with getting bloggers at high-profile events to upload their photos onto the image-sharing site.
The cool part? Although Rassak had its own bloggers in attendance, this picture actually came from a user.
Biggest Challenge Facing Digital Right Now?
"Disintegration between brilliant creative people and brilliant technologists," explains Principal and Creative Director Barak Kassar. "[Disintegration] between algorithmic approaches and warm, human approaches; between transformational and informational appeals; between branding and direct selling; between channels; between online and offline; between top-line and bottom-line; between the desire and need to control brands and the desire and need to accept that control always was in the hands of consumers; between hand-crafted experiments and massive branding at scale.
"Digital doesn't only change things on a medium-by-medium basis, it changes everything fundamentally --- because, above all, digital is a tool to integrate. The challenge is there aren't many people with diverse enough backgrounds thinking about this."
Michael Estrin is a freelance writer.