My ideas come from music generally and usually when I am in my car. All of my music is on my iPod. I was listening to this song called tiny machine by the darling buds and I am listening to it on a Tiny Machine. Visual Imagery started flowing to me. First I do a rough storyboard. Then I began researching how to create the effects I wanted. I used the Internet to find a model of the iPod from different angles and began modeling. Once I had enough artwork I began animating a shot. I use After Effects, Cinema 3D, Photoshop and Illustrator. The results never meet my expectations. I always think something could be better at the end of a project. I like feeling that way because it means I learned something.
The reception far exceeded my expectation. If I had known it would be so popular, I might have done something more on-brand and edited it down to a :30 spot. It's special because it's an expression of my love for motion graphics and Apple products. Not a direct attempt at fame or fortune.
-- George Masters, Teacher and iPod Enthusiast
I appreciate George's creation because it's served up with pep, cheeky vigor and whimsical animation that slices through. The music’s a little ‘show and tell’, but still works. It’s got scale, and could easily render as a :15, :30, 1:20, cinema, default screensaver in the iTunes visualization tab, music video, banner ad… ad infinitum. Perhaps even an extended play version for those inclined to find branded hallucinogenic bliss? Still, it leaves me perplexed that we seem more enthralled the creation resembles "a real iPod ad" than anything else. Which naturally begs the question: "What if it was? Would you be as impressed?" Assuming not, George Masters wouldn't be an ad-blog celebrity; he would (just) be an Art Director.
And the fact that it's of near commercial quality is too, irrelevant. Apple's business is about developing tools that allow Georges everywhere to create product with professional results. I would argue this is less an ad about the iPod Mini, and more a consumer testimonial in what's possible when one employs the use of Apple products. An explosive concoction awaits when one combines intense consumer desire of the same products that exponentially catapult creative potential.
George Master's iPod mini piece is homage spec creative that happens to be good - and on brand. It became an ad when it had placement. What would be genius is if Apple commissioned the piece for distribution.
But does it represent the future of advertising? Boil it down to contemporary expression of voting with your feet. The only difference is the consumers' accessibility to tools to better develop and freely distribute the manifestations of these personal affinities. Since consumer-generated ads are stimulus/response, and especially in this case, still rely on a general market campaign from which to draw, I’m putting my chips on NO. Just like a poignantly-constructed letter to the editor doesn’t make you a journalist -- neither to does one ad make you a practitioner. Because distance between original thought and heartfelt parody is wider than you think.
The ad, like the iPod Mini was as cute as it was believable. It shows proficiency in advertising acumen as well as animation. It brings me joy that this ad was created by a teacher. We need teachers who can inspire; and in some cases, teachers who can inspire students to become copywriters and art directors. George, thanks for giving us another reason to love advertising.
-- Scott Witt, Group Director, Digital, SMV Group
The viral power of the blogosphere is truly undeniable. When that power is harnessed to distribute a piece of content that features both the creator's passion and a corporation's product, true interactive marketing bliss has been achieved.
George Masters' :60 spec spot for the iPod Mini is just plain fun. His personal take on Apple's existing branding, set to the sickeningly sweet 80's pop of the Darling Buds should make just about anyone smile. But for me the most interesting aspect of this online video is the fact that it is pure, home-grown, grass roots, accidental marketing. I'm sure when Master set out to make this piece his intention wasn't to help Apple gain more market share of the mp3
player market. He probably wanted to just make something cool about a product that he loved.
How wonderful and odd it must be for Apple to have their loyal followers evangelize and create marketing materials for their products. I can't readily think of many other corporations out there in the same situation. You have your loyal subscribers to various brands but how many of those loyalists have the passion and the capability to create a piece as professional and impactfull as "Tiny Machines".
As an interactive creative director I must say that when I see a success like this it gives me great joy. Not simply due to the fact the end product in this case is elegant and well produced, but because the content itself is what makes it great. There wasn't a client, a creative brief, six months of strategic thinking, focus groups, etc. There was simply a cool idea.
-- Adam Boozer, Sr.Creative Director, IQTV