Wednesday, March 23, 2005


Recently, someone from the Chicago office dropped by to take a look at the work Manila had done. He was a Creative Director, if I remember correctly (sorry... nasty past few weeks = short-term memory loss). Which, based on factors such as the currency convertion rates and colonial mentality, meant he was probably something closer to a deity.

He found a seat directly in front of me when the team gathered at the mini theater (well...12 comfy seats before a screen) to view the materials. I'd hear him go "Mmm-hmmm. Mmm-hmmm." or "Nice." as images of recent advertising efforts came on the screen.

Then, a print ad I've done came up.

He looked at the screen.

And he laughed.

Behind him, I grinned.

He got the joke.

Being from advertising, it was almost expected that he was quick on the uptake.

However, to be able to make someone from a different continent and a different generation laugh with just a picture and a sentence is, for me, a magical experience.

And what about the print ad?

It's basically the reason why I'm still at work with the art director long after everyone else had gone home for the holidays. Due to be released for publication in a few hours, the print ad had long since been modified, altered and adjusted. Bigger product. Larger fonts. Oh, and more copy, please. You've heard it all before.

The battle to keep it as simple, as pristine as it was that afternoon in the mini theater had been lost.

All I have now is the memory that, once upon a time, it actually worked.

Right now, that'll have to do.

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