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The Badge Hunt67:10 with Allan Peters
Have you ever wondered what it would be like to work in at a boutique design agency? How about a huge marketing agency, or a global ad agency? What about working in-house for the best brand in the world? Allan Peters has tried them all and has survived to tell you the tale. This is a story that spans 33 years and includes not only the victories but also the down right ugly stuff that happened along the way. Join him as he walks you through projects for brands like Nike, ESPN and Target showing you his process as well as behind the scenes stories and photos. Peters loves design. He loves to make it, hunt for it, document it, write about it and most importantly – he loves to talk about it.
[MUSIC] 0:00 Hey, guys. 0:05 Thanks for coming out, a little early. 0:05 Sorry about the, the switch around. 0:07 Gotta catch a plane. 0:09 So, Badge Hunt. 0:10 I wanna start off before I get into anything much, like, to say thank you to. 0:13 Huge thank you to Mike Jones. 0:18 And Alison McKinney, and all the people who made 0:20 Creative Salt a reality, I mean, I mean come on. 0:23 Like, the, the price compared to, like the How conference or something like that. 0:26 This is crazy. 0:30 I mean, like, give those guys a hand. 0:31 It's fricking awesome. 0:32 [SOUND]. 0:34 No, no it's not thank you anybody, to anybody out there who reads my blog mega 0:39 cool of you that always blows me away when I see how many people clicked on it like 0:44 whew that's nuts man and last but not least Anyone who has no idea who the hell 0:49 I am but they're like, you know, maybe he'll 0:58 be as cool as that last speaker, you know. 1:00 You know I heard that guy Drapplin last 1:03 year, you know, maybe this guy'll be halfway good. 1:04 You know, like, I'll try and make it decent. 1:06 Alright. 1:11 So over the next hour-ish I'm going to be talking about 1:12 my journey and including like all the victories and all like the, 1:17 the pretty rosy pictures and all that but I'm gonna talk 1:21 about the ugly stuff too cause that's what you guys wanna hear. 1:23 You guys don't wanna hear like just like this perfect like, like ,like 1:26 here's my resume like I'm trying out for some job or something like that. 1:29 I'm gonna tell you the whole story and all the messy stuff that happened. 1:32 And I'm gonna show, a whole hell of a lot of pretty pictures. 1:35 So 18 things that sum me up. 1:39 This guy right here, hands down, most important thing in my life. 1:45 Liftin me up in some tough times. 1:50 [NOISE] this, this poster right here is by my buddy Brink Gale. 1:52 Jesus on a bicycle, can't go wrong with that right? 1:56 You know, [LAUGH] designer. 1:58 Born to do this, like totally obsessed. 2:02 Just ask my wife. 2:04 It drives her crazy. 2:05 I can't go shopping with them. 2:07 She's like can you look at this and quit looking at those signs. 2:08 Minneapolis, Minnesota. 2:12 Born and raised. 2:14 Awesome design community like the, the art culture's great. 2:16 There's, there's so many agencies that when I graduate I was 2:20 like there's gonna be like, you know, five shops to work at. 2:22 It's gonna be like, impossible to get a gig. 2:25 And there's like, there's, there's seriously like a 2:26 couple hundred agencies in Minneapolis and super eco, hippie-friendly. 2:29 Lots of bike riders, it's good 2:35 man. 2:39 This is my wife, my inspiration, Maria. 2:39 And next to her there is our boys. 2:43 Best damn things we ever made. 2:46 And conveniently in a Target cart there. 2:48 Buying some pillows apparently. 2:52 And family their the reason why we're still 2:55 in Minnesota hands down just like ,we love it 2:59 there but there's a couple of months out of 3:02 the year where we're like maybe we should move? 3:03 [LAUGH] But but we stay there, we stay there for these people you know, 3:07 we got, we got these two little boys and they love seeing their grandparents. 3:11 I'm, an ACD at Target, I love it. 3:16 The brand, the what makes it special to me, so much is it demands good design. 3:20 And like it's not getting out the door unless it's 3:25 polished and has a good idea and it looks great. 3:27 I love drawing, love drawing since I was about four years old. 3:30 And I always wanted to figure out a way to draw for a living. 3:35 You know, you take those tests. 3:38 You're like, you know, what the heck am I gonna be? 3:39 Am I gonna be a truck driver, or whatever. 3:40 And, and I would always try and scam it, 3:42 you know, like trying to answer all the questions to 3:45 make it, figure out like maybe there's some, some job 3:47 out there where I can, I can drive every day. 3:50 And I can, I can put food on the table. 3:53 And who knew? 3:56 Who knew? 3:56 There was design. 3:57 And I don't know about that back then. 3:58 Social media. 4:02 I love me some social media. 4:03 If you guys know me, you know I like, you probably know me from like my 4:04 blog, my twitters, instagrams, dribbbles, pinterest, [UNKNOWN] and 4:08 all this stuff and it's so great for. 4:13 Like, like dribble for the feedback, the inspiration that you get 4:14 off like you know, Pinterest and [UNKNOWN] and stuff like that. 4:17 The props that you can give you know, to, to awesome people that 4:19 you've never met before on, on your, like blog and lift them up. 4:23 Make them you know, get them out- get the right 4:25 people connected so people are getting jobs, they're making money. 4:27 They're selling posters, whatever. 4:29 And in, in my opinion and like it pushes trends 4:32 so quickly and, and, and it makes the work better. 4:34 And, to me it, I, I think it's the best damn thing that's 4:38 happened to design since, since the 4:41 computer and before that, the printing press. 4:44 music. 4:48 Love me some music. 4:49 Listen to it all the time. 4:50 if, you like, in another life, you know, it, 4:52 it's one of those things you gotta go all in. 4:54 It, it's like design. 4:56 You know if, if you're in it, you gotta be obsessed and just like absorbed in it. 4:57 Another life I'd probably be like, like I'd be a really bad musician [LAUGH]. 5:01 But I work at it. 5:06 healthy, we like eating healthy foods. 5:08 We like green stuff. 5:10 You are what you eat and I always tell people. 5:12 I always joke. 5:14 I'm like. 5:15 Wouldn't it be so nice if in the store 5:16 it said it said regular food and pesticide ridden food? 5:17 And you just got to make your decision that way. 5:22 [LAUGH] I love making stuff with my hands. 5:23 That I love the controlled chaos of it. 5:28 I love getting off the computer. 5:29 And ,and making something that's, that just its not, 5:32 its not perfect but its perfect because its ,its unique. 5:36 ,separates the artist from the robots you know. 5:41 See that fish right there? 5:44 Caught that thing with my bare hands and I'm not kidding. 5:46 I'm not like one of those I forgot what they call them noodling or whatever like. 5:49 Like, you can see I have swimming trunks on and 5:52 stuff like that so it's a long story you can 5:55 take the whole presentation, but that was a big day 5:56 in my life, catching a muskeg in my bare hands. 6:00 Retro video games, love me some retro video games man, like arcade games all 6:04 like Super Nintendo all that good stuff, got a happy place in my heart. 6:08 [SOUND] So, come on guys. 6:12 Like, you, you guys play some ping pong? 6:16 You guys are designers, you got the, like the fooseball player, 6:18 table with the ping pong table, right, at the, at the shop? 6:20 And so at Target every year, we have an annual tournament. 6:23 And it's for United Way. 6:27 And I've taken home the bronze, I've taken 6:28 home the silver, but I've never had the gold. 6:30 [MUSIC] 6:32 I was like limping away from that. 6:39 My buddy ,my buddy David Schwinn made a animated gif for that and 6:43 it ended up on the home page of FOUND which is so stupid. 6:47 And I love me some badges and if you guys don't know what a badge is it's like, it's 6:53 like a type lockup usually in some sort of shape symmetricalish usually symmetrical. 6:57 Everything has it's place. 7:04 It's not you know that tendency of logos and like the rule they are always like 7:05 just dude chill it down to the simplest forms and get rid of all the extra bs. 7:09 Feels like the opposite. 7:13 Its like add the person in. 7:13 You're like bring it in, bring it in make it good. 7:14 You know its inspired like by stuff from the 20s or 50s or from then. 7:16 Why they call them badges I don't know. 7:21 My buddy Nick used to call them that. 7:24 So I call them that now. 7:25 I don't think anybody else does but but we're going to make it a word people. 7:26 So that brings me to badge hunting. 7:32 And, and believe me. 7:34 So badge hunting. 7:35 This is not gonna be the whole thing. 7:36 I know you guys are like, you're like, oh God 7:37 just talk about some Target work, quit talking about badges. 7:39 But, this one won't take the whole time, promise. 7:42 And there will be good Target stuff at the end. 7:43 [SOUND] So how come every designer in America is obsessed with vintage design? 7:45 Because modern day Americans crave craftsmanship 7:51 because everything is made on the 7:54 computer and so many don't take the time to make it with 7:55 their hands or take it off or do something with it, make 8:00 it unique a little bit and you look at this old stuff. 8:02 There's my grandpa on the right side there walking down 8:05 Hennepin avenue in Minneapolis ,that sweet wood sign behind him. 8:07 You got that,look at that Elbert's restaurant sign,I mean come on you know, 8:11 that's custom lettering, custom type, and you know, one of a kind unique sign. 8:15 He brought in a whole bunch of people and made 8:19 this beautiful thing and crafted it, and now they just 8:21 slam it out and be like some vinyl, 'let's make 8:24 600 of these', and it will cost a couple hundred bucks. 8:27 Back then they were just like. 8:29 We're doing it. 8:31 We're doing it right and it's gonna take some time. 8:31 It's crap, people. 8:34 So, little cage match showdown right? 8:36 I know you can't read A or B up there because the gray is so dang light. 8:40 But the one on the right or the one on 8:44 the left anybody who like the A raise your hand. 8:47 And everybody who didn't raise their hand, I'm just gonna assume. 8:52 I'm gonna assume you guys really like 8:54 drop shadows and like, warping effects in Photoshop. 8:56 Which is fine. 8:59 It's it's not fine. 9:00 It's, it's not fine. 9:02 Same thing, do we, we don't even have to 9:04 do it right, look at that one on the right. 9:05 Man, that's, that's pretty. 9:07 Little Dairy Queen. 9:10 And then look at this like this Argo corn starch. 9:11 You look at that on the right. 9:13 You're walking down the aisle you're like I'm 9:15 going to get my Argo, Argo corn starch. 9:17 There's no BS on there and then if you really want to pick it 9:19 up and you want to figure out like the dollar all the tiny little details. 9:21 Oh looks like there's 14.3 kilograms of you know, then you can do that. 9:25 But then over there on the right they're screaming at you every which way you know. 9:30 You got the corn starch Argo like 16 ounce stay 9:33 fresh packet recycle, blah blah blah blah and everything is the 9:37 exact same size you, don't even know what to look at 9:40 and everything has a gradient and everything has a different color. 9:43 So let's talk about hunting, I like going to. 9:47 To gorgeous places like this. 9:50 [LAUGH] Look at that. 9:52 That's hot, right? 9:54 [LAUGH] Sexy shops like this. 9:55 [LAUGH] With gr-, with great treasure brox box logos that look like the store. 9:58 And then, then finding some good stuff in there. 10:04 Stuff like, stuff like this. 10:06 I love that stuff, man. 10:08 Look at those illustrations. 10:10 I could just like sit there and obsess and 10:11 like talk for like ten minutes about each of these. 10:12 Look at all those little loops man and the nice thing is like the stuff from 10:14 back then not only is it being made by hand but like look at this stuff. 10:20 Its just too colored. 10:24 Like they have the restriction. 10:25 It wasn't just because they wanted to be two colored. 10:26 It's because, that's what the budget was, man. 10:28 And you had to figure out how to make it work. 10:30 And there's so much personality, I mean, look at that. 10:33 It's a knockout! 10:35 Right? 10:37 That's great. 10:37 And, and drink as if you didn't know you're supposed to drink the damn thing. 10:38 Come on. 10:41 [LAUGH] Eagle's heads. 10:42 We like those, right? 10:45 What designer doesn't want to put eagle's head onto everything. 10:46 And look at this. 10:49 You know, so much stuff is made with templates now. 10:51 You got like a, you go to like Wal-Mart or something, you walk 10:53 into that garbage store, I don't know if you guys like that store. 10:57 I don't like that store. 11:04 And you're shopping at Wal-Mart, and they have the. 11:05 Like with the Sam Clubs packaging it's all like templated out. 11:08 And they make one skew and then make 11:11 18,000 different of these same exact skews right? 11:13 They all look the same. 11:15 But you look at this thing. 11:16 Look, every single piece of type has its own place. 11:17 It's made custom for this washboard. 11:20 Look at that number 185, how it's balanced on both sides. 11:22 You just like, you're just like, yes. 11:24 That's good. 11:27 And this, this. 11:29 And talk about extra words. 11:30 Look at that, that trademark down there. 11:32 Trademark and new label registered in U.S. Patent Office. 11:33 Imitators will be prosecuted. 11:37 And, it's as big as the logo. 11:39 [LAUGH] And, and, look on both sides of it. 11:41 Like if you look at that one on the right, it has the word mark right there. 11:44 Right on the other side, it says trademark already. 11:47 But it's it's thrown on there and nice and big and 11:49 loud and proud and nobody's going to mess with that brand. 11:52 You got more eagles, we got ,we got lard packaging that I 'll wear on a t-shirt I 11:55 love this stuff and then look at that it's 12:03 like instructions on how to change out some quarters. 12:05 But it's so nice looking, man. 12:09 I'd put that in my living room. 12:11 So let's get down to it, brass tacks, you guys. 12:13 So the beginning. 12:17 I'm gonna sum up, I'm gonna sum up man, 30 years in one slide. 12:18 So, it's gonna go really fast. 12:21 Born in Minneapolis, my parents are Mark and Lois Peters, awesome. 12:25 My sister a total overachieving bad ass 4.0s all 12:29 the way through you know, I always, I always looked 12:33 up to her as a driving force like man 12:37 I gotta keep up with this awesome sister of mine. 12:38 She like runs a news station in Sioux Falls, so good 12:41 they encouraged my love of drawing and I was 12:45 so obsessed with drawing in school that You know 12:47 effected my grades I'd like skip science class and 12:50 go to drawing class and sit and draw all day. 12:52 Which, probably was not a good idea. 12:54 But, But who knew? 12:56 Who knew? 12:57 That one day I'd get to draw for a living and I was actually working on my career. 12:58 Yes. 13:02 So I made it to college. 13:04 The College of Visual Arts in St. Paul. 13:06 I made it there on probation. 13:07 And put my head down never looked back and I 13:10 started out my career working at three small design shops. 13:13 A little place called Nicho about 30 people, Uno which was 13:18 three people and Industrial which started at seven by the time 13:21 I left there it was about 20 and then Industrial got 13:24 bought out by another agency, so like all these little design firms. 13:27 Did a ton of design right. 13:30 And, kinda like a wholeness craft, figured out, 13:32 you know, how to make something look really pretty. 13:35 But then I, I took a, a risk and took a gig at BBDO Minneapolis. 13:37 And BBDO, like worldwide is the most awarded ad agency in the world. 13:43 And they're an ad shop. 13:47 Like they make. 13:49 Like, bring me your, bring me your problem, I'm gonna give you three 13:50 print ads and a TV spot every time baby, and maybe some gorilla. 13:53 [LAUGH] And they aren't always like, necessarily like this but I 13:58 mean that like, that was like kind of the tendency, and. 14:01 I knew, I had done like some print work in 14:06 the past, like print ad advertising but it's usually like part 14:08 of like some giant system like you did the logo 14:11 and the brochure and the catalog and make sure you, make 14:13 sure you throw in you know some print ads why 14:18 not, and it was just like you'd lay them out and 14:21 it would be like six word headline you know send it 14:23 off to the writer the day before it had to get. 14:25 sent to the client ,like hey I need 18 characters here you know, fill 14:27 in the blanks, hopefully it looks good,um, but this was the first time I 14:31 was working on site with writers basically like get locked in a room for 14:36 like a week fill the walls with sharpie marker sketches and best idea wins. 14:41 And I need to learn how to, I need to learn how to do that. 14:47 You know, I didn't go to school for advertising 14:50 and I never made a broadcast by my life. 14:53 And so I bought some books on, I scammed them into 14:56 giving me the job, I am like ,yeah I can do 15:00 this no problem right, and I didn't know what I was 15:01 doing so I bought some books and I got the job and. 15:04 And, learned out on the job and it was, it was really fun. 15:08 And, made some ads for Spam, freakin spam guys, alright, awesome. 15:11 And a Spam it's a pretty cool brand actually 15:20 cuz it's not afraid to make fun of itself. 15:22 And so for this stuff the goal of it. 15:24 Was to say basically a Spam burger hamburger wasn't the only kind 15:28 of way to have Spam, right, you could also have it with 15:33 your mac and cheese and your, your eggs, and, you know, how 15:36 about a Spam LT, so the, the tomato's getting pretty pumped there. 15:38 And so I made this next spot, it's you know, it's part of the same campaign. 15:43 Made it with like with a house out of Portland. 15:47 Egg. 15:48 [SOUND] Egg. 15:50 >> Here. 15:56 >> Egg. 15:58 >> Here. 16:00 >> Egg. 16:02 >> Here. 16:03 [MUSIC] 16:05 [MUSIC] 16:10 >> Wake up your eggs, with great tasting Spam. 16:15 >> More fun ideas at spam.com. 16:17 >> So like super fun. 16:21 I remember when we pitched that, I'm like, there's no way this is happening. 16:22 And they bought it, I'm like, there's no way 16:25 this is actually gonna get produced, and then like the. 16:27 To this day, I'm still kind of shocked we were ever able to make that. 16:29 [LAUGH], so Jennie-0 turkey is like one of the largest campaigns I worked on there. 16:33 More meat, yeah, cuz people like meat. 16:39 Right? 16:41 Come on now. 16:41 And the whole idea was to make people make the 16:44 switch from like beef or pork or chicken to turkey. 16:47 And because it's, it's it's slightly healthier, right, a little less fat. 16:50 And so we we took this old, fast food place, that 16:54 was in LA and we converted it to a, a, Jennie-o turkey 16:59 store, and decided to test the public to see if, if they 17:03 like turkey burgers instead cuz they are so much healthier, and delicious. 17:07 [MUSIC] 17:11 Here's a question. 17:13 Is the world hungry for a better 17:15 burger? 17:19 We wanted to find out. 17:19 So on September 2nd, we took over a restaurant for just one day. 17:21 After some minor redecorating, we made lunch for the neighbors. 17:26 1000s of turkey burgers. 17:31 On us. 17:32 See at Jennie-O we believe people deserve a 17:34 burger that's as lean as it is delicious. 17:37 >> This feels light its really flavorable. 17:42 >> Its really good. 17:45 >> Wasn't sure what it would be like? 17:46 These are great! 17:48 [MUSIC] 17:49 >> He loves the turkey burgers. 17:51 >> I'm very surprised, this is very good. 17:52 >> I'm a hamburger guy they really changed my mind. 17:54 >> One of the best burgers I've had in a while. 17:58 >> Looks like the world is hungry for a better burger. 18:02 Make the switch. 18:05 Look 18:06 for Jennie-O at a store near you. 18:08 [MUSIC]. 18:10 >> See I got to work a gigantic badge into that thing. 18:11 [LAUGH] And it was huge. 18:16 So working at bb, like this great slide I have up right now. 18:18 Working at BBDO. 18:23 Ad agencies, many work a lot of hours. 18:24 I was working you know 60, 65 hour weeks on that. 18:26 Like, design that whole store in a couple of weeks. 18:29 It's just really, really intense. 18:31 And then, back up a couple, couple of months before that September 5th, 2009, 18:33 right before that, right before that Jeenie-O 18:39 shoot, it was my wife's 26th birthday. 18:43 We were having friends and family over. 18:46 Eating good food. 18:48 You know? 18:49 And, you know? 18:50 The kids are playing in the yard. 18:50 And we're possibly, possibly expecting our own. 18:52 You know? 18:54 And. 18:54 And we were gonna take the test the next day cuz like, 18:55 scientifically it wouldn't have been accurate 18:59 whatsoever, taking it at that point. 19:00 But I still like, didn't care. 19:02 I was like Marie, gotta take the test. 19:03 I was like bugging her all day long, really wanted to find 19:05 out if, you know, cuz we'd never had any kids at that point. 19:08 I mean, she's only 26 man. 19:10 And and it. 19:12 So any how that night you know, we had most of our friends over. 19:15 and, and when after they're taking off, and it was 19:23 just a couple of us left it was just awesome. 19:25 Another couple hanging out under the stars, you know. 19:26 I have a fire like you know, in one of 19:29 those like bought at Target like fire pits that you have. 19:31 And 19:35 this is getting pretty late, and a couple of two gentlemen, 19:38 jackets, gloves, and bandannas, entered the yard and demanded our money. 19:42 You know, these days I don't care cash on me, I carry plastic, who the heck does. 19:47 Everyone has Square Readers or whatever. 19:53 And my wife put up an argument with these guys. 19:54 And one of the gentlemen put a gun to her head. 19:57 And, it like it's her, it was her birthday, 20:01 I mean, and there's other stuff too, but it 20:04 was like, basically it was like her birthday, a 20:07 guy's putting a gun to her head, she's probably pregnant. 20:10 And it's late and it just, it, 20:15 it was, it was a bad combination of things, and 20:19 I overreacted and I attacked the guy closest to me. 20:21 And just not knowing what to do. 20:24 And so this is, this is a blog post my wife made up on my blog next day, 20:27 it says I know you usually visit Allen's blog 20:31 for beautiful design inspiration, but today Allen needs your help. 20:34 Early this morning my husband Allen was a victim of a shooting, 20:37 and is in need of your prayers, please keep him in your thoughts. 20:39 The bullet damaged my liver and damaged my appendix, both my large and 20:45 small intestine and my gall bladder, and the worst part two main arteries. 20:49 If you see like, like how it's over the on the left side, the bullet went 20:53 between two ribs and it's, it's still in 20:57 me, it's right here I can actually feel it. 20:58 I was opened up for two days while they stapled and sewed me back up. 21:01 And afterwards, the, the doctors told me it 21:05 was a complete miracle I was still alive. 21:08 They said if the bullet had hit a rib, that 21:10 it would have splintered and I'd be dead for sure. 21:12 They said if a, and it went between two of them. 21:15 They said if a, if I hadn't been working out and been really healthy, I 21:19 would have bled to death for sure cuz I lost half the blood in my body. 21:23 And, and then on top of that the fact that I 21:27 you know, I was shot and I turned, and I like, I 21:29 chased these guys out of the yard screaming at them just 21:32 like, just to keep them away from, from my friends and family. 21:36 And, and it was, it was like a while before like 21:40 it came back collapsed and they had to call the, the ambulance, 21:42 but the fact that they didn't turn around and shoot me, 21:45 its like they must have been, that the gun must have jammed. 21:48 They never found the, the bullet casing or anything like 21:51 that, so, it's like how many can, how many things can 21:55 happen all, all at the same time before it's like you 21:58 know, that's not just, that's not just like a normal thing. 22:01 That's God's doing, you know? 22:05 Woah, look at 22:09 that video of the painted room. 22:12 And who's over in the triangle? 22:16 Who's in the triangle in the video the painted room? 22:18 I know who that is. 22:21 And who's in her belly? 22:24 Now that's Mathew >> Mathew 22:25 >> We just found out today. 22:27 >> My painted belly [LAUGH]. 22:28 >> We found out that your belly is a boy. 22:30 I 22:32 love you Bran. 22:35 You know, I know he wanted me to be around to, to raise my children. 22:38 And, this experience it changed the way I, I think about everything. 22:41 And it helped me realize how fragile life is, and how important faith is to me. 22:47 So, while I was recovering my buddy Charles Yole, 22:53 right, he runs this poster show called R Crank. 22:56 Which is awesome, it's all about posters that are about bikes. 22:59 And, he asked me to be in it after I'd been bugging him for like three years. 23:04 And, this is the poster I made, you know, not 23:09 knowing if we're gonna have a boy or a girl yet. 23:11 And on the bottom left it says dedicated to our baby 23:13 to be, with a little, little couple of bikes thinking [UNKNOWN]. 23:16 And then on May 29th 2010, my son Matthew was born. 23:21 And a complete and total designer fashion and made a 23:26 55 word badge, with tons of bonus words in there man. 23:29 Top and bottom man its just a lot of stuff extra, and I was a letter pressed 23:33 my buddy Kent at Nomadic Press in St. Paul, and that guys a craftsman. 23:39 Beautiful job. 23:44 So, back to Jennie-O. 23:46 I don't know if you guys noticed in the spot, but if you look on the, on the left 23:50 side there is my wife and that's my son 23:53 Matthew were in, were in the dang spot all right. 23:54 I was actually working so many hours at the time that the idea of vacation, just 23:58 cuz they hadn't seen me that much, was to bring the family and production with me. 24:02 Which is, is kinda wild, you know, and 24:06 it's not that cool, especially after the whole shooting. 24:08 And then I got a call from these guys, right on the shoot. 24:10 And they're like, they offered me better projects, more 24:15 of a focus on good design, and work life balance. 24:18 I mean like 40 hour which, in this industry is 24:21 that like, like, who the hell has that, that's crazy. 24:24 And, it's been amazing, man. 24:28 So this first project I'm taking, we, we can, 24:32 we got to the Target work guys, we made it. 24:34 You're like, thank goodness man. 24:36 It's like let's, let's get to that bulls eye stuff. 24:39 So my [LAUGH] this first project I'm gonna show 24:41 you is it's basically the core branding for Target. 24:44 And it's one of the first projects that I got to work on 24:48 when I was at Target and it's like the holy grail of Target projects. 24:50 Like I grew up I grew up seeing, oh I meant to click, oops, seeing stuff like 24:53 this created by PMH out of Minneapolis, and it's just gorgeous stuff, right? 24:59 And you always like, I remember seeing that and 25:05 being like damn, that's how you do it right, 25:10 you know, red, white, and round, really simple the 25:12 guest, it's not selling the products, it's selling the brand. 25:13 And they use it in a situation where you gotta see Target at a glance. 25:17 They're not selling anything specifically, it needs to be generic. 25:22 And, basically, the, the, the kind of 25:26 creative brief is, you know, show bullseyes, 25:28 red and white, and show the guest, and, like, do it in a unique way. 25:30 And PMH had done it like, God, they've been doing 25:33 it for, like, 12, 15 years, or something like that. 25:36 And they've done it every iteration you could possibly think of, right? 25:38 And so, me and a bunch of the, it was the 25:41 first time that our in-house group had ever done it whatsoever. 25:43 And 25:46 I got to thrown on it I was super excited and, pitch a 25:48 whole bunch of directions but the, the one they loved was this one. 25:51 And I remember putting it on the wall I pinned it up there 25:56 and got this little tiny dude just hanging on top of a, a 25:58 big crop bullseye, where you can only see just like, just enough that 26:02 they can tell it's a bullseye, but it starts to turn to abstract shapes. 26:06 I remember pinning it up there and my bu, my buddy Aaron Lander 26:09 who's also an amazing designer, check out his work if you don't know him. 26:12 He's looking, he's like, Dude, I wanna be that guy. 26:16 >> [LAUGH]. 26:19 >> I wanna be sitting there basking in the sun on 26:20 top of that bullseye, it seems like a really good place. 26:23 >> [LAUGH]. 26:26 >> And apparently so did all the, all the people in Target and it got produced. 26:28 Which is one of those, another one of those things 26:32 that is like, if this gets sold I'm gonna be happiest 26:35 man on this earth and, and they got produced, and, and 26:37 so it was designed with the rule of fives in mind. 26:41 I don't know if you guys know about that but basically it's 26:43 a good poster should work at 50 feet, five feet and five inches. 26:46 And so this one you're driving past and, it was 26:52 like, it was in the credit brief specifically, so make 26:54 sure it looks good if you drive past a Target 26:56 on the freeware so that they can tell its target. 26:57 So at a glance, from the ta, on the left one there you're like yeah I 27:00 get it's a bullseye, get up five theatre 27:03 way you're like, hey there's a person on it. 27:04 And they're rocking out on a 27:06 guitar, that's, that's weird, that's kinda awesome. 27:07 And then you get up super close and you're like man, look at that awesome shot. 27:10 They must have spent a ton of money on that photo shoot. 27:13 Looks good, good color pops, right? 27:16 And so these are on the exterior of most of our stores, 27:19 and headquarters, and then, and a few unique locations within the cities. 27:21 They'd have like these custom ones. 27:28 And them in some of 'em, the custom ones would lend himself to doing something 27:31 really unique for the media placement like this 27:34 one, where it looks like they're biking down. 27:36 You go on an escalator and there's people biking down the hill 27:38 at the same time, it's kind of fun or, I like this one. 27:40 And I think it looks the guy's climbing the wall and its life sized too 27:42 and at first glance you're like woah, is 27:45 there some dude climbing the wall right there? 27:46 And then you're like hold its that damn Allen Peters scamming me again. 27:49 >> [LAUGH]. 27:53 >> [LAUGH] So we made like 60 varieties of these shots. 27:55 And here's some behind the scenes, so ten days, 44 shots, 86 28:00 models, and five dogs, and dogs man, dogs are crazy to shoot. 28:03 Like you need, you need to bring some bonus dogs just in case cuz, it's 28:08 not like you go like hey, do this and the dog's gonna do it right away. 28:12 So we created these custom convex and concave ramps. 28:16 So cuz, like, at first glance you're like, sch, 28:20 easy right, just throw some person on a bullseye, 28:22 and man how easy is that gonna be to 28:24 shoot that like, you're gonna be clipping him out anyways. 28:26 But of course you know, how overly complicated, you 28:28 know, I'm like, we're gonna need these custom ramps 28:30 made so their feet are at the right angles 28:32 and the gravity is, is just right, you know. 28:34 So it looks like they're actually standing on the bullseye. 28:36 And 86 miles required a heck of lot of clothing and a ton of 28:40 pre planning you know, like casting all 28:44 those people, getting all the right clothes 28:45 sourcing all the right props, getting everything 28:47 the right color and making sure the 28:49 colors look together, shooting four people at once, making sure it's a nice palette. 28:50 You shooting four bikes together make sure the colors look right together. 28:54 You know, hey I'm shooting a, a shot for a, Hawaiian Target 28:58 store and I think I need a old woody with real wood sides. 29:02 Why wouldn't you, right? 29:05 It's awesome, pogo sticks, nerds on the left, models on the right, and so the best 29:07 part like this one, like this is my 29:13 favourite one that this one through and through. 29:15 Like head's been on the R ball right, so its dumb and awesome at 29:19 the same time, but the best part about this, about shooting as spinners like I 29:22 can be in New York and getting to audition, the best break dancers in 29:27 all of New York and I know they're not called a head spinner but like. 29:31 What else you gonna call him, right? 29:34 So, this guy comes in right? 29:37 And, and he does his thing and he's doing his head-spins and all this. 29:38 And we're like, oh, my gosh, I can't believe you're doing that. 29:41 Like this is great and like, you're so good at it. 29:45 And he's like, he's like, yeah, I just, you know I got 29:47 second place in this, you know whatever kind of competition they have. 29:49 I don't even know what it's called. 29:53 Breakdown, breakout or you know whatever. 29:55 And we're like, well what the heck did the guy in first place do to win? 29:57 He's like, he's like, so check this, he's doing a head spin and 30:01 mid head spin he unzips his coat, takes it off and throws it. 30:06 Like, you got to be kidding me, that's like, that's crazy right? 30:11 And this is the next dude who comes in, check this out. 30:15 [BLANK_AUDIO]. 30:21 >> Whew. 30:26 >> Wow. 30:28 >> Shoot. 30:29 Oh my God. 30:30 >> Holy snikes. 30:33 >> Oh my God. 30:36 He's doing it, he did it [LAUGH] amazing, well done. 30:37 >> [LAUGH] That's the best line in the whole presentation right there, right? 30:45 It just it, that tops it all, so I mean, it's downhill from here, guys. 30:51 Now they flew us back out to shoot a holiday version of it. 30:56 So just to keep it simple, shot the people on a white bullseye so it looked 30:59 like snow with, like, a little bit of 31:04 texture and then, just basically reversed out the colors. 31:05 Surely [UNKNOWN] lived in L.A. live where they shoot they do the Grammy's in 31:08 L.A. and then then look at that like, gigantic one, I like doing posters man. 31:13 It's cool to see a poster that's like whatever, how many 31:18 stories that is Tal, what is it like 20 or something? 31:20 I was like, 31:22 whoa, my next project I did at Target was For summer, 2012 and the tagline was have 31:25 a big Honkin' summer, which is kinda like 31:32 saying the F word, but okay at Target, right? 31:36 And the way we paid it off was, these big icons 31:40 of summer, so in this case eight foot diameter beach balls. 31:44 And you kinda tell the scale here. 31:49 I mean it's kinda hard to tell. 31:50 I might of snuck one home [LAUGH]. 31:53 [SOUND]. 31:56 [LAUGH]. 32:00 >> You did a flip off. 32:02 >> I did that the first time and, my wife's like don't ever do that again! 32:04 I'm like [SOUND] listen, listen I know, I know, but could 32:09 you shoot a video of me doing it one more time? 32:13 It'll be the last time, I promise, and my buddy Kevin's wife, 32:15 on Instagram just goes, I see a skull fracture waiting to happen. 32:20 Which it probably was, I mean, I survived a shooting, and then I'm like. 32:23 Well lets go, lets go almost kill ourselves on a giant beach ball. 32:26 Here are a few other in store examples of that stuff, so it 32:31 works really good have the big honking summer you have these big icons. 32:33 You know usually you walk into Target and it's like, 32:37 happy summer extravaganza whatever you know over the front door. 32:38 Are, but to switch it up kind of mixed it up cuz research shows that. 32:42 Mom or Target audience or whatever she 32:47 wasn't she wasn't really noticing that anymore. 32:48 So we threw these giant scoop balls over the checkout lanes 32:52 and then on the doors kind of hit them right like they've 32:56 never done anything like spiritful, so its like these interactive doors 32:59 that you walk through and you're like hey it splits open right? 33:03 That's fun you're like, oh like, I like that, right? 33:07 Croquet. 33:09 And it goes through. 33:10 But here's the thing about this one. 33:11 Pretty cool in concept. 33:13 Looks really cool. 33:14 But I can tell it was installed. 33:16 It goes, the ball goes almost through. 33:18 And like, then it's like [SOUND] Get it come back. 33:20 [LAUGH]. 33:23 I was like almost. 33:26 Like maybe next time. 33:28 And so these are like they're so big. 33:31 You see that scene down the middle man took like. 33:33 They just don't even make anything that 33:35 could print maybe mama sauce could print it. 33:37 Print it that big, I don't know, so sun glasses. 33:40 Gigantic wieners. 33:45 And so you're like OK this is working good in store. 33:47 Become [UNKNOWN] but you throw it onto an eight and a half by eleven ad right? 33:50 Like how does it seem big anymore? 33:54 Its just a regular sized hot dog and so the solution we 33:55 came up with was to throw them in these little shopping carts. 33:59 So you're like hey you know slip in right through the store you know so it 34:02 kind of like without saying it says Target 34:05 has everything you need for an awesome summer. 34:08 Got these nice pops of color. 34:10 I worked for this dude, Luis Fitch, at Uno. 34:11 And he, he told me, he was like, I sell a color to people who are scared of color. 34:14 If they had it their way everything would be black and white and gray. 34:19 And he's like, I like yellows and cyans 34:24 and magentas, and just bright pops of color. 34:27 And it just kind of stuck with me. 34:29 I like bright colors to. 34:30 And I. 34:31 I keep that on a lot of my work. 34:33 So we're making this stuff, we're concepting, broadcast 34:34 and like making this gigantic campaign and then our 34:38 account partner, they call em BCMs, was like 34:41 hey, listen you know, we have an accounting error. 34:44 We realize we only have half the money we thought we were gonna have. 34:47 So we made a deal with REDcard and we got a great REDcard on a whole bunch of stuff. 34:50 And, I know you guys are like, red card, but I'm telling you. 34:55 Red card is something to be excited about. 34:59 It's 5% off, today. 35:01 >> [LAUGH] >> And every day. 35:02 It's not just a one time thing, guys. 35:04 So I encourage you to, to all. 35:06 Get red cut. 35:10 [LAUGH] so it works pretty good right? 35:11 Big old giant savings in that shopping cart. 35:15 We got to these little ten second cinema spots. 35:18 [NOISE]. 35:20 Plus free shipping online. 35:30 So that's a deal, man. 35:31 So for the broadcast we're trying like, how can we show the whole summer line. 35:34 Line of clothing, and like products and stuff 35:41 like that, and show it in one minute? 35:43 And so we had this idea of doing, you know like these old like 50's beach tents. 35:47 Almost make it like a clown car type thing. 35:52 Where it's just like, things it's like, everything you need for summer 35:54 just keeps barrelling out of this thing like it has a bottomless. 35:57 Like just stuff is like coming out, and coming out, and coming out, right? 36:00 So here's how that turned out. 36:03 >> [MUSIC]. 36:05 >> I, I don't know if you guys noticed, there's 36:35 a great deal on a red card in the back. 36:37 >> [LAUGH]. 36:39 >> So these two words, you're not used 36:40 to seeing them together, right, Target Zamboni, you're like. 36:41 I actually down here you guys are probably like what the hell is a Zamboni? 36:44 So, just in case, just in case for some reason 36:48 there's anybody in here who has no idea what a 36:50 Zamboni is, these things come out on the ice during 36:52 the different periods in hockey and they clean the ice off. 36:55 Get all the blade scrapes and stuff off and 36:58 make it look pretty again, and usually there's one 36:59 functional one that's like really cleaning the ice and 37:01 there's like two or three other ones that like. 37:03 You know, sponsored ones that just come out there 37:06 and drive around so that people are hanging out in 37:08 between periods drinking their beers or whatever and be like 37:10 hey, that's a good idea, should have some Bud Light. 37:12 So Target has one now, and Target has this really cool one. 37:16 That on the top that green part kinda sticking up over the top, is a 37:20 booth like you'd have in a restaurant and those are stairs coming up the back. 37:23 So you can win you can text then and you 37:26 can win a chance in between periods to go ride 37:29 on this thing and see like the player's perspective looking 37:32 up you're like that's kind of different and neat right? 37:34 I've like never heard of anything like this. 37:37 So like hey can you reskin it? 37:39 Can you come up with some sort of vinyl graphics for the outside? 37:40 And me and John Bah and Andy Teeman were 37:43 just sitting down there concepting a ton of ideas out. 37:47 And like one of the first ones it was like I, I had this 37:50 pretty good idea but like, like you know keep doing more, keep doing more. 37:53 I was like trying to like you know, beat it and get a better 37:56 one, and get better one, and we had just this huge pile of 'em. 37:58 And, and when I started comping them up, I mocked up 38:01 that first one and I was like whoah, that's so dumb, right? 38:04 Like look at those tiny people in a big basket. 38:09 How funny would that be? 38:12 And, and I showed it around and they're just like, 38:13 they're like that's it, we, we gotta make this thing, right. 38:16 >> [LAUGH]. 38:19 >> And, and the next thing is it hits the brief perfectly. 38:20 It was basically like from the nose bleeds can you tell it's recognizably Target? 38:23 I mean look at those other ones, it's hard to tell like because logos get so small. 38:27 But that Target one, the, the cool thing 38:30 about Target is, really simple beautiful bullseye right? 38:32 But also the, the basket, the cart, the dog, all those 38:36 things are so iconic, they almost like become logos in themselves. 38:40 So, it's like having a gigantic logo on, in the middle of the, the rink there. 38:44 And they, they liked it so much, even though we only pitched 38:49 one, they liked it so much they like threw us extra money. 38:51 We had to make the thing 3D. 38:54 3D molded, which was super cool. 38:56 And then painted at a high gloss, red, 186 PMS. 38:58 And then, and then bring it in and shoot it like a Porsche. 39:08 And here is, here it is in an actual game. 39:13 That's another one of those where its like a constant they like 39:16 came up with the idea, and there like that's never going to happen. 39:19 If that actually happens it becomes a reality I'm 39:21 gonna like just be like my mind's going to 39:23 be blown, and just sitting there watching it drive 39:25 around in a game and they drive like super slow. 39:27 They're like [NOISE] [CROSSTALK] I just I had 39:28 just like smiling year to year, target design month. 39:32 So, I was brought in this project a few weeks 39:37 ago at the launch, and, they had the campaign like, 39:40 like prior to my involvement, wasn't very practical, I needed 39:43 a new approach, because it just like didn't make sense. 39:46 It made sense for like one speaker but, they were 39:49 having all these different speakers and different types, and so 39:51 they're just like, and the art director is like, I 39:54 got too much stuff going on, they threw me on it. 39:56 And, but they already sold it through the CML, like all the way up. 39:58 And the entire like 30,000 people, like 40:01 downtown Minneapolis is sick, it's like nuts. 40:04 Maybe it's like 18,000, maybe I'm totally 40:06 exaggerating, but it, it's a lot of people. 40:08 It's, it's more than I can count on my hands. 40:10 And so, they threw me on it. 40:13 Me and my buddy, Adam Hoganson. 40:17 We came up with this idea of, basically, the, the main talk was about failures 40:20 and, like, not being afraid to fail so you can get to the, the final goal. 40:27 You know, like, just like not being afraid 40:30 to get your hands dirty and just completely, 40:32 like, beat your head into the ground over and over and over and over and over again. 40:34 And so idea like to steal down like you've seen 40:39 it a billion times before with a light bulb right? 40:42 So like how can you do that in a new and unique 40:45 way and so failure to succeed we've got these crushed light bulbs. 40:46 This is the sketches the lunch you know like that we 40:51 sold through and kind of like out of China I guess. 40:54 Lets just go make it. 40:56 Hopefully it looks something some what like your sketches and the 40:58 cool thing about working at Target is they have tons of resources. 41:02 I mean its a big company. 41:06 So like all the type 3D type we have multiple 3D printers over 41:08 in our like prototyping department where we make products and stuff like that. 41:11 The letters were painted by our prop department. 41:15 Got to shot it all. 41:17 We have a photo, a big full photo studio, that's right next to, 41:18 to our studio, where they shoot all the dot com stuff, I mean, if 41:22 we have something we have to shoot, we can work with them, get 41:26 a shot really quickly for really cheap with out having to go to like. 41:28 Like, we do, we still shoot like a lot 41:31 of big campaigns, we shoot all that in different studios 41:33 all over the country, a lot of them in 41:36 New York and L.A., based off of where talent is. 41:37 But, but if you just like, I'm shoot some 41:40 type, busing some lightbulbs, you shoot next door right. 41:43 And, and this whole thing is like no budget, right? 41:47 All the styling is done by myself and Adam Holgensinges. 41:51 You know, getting a little bloody or whatever. 41:54 You know, trying to wear some gloves. 41:55 Be safe. 41:57 Eyewear, right? 41:58 Gotta print those eye balls and then running simultaneously with this 41:59 in a show called the curative and it was all target employees that 42:06 made art on the side in addition to like their business rules and they 42:10 just did it for fun and were like kid like really unique talents 42:14 and stuff like that and so this is going to be during design month. 42:16 So we kept it kind of consistent, by throwing this paint. 42:20 I got nerded out, you know got my Willy Wonka oompa-loompa outfit on there. 42:24 And so fun. 42:31 Just like you work on something for a little while, and you're on 42:33 the computer or whatever, and then just to take it and make it real. 42:36 And get your hands dirty, and splatter paint, and just make a huge mess. 42:38 Look at that big heaping pile of paint. 42:43 Look at right there, it looks so gross, your like oh. 42:45 I don't know about this project, dude. 42:47 But we shot it, we shot it along the way. 42:49 We got, we got the good stuff in there, right? 42:51 And so here's some of the finals. 42:54 It's like fun seeing the way that that type wraps around that, that light bulb. 42:55 And, you know, the randomness of the crushed glass. 42:58 The stuff you can't get if you did, made it on the machine, right? 43:01 You guys would be amazed how, how difficult 43:04 it is kerning type with crushed glass between it. 43:06 [LAUGH] And so here's, here's that whole part of the campaign with the posters. 43:10 And with every low budget campaign, you gotta have some buttons in there. 43:17 Come on, guys. 43:20 You guys know about buttons. 43:21 That's like the, the solution to every student campaign. 43:22 And then we made buttons. 43:26 Got some bust some bulbs notebooks. 43:29 I actually wrote the headline for like, like, 43:30 I'm finally getting halfway decent at writing, you 43:33 know, like, even though I skipped all those 43:35 classes in high school, it's starting to come. 43:36 Got some CMYK pencils. 43:40 Why not? 43:42 And then here's how the curative stuff turned out. 43:43 Like a nice like splatter paint and its kind of 43:45 fun and you can see my shadow on the way. 43:47 That's kind of fun. 43:50 Just seeing like the way that paints like bulging. 43:52 I was like [NOISE]. 43:54 Its kind of neat and they also have some store fronts and Target's the one 43:55 thing about it is retail and you don't ever get to do store windows man. 44:00 I gotta love me some store windows out. 44:03 I always wanted to do some and so I did some 3D type to 44:05 match it but then we also did these same thing you know low budget right? 44:07 So we have a prop department and we save everything from 44:12 every photo shoot every commercial we've ever done and they have 44:14 like you know like the last scene of Indiana Jones and 44:17 the last or not the Last Crusade excuse me the first one. 44:19 Raiders of the Lost Arc where they have like the, it's like 44:23 almost like Home Depot and it's just like goes on forever [NOISE]. 44:25 Like down to the end of time, and 44:28 it's just like everything like, all color coded. 44:31 You need a TV, they're like what make and model, you know. 44:34 And so the, the way this worked out is they have video work. 44:37 They had Fine art and there was fashion on the shelf, so we just tried to 44:41 kind of define it and distill it down 44:44 and make [UNKNOWN], manage the rest of the campaign. 44:46 Pour some paint over the top of it. 44:49 It's 44:50 pretty fun stuff. 44:52 So I mean, you guys know, I love me some, 44:54 some social media, but I already talked about that right? 44:56 So I got the work on, Canada Social. 44:59 That was like, one of the <span 45:02 class="" pre="th ">projects</span> at Target last year. 45:03 Worked on it for about, you now, five or six months. 45:05 And it's nice because there's no defined roles, like no, nobody does it right. 45:08 These people do it pretty good but, it's still you know, 45:12 there's not like books on it, like here's how to do it. 45:16 At least the ones that are like, that make any sense. 45:18 And so this first campaign, I'm gonna tell you a little story. 45:21 Now, this spot I'm gonna show you I didn't do this 45:23 it was done by [INAUDIBLE] agency but it's part of the story. 45:26 So, just open it. 45:31 [MUSIC] 45:33 [MUSIC] 45:36 That's like pretty right. 45:37 Let me, let me. 45:39 And then the music for that, like 45:43 remixing 45:48 that Mr. 45:53 Rogers song. 45:59 It's such a good idea, I love that. 46:07 So that just launched. 46:08 We're just going into Canada. 46:10 It's just starting to open up stores in a few different cities. 46:11 And a lot of the talk was, all 46:13 these stores, since they were like, launching these soft 46:16 launches, where they only have like, half the products, 46:18 there's a lot of negative talk in social media. 46:20 So that had just launched. 46:23 And then, at the same time, I just [INAUDIBLE], this blog post on I don't 46:24 know if you guys know about Lab Partners 46:28 out of San Francisco but they're amazing illustrators. 46:29 Ryan Mace and his wife Sarah. 46:32 And Ryan had done this once for, for Jet Blue. 46:34 It was for a pitch through Goodbee. 46:37 They never got produce but he'd post it on his 46:40 blog and it was just like, whoa, when I saw them. 46:42 Just like it hit me with a ton of bricks. 46:44 I was just like this is so good like like and you don't see that you see 46:46 that kind of stuff where you see it and 46:51 you're like I will never do something that good. 46:52 [LAUGH] Like ever but I want to some day 46:54 and so I'm taking a shower the next day 46:59 and of course I like being an obsessed designer. 47:01 I'm thinking about posters and Target while I'm showering. 47:03 And, [LAUGH] And I was like let's combine these things you know. 47:08 Let's figure out a way to put it together. 47:12 So six A.M. I had a shower idea. 47:13 12 P.M. over, over my lunch break at 47:15 like, between other projects and stuff built a deck. 47:18 I already had a meeting with the, the social team at, at, 2:30. 47:20 Pitched it, in addition to the other 47:24 stuff, that we were you know, talking about. 47:26 And. 47:28 Got approval in the meeting. 47:29 They got 4 pm, they got the budget approved. 47:30 It's like no brief what so ever. 47:33 And 10 am the next morning I was on the phone with lab partners. 47:34 Just a dream come true. 47:38 I was like this is crazy, this is crazy. 47:39 And so social media but you know, you don't want to yell at somebody 47:42 like it just made a travel poster and posted it up and like hey. 47:45 Come on over it's Target in Vancouver you 47:49 know people are just people they blow it off 47:51 but what you gotta do is treat that 47:54 conversation, some sort of engagement, something that makes them, 47:55 make the owner feel ownable to him or give him something and so in this case the 47:58 way it kind of worked it was like a 48:04 guessing game kind of like a reverse where's waldo. 48:05 So. 48:07 When we're, we're launching in Winnipeg. 48:08 And the situation. 48:09 And, this one, it went up in the morning like bright and early. 48:11 And it's like, where's bullseye now? 48:13 And then around noon, say, asked the same kinda question. 48:15 But it reveals a little bit more of the image it pulls up. 48:18 And people are making their guesses. 48:20 Some people are guessing right, who are like from there know like the. 48:21 Like details to that specific iconic bridge and a lot of people were just like 48:24 guessing their cities and it was great to 48:28 see the conversation change from these negative negative 48:30 things to people like be getting pumped up like yeah start coming to my city 48:33 and then at the end of the day I look at that thing come on now. 48:38 So good so good man. 48:43 Ryan Neice man such a talent. 48:43 And, I'll show you a few of like, the finals. 48:46 So Calgary, howdy Calgary. 48:48 Calgary's like a cow town. 48:50 Charlottetown. 48:51 Edmonton. 48:54 Mm. 48:56 Fredericton. 48:57 Halifax. 49:00 Ottawa. 49:01 Quebec City. 49:03 Anybody here from Saskatoon? 49:08 So Saskatoon then no offense if like for some reason 49:10 this is online somewhere and somebody's like I'm from Saskatoon. 49:13 There's nothing iconic about Saskatoon and so my my writer partner and 49:17 I are doing tons of research trying to find some iconic geographical. 49:22 Something or other and just like not finding 49:26 anything and they're like God there's this bridge but 49:29 its pretty, pretty plain and when, when I 49:32 was you know I was talking about fishing earlier 49:35 when I was, when I was a little kid growing up and even in college my dad 49:37 and I would always go fishing every year and it was always an important time to me. 49:40 Spending that time with him and getting a chance to get away. 49:45 And we'd one of the unique things was seeing 49:47 the, about going up further north seeing the Northern Lights. 49:51 And I, I've been thinking about that cuz we're working on Canada. 49:55 And it was always makes me think of fishing. 49:57 And I was like, what about Northern Lights? 50:00 And then, I love the way it turned out. 50:02 St. John's. 50:04 Pirate ships. 50:06 Come on now. 50:07 People like pirate ships. 50:08 Then you guys already saw that one. 50:09 So they really liked it right. 50:11 They're like that's, that's good stuff man like, like keep, keep coming. 50:12 You know, we love that there was no brief and 50:16 like you guys just like hit it out of the park. 50:18 Like we want more of this come on give us 50:20 more ideas, we'll give you more money just, give me something. 50:22 And so. 50:26 Came up with this idea. 50:27 So like OK so both eyes travelling around all these different cities and stuff like 50:28 that right but now he's like he's settling in you know he's new to this city. 50:31 Like what should he do? 50:36 What should he do for the weekend right? 50:36 So we did these little questions that would go out maybe geo targeted 50:38 like specifically to like this one would go out to Montreal and it says. 50:41 Hey what are some fun things to do outside this summer. 50:44 It's the dogs talking. 50:46 He's like oh, you know I wanna get and out 50:47 get around you know, spend the weekend having some fun. 50:48 I'm a dog I don't wanna sit inside the whole time. 50:50 And so, tons of comments come rolling in. 50:54 We pick a couple of them and illustrate them. 50:57 So in this case he spent the weekend going the Mont Royal checking out the sights. 50:59 Or like in also their smoked meat bagels are a big dang deal and 51:04 it's, it's really unique to their region and it's a very special thing so. 51:09 Like from here you're probably like, smoked meat bagels? 51:14 What the heck? 51:16 But to them they're just like, they're probably like, Target 51:17 knows me, I'm going to go get a Red card. 51:20 >> [LAUGH]. 51:22 Maybe. 51:26 That's like my dream. 51:27 So like look at all these man. 51:28 And we did' em for all over the whole country. 51:30 Grand Prix and this one's in French, I 51:33 can't even pronounce it, air shows, Oxford Express, Agrifare. 51:37 Sunsets by a seafront in Romaski, watching the oceanic. 51:44 That's like they're special team, that's like their number one players the numbers. 51:47 So it would be going very specifically, they'd just be like yeah. 51:51 And look at that whale, that thing's pretty right? 51:56 I love working with a good illustrator. 51:59 Like I love to illustrate myself. 52:01 But, hey. 52:02 If I can hire somebody that's way the hell better than me, let's do it. 52:03 So, speaking of that. 52:09 Hiring some talented people that specialize at something. 52:11 You guys might know about Daniel Evans. 52:14 I don't know if you've ever heard of this girl. 52:15 She was up here like a couple of hours ago, alright? 52:16 So at Target Canada. 52:22 And social media. 52:23 This is one in social media still. 52:24 [UNKNOWN] having a hard time letting people know that 52:25 they had more than like designer partnerships and home products. 52:29 And so like hey we got grocery stuff too right? 52:35 So like. 52:38 When we're in this meeting, we're talking about it, and 52:41 it wasn't like a kick off, or anything, it just came 52:43 up at like the end of the meeting, they're kind 52:45 of listing off some of the problems they're having in Canada. 52:47 And I came across this girls' work, Daniel Evans, and I was like 52:50 bing, like, that would be perfect right, she makes headlines out of food. 52:55 And I sent it to my writer partner, I'm like. 53:01 Like, I'm like, this is awesome! 53:03 And, and, I'm like, should we do this? 53:05 And sent me back ten headlines like, like, done. 53:07 Like, there was no question about it. 53:09 He was already like, working on the project. 53:11 And so we, we pitched it and it got approved. 53:14 They loved, and they loved it so much. 53:16 One of the VPs was like, like this is so cool. 53:19 Like how does she do that? 53:22 Like does she just like like how long does it take her to make? 53:24 Like I want to know more about this you know 53:26 and she's like our target market and it's, it's, it's perfect. 53:28 You're like lets do a documentary and we don't have a ton of money but here's the 53:33 story Peters like you can amp I've never done a documentary before man, come on. 53:39 I'm a I'm a designer. 53:45 I went to I skipped like half the classes in 53:46 high school and so I get to know Danielle really well. 53:48 Ask her a ton of questions and find out about like her process and one of the 53:52 really unique things about what she does is 53:56 she said she was always a perfectionist growing up. 53:58 Had a hard time finding an ending to a project and With this, 54:01 once she was all done with it, she could like eat it, right. 54:07 She was like: make some food or something. 54:10 Make some coffee in this case, right. 54:12 And, so, it didn't matter. 54:16 If she made a mistake she could just you know, clear it off. 54:18 And so, here, I'll show you. 54:24 I want to show you this little this little video it's 54:25 not super long and when I say documentary your like oh jeez 54:27 this is going to be like half an hour right it's like 54:29 a minute and a half and it's good it's Daniel Levitz come 54:32 on. 54:39 >> I love crafting something and making it friendly 54:39 and warm and really just imbuing life into this. 54:42 My name is Danielle Evans and I'm a letterer. 54:46 I decided to start lettering because I realized good 54:50 design used a multi sensory experience to convey messages. 54:53 When I throw something down on the cutting board it piles up and 54:58 I see the [UNKNOWN] curve in it and so I just start moving. 55:01 I feel like the medium is really pushing what direction I'm moving in. 55:05 I'm just sort of being subservient to it. 55:10 Having it all over the place, getting it on my clothes. 55:13 I mean, it's fun to just get into 55:15 something, with your hands, and make something beautiful happen. 55:18 There's 55:21 something really exciting about working really hard on 55:24 something, and then just obliterating it at the end. 55:27 It's so much fun. 55:29 Whatever you've done, it's not permanent. 55:32 You can constantly make something better and you have 55:35 the ability to try new things and be an individual. 55:38 I've deeply enjoyed partnering with Target. 55:42 It's been a great journey. 55:44 And perfection's cool. 55:45 It's hand-made. 55:48 Target's an old man. 55:58 Fifty year anniversary. 55:59 But it's kind of like it's such a modern brand. 56:01 How do you do that. 56:03 How do you take the old and the new and bring them together. 56:04 And so a few of the concepts I had for 56:07 this thing, this one it's like the old and the new. 56:09 It's like what is the old card and the new card. 56:11 Let's mash up together. 56:13 That old pill bottle. 56:15 The new pill bottle. 56:16 Pitched a couple other ideas. 56:17 This one on the left, taking like this old beautiful, beautiful 56:19 packaging and ads and stuff like that all, all hand-done type, 56:22 and, and getting, find all those archives, scanning them in, you 56:26 know, updating the colors, getting like, some nice primary pop colors. 56:29 You know from the times but then shooting brand new high fashion stuff hard 56:32 shadow against it like Missoni in [UNKNOWN] 56:37 London and then that stuff on the right 56:40 like the first couple years target was around there was no budget to to shoot 56:42 photography so they did all illustration back 56:46 then and like all their circ like the. 56:48 The board circular. 56:51 I had no idea what that was, till I worked at Target. 56:52 But it's like the, the weekly ad or whatever that you get in the paper. 56:54 All those were like hand drawn. 56:57 And so like taking a bunch of 56:59 these beautiful old illustrations, and then they're 57:00 like black and white, and adding a ton of color to 'em, and half tones. 57:03 Adding these big bull's eyes in there like 57:06 Roy Lichtenstein like pop art kinda feel to it. 57:09 And the direction they went with was. 57:12 Was this one shot that was really fun just like 57:14 in that old new mashup and look at that T man. 57:15 Like see how it overlaps a little bit with the how it's. 57:19 [SOUND] man, love me some custom type right? 57:22 It's gorgeous. 57:26 And so. 57:27 Here I'll show you this is the campaigning context so you 57:27 kind of know what initially what it was it was these on. 57:30 These, like, street-window graphics on the headquarters and they wrap the whole 57:34 way around, there are, like, 15 of them or something like that. 57:39 And with all of them, it's another one of 57:42 those fun projects where it's not like, you have to 57:44 have this specific outfit on the person because we're trying 57:46 to sell this pair of shorts or something like that. 57:49 They're just like, pick whatever you want. 57:51 And so I got to make nice pops of color. 57:54 If I wanted to shift something in post, be like hey, 57:56 I want that to be a magenta purse, wasn't a big deal. 57:57 Look at that thing, anniversary sale man, that type's hot. 57:59 And that old Target logo, look its in a badge. 58:04 Come one, right? 58:07 I like that, just. 58:07 Have a jamborees, June Jamborees and value sales and << 58:11 Look at that hair tie, look at that very nice, cool. 58:14 So they're looking at that and they're like hey we're having this big party 58:17 with all these celebs in New York, could you do some invites for us? 58:22 And of course if you're sending something to Mariah Carey or something 58:25 you can't some little card you have to do it up right. 58:28 Letter press coasters, bricks that are sandblasted 58:33 and engraved from the first store of Target 58:37 were like ever made you know, like I think I gotta have that stuff, right? 58:39 Mariah Carey mentioning going to something that doesn't have a brick with it [LAUGH] 58:42 Same colors, nice fonts and stuff who 58:48 doesn't like some feature bold [UNKNOWN] does. 58:51 I do, 58:54 too. 58:56 And get some nice overprinting right there. 58:57 It's nice, man. 58:59 I love, love me some letter press. 59:01 Kind of pneumatic press. 59:02 Again, love that guy. 59:04 And it's like, that guy, cat man, it's like just him. 59:05 Nobody else works for him. 59:09 So, like, you know you're getting the specialist on it every single time. 59:10 And you're like why would you have, you 59:14 know, these beer coasters for an anniversary party? 59:16 I'm like, no. 59:18 Guys they're champagne coasters obviously. 59:19 You've got Alicia Keys there, Shawn White just 59:24 kicking out some letter press stuff on the left. 59:27 Fun project. 59:30 So. 59:32 Kinda wrap this up. 59:33 I got a few freelance stories, short, shorties. 59:34 But while I'm working at [UNKNOWN] and while I was working at 59:37 Target I got to work on some fun stuff at this site And 59:40 it's basically like when my kids got to bed and it'd be something 59:42 I wanted to do and was really passionate about and really excited about. 59:45 So, that can mean anything from a client project to. 59:49 You know. 59:51 We have another beautiful baby, baby Luke. 59:53 Born on September 10th. 59:56 And of course ,had to make another like 5 billion work Mexican 68 Olympics inspired 59:58 birth announcement, right, custom typography which took like three weeks. 1:00:04 [LAUGH] But it was fun right? 1:00:10 And so I got a call from these guys, they 1:00:14 are like, hey we are working on this perfect issue. 1:00:16 Birth announcement [INAUDIBLE] with all the type, 1:00:20 and it's all about perfection in sports. 1:00:22 Can you give us some ideas for it? 1:00:24 I was like, what about a trophy? 1:00:27 What about a flexing cartoon arm, lifting weights? 1:00:30 Or inspired by this one, with that little R with its foot kicking up? 1:00:34 What about this, oh my god cause this has got to work right? 1:00:38 It has a similar type. 1:00:40 It has, has all these different sports integrated. 1:00:41 I'm like that's gotta be perfect. 1:00:44 That's what they want right? 1:00:46 Nope. 1:00:48 They don't want any of that. 1:00:49 They don't. 1:00:50 They were like, they were like, none of that but like 1:00:51 the creative doctors like I had this brilliant idea I love the. 1:00:55 I love the type you made for this and we've got an issue 1:00:58 coming out called the music issue and it reminds me of a vinyl 1:01:02 record like could you do a custom font for that and experiment with 1:01:06 like making the Os perfect circles and make it look more like a record. 1:01:10 And he was expecting one. 1:01:15 And I sent back seven variations right? 1:01:17 Cuz, you know, I could, I'm like, I'm like I'm not gonna fail again. 1:01:20 Like this is ESPN. 1:01:23 Come on guys, gotta, can't mess this thing up. 1:01:24 And, they picked two of them. 1:01:27 And they're like we're gonna pay you double. 1:01:29 And I'm like, yes. 1:01:31 I'm like that's awesome. 1:01:33 This is how it turned out. 1:01:35 Pretty fun stuff. 1:01:38 Making fonts. 1:01:39 They're like, hey we need a big question mark with more lines in it. 1:01:43 Can you do that? 1:01:45 We'll pay you more money. 1:01:46 I said yes. 1:01:49 Yes I can. 1:01:49 >> [LAUGH] 1:01:50 >> And then, then got the issue with Dr Dre and. 1:01:51 Lebron with my font, and I was like, what? 1:01:55 That's awesome. 1:01:59 Look, that's pretty cool. 1:02:01 There's that big question mark. 1:02:03 There's what we used on all the initial caps and headlines, man it was cool, and 1:02:05 seeing my name in there made me super happy, and got a call from these guys. 1:02:09 And this is this is actually when I was working the Jenny Opra 1:02:15 project working 65 hour weeks and stuff like that and Maria was pregnant 1:02:18 and I was like oh, I shouldn't do this but it's Nike man 1:02:23 and so like it's like coming home late taking care of my stuff. 1:02:28 And then get the work on it and it's, the nice thing was it 1:02:33 was like three days to like, we needed this thing in like three freaking days 1:02:35 and they basically gave me to feel like t-shirt graphics and the more you do, 1:02:39 the better chance you have to make more money because we'll pay you per graphic. 1:02:43 And I was like, [SOUND] I'll give you like 20. 1:02:47 [LAUGH]. 1:02:50 Right? 1:02:51 Cuz I don't need to sleep. 1:02:52 And so he sent this, these, this inspiration. 1:02:54 I was like, I like badges. 1:02:57 They got badges on these things, right? 1:02:59 So make some badges. 1:03:01 And so this is what I kicked on those three nights. 1:03:03 And 1:03:04 I'll keep these nice and brief. 1:03:07 Now that you guys don't want to [UNKNOWN] 1:03:10 logos cause he doesn't want to look at logos. 1:03:12 Griffins with six, 6.0 tails. 1:03:14 But I 1:03:16 know, I know time is tight and you guys are important so I'll go 1:03:19 fast. 1:03:26 X logos who doesn't like an x logo? 1:03:26 Come on. 1:03:28 Right? 1:03:29 [BLANK_AUDIO]. 1:03:29 I like that one. 1:03:34 This one is a fun little ligature. 1:03:39 And this next one is one of those where 1:03:40 you get down with it, and you're like, yes. 1:03:42 Nailed it. 1:03:45 [LAUGH] And you're just like, you're like happy for like a week afterwards. 1:03:47 You're just kinda like prancing around, just like yeah. 1:03:51 Such a good mood. 1:03:54 [LAUGH] And this is the last thing. 1:03:55 We're almost there, boy, boys and girls, almost there. 1:03:59 Artcrank. 1:04:03 You guys like Artcrank? 1:04:04 I told you about it. 1:04:05 It's about bicycles, it's a poster show. 1:04:06 He's got a couple of these things and a couple more badges. 1:04:08 And it's about started in Minneapolis and Minneapolis is the biggest it gets. 1:04:12 And if you look at the bottom left there, this thing gets packed. 1:04:16 And the bottom right there they got food trucks. 1:04:19 It's almost as cool as creative self let's put it that way. 1:04:21 It's a big damn deal in Minneapolis, look at all those bikes in the top right. 1:04:24 We like to bike in Minneapolis. 1:04:28 And this guy started it, Charles Youel. 1:04:30 Inspiration in the [INAUDIBLE], really great guy. 1:04:32 And he's pretty dedicated guy, based off the 1:04:34 Artcrank tattoo he got on his arm in 2010. 1:04:37 I'm totally into it. 1:04:39 And so in I'll show you just a couple of these. 1:04:42 2012. 1:04:47 I've been working on this target stuff 1:04:47 really clean like simple pop art type things 1:04:48 and I was like I want to make some badges cause I like badges right? 1:04:50 And so I came up with this idea with my background 1:04:54 application I was like I was like what if its a 1:04:57 bunch of Minneapolis bike gangs that don't exist but its all 1:05:00 these different neighborhoods and and it came up with all these like. 1:05:03 And the fun thing about making make 1:05:08 believe logos that aren't real whatsoever is 1:05:10 you're like, I got an idea to make a lion's head with like a 1:05:12 bike crank and then you come up with the name afterwards and you're like 1:05:15 make sure it's the right amount of 1:05:18 characters and fits in perfectly, you know? 1:05:19 And if you're like it doesn't you're like, ask 1:05:21 a writer friend or look in a thesaurus and 1:05:23 you're like can you get me a you know 1:05:24 a six character I need to balance this thing out. 1:05:25 Can't usually do that at work, so that's nice man. 1:05:29 Calhoun Coasters, Fixie Fellas, we got the Blaisdell Buzzsaw Boys, [LAUGH] 1:05:33 and that fun little KNK thing. 1:05:41 Snakes, how many times do I get to design snake head logos at Target? 1:05:45 Not that much, so. 1:05:49 Thank goodness for bike gangs. 1:05:51 [LAUGH] 1:05:52 And so my buddy Kevin helped me print this thing. 1:05:55 And it's always tricky with over printing. 1:05:58 You don't know what you're gonna get. 1:06:00 And, he had a whole bunch of blue premix and a 1:06:01 red mix, and he threw 'em together one night for me. 1:06:04 I work with this dude, Kevin Hayes, amazing geek guy. 1:06:06 Lovely Minneapolis, look him up. 1:06:08 And he he brought in like full samples. 1:06:10 Like here's what it's gonna look like, with all these different colors. 1:06:14 And it was so helpful. 1:06:16 That's him on the bottom right. 1:06:18 A lot of people, they see that pic, that photo, and they're like, 1:06:20 when they see me in person, they're like, where are your arm tattoos? 1:06:22 I'm like, that's Kevin, that's not me. 1:06:25 I did go though, I like helped print. 1:06:26 I just am not, I don't have this stuff myself. 1:06:28 So here's how that poster turned out. 1:06:30 So Minneapolis right? 1:06:32 You know, you know Minneapso, it's like twin cities so this here 1:06:34 I've been working on one for Saint Paul, and it's, it's in process. 1:06:38 I don't know if that's the right colors. 1:06:41 Still working on it. 1:06:42 So, this is it guys, grand finale, 2013 dun dun dun. 1:06:44 This is last year. 1:06:48 So I like to bike in the summer, hm. 1:06:51 You flip the poster over. 1:06:53 Bus in the winter. 1:06:55 Alright I'm done. 1:06:55 >> [LAUGH]. 1:06:58 >> Thank you guys. 1:06:59 [SOUND] You made it through 300 slides. 1:07:00
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