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When to scale and when to stay small with Anonymous Creative Director Felix Ng

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Manage episode 304778232 series 2840376
Contenuto fornito da Timi Siytangco. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da Timi Siytangco o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.

As fledgling graphic designers, Felix and his co-founder Germaine were held at arm's length by clients. While developing a brand identity for a restaurant, they never had a chance to taste the food. Another client claimed to do guerilla marketing but actually did above-the-line advertising, and when Felix pointed this out, he was told to stick to designing the logo.

“I felt like we were just designing the candy wrapper for this thing. I didn't really know what we were selling, whether it was good, whether it lived up to its promise.”

The situation amplified the value (or lack thereof) businesses saw in design. Design Film Festival — the studio’s first, most visible, and longest-running venture — was their response to the need to educate non-designers about the value of design.

“The design conversation had to move beyond its professional ghetto,” Felix says. A conference or book wasn’t the solution. “It's difficult to convince a banker or a housewife to go out and buy a huge design book, but if you ask them to spend 70 minutes watching a film on Dior, that’s quite simple.”

They convinced movie distributors in the US and Europe they were legit film festival producers and assembled a lineup of 8 films screened over 10 days in a 100-seat theatre.

On the first day, only 30 people showed up.



See acast.com/privacy for privacy and opt-out information.

  continue reading

12 episodi

Artwork
iconCondividi
 

Serie archiviate ("Feed non attivo" status)

When? This feed was archived on August 01, 2022 21:10 (1+ y ago). Last successful fetch was on April 10, 2022 10:04 (2y ago)

Why? Feed non attivo status. I nostri server non sono riusciti a recuperare un feed valido per un periodo prolungato.

What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.

Manage episode 304778232 series 2840376
Contenuto fornito da Timi Siytangco. Tutti i contenuti dei podcast, inclusi episodi, grafica e descrizioni dei podcast, vengono caricati e forniti direttamente da Timi Siytangco o dal partner della piattaforma podcast. Se ritieni che qualcuno stia utilizzando la tua opera protetta da copyright senza la tua autorizzazione, puoi seguire la procedura descritta qui https://it.player.fm/legal.

As fledgling graphic designers, Felix and his co-founder Germaine were held at arm's length by clients. While developing a brand identity for a restaurant, they never had a chance to taste the food. Another client claimed to do guerilla marketing but actually did above-the-line advertising, and when Felix pointed this out, he was told to stick to designing the logo.

“I felt like we were just designing the candy wrapper for this thing. I didn't really know what we were selling, whether it was good, whether it lived up to its promise.”

The situation amplified the value (or lack thereof) businesses saw in design. Design Film Festival — the studio’s first, most visible, and longest-running venture — was their response to the need to educate non-designers about the value of design.

“The design conversation had to move beyond its professional ghetto,” Felix says. A conference or book wasn’t the solution. “It's difficult to convince a banker or a housewife to go out and buy a huge design book, but if you ask them to spend 70 minutes watching a film on Dior, that’s quite simple.”

They convinced movie distributors in the US and Europe they were legit film festival producers and assembled a lineup of 8 films screened over 10 days in a 100-seat theatre.

On the first day, only 30 people showed up.



See acast.com/privacy for privacy and opt-out information.

  continue reading

12 episodi

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