Bringing Hyper back home

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Talk given to Hyper Island Master Class on February 9, 2011

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Bringing Hyper back home

  1. 1. Who I am: Phil Glist Creative Director. Team One. www.philglist.com @pglistWednesday, February 9, 2011
  2. 2. Who I am: Phil Glist Creative Director. Team One. www.philglist.com @pglistWednesday, February 9, 2011
  3. 3. Wednesday, February 9, 2011
  4. 4. Wednesday, February 9, 2011
  5. 5. Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island Hyper Island....Hyper Island...Hyper Island...Hyper Island...Wednesday, February 9, 2011
  6. 6. HYPER ISLAND Post-Op and RecoveryWednesday, February 9, 2011
  7. 7. HYPER ISLAND Post-Op and Recovery How do you put what you’ve learned into practice?Wednesday, February 9, 2011
  8. 8. Day One: Fear change “All change is initially perceived as loss.”Wednesday, February 9, 2011
  9. 9. Day One: Fear change Day Two: Embrace changeWednesday, February 9, 2011
  10. 10. Day One: Fear change Day Two: Embrace change Day Three: Understand changeWednesday, February 9, 2011
  11. 11. Day One: Fear change Day Two: Embrace change Day Three: Understand change Day Four: Drive changeWednesday, February 9, 2011
  12. 12. “Good ideas alter the power balance in relationships, that is why good ideas are always initially resisted.” www.gapingvoid.comWednesday, February 9, 2011
  13. 13. Wednesday, February 9, 2011
  14. 14. Expect resistance. Don’t expect overnight change.Wednesday, February 9, 2011
  15. 15. Everything is different.Wednesday, February 9, 2011
  16. 16. Everything is different. But a lot isnt.Wednesday, February 9, 2011
  17. 17. I used to make my living talking at people. Now I make it by talking with them.Wednesday, February 9, 2011
  18. 18. We’re getting to a place where “old school” advertising – long harmless background noise for those of us more interested in authentic communication – actually has the potential to extract value from brands. To render them antique. To disconnect them from the people who really own them, the people who cherish and pay for them one purchase at a time. Scaleable Intimacy blogWednesday, February 9, 2011
  19. 19. Whatever content you make today, as an advertiser you need to make sure it’s good enough that the consumer wants to consume it. Digital Advertising, Past, Present and FutureWednesday, February 9, 2011
  20. 20. Everything is different.Wednesday, February 9, 2011
  21. 21. Everything is different. But a lot isnt.Wednesday, February 9, 2011
  22. 22. Relax. It’s just storytelling.Wednesday, February 9, 2011
  23. 23. Wednesday, February 9, 2011
  24. 24. Empathy Insight Creativity Not necessarily digital Just humanWednesday, February 9, 2011
  25. 25. In the modern world of information overload, you must manage your energy wisely. Scott Belsky Making Ideas HappenWednesday, February 9, 2011
  26. 26. Eric Schmidt has described how between the dawn of civilisation and 2003, five exabytes of information were created, the same amount that is now generated every two days, and that rate is accelerating. The Economist has called it ‘The Data Deluge Neal Perkin Only Dead Fish blogWednesday, February 9, 2011
  27. 27. Consumers want relevant content but are overwhelmed by information overload awareness Percieved Opportunity shopping...etc. Amount of information Information available Actual Opportunity Amount of information one can consume 2000 1980 2010 1990 1950 1960 1970Wednesday, February 9, 2011 January 31, 2011 Monday,
  28. 28. My biggest fear was that even in all of this, Team One would try to remain as it had always been. A “one-trick pony.”Wednesday, February 9, 2011
  29. 29. That pony being TV.Wednesday, February 9, 2011
  30. 30. How Team One has changed: The Hyper Island Effect December 2009: CCO takes Hyper Island Master Class March 2010: Team One hires Digital ECD A few months later, our first UX Director A few months later, our first Creative TechnologistWednesday, February 9, 2011
  31. 31. This is your chance to try new things.Wednesday, February 9, 2011
  32. 32. Digital Design Storytelling These are not departments.Wednesday, February 9, 2011
  33. 33. Don’t ask for permission. Don’t wait for buy in. Change what you can. Start with yourself.Wednesday, February 9, 2011
  34. 34. Social begins with you.Wednesday, February 9, 2011
  35. 35. Talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk, talk. Listen.Wednesday, February 9, 2011
  36. 36. “Don’t look for who gets the most credit or who is the most well-known. Instead, ask people where they go to get help. Seek out the people...who are known for their reliability and uncanny ability to always know (or find) the answer.” Making Ideas Happen by Scott BelskyWednesday, February 9, 2011
  37. 37. Fewer meetings. More conversations.Wednesday, February 9, 2011
  38. 38. Wednesday, February 9, 2011
  39. 39. Wednesday, February 9, 2011
  40. 40. Play with as much stuff as you can. Just use what you like.Wednesday, February 9, 2011
  41. 41. http://www.facebook.com/TeamOneUSA?Wednesday, February 9, 2011
  42. 42. Wednesday, February 9, 2011
  43. 43. hover states syntax schema agile vs. waterfall need stateWednesday, February 9, 2011
  44. 44. hover states syntax schema agile vs. waterfall need state UX & youWednesday, February 9, 2011
  45. 45. Wednesday, February 9, 2011
  46. 46. Wednesday, February 9, 2011
  47. 47. Wednesday, February 9, 2011
  48. 48. Approach what you don’t know fearlessly TextWednesday, February 9, 2011
  49. 49. An aside about tools and technology: It doesn’t matter if you don’t know what a SWF file is; it’s irrelevant, as long as youre confident that someone in the team does. This confidence is the key to success: being able to leave things to other people so that they can get on with doing a great job (and not worry about it). James Cooper in Digital AdvertisingWednesday, February 9, 2011
  50. 50. How do you win people over? Live what you’ve learned Keep learning by doing EgolessnessWednesday, February 9, 2011
  51. 51. Surround yourself with people who know what you dontWednesday, February 9, 2011
  52. 52. When you start to act differently, you start to change the culture.Wednesday, February 9, 2011
  53. 53. What about our clients? Changing you will change your clients.Wednesday, February 9, 2011
  54. 54. LEXUS.COMWednesday, February 9, 2011
  55. 55. LEXUS.COMWednesday, February 9, 2011
  56. 56. LEXUS.COMWednesday, February 9, 2011
  57. 57. LEXUS.COMWednesday, February 9, 2011
  58. 58. LEXUS.COMWednesday, February 9, 2011
  59. 59. Wednesday, February 9, 2011
  60. 60. Wednesday, February 9, 2011
  61. 61. URBAN DADDYWednesday, February 9, 2011
  62. 62. LEXUS BRAND STORIESWednesday, February 9, 2011
  63. 63. LEXUS BRAND CAMPAIGNWednesday, February 9, 2011
  64. 64. LEXUS BRAND STORIESWednesday, February 9, 2011
  65. 65. A failure I have learned from. An underappreciated success.Wednesday, February 9, 2011
  66. 66. Wednesday, February 9, 2011
  67. 67. L STUDIO Fast CompanyWednesday, February 9, 2011
  68. 68. L STUDIOWednesday, February 9, 2011
  69. 69. 3 MINUTE TALKSHOWWednesday, February 9, 2011
  70. 70. “SESSIONS” BY NORMAN SEEFF L STUDIOWednesday, February 9, 2011
  71. 71. WHO IS VISITING L/STUDIO? LStudio.com Population: 74% are 45 or youngerWednesday, February 9, 2011
  72. 72. WHO IS VISITING L/STUDIO? LStudio.com Population: 74% are 45 or younger Current Lexus Owners: 22% are 45 or youngerWednesday, February 9, 2011
  73. 73. WHAT DO THEY THINK? 96% Very much like the site 50% had an improved opinion of Lexus after their visit 98% said they would Definitely or Maybe returnWednesday, February 9, 2011
  74. 74. A MARKETING CASE STUDY First Brand to break into Hulu platform with branded content First and only time (to date) a branded content series has migrated to a premium cable channel Meryl Streep’s first appearance on internet content Fast Company named Web Therapy as Web’s best branded entertainmentWednesday, February 9, 2011
  75. 75. Enhance L/Studio FB presence:Wednesday, February 9, 2011
  76. 76. Wednesday, February 9, 2011
  77. 77. The scariest project I’ve ever worked on.Wednesday, February 9, 2011
  78. 78. The scariest project I’ve ever worked on. The most exciting project I’ve ever worked on.Wednesday, February 9, 2011
  79. 79. Wednesday, February 9, 2011
  80. 80. Wednesday, February 9, 2011
  81. 81. Wednesday, February 9, 2011
  82. 82. Wednesday, February 9, 2011
  83. 83. What do you fear most? ChangingWednesday, February 9, 2011
  84. 84. What do you fear most? Changing Staying the sameWednesday, February 9, 2011
  85. 85. Wednesday, February 9, 2011
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