October 19, 2010

By Christine Lenz, Traffic Manager @ NYCA

There’s a growing trend here at NYCA and it has nothing to do with QR codes. NYCAers show up to work dressed alike. I don’t mean little similarities here and there… I’m talkin’ full on TWINS.

It seems to be happening more often lately. Is it something in our water tank? Did they wake up on the same side of the bed? Did they send each other a text or email to coordinate? Are our style moons perfectly aligned? Does our intimate office environment influence their clothing selection?

The best part of this twins trend is the discovery moment. Sometimes the two people see each other, acknowledge the mirror-like resemblance with an open mouth/dropped jaw look on their face, analyze up and down and then celebrate the serendipitous occasion with some sort of enthusiastic outburst, or look away and smile embarrassingly. I’ve noticed it sets a nice tone for the day. Some companies have to go to corporate team building workshops… all we have to do is show up!

Let us know what you think of our recent twinning mystery…

Rut Buster II

October 13, 2010

By Dave Huerta, VP/Associate Creative Director @ NYCA

When I was 9 I used to play this game with my uncle where he’d draw a squiggle on a piece of paper, then hand me the pen and ask me to finish the drawing.

“What is it?” I asked.

“It’s whatever you want it to be,” he said.

Wouldn’t it be great if we could approach more projects with that in mind?

It’s a tough challenge these days. In our attempt to give consumers more ways to connect with brands, a single print ad, for example, can end up with multiple logos, multiple urls, tag lines, QR codes…

“Hey, what’s this ad supposed to communicate again?”

Well, here’s an exercise that helps us get back to that idea of “whatever you want it to be.” Pretty amazing how many different things can be seen from one squiggle.

Shut Your Mouth, Heraclitus!

October 6, 2010

By Dave Huerta, VP/Associate Creative Director @ NYCA

Around 500 BCE, there was this dude named Heraclitus and he must have been the first Creative Director of the first agency in Greece. Of all the philosophers, this guy seemed to be only one to talk about how to get to great ideas.

I can see him now, standing in front of a wall with layouts for a gyros stand or something. He’s got his robe on and he’s sipping a venti non-fat Caramel Macchiatto. He paces back and forth as his jr. team sweats his reaction.

“Gyros for Heros”??!! He says. “Well we thought…,” the creative team responds. Heraclitus cuts them off. “That’s shit! I want to see 20 more by tomorrow morning!”

He takes the cap off his $6 drink and violently throws it across the two options the team has brought him.

“The path up and the path down are one and the same!,” he yells.

“You cannot step twice in the same river!,” he screams.

As with most creative directors, no one knows what the hell the guy is saying. The dejected jr. team slinks off to work another night.

Unfortunately, much of what Heraclitus offered up back then wasn’t easily understood. He was called The Obscure, The Riddler, The Dark, and his major sayings were described as difficult to read.

But he knew something and saw something his contemporaries didn’t. And it’s amazing how relevant and helpful his insights can be today in the work we do.

The following article entitled “Be Led Astray” by Roger von Oech, discusses what Heraclitus meant when he said, “Expect the unexpected, or you won’t find it.”

Check it out. Hopefully they can spark something unique in your work.