We love Kentucky, with Lexington in particular holding a special place in our hearts. We were born here, both personally and as a business. We love the rainy springs, warm and humid summers, beautiful orange falls, and snowy winters. It feels as if on most levels, that Lexington has the perfect balance of meaningful and lasting tradition, fused with modern technology and culture. And in a way, that reflects Oculus Studios’ approach to business: We strive to remain on the cutting edge, but embrace traditional ways of client relationships, with an emphasis on custom, unique work that reflects our clientele’s needs more fully than their competitors.
For us, the landscape of Lexington advertising is divided into two categories; free and paid. Of course “free” is never really free, but is perceived by many as the best deal in town. Basically, local TV stations and radio stations will offer to produce a free commercial in exchange for airing it on their station (i.e. buying ad time). Obviously buying ad time has to be done anyway, so why pile on more cost producing the ad? Simple answer…quality.
The television ads, in particular, are shot over the course of a few hours, rushed through the editing process, and put together by people that will openly tell you it’s not their specialty!
A similar experience is taking place in the web design world, except worse: the client doesn’t actually know they are being had. Unfortunately, Lexington is filled with companies claiming “custom” when it is in fact, nothing of the sort. When we talk with clients about these experiences, we’ve never encountered someone who enjoyed it. Even worse, many times much of the creative burden is put on the client to come up with how to market their business. And in the end, the final product looks like every other local commercial or website. Which brings us back to our question: Why pay for an ad? Again, simple answer…quality!
The process of creating an advertising campaign or even just a single ad, is very delicate. Reaching people in Lexington or Kentucky as a whole with your advertisement requires more than just shots of your store, with punchline text. It requires being heard. Someone seeing your commercial or hearing your ad but not truly listening to it is actually losing you money. You’ve paid for advertising time but haven’t received a return on your investment. So was the ad really free?
When we meet with clients, one of the main questions we want to know is “What is the best part about your company?” The response is usually a few simple notions all hinged on the idea that their company is the best. Their product is the best. Their service is the best. Their customization is the best. Their honesty with their clients makes them better than their competition. But that’s not what their ads say. Their ads say, “SALE! SALE! SALE!” or “We are the cheapest in town!” When it comes time to make advertisements, why not send a stronger, more meaningful message?
Lexington is a vibrant, wonderful city that we here at Oculus Studios are proud to be apart of. When we look at Lexington advertising, we don’t simply want to put “something” on the air, in a magazine or on the web. We want the best. The best message, the best content, the best custom work that will stand out to your customers and end users. We want to send a message of commitment to quality in all aspects of your business. We often say to our clients, that getting seen isn’t enough, you have to be truly heard.
What does “Your business. Out loud.” really mean? What it means to us, is a partnership. Oculus Studios doesn’t make your ads for our own sake, we make ads for you. Our job is to be invisible to the point that people can only see and hear your company. You built a business, but our job is to turn it into a brand. Excellence doesn’t come easy, but having happy customers means raising the bar at every turn.
We want to craft advertisements and branding, not just get paid to throw something together. This requires commitment on both our part and that of our clients. The process takes longer, and costs a bit more, but the returns are easy to see. You hear people talking about your commercials. You see the visitor statistics of your website start to climb. People hear you. People see you.
We think that if reaching customers is worth doing, it’s worth doing right. So it’s time to change the way we shout from the rooftops. It’s time to advertise, better than ever before. It’s your business. Out loud.
The definition of “design” is one of those obscure nomenclatures that has been recycled just about every century since the beginning of time. Generally reflecting the philosophical state of society at that particular moment, it’s as if the subject is forced because of some impending identity crises. But let’s take a moment to strip away all the rubbish; all the superficial definitions added over the years and look at its true intrinsic core. I for one, think it can be reduced to nothing more than simply: anything altered by man.
It would be foolish to argue anything other than, as human beings, it is in our very nature to create. Think about it, it’s utterly impossible for me not to express myself whether purposefully or inadvertently in everything I do. This is true even in my body language (again, unintended or otherwise). And make no mistake, expression through creation is an extremely powerful force.
Calculated design with true meaning is something so powerful in fact, it practically defined the Renaissance. Designers like Leonardo da Vinci, Michelangelo, Raphael, Bellini and Giotto dedicated their lives to understanding the nuances of human nature through studying, creating and reacting to it through their work. A “profession of expression” (Trademarked!, haha) if you will. All designers, from the ancient Imhotep of the pyramids, to automobile pioneer Jozef Kabaň of Bugatti, share this expression through creation.
And while most people live by the guise of “beauty is in the eye of the beholder,” I tend to argue that great design is beautiful because of both form and function; a crystal clear idea expressed in a physical representation. Consequently, for me, nothing is more timeless or pure than modern, minimalistic design ideas. Ideas based on basic principles that the human eye reacts positively and comfortably towards. For example, everything that isn’t necessary to make an object function, is nothing more than a distraction resulting in unnecessary complexity, and confusion. What differentiates a good designer from a great one though, is how one can meld the entire “function” as if it were only created to be admired as “form.” The point where every “part” has an absolute purpose, hidden behind beautiful, artistic craftsmanship. And I would argue what we currently refer to as “Modern,” is simply an approach that closely follows and sometimes pushes these minimal principles to their limit.
Allow me to explain… I have recently begun watching Mad Men on Netflix in my free time. The show is extraordinary; from its cinematography to casting, to the careful music selection, it tricks me into “reminiscing” about an era I’ll never see. But what I was most struck by over everything else, was the amount of eye-catching design in the set dressing. I was even more surprised by how much of it I still see being used by todays “modern” architecture and interior designers! The curved couches, pinstriped suits, shag rugs, tufted pillows, thick-framed glasses, script fonts; the list goes on and on. Even modern cars are starting to harken back to the 60’s with vintage nuances. How can this be? I was told by Ford, Chevy, Herman-Miller, Versace, Armani and Ikea that they were coming out with “brand new, cutting edge, never-before-seen” designs? Maybe it’s because some of their “borrowed” design influences were beautiful expressions of both form and function?
Take another example of Don Draper’s “roly-poly” whiskey glasses designed by Dorothy Thorpe (1904-1989), which made such a memorable impression that they graced the cover of the third season packaging. With their gently curved shape, smooth puntless bottom, horizontal forging marks, all topped with a minimalistic but bold silver rim, they really leave an impression of style with a flare of resplendence. Now Google “modern whisky glasses” and it’s littered with her influence.
Many other beautiful examples can be found throughout the show too, with Charles Eames’ fingerprint in particular, sprinkled among many of the furniture pieces. Sleek, sophisticated, and above all else: simple; this was the quintessential “Eames” era. It was this period when he built the world’s most recognizable chair: The Eames Lounge Chair. Herman Miller absorbed the rights after his passing and continues to produce them. Still handcrafted to this day, and weighing in at $5,000, it is the envy of any design enthusiast.
But I digress… You see, ultimately I have taken to the thought that “modern” design isn’t modern; it’s old. It’s a new name using the same basic set of principles of expression through form and function without distraction, pushed to its absolute limit. It’s just that now, most of our basic everyday objects of interaction are being re-imagined thanks to the prevalence of education and easy access to this new digital information age.
I by no means am a master designer, and although I do design professionally, I am partly unworthy and deeply humbled to use a term that has been carried by some of the world’s most remarkable aesthetic pioneers. I am truly thankful for such a proliferation of new ideas and theories on design, and eagerly look toward the future of my own (and the design community’s as a whole) continued creation and education. But as a practical suggestion, next time you’re tempted to shell out $200 for the newest fashion statement, try raiding grandma’s house first. You might be surprised by what you find.
I wanted to take the opportunity to write about something that has effected me personally, on a very real level. And being in a visual profession, I would even go as far as to say that in some ways, has helped shape the way I think and work. That “thing” to which I am referring is video games. Yes, the passion and hobby of Cheeto-popping, shower-skipping, 30 year old basement dwelling “momma’s boys.” And as much flak as my dad liked to throw my way when growing up, I believe that video games’ personal involvement will pave the way to becoming the centralized medium for the future family.
I was born in the 1980’s, during the 2nd generation of these “digital boardgames,” with my fondest game memories being the oldies-but-goodies: Zelda and Mario. These are the “Ben Her’s” and “Casablanca’s” of the medium; the great innovators that pushed the threshold and opened people’s eyes to what the future of gaming could be; and oh what a bright future they paved. These were the forefathers to today’s modern, multi-billion dollar franchises such as God of War, Halo, Uncharted, Call of Duty and were the very games that created a life-long lover in me.
So what inspired me to write this you may ask? Well, I just finished Uncharted 3, the finale in the three part tale of Nathan Drake. Nathan, a descendent of Sir Francis Drake, is trying to learn more about his ancestor, as well as write his own legacy, proving to himself and others he is worthy of his revered name. The game takes you to dozens of locations on multiple continents, weaving a story full of love, revenge, betrayal, and what it means to be a true hero. “Greatness from small beginnings,” the inscription on Nathan’s ring, couldn’t sum it up any better.
So what is it about this game in particular that inspired me to write about it over any other? Simple, its absolute perfection in almost every aspect of creation. From its enveloping story, spectacular level design, excruciatingly detailed texture work, heart skipping clarity of sound design, and tear-jerking character interaction, it just moves me. In essence, the art of it. But can video games be classified as art? I would argue emphatically, yes!
Roger Ebert opened a can of sour worms with thousands and thousands of responses on his blog for stating that, “video games can never be art.” It saddens me really, that someone with such voice and pull in the critic industry would state something so senile. He doesn’t elaborate at all, and readily admits to never playing them, so I struggle to understand his absolute confidence in his own opinion with such (admittedly) little knowledge he has on the subject. And without getting into a deep philosophical rant here, what really defines something as being art? I would simply ask if a beautifully decorated chess set from the 16 century is art? And weren’t movies just the natural progression from photography? Why are video games all of the sudden not allowed into the “club?”
I’m not going to sit here and defend every single video game of being a beautiful piece of timeless art, just like I don’t consider every modern “painting” one; but I want to take a moment and challenge anyone who has never played a video game to give it a chance. It doesn’t really matter if your reluctance is because of cultural contexts, preconceived notions of its participants, philosophical disagreements of its nature, or anything else. Just sit down, clear your mind, and don’t be afraid to be drawn into it. Who knows, you might find yourself laughing, crying and cursing at the television. Ultimately, you’ll see that the semantics of “art” melt away, and you’re left with the writer’s, designer’s and programmer’s brush strokes.
Or in Uncharted 3’s case… A Masterpiece.
Throughout history, people have debated amongst one another about what is best in all kinds of things. Republican vs. Democrat, AC vs. DC or Mac vs. PC. Some car enthusiasts will say that BMW is the best luxury car, while others say Audi, Mercedes or Bentley. To those who have no preference, it all seems meaningless. For many, the debate has reached a point of annoyance leaving them asking, “Why can’t both win. Why can’t a PC be right for one person and Mac right for another.” Blogs and comment sections are filled with cries of hatred/love for various companies and products hailing them as “terrible” for one reason or another. What many fail to see is the real drive behind this discourse.
In the world of technology, it breaks down to such a harsh, black and white view of which company reigns supreme, that one can’t help but make the comparison to sports. A Green Bay Packers fan would never say, “Well if you don’t like Green Bay, but you love the Vikings, that’s fine by me.” NEVER! There is such hate and animosity between these rivals that it’s all or nothing.
For geeks, technology companies are our sports teams. Apple is Green Bay and Tim Cook our Aaron Rodgers. This is the guy we look to lead us to victory. Like sports, the only way to achieve victory is to beat all the other teams. Even if you’re weak in one area, you can prevail in another that makes you the best.
For some, Android is the only company to even look at. It’s open source, customizable and costs are generally lower (or even free). For others, Apple is the one and only because it’s secure, innovative and streamlined. When fans of either company come into contact with one another, riots break out in the streets. Brilliant debates rage on with prolific concepts such as, “Apple sucks!” and “Android is a piece of…” Well, you get the idea.
As nerds and geeks alike, shouldn’t we be held to a higher standard than that of our shirtless, body-painted, chili-cheese fry stuffing sports counterparts? Shouldn’t the requirements for disliking another company in the technology world require more thought than, “We’re number one! You suck!” It seems like a standard must begin to emerge that, to truly dislike something, you have to know it. Many Mac users weren’t born into the “Cult of Mac” as it were, but migrated over after Windows lost its luster. When software or hardware requirements forced them to use a different product that they learned to love and trust. For others, Windows became the computer of choice because cost or familiarity drove their purchase decisions. Very few offices look at buying 500 company computers and say, “Yeah, Mac is worth the extra money because of it looks so sleek.” No, the PC is the cheapest and runs spreadsheets, therefore it wins.
We love different technology companies for more than just a jersey, a state of origin or a specific member of the “team,” but our loyalty does make us forgiving sometimes. It does make us see the bad in another company quicker than its loyalists. (If Apple made a foam #1 finger, it would probably sell very well.) So for those baffled by the arguments, the fights between us geeks, remember that you probably feel the same way we do every Sunday, Monday and Thursday. And geeks, remember, you’re supposed to be smarter. You’re not just talking about a game, you’re talking about technology that changes the world. Changes the landscape of communication and social change. The “game” and the “teams” that you care so much about have a greater impact on the world than almost any other source. So if the subject matter is better, we have to be as well. That should guide our views of technology and our views of other companies. Raise the bar on your opinions and your banter. Let’s be fans that our favorite companies would be proud to have. Let’s…think differently. Had to throw it in somewhere ;)