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Posts Tagged ‘Fred Abercrombie’

Beer and Beards: Now a Book

Some people, having already shocked and awed with their initial projects, are required to take things to the next level every time they create. Fred Abercrombie is one such man. He wrote the terrifying Darren Aronofsky-directed Meth PSAs, started a shop a few months ago and burned off half his beard by weaving psychedelic lights into it.

Now, he’s combining the delicate arts of craft brewing and beard growing for an epic upcoming book, Craft Beerds. It’s got 300 pages of beer photographs from over 175 breweries. The key is that each beer must feature some kind of facial hair on its label. The book includes “devilish beerds,” “royal beerds,” and “red beerds,” among other chapter themes.

 

Initially, Abercrombie and Co thought they could self-publish the book. But now it’s grown into an encyclopedic beer/beard reference source, and they need outside help. So like regular old savvy Internet users, they turned to Kickstarter. Craft Beerds needs $8,000.00 to become a reality. At “Handlebar Level,” ($35.00), donors get a hardcover copy of the book. By $70.00, charitable souls get a custom hairy beerd bottle poster, a high-quality print, and a hardcover copy of the book.

Check out the site to find out more and see beard legend Jack Passion’s red face locks blowing in the wind.

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Writer of Aronofsky-Directed Meth PSAs Starts New Shop

You might not know Fred Abercrombie‘s name right off the bat, but to provide a reminder, while at Organic, the copywriter penned the horrifying, yet intriguing Meth Project PSAs that were directed by Darren Aronofsky. Anyhow, after a year at Organic, which was behind said campaign, Abercrombie has moved on to launch his own, Petaluma, CA-based shop called ABERCROMBIE+ALCHEMY. Abercrombie & Co. are still a couple of weeks from an official site launch/announcement, but they did take the time to create this clip for the Sebastopol Documentary Film Festival, specifically its Audio Program series that’s being held in San Francisco at month’s end. Check out more info here.

Darren Aronofsky Directs Horrifying Meth PSAs

Warning: The above and below spots are of a graphic and disturbing nature. If  viewed at work, wear headphones and attempt to keep the shocked gasp volume low.

If there’s one film that could scare fifth graders away from drugs forever, it would be director Darren Aronofky‘s 2000 drama, Requiem for a Dream. Perhaps no other major motion picture in history better captured the horror of heroin and speed addiction, as we watched the film’s characters lose their dignity, limbs and sanity due to a heavy reliance on drugs.

One could argue that Requiem is the ultimate anti-drug PSA. (Some even argue that the director’s most recent hit, Black Swan, could be seen as an anti-ballet PSA, or at least an anti-Natalie Portman PSA.) So, when agency Organic and prodco Wild Plum were looking their next celebrity director to helm the camera for a new series of spots for the Meth Project, Aronofsky’s name was undoubtedly at the top of the list. After all, the Meth Project “aims to reduce first-time meth use with its hard-hitting and graphic portrayals,” and it doesn’t get more graphic than the above attempted suicide spot, does it?

Aronofsky has created four absolutely terrifying spots for the campaign, and perhaps even more shocking than the spots themselves is the fact that they will, apparently, actually air on TV. I mean, how does one get back into their regularly scheduled episode of Gossip Girl after seeing a young boy about to give sexual favors to a stranger in a hotel room to support his crippling addiction (above)?

If the creative brief from The Meth Project read, “Scare children to the point that they will never want to leave the house again,” then bravo to Organic and Wild Plum. In four 30-second spots, they somehow made meth less appealing than that entire horror movie-esque second season episode of Breaking Bad. View the rest of the spots here and the Meth Project’s new website here. Credits after the jump.

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SF Copywriter Starts ‘Gimpressionism’ Movement

The above painting titled “Birch Please” is from the artistic mind of SF-based copywriter Chris Elzinga, who’s currently working freelance for Organic and Hub Strategy (and has done the same in the past for the likes of Cutwater, Draftfcb and AKQA). Sure, it’s a nice painting of trees, but it’s not anything special until you notice the little hidden man wearing the full bondage suit.

“It’s a panoply of sadomasochistic fellows,” Elzinga tells the Ünnecessary Ümlaut, the blog run by OgilvyWest once-again freelancer/bearded light guy Fred Abercrombie. Indeed, just because you love S&M doesn’t mean you can’t also love long, solitary walks in the great outdoors. On Abercrombie’s site, you can view of number of Elzinga’s paintings, all featuring a gimp-masked figure standing near trees. You creatives and your weird ideas.

And now, for the solution to Elzinga’s game of “find the gimp” in his painting “Birch Please.” A closer look will tell us that the gimp looks something like this:

OgilvyWest Copywriter Puts on Bearded Light Show

PETALUMA WHISKERINO: “Beardo Optico” from TINBIKE on Vimeo.

Following yesterday’s “Coffee Wars” saga, we have yet another San Francisco copywriter trying to do something amusing, namely Fred Abercrombie, ACD/CW at OgilvyWest. Here, the creative (who worked on this with Goodby alum Beau Bouverat) channels his inner hipster–hell, he even uses music from Dan Deacon–to develop this video  called “Beardo Optico,” which promotes a beard and moustache contest called the Petaluma Whiskerino. In this 60-second clip, Abercombie attempts the art of “beard fibering,” which has long been frowned upon by judges of the contest. And to prove how seriously he takes the ‘stache stuff, Abercrombie along with MRM developer Malcolm Wilson and Attik Art Director Jeff Fang launched Camstache.com, a site that uses AR and facial recognition to plant a moustache on your face and have you assimilating into Williamsburg in no time.

More: “Lipton’s Beard Still Haunts LG Spokespeople