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Posts Tagged ‘Tony Benna’

Mekanism Debuts Revamped Website, Which is Still Weird

Mekanism New SiteMekanism, the San Francisco/New York agency you may remember from this compilation of rejected pitch videos from director Tony Benna we featured last month, has always had a reputation for having one of the weirdest websites in the industry. Now, they’ve completely revamped their site…and it’s still really weird.

The new site uses “Parallax Effect which enables users to have a 3D visual experience by layering images and having them move at different speeds and perspectives to create depth.” Visitors to the site are instructed to scroll down for the Mekanism web experience, where they are told about the agency’s combination of “super smart strategy,” “innovation,” “design,” and “age old storytelling.” If you continue to scroll down you are brought to case studies highlighting some of the agency’s best recent work, including their halftime intro for Beyonce’s Super Bowl XLVII Halftime Show, their “Datalandia” trailer for GE, their “Clean Happy” campaign for Method Home, “Coast to Coast Photo Post” for Samsung, their “YOUphoria” spot for Nordstrom, and their work promoting Rise of the Planet of the Apes. Mekanism also provides a list of awards they’ve won, from their Cannes Gold Lions Award in 2004 up to their 2013 One Show Interactive award for branded games.

Their “About” section is similarly image-driven, making full use of the Parallax Effect. There’s also a more complete “Case Studies” section, a list of work and clients, news, and contact information. The attention to visual detail makes for a dynamic web experience, and Mekanism’s unique sensibilities ensure that it’s a weird one. Let us know what you think of the new site in the comments section.

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Mekanism’s Tony Benna Shares Rejected Pitch Videos

Tony Benna, creative/director at San Francisco agency Mekanism (whose work has been featured on this site before) gives us a unique look at the pitch from the director’s perspective.

The short video, entitled simply “Pitch Videos” gives you an idea of all the mishigas that can go into a pitch. When you have no budget, “friends become ‘actors,’” and “household items become props.” Benna admits feeling responsible for all the crazy shit he puts his friends through for these pitch videos, especially when (as in the clips featured here), they don’t get the job. What kind of crazy shit, you ask? Getting punched in the face while wearing a horse mask, mop-wearing, eating shoelaces, and motor-boating a rubber band, to name just a few.

If you want a better look into the creative process that goes into advertising, or you just like watching people do ridiculous things, then this video is definitely for you. It’s an entertaining 1:45 and really speaks for itself. Enjoy.

 

Mekanism Made an Ad for Advertising Week. Hooray Advertising!

Advertising Week X, the tenth annual week for people in the advertising industry to celebrate advertising by talking about, awarding, and giving tips about advertising is only a week away. What more appropriate way to celebrate advertising than with an advertisement for celebrating advertising? Yay, advertising!

The above advertisement comes from SF-based advertising agency Mekanism, which doesn’t seem to be an official partner or sponsor of  Advertising Week so we’re assuming this advertisment was made just for love of the game. (The game is advertising, by the way.) While the ad does a good job of advertising all of the hipster/yuppie advertising people you’ll meet at Advertising Week, it doesn’t advertise one of the week’s biggest events: The Battle of the Ad Bands, in which advertising industry folks with trace amounts of musical acuity compete to be the best at simultaneously being in advertising and being in a band. I mean, CMJ is in town next week, but as an member of the advertising community, your attendance at the Battle of the Ad Bands should be mandatory if it isn’t already.

Advertising! Woo! Credits after the jump.

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Kids, Just Say ‘No’ to Jugs

Well, it’s definitely a rarity to see a laundry detergent ad rock this hard.

From SF-based agency Mekanism comes this latest viral spot for Method, an odd brand of laundry detergent that requires “four pumps for one sweet load.” Since being posted yesterday, the “Say No to Jugs” has already amassed nearly 90,000 YouTube plays, no doubt converting innuendo-loving guys who look like Sam Beam (the bearded guy from Iron and Wine) and the girls who love them to spray-bottle detergent.

This video follows Method’s “Clean Happy” campaign launch from last month, which used the Naked and Famous track “Young Blood” to appeal to 20-somethings seeking a hipper way to do their laundry. Detergent in jugs? What are you, my grandma? Join the “People Against Dirty” on Method’s Facebook page and view credits after the jump.

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Method Offers Vivid Vision of Clean

Lowercase cleaning supply/detergent/soap brand method launched a global brand campaign this week, which is anchored by this colorful spot from San Francisco shop, Mekanism. While we continue pulling our hair out trying to figure out who’s behind the catchy tune (one we’ve heard countless times via bar satellite feeds, jukeboxes, etc in recent months), feel free to soak in this clip that emphazies method’s anti-dirty, “Clean Happy” stance and sums up the brand’s various products in two minutes’ time. Credits after the jump.

Update: Yes, it’s Naked and Famous and their tune, “Young Blood.”

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