JaxCreative

We keep hearing that the recession is over. But like private jets, vaginal rejuvenations and mixed nuts, advertising is one of the first casualties of an economic downturn. So, instead of complaining about the dirth of work out there, we’ve come up with our own positive spin on the slump.

From the Glass Half-Full Department:

1. There’s no work to clutter up your desk anymore.
2. Reduce, re-use, recycle. This now applies to gum.
3. Salon visits? Long and grey is in.
4. The word “staycation”. Nuff said.
5. Become a mac-and-cheese-atarian.
6. Nanny? Who lives in a pineapple under the sea?
7. Manis and pedis have become bourgeois. Plus you know how to say “bad tipper” in south asian dialects.
8. The five-second rule for dropped food has been increased to 30 seconds. Even longer if you wipe it off on your shirt.
9. DIY not only applies to re-tiling bathroom floors, but also bikini waxing and outpatient surgeries.
10. Don’t think of it as child labor, think of it as mentoring.

We’re not whiners by nature. But if we were, advertising would have us kvetching all day and all night. There are the usual client demands. Make the logo bigger. Change the headline. Control the ebb and flow of the moon’s gravitational pull.

For us, work is anything but. And the old adage “it’s not brain surgery” is so true. Even before Lisa personally experienced seven brain surgeries, we’ve both always looked at work as an opportunity to make Mojitos out of life’s lemons — lemons, limes, whatever.

Just the other day, Jackie scratched her cornea. (Word on the street was she got into a knife fight with a print vendor over color corrections.) Since she already had to wear an eye patch, she ended up being a pirate for Halloween. Way to turn that frown upside down.

Wait. Does this make us sound annoyingly blissful and happy? Like we’re sliding down rainbows on the backs of unicorns? Did we NOT mention the seven brain surgeries and a scratched cornea?

So, on the rare occasion that we get a less-than-thrilling project or have to make the logo bigger, we’re just grateful to be working. Not to mention alive and not blind.

Goodbye Flash. Hello WordPress. Our original website — built in Flash — has served us well but, it was time for a little nip and tuck. We’re going from website to blogsite because Social Media Marketing is very slimming and we all know how traditional websites add ten pounds. Enjoy our new blog job.

We created this portfolio website for renowned L.A.-based Interior Designer, Mae Brunken. The challenge was to brand her above the rest and give her a style that would be fresh without being too edgy. The Flash-based site showcases her interiors in a visually stunning and interactive way. It’s kept current by continually updating her homepage with new and exciting work as it becomes available.

We’ve been trying to get this new blogsite up and running since December of 2008. Lisa and I knew incorporating a blog into our website (thus, blogsite) was our next big step and we’re both extremely excited about it. Well, we were in the beginning but, now our excitement is about equal to the 23rd hour of a 24hr car ride with two screaming children, a bladder full of Big Gulp and a flatulent dog. You see, we knew this endeavor meant involving only one person who we felt was up to the task. Our Chief Programming Guru Extraordinaire — yes, that’s his official title— Samuel Mueller of Semular. He’s not only packin’ mojo but, style, grace and the rare ability to speak to us creative folk about the technical mechanics of the internet in a non-condescending language. Yet, with this greatness comes a price. You see, in our business the client gets to pick two out of three options; Time, Cost and Quality. If you need a Quality project done within a quick turnaround Time, it’ll Cost you. If you don’t have the Time and can’t pay the Costs, don’t expect high Quality. If you’re like us and want high Quality but, don’t want to incur lots of Costs, it’ll take a good long Time to get your project off the ground.

So, here we are at the end of August in 2009 and still our blogsite isn’t live. We spend our time familiarizing ourselves with this Word Press program, adding as much content as possible and crossing our fingers we win the next Pick 6 lotto.

I kid you not, I saw a Coyote run from my backyard neighbors property — although I thought it was a wolf and proceeded to run through the house like a mad woman screaming “WOLF!! WOLF!!” — into my driveway and across my front lawn. He was headed straight for the duck pond… Oh, oh!

I called 911 and as it turns out, (read the following with a strong southern drawl) “Ma’am, they’re natural to these here parts”. Really? Scarsdale!? Coyote country?!? Hmmm, Sotheby’s did not happen to mention that in their real estate brochure?! Hello? I have a five year-old daughter and a 4 pound dog! So, am I no longer allowed to have them play outside? The Wildlife Conservation person from upstate New York told me to just make sure to keep my garbage up and if it becomes a consistent problem to call my local wildlife control. Keeping my garbage up? No problem. Dealing with my 10 year-old son who wanted to go after him on his bike? Priceless.

A documentary about advertising and inspiration. In theaters August 21, 2009.

The PROMAX/BDA conference was held in New York City recently and our dear friend and colleague, Susan Kantor, was one of four honored with a Brand Builders Award. Yay! Broadcasting & Cable’s article on her (love the pix btw) she mentioned the line Jax Creative came up with for The Ellen Degeneres Show, Watch The Best Part of Your Day. Susan goes on to say “We did that campaign two years ago and it really stuck, which makes me as a marketer very happy.”  Kantor continues with “When you get it right, it can last a long time… and consistency in messaging will make it work harder.” And may we add that consistency in creatives doesn’t hurt either.