This site showcases the (mostly) digital work of Andrew DiFiore from both Virtual Arts Studios and answerYES Interactive as well as random thoughts and experimental projects too volatile to be contained anywhere else.

 
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    Bank Job by Barenaked Ladies

    Bank Job is probably my favorite Barenaked Ladies song (to date). Although not necessarily the best video, I thought conducting “sessions” in the bathroom was interesting (hey, the acoustics in my shower are amazing).

    It was an upset in two minutes flat
    We were back on the freeway, foot to the mat
    I can’t understand it; we had it down pat
    It’s very upsetting, could we leave it at that?
    We all had positions; we each had a role
    We’d over-rehearsed it; we had full control
    They can’t teach you acting, it’s there in your soul
    It’s the same with a bank job, and each thing we stole

    So I don’t need attitude
    Cause you knew just what to do
    We all did our best now
    We all need to rest now
    Leave me alone
    Wait by the phone

    I was the driver; you ran the show
    You had the last word, the go or no go
    I knew every laneway in Ontario
    But it’s not what you’re sure of, it’s what you don’t know
    It should have been filled with the usual ones
    Throwing their cash into mutual funds
    We all had our ski masks and sawed-off shotguns
    But how do you plan for a bank full of nuns?

    Well, I guess we panicked – we all have taboos
    And they were like zebras; they had us confused
    We should be in condos with oceanfront views
    Instead we’re most-wanted on the six o’clock news

    So I don’t need attitude
    Cause you knew just what to do
    We all did our best now
    We all need to rest now
    Leave me alone
    And wait by the phone

    Inside the police car you tried to explain
    your crisis of conscience; the voice in your brain
    And now that the whole thing has gone down the drain
    I think we all know who should shoulder the blame
    Cause you made a choice there, almost sublime
    I’m all for compassion, just not on my dime
    You looked like an amateur, and that’s the real crime
    So I’ll take a walk now, and you do the time

    And I don’t need attitude
    Cause you knew just what to do
    We all did our best now
    We all need to rest now
    Leave me alone
    There’s no need to phone

    We all did our best now
    We all need to rest now
    Leave me alone
    We all did our best now
    We all need to rest now
    Leave me alone
    Leave me alone

    Can find more Barenaked Ladies music and videos on Myspace and Last.fm.

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    Logo for Stamford Toys


    Created this logo design for local toy shop Stamford Toys (formerly know as Imagination Station) which would be used on everything from business cards to display ads to storefront signage. If you are in the Stamford area you can see the signs at 970 High Ridge Road (near FedEx/Kinkos).

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    Local cable news affiliate News 12 anchor Becky Surran and I discuss viral marketing trends on 12 On The Money, include Diageo’s ground-breaking YouTube hit Tea Partay viral video (below). I say “ground-breaking” not because the concept is unique (it’s not) but it marks an attitude adjustment with marketing executives at big consumer brands, that is, a willingness to invest (significantly) in emerging social channels.

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    A simple little website for Nasco Construction Services, a construction consulting firm that specializes in preparing cost estimates. With over 40 years of estimating experience in all areas of construction including renovation, rehabilitation, and new construction; Nasco regularly estimates over 200 projects per year. The owners were incredibly easy going and accessible, making the development process a breeze! A little bit of Flash animation, a little bit a of clever JavaScript (for the collapsible “treeview” effect), and the site was live within a week. Everybody is happy.

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    I was interviewed by Amanda Pinto The Stamford Times about generating online success with Internet marketing.

    City Internet marketing company a Web hit
    By Amanda Pinto

    STAMFORD — If a Web site showcasing retro pin-up photography draws its share of Internet traffic, would popularity boom if the site was made more interactive?

    An entertaining — and addictive — photo-hunt game that earned photographer [Octavio of] Winky Tiki a 1,600-percent increase in Web hits and a mention in Maxim and FHM magazines proved the answer is yes.

    Andrew DiFiore, Jr. president and creative director of Stamford-based online marketing and design firm answerYES Interactive, was responsible for this, and other Web
    sensations.

    His [Stamford] business employs not only tried-and-true methods of marketing, but utilizes Internet technology to reach clients’ target demographics through more cutting-edge viral marketing.

    “Viral marketing is a form of word of mouth marketing, so you could say it’s been going on forever,” DiFiore said, adding that the term was born in the mid-90s, when e-mail company Hotmail began giving a way free Web addresses. “The idea is, if you can get people to talk about it will spread like a virus.”

    Through the use of popular online networking sites like Facebook and MySpace and user-generated content [sites] like CollegeHumor and YouTube, “edgy or unusual” Web-based content can spread like wildfire, DiFiore said.

    The biggest goal, and perhaps the biggest challenge, of viral marketing is creating “viral advocacy,” encouraging Web user participation and feedback.

    “You’re dealing with the customer directly, this is the beauty and power of the Internet,” he said. Viral marketers strive to reach the “alphas,” those who will view the product and pass it on to others. ”Before we even write a stitch of code we think about how to reach that target audience,” DiFiore said.

    answerYES Interactive, a more than two-year-old company, specializes not only in viral and other marketing techniques, but also in all elements of Web design.

    DiFiore himself has a background in computer science and multimedia design. He worked 15 years with Prodigy, a dial-up service that was a precursor to the Web. His
    background in the technical aspects of Web programming later allowed him to exercise his creativity through Internet marketing.

    He was then able to hone his skills while working for information company Thomson Corporation.

    “It was a natural evolution for the business — I always took a marketing approach to our Web site because I understand technology and practicality of design but I understand the ideas of marketing it,” he said.

    His commitment to “niche marketing” he said, allows for good conversion — a significant return on the client’s investment.

    “This is all about creating a brand experience, but you are also creating a relationship with [the customer],” he said.

    DiFiore also lectures and helps clients create a “road map” to reach its base. He handles Web design and development and helps build collateral.

    Stacey Tucker, owner of Weston-based StaceyLu Confections, enlisted answerYES Interactive to revamp the Web site for her custom cookie business. Over a four-month period, DiFiore redesigned the site, helped develop the logo, and made her business ecommerce-ready, Tucker said. The bright colors and Web illustrations “captured the feel” of her business more so than the original page design, she said.

    answerYES Interactive also worked with Rev. Ann Emerson, an interfaith minister who serves as director of spiritual outreach program The Harmony Project.

    The project, which is one facet of the Sanctuary of Sophia in Monroe, got a boost from its DiFiore-led redesign, which softened images and made more feminine a site that aims to represent the re-awakening of the divine female, Emerson said.

    The 100-page Web site, which Emerson said spans 800 pages when printed, will soon be launched in ebooks. DiFiore will create the ebooks and market them virally — asking users to fill out a poll after which they’ll be given a free ebook URL to pass on to three friends. Emerson said she sought out DiFiore after hearing rave reviews from friends — whose businesses ranged from belly dancing to architecture — who had worked with answerYES Interactive.

    His work on The Harmony Project gained him a new fan, Emerson said. “He just did a profound job — the Web site, the material had been up for four years, it was kind of old-fashioned and he really brought it up to speed,” she said. “Computer people often are not good at creative things, but he has both.”

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