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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    YouTube Insights July 2013

    Sorry, John Stewart, but YouTube tops more viewers than Comedy Central in the most sought after age group of 18-34 year olds.

    The first of what Google promises to be a quarterly event, YouTube Insights brings you the latest statistics, trends, and insights on online video from across YouTube and Google. Download the entire report for free (and without giving up your email address) here. A very interesting read indeed.

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    Google continues to help the digital marketer not just by offering tools and platforms for campaigns (e.g. Google Analytics, Google AdWords, Google AdSense), but also by sharing most valuable findings, insights, and collective experiences. A treasure trove of customer behavior data.

    The internet giant (re)launches Think Insights, an online destination created as a hub for marketing trends “real time” intended to strengthen the marriage of advertising and web.

    Learn what’s new on A Guide to Google’s Think Insights by Jason Cormier at Search Engine Watch.

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    It seems that there is more and more yoga in my advertising these days.

    Agencies have found a new tact in the “sex sells” ideology, using yoga to push anything from corn chips to smartphones.

    For women, it is the immediate and visceral reaction to the strong, self-empowered feminine.

    For men, there is nothing sexier than a fit women… sweating (Ron Harris understood this back in the 80s).

    Casio G’zOne Commando

    Hey, a little rough with that cell phone… good thing it is as tough as she is.

    Equinox

    Whoa! Where can I learn to do that?

    I’ve always said sex doesn’t sell, it gets your attention. Getting your attention, however, doesn’t mean you’re going to remember anything about the product if the “sex” has nothing to do with said product. For example, this Pão cu Manteiga commercial from Brazil (warning NSFW). Good for a chuckle but is this really the right message you want to convey for butter (would have liked to been a fly on the wall during that pitch).

    Using sex in advertising requires balance. Be clever, relevant, and sexy.

    In the ads above, both do it well but I have to give the edge to Equinox. A little voyeuristic given the sleeping “boyfriend” in the background but the camera angles keep it clean… watching Briohny Smyth do yoga in her underwear is like watching a performance artist.

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    Okay, Keenan Cahill’s lip-syncing videos are just a little freaky but that’s why so many people watch them… and there is no arguing with success. Over 50 million views of Katy Perry’s “Teenage Dream” (since August of 2010) has made BeenerKeeKee19952 not only an instant YouTube sensation but a hot viral commodity.

    Now with over 170 videos, the success is surreal.

    From the likes of Sean Kingston and 50 Cent to the casts of Glee and Nickelodeon’s Victorious, the teenager with MSP (a rare genetic disorder that affects physical and mental development) has stood next to more celebrities than Ryan Seacrest. He has even performed “Go NY Go” with Landry Fields and Andy Rautins of New York Knicks (along with the NY Knicks Cheerleaders).

    He has appeared on Chelsea Handler’s show Chelsea Lately, helped Jennifer Aniston go “viral” for Smartwater, and has his own Web series called Keenan’s Crush featuring the always sexy Jessica Uberuaga. And the endorsement deals keep rolling in… from Julianne Hough promoting her Footloose remake to Axe body spray to Me Undies (there is just nothing wrong with women dancing in their underwear).

    This is the power of the Web, unfettered, dreams can soar. Anyone can be a star. And if you’re an astute marketer paying attention to social media trends, get ready to hitch your wagon to the next Keenan Cahill and sit back (or should I say lean forward).

    Originally created for print, two in a series of adverts done for tutor match-making company Tutoring Match can still be found on their website (which we also did).  Keeping it simple but clever.