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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    Web 2.0 and Viral Advocacy

    I spoke to the Marketing Executives Networking Group (MENG) in Norwalk about the rise of social media and how to create viral advocacy using Web 2.0 technologies.

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    The year was 1965, four students at Boston College form the rock band The Leafmen, named after an off-campus residence Greenleaf Hall where three of the members lived. Over the next several years The Leafmen became a fixture of Boston music scene.

    Decades later the band members would reform to play small gigs in and around the Boston area. They do a lot of Van Morrison, Rolling Stones, Beatles, but their version of In-A-Gadda-Da-Vida sounds as if they were channeling Iron Butterfly themselves! The drummer of the band, Sal Rizzo, is my uncle but I really came to appreciate their talents when the band got up (impromptu) to play at my cousin’s wedding.

    I originally created The Leafmen logo and small promo site (no music) as a tribute in 2005. But in 2007 I received a demo CD from Sal along with some old photos. I decided to convert the website into a Flash microsite, featuring three of my favorite tracks from the CD. Had a lot of fun pushing the envelope on the Flash animation. Enjoy!

    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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