“My favorite time of the day in Joshua Tree is when the sun has just set, the moon is beginning to rise, and the warm tones of the rocks turn beautiful shades of pink and purple. There’s something so calm and peaceful about the stillness, and I wanted my poster to reflect that feeling.”

– Brittany Davis

“I chose to celebrate Yosemite National Park and highlight the Half Dome crest. This particular vantage point can be seen driving through the park as you pass through the bend of the trees. As the road twists and turns, it opens up to this breathtaking view. This iconic landscape inspired me to visit Yosemite National Park this year in person, for the first time. It is a view more people should experience in person and hopefully, these vintage-inspired travel posters will encourage nature lovers to get out and enjoy earth day!”

– Nicole Pawloski

“Death Valley is one of the hottest places on the planet and features striking, dramatic landscape. The Mesquite Flat Sand Dunes are one of the very few locations where large dune fields are created. While individual grains move and ripples form, the dune field remains. Knowing that a nearly infinite number of grains of sand are in perpetual motion, constantly reshaping the landscape, yet somehow remaining a part of a greater whole is an idea that continues to draw me in.”

– Ryan Schram

“Sequoia National Park is a very special place to me. It’s like nowhere else on this planet. There’s something magical you feel in the air and in the ground beneath your feet when you’re walking amongst those giant trees. Nothing can prepare you for your first glimpse of the Giant Sequoias after making your way up the winding mountain road, and nothing can make you forget it.”

– Tyler Oslie

Love these California National Parks as much as we do? Drop us a line and we’ll hook you up the high-res files so you can create your own Art Prints.

On the 51st anniversary of Earth Day, organizations all over are taking a moment to reconsider their impact on the planet and make pledges to do better.

Some are doing it because protecting our natural resources for future generations is simply the ethical choice. But there are also very powerful economic motivations for changing the status quo from wasteful and polluting supply chains and business models to those that are far more environmentally friendly and which can be endlessly renewed.

The current marketplace puts a premium on brands that are sustainable and there is a growing distrust of those that are silent on these issues, which is why so many brands are finally speaking up about their commitment to a healthier planet. And what better time than Earth Day to let the public know about it?

Here are five brands that are trending for their sustainability initiatives:

Improved PS5 Packaging

Aided by a pandemic that forced the world into lockdown, Sony’s latest gaming console, the PS5, is the fastest-selling in history. So, the Japanese electronics giant doesn’t really need to make any changes to improve sales.

They can hardly keep up with demand as it is. Yet, after hearing complaints that the packaging for the PS5 was unattractive and generated way too much non-recyclable waste, Sony went back to the drawing board.

Kieren Mayers, Sony’s Director of Environment & Technical Compliance, described the initiative as part of the company’s Green Management 2025, an ambitious project attempting to decrease the use of non-recyclable materials in Sony’s products. As part of the plan, they hope to completely eliminate plastic in new product packaging by 2025.

The original packaging for the PS5 wasn’t living up to the ideals of their mission, but the redesign is a much more positive step in that direction. The new packaging is fully recyclable, 93-99-percent plastic-free (by weight), and replaces polystyrene foam with cardboard inserts. They also relied on the Japanese art of origami as inspiration for substituting smartly engineered paper folds rather than unsustainable glues.

Cleancult Reusable Cleaning Supplies

Video games weren’t the only products to see increased demand during the pandemic. Sales of cleaning supplies also spiked, particularly in the early days of the health crisis when every smudged surface looked like it could be a potential vector for infection. Things have calmed down some, but disinfecting wipes and sprays are still in high demand. The unfortunate downside has been a ton of empty, plastic bottles and containers that will likely end up in a landfill.

Enter Cleancult, a newcomer to the market, with a unique point of differentiation. They deliver soaps, cleaning solutions, laundry detergent, and the like right to your door, and unlike most of their competitors, almost no plastics are involved at all. When you sign up, you get a shatter-proof glass dispenser and the refills come in recyclable cardboard containers.

Likewise, by Humankind, another recent player, is attempting to do away with single-use plastics for an even larger range of health, hygiene, and cleanliness products. Everything from deodorant and hand soaps to floss and mouthwash is made without plastic. Even their cotton swabs are 100-percent biodegradable. It’s the right product at the right time and designed to appeal to the health and eco-conscious alike.

Adidas Mushroom Leather

Mushrooms aren’t just for the dinner table anymore. They are being powdered and sold as brain-boosting coffee alternatives, added to lotions and serums for healthier skin, and even being bioengineered into cruelty-free, vegan leather products. According to Grand View Research, as consumers increasingly look for more natural, less polluting, and more sustainable solutions, the market for mushroom products is growing fast and will be valued at $50 billion by 2025.

Two big brands from the world of athletic gear and high fashion are among the first to experiment with mushroom-based materials. Adidas recently launched the Stan Smith Mylo, a variant of one of their most classic sneaker styles, but with innovative and renewable mushroom leather accents for the heel tab overlay, branding, and their iconic three stripes.

Developed by biotech company Bolt Threads, Mylo is a proprietary (and branded) material grown in labs from mycelium (mushroom roots). The finished product is foamy and durable and can be finished with embossing, and which, according to Jamie Bainbridge, the vice president of product development at Bolt Threads, flexes and breathes just like traditional animal leathers.

“The planet can’t go on the way it has been,” said Jamie Bainbridge. “You’re seeing it in every subject matter around sustainability—whether it’s climate change or carbon footprint—the public is gaining an understanding that they’ve got to change their ways.”

Along with Adidas, fashion designer Stella McCartney, an early pioneer in ethical, cruelty-free fashion, has joined Bolt Threads’ Mylo consortium and intends to use their material in her product lines. Lululemon and Kering (the French luxury group that owns Yves Saint Laurent and Gucci) have also signed up.

Other fashion houses and brands are also pursuing alternative, sustainable materials. Hermès recently released a handbag made from reishi fine mycelium. Eco-friendly shoemaker Allbirds announced they have their own sustainable faux leather in the works made with rubber tree sap.

Traditional animal leathers consume massive amounts of resources and require harsh compounds to produce. Plastic-based faux leather is virtually always made from non-renewable petrochemicals. Mycelium-based textiles present an opportunity for the fashion industry — which has been feeling the heat lately for the wastage associated with the disposable “fast fashion” trend — to deliver goods that are still incredibly high quality but that better align with the environmentally-friendly values of modern consumers.

Levi’s SecondHand and WaterLess

The three R’s of sustainability are Reduce, Reuse, and Recycle. To lessen its environmental impact Levi’s is focusing on that sometimes underappreciated second R. Maybe it’s really because they know that an already broken-in pair of jeans are a wonderful thing, but the brand introduced its SecondHand Collection of pre-worn, vintage threads along with a “Buy Better, Wear Longer” sustainability campaign just in time for Earth Day.

“Ultimately, Levi’s denim is meant to be worn for generations, not seasons,” Jennifer Sey, Levi’s Brand President, said. “So we are also using this campaign to encourage consumers to be more intentional about their apparel choices: to wear each item longer, for example, to buy SecondHand, or to use our in-store Tailor Shops to extend the life of their garments.”

Levi’s tapped influencers like Jaden Smith to promote the initiative: “The world we live in encourages us to constantly buy,” Jaden said. “It puts us in this bad cycle. I’m glad that Levi’s is changing that message by making thrifting cool. Some of my favorite pairs are thrifted. And I’m even more happy to see that Levi’s is supporting these amazing young voices who are all speaking up for the environment.”

Levi’s has also been using this opportunity to tout its WaterLess method of finishing jeans that softens up tough fabrics by tumbling them with bottle caps and golf balls instead of using water-wasting washing machines like they had in the past.

The Future is Sustainable

Almost across demographics, but especially among the younger Gen Y and Z cohorts, there is increased demand for sustainable goods and lifestyles. The brands that are authentically speaking to environmental issues and taking positive action to change our world for the better are top of mind among consumers and winning new brand loyalists far faster than their less eco-conscious competitors.

Brands that intend to compete in the market that is coming are well-advised to continue making decisions that show their commitment to a healthier, more sustainable world.

Gigasavvy works at the forefront of the purpose-driven branding revolution. Ask us how we can help develop and launch your organization’s brand strategy. And if you want to stay up to date with the latest on sustainable design and artivism check out our Instagram Guide. 

As a creative agency, Gigasavvy’s purpose has been brought into sharp focus over the last year and is more relevant than ever. To inspire meaningful human connection in a digitally-dominated world is baked into how we approach every aspect of our business. We believe that putting people first is essential to developing and delivering truly innovative solutions for our clients as well as for ourselves. Identifying the core human truths that connect us while focusing on ideas that inspire and unite people helps our team continue to challenge the status quo. With that in mind, we are excited to share the first installment of Positive Propaganda, our quarterly look into the key moments and trends poised to shape and impact the culture at large.

The interactive deck below is filled with insightful articles, engaging videos, immersive digital experiences, and whimsical games that represent the best of what the global creative community has put out into the world during quarantine. You can explore Positive Propaganda by clicking the arrows on the bottom right corner of the deck or view in full-screen here.
 

In fact, studies going back decades have shown that his mustachioed visage is more widely recognizable than Mickey Mouse. And, like Disney’s mascot, he just got his very own theme park to star in, Super Nintendo World, which will open at Universal Studios Japan this month. Similar themed lands are under construction at Universal parks in Hollywood, Singapore, and Orlando.

Superfans Create a New Holiday

Back in 2008, a few science fiction enthusiasts on Facebook announced that they were creating a holiday. They declared that May 4th was Star Wars day for no other reason than because it would be fun to greet each other by cheekily saying “May the fourth be with you.” The trend caught on and eventually was officially adopted by parent company Disney. It seems to grow in awareness and participation every year.

Nintendo’s fans at some point realized that another date on the calendar suited their favorite mascot, and announced that March 10th, stylized as MAR10 to resemble the name of the plucky savior of the Mushroom Kingdom, was the perfect day to celebrate the world’s most popular video game plumber.

The very first Mario Day was held in 2016 and proclaimed on Nintendo’s official YouTube channel. In 2017, Nintendo offered a free Mario-themed frame to Facebook and Facebook Messenger that could only be used between March 10 and 12.

For the following year, they partnered with Google by adding a playable Mario minigame to Google Maps. Discounts for Mario games like Super Mario Party, Mario Kart, and Mario Tennis Aces were rolled out for the 2019 Mario Day. Also that year, in-store events sponsored by Frito-Lay were held at their flagship NYC retail outlet.

For 2020, things were slightly different and more virtual. Select Mario games were discounted again, and special Mario costumes were made available in Mario Kart Tour. They also used the event to tease a new partnership on their Twitter account, which was ultimately revealed to be LEGO Super Mario.

Love for Mario Crosses All Demos

It’s official: everyone loves Mario, and that includes us! So, to join in on the fun, Gigasavvy’s creators, designers, and brand strategists thought up some colorful, fun, Mario-themed co-branding opportunities to drive home his universal appeal.

“Mario is unique in that the game and character represent an era and nostalgia for many, yet transcends generations and remains current. Although the Mario franchise needs no help in exposure, I wanted to imagine what it might look like as a brand collaboration. There’s something powerful about two brands coming together to create something new and unexpected–especially if it’s two brands you already love.”

– Tyler Oslie, Senior Art Director, Gigasavvy

 

The universality of Nintendo’s success is no accident. Nintendo is a master at using inclusive design that draws in super fans from all demographics, notably by elevating female video game sidekicks into full-fledged headliners.

Gaming is often thought of as a male-dominated pastime, which is why it was so groundbreaking for Nintendo to release a title like “Metroid” back in the 1980s and make the game’s hero, Samus Aran, a space-exploring woman warrior. Even Nintendo’s damsels in distress,’ Princesses Peach and Zelda, have evolved over the years to take on more active roles in their respective franchises. Gigasavvy Designer Brittany Davis has a strong connection with Nintendo and recalls many fond memories and used those childhood impressions to inspire her designs.

“Mario was pretty important to me back in the day. One Christmas when I was young, I got a Nintendo DS from my parents, and it was probably one of the most memorable Christmas gifts I’ve received. My sister and I were always playing Super Mario Brothers and Mario Kart. Even though I would fall off the road pretty regularly, Rainbow Road was one of my favorite courses. Nintendo is amazing at imagining these different worlds, and really immersing you into it. This was a really cool opportunity to jump back into that world as an adult and reimagine one of my levels as an adult! I really wanted to make it as colorful and lively as possible, pairing some retro, lava lamp vibes with a modern illustration style.”

– Brittany Davis, Designer, Gigasavvy

 

Gigasavvy’s Ryan Schram imagined a fun product using the hero’s iconic mustache as his source of inspiration.

“Mario has some notable features (hat, overalls, mustache, etc.), so I wanted to come up with a product that made sense based on these distinct features and work in all things, Mario. I thought it would be cool to focus on a mustache product. The tin itself represents a pipe from the Super Mario series and then I riffed on some of the other iconic elements from the game.”

– Ryan Schram, Production Designer, Gigasavvy

Art Director, Nicole Pawloski wanted to capitalize on the sentimental charms of a game franchise that goes back decades:

“Now, as many gamers are getting older, there is a great opportunity to create something nostalgic for an adult audience. What better way to celebrate Super Mario, than through a crisp hazy IPA? Specifically, I chose to highlight Princess Peach (my favorite female heroine) in an imagined Triple Hazy IPA, that would pack a juicy punch fit for any beer snob. So grab a “Peachy Keen” and celebrate your favorite childhood game while indulging in your new favorite adult beverage.”

 

The Game Continues

All of the Mario Day events this year will cap off Mario’s 35th anniversary, and several limited-time promotional games and products will be removed from their online store, such as Super Mario Bros. 35, an online game where 35 players simultaneously compete at classic Mario Bros platforming in a battle royale.

And yet fans are excited for the 31st when these unique, limited-time games and features disappear. Not because they didn’t enjoy them and will be happy to see them go, but because it means they can start getting hyped for the next big Nintendo franchise to get the anniversary treatment: Zelda.

The Takeaway

When your brand’s superfans decide they want to celebrate you, let them! There is nothing that brings consumers closer to your brand than some good old user-generated content. Once you’ve created something great, you have to set it free. Do your best to foster a dynamic community that’s empowered and invested in the future of your brand your success will be limited only by your fans imaginations.

Want to see how the creative minds at Gigasavvy can bring your brand to life with imaginative design and thoughtful execution? Get in touch today!

For a year marked by lockdowns, 2020 was also paradoxically a time when many people were in motion. We moved from densely packed cities to remote spots in the countryside and transitioned from physical locations to virtual ones.

The gym gave way to live-streamed Peloton classes. The office was replaced by Zoom, Microsoft Teams, Slack, and other productivity and collaboration platforms. Even school went virtual and many medical services were delivered via telehealth.

Digital transformation was a priority across industries even before the pandemic hit, but after, it became a true lifeline.

Post-Pandemic Pivot

Some brands and companies were slow to change when COVID emerged. Others saw the opportunity to use their skills and creative strengths to quickly develop memorable and innovative solutions.

For example, when the L.A. Dodgers made it to the World Series, Postmates developed a unique at-home experience for fans. Everything from classic Dodger Dogs to a mini baseball helmet filled with chicken strips was made available for home delivery to recreate the stadium experience as best as possible under the circumstances.

Lockdowns forced us to rely far more heavily on digital tools than ever before. And not just the mundane stuff like online spreadsheets and chat rooms. Almost two-thirds of leading consumer brands, invested in AR, VR, 3D content, and 360-degree video in 2020, according to Accenture.

These still early experimentations will only grow more sophisticated, more immersive, and more engaging. We still haven’t seen a killer app in this sector, a piece of content, or a platform that massively drives adoption, but it’s only a matter of time.

In fact, Gigasavvy Creative Director Mitch Fait believes that reality is closer than even many industry insiders realize:

“There has always been a barrier to entry for AR in advertising because you had to force users to download a special app to view content. People resisted using QR codes for the same reason. But, with that tech now native to most phones, there is an opportunity to push AR experiences in ways previously unimaginable to mass audiences.”

Ultimately, technology is only as useful or engaging as the purpose for which it’s deployed, and 2020 saw some ingenious implementations — many of which will stick around in 2021 and beyond.

Digital Togetherness

Humans are social animals. We are driven to share, connect, and congregate. When we couldn’t see each other in person we formed gatherings on messaging apps, video conferencing platforms, and social media networks. We formed digital clubs, live-streamed our days, and shared our experiences through whatever digital means were available. And the platforms responded to this new normal.

Discord, the online service for gamers, artists, and hobbyists, saw a 47% increase in use. Spotify rolled out a plugin-in for listening parties. Twitch, the video game streaming site, broke usage records seemingly every month. Five billion hours were watched on the platform in the second quarter of 2020 alone.

Live viewings jumped 50% on Facebook during lockdowns, and Instagram was up over 70%. Generation Y favorite TikTok broke 100 million active monthly users in the U.S., an 800% increase from 2018.

What’s more, these platforms enabled a far more interactive and engaging experience than legacy media channels are capable of. Viewers could post questions, tag images and videos, share digital stickers and emojis, and even buy products directly in their mobile apps and social media websites.

Virtually There

Another thing that is likely here to stick around in 2021 is the increasing number of incredible interactive virtual events. A record-breaking 12 million players logged into Fortnite to catch Travis Scott’s live virtual concert, Astronomical. J Balvin’s Halloween concert in the battle royale game was also incredibly well received.

Though forced to take their acts online by the pandemic, brands leaned into the opportunity and created experiences that were eye-popping, larger than life, and so engaging that you can bet Fortnite will continue to seek out top artists to collaborate with for virtual events, regardless of whether real-world venues are hosting events or not.

With its runway show canceled, Prada converted its SS 2021 Womenswear Show into a multimedia experience, complete with fully immersive 3D VR. Competing high fashion brand Zegna described its approach as ‘phygital,’ a hybrid solution that merged pre-recorded content with live models.

Rebranding Revolution

Some of the changes brought about by the pandemic will slowly fade away with time. A post-COVID world will hopefully feature a lot less social distancing. But not every new change will disappear. 75% of U.S. consumers tried different stores, websites, or brands during the pandemic. The majority of them said they expect to integrate these new brands or stores into their post-pandemic lives. Gigasavvy Strategy Director Kristy Gulsvig expects the recent interest in rebranding will spread in 2021 and continue growing as brands are required to evolve and adapt to accelerating trends.

“Brands are beginning to invest in rebranding to keep up with changing consumer behaviors and attitudes,” says Kristy. “They are also rethinking the way they converse with their customers. Brands are laser-focused on identifying what consumers truly care about and communicating their values in authentic ways that resonate by tapping into our shared humanity.”

Conscious Companies

An increased demand that brands and companies articulate their position on pressing issues of the day and behave in accordance with their stated core values, a trend that has been attributed to the Gen Y and Z demographics, exploded in 2020 amid cultural upheaval surrounding the Black Lives Matter movement, pandemic lockdowns, and growing awareness of environmental risks.

Diversity and inclusion, in particular, were hot button issues in 2020. Accenture found that 41% of consumers have begun deserting retailers that don’t reflect their views on identity and diversity. That trend has implications from the consumer perspective — 66% of millennials say they won’t patronize a company that refuses to take a stand — and for employers who have discovered that most of the younger talent pool is willing to ‘job-hop’ until they find a home that matches their ethos.

“The need to formulate and express a prosocial corporate culture and vision has become a vital objective, with very real repercussions not just for most company’s ethical grounding and perceptions of their authenticity, but on profitability and brand growth,” said Gigasavvy’s Kristy Gulsvig.

Co-creative User Involvement

In March of 2020, as the pandemic was just starting to become a reality, there was an 80% increase in searches for “DIY” (“do it yourself”) on Google.

Taking the initiative to build it yourself turns a rote activity into a journey of personal growth. Harnessing the IKEA effect (the tendency to put disproportionate value on goods you help build) is an emerging goal for all designers of engaging experiences and interactions. What was once limited to couches with unpronounceable Swedish names now applies to just about anything.

“Your audience isn’t a dumping ground for content, messaging, and products,” explains Gigasavvy Marketing Director Daniel Reizes. “So much of what traditional marketers do is landfill, put into the world to meet a deadline or check a box, then tossed away and forgotten in an instant with the hope of subconsciously influencing purchasing decisions. But it doesn’t have to be that way. As marketers, we are in a position to add significant cultural value to society by creating opportunities for dialogue and discovery. Best of all, we don’t need an algorithm or cookies that track our behavior to make these connections.”

Part and parcel with that development has been the perpetual growth of user-generated content (UGC). “Audiences loved the opportunity to share their voices, and brands were more than happy to help them because it’s an inexpensive source of relatable and authentic earned media that helps form lasting bonds and stay stop of mind amongst consumers,” says Reizes.

Gigasavvy’s Senior Social Media Strategist, Angie Guevara, predicts that the next big trend in UGC will be remixing. Superfans empowered with the tools of digital creation aren’t just consuming culture, they are recreating and reimagining it, and adding in their own personal touches and character.

Agile Agencies

Another trend that flourished in 2020 and which is primed for further growth is the rise of smaller and independent marketing and advertising agencies. With a new reason to pivot seemingly every month, the value of a partner that is inherently nimble — and able to extract maximum value from smaller, more targeted brand investments — has been highlighted.

According to Adweek, 40% of brands could be looking for a new agency in the next six to 12 months, and with less bureaucracy and fewer stakeholders to appease, small and independent shops are empowered to be proactive in solving problems and accelerating turnaround times to address rapidly changing conditions in the marketplace.

Even the very biggest brands, like pizza giant Domino’s, are devoting a lot more attention to this space these days. “I really feel that the independent agency model gives us more flexibility and less distractions,” said Domino’s Chief Marketing Officer Art D’Elia. Others, including their rival Papa John’s and massive conglomerates like Kraft Heinz, are also diversifying their roster of agencies to include smaller firms that are more open to creative experimentation and a quicker cadence.

Cookieless Web

One of the biggest unknowns facing us in 2021 will be the fate of a time-tested piece of digital marketing technology: the browser cookie. These tiny bits of data record user activity on the web and are essential for advertisers attempting to track, target, and optimize digital ads. It’s difficult to personalize outreach when you don’t know who you are talking to, after all.

That is about to change, though. Google has announced that in 2022, its Chrome browser, which dominates globally with 65% market share, will stop supporting third-party cookies. That change might result in the development of new, less invasive, and more private means of tracking users.

It also looks to spur the growth of advertising directly on ecommerce platforms like Amazon and Walmart, which rose by 39% in 2020, according to eMarketer, and is predicted to grow another 30% in 2021 to reach 13% of the total digital ad spend in the U.S. Top ecommerce sites know a lot about their customers already and aren’t as reliant on third-party tracking.

What’s Next?

Complacency breeds contempt, but new obstacles light the fires of creation, and the whole world was challenged in 2020 like at no point in most people’s lives. We should be proud that, in the face of volatility and turmoil, so many forged ahead unabated. More than half of the respondents to tech brand Wetransfer’s year-end survey said that the changes in their working environment resulted in them having more ideas, not less.

Growth always happens outside our comfort zone, and 2020, most would agree, was a year spectacularly devoid of typical comforts. For certain, the road ahead is still perilous and uncertain, but the knowledge that we can not only survive but thrive no matter what 2021 throws at us is confidence-inspiring and should serve as motivation to continue to evolve, ideate, and connect.

Ready to start leveraging the lessons of 2020 to make your 2021 revolutionary? Talk to Gigasavvy today.

Tyler Oslie “I Have A Dream”

I was inspired to create my own rendition of a beautiful piece of art found while researching King. What resonated with me with this particular style is that in some ways, it feels like we’re more divided than ever as a nation–and this felt bright, uplifting, and hopeful. To drive the message home, I felt the “I Have a Dream” speech made a lot of sense here since it instills a sense of hope and promotes looking into the future for better times.

Nicole Pilowski “The Time Is Always Right To Do What Is Right”

Martin Luther King Jr. inspired so many and continues to do so through his message and legacy. I wanted to create a piece that speaks to the emotion behind some of MLKs most well-known quotes and speeches. He never chose fear, but always chose courage and determination. By utilizing bold color and an illustration style this piece is both a celebration of his inspiration and fearlessness as well as a call to action.

Brittany Davis “Love Is The Greatest Force In The Universe”

This poster is an opportunity to really focus on LOVE. MLK was very focused on racial equality and the civil rights movement, but above all, he believed: “Love is the greatest force in the universe,” and that’s what truly gave him power. Displayed arm in arm with his friends, Martin Luther King Jr. relied on love to give him strength. In the spirit of the times, I paired a retro look and feel with accents of modern design by incorporating newspaper texture, pop-art shapes, bright colors, and King’s own handwriting to give the poster depth.

Ryan Schram “The Other America”

This is an opportunity to share the side of MLK that many forget: the dude was one hell of an educated, eloquent punk intent on resisting and restructuring the establishment. He advocated for far more than purely civil rights; his mission extended to systemic socioeconomic and health care issues in this country and the war in Vietnam. For my posters, I wanted to source some less publicized quotes from Dr. King and create posters with an energetic and spirited feeling. Think DIY ethics and less whitewashing of the MLK legacy.

A Proven Market Leader

Many know 3 Day Blinds as a California original that has evolved from modest roots to become a leading manufacturer and seller of custom window treatment solutions. With more than 40 years of experience, they have built a brand that represents high-quality, customized offerings, and an authentic commitment to their customers.

Despite an incredibly competitive and fragmented marketplace, 3 Day Blinds has seen decades of growth and market dominance in part because of its culture of innovation. It’s drive to know its customers, test ideas, and offer a premium service has led to continued expansion across the country.

Now, in its next phase of innovation, 3 Day Blinds reached out to Gigasavvy for a new approach to its advertising.

A Sea of Sameness

In today’s world of performance marketing, a preference for direct-response tactics leads to repetitive, undifferentiated advertising. Many of these ads – including those in the home improvement space – recite a laundry list of features and benefits, followed by a phone number that you can “call today!” These ads are great for educating consumers, but typically don’t inspire brand loyalty.

In the past, 3 Day Blinds relied on this style of direct-response advertising that focused on the features of their products, the wide range of options they offer, and their well-regarded in-person consultation program. The ads work, but 3 Day Blinds is a brand that continually seeks to push its success to the next level.

In order to stand out in a cluttered marketplace, 3 Day Blinds and Gigasavvy sought to create a campaign that would go against the typical direct-response style. Instead, we would try to inspire growth by creating a close emotional connection that would allow us to stay top-of-mind if – and when – homeowners need to update their window treatments.

But before diving headfirst into pursuing this approach, we needed to make sure it was right for the brand. That’s where data and market research came into play.

Data-driven, Human-centric Marketing

Data is a keyword used across industries in 2020, and rightly so. In the digital economy, the companies making the most of their data routinely outperform their rivals.

Still, amassing data is the easier half of the modern marketing equation. The real trick is separating the signal from the noise: identifying which datasets are valuable, extracting meaningful business insights from them, and strategically leveraging those assets.

Data is merely a means to an end. An instrument for measuring things that resist quantification, like personal engagement, emotional connection, and even ineffable human values and truths. Gigasavvy is built around the idea that contemporary marketing is an inherently cross-disciplinary pursuit, one that requires a mastery of both art and science.

Creative brilliance that isn’t vetted by data and narrowly tailored to achieve measurable outcomes is obsolete. Likewise, dogmatic adherence to raw numbers without any consideration for the flesh and blood behind them is equally unproductive. Finding the balance between these two concepts is the only proven pathway to greater performance.

The modern consumer is more sophisticated, better informed, and, yes, slightly more jaded than their predecessors. Today, hard selling and information overload are instant turn-offs. It takes a more nuanced approach — one that connects organically to your target audience — to generate lasting brand affinity, customer loyalty, and increased sales.

Performance marketing is a holistic endeavor. It’s more than picking the right demographic, channel, and ad spend — those are merely prerequisites, things that you have to get right before tackling the harder challenge of forming real and durable human connections. You can generate short-term results with just the bare fundamentals, but the returns will inevitably diminish without ongoing, creative investment in the brand and its content and messaging.

The Art of Pressure-Testing Creativity

You can’t connect with people if you don’t understand them. That’s why step one at Gigasavvy is always rigorous data collection and market research to find out exactly who the target audience is, how they see the world, what they value, and what sets their hearts and minds in motion.

Yet, as we’ve established, research, investigation, analysis, and statistical interpretation will only take you so far. Creative output can only be informed by data, not determined by it.

It’s through reading between the lines of data that we can parse out the true value of the numbers. Loyalty and emotional connection are highly subjective; the magic of successful campaigns comes from the stories that the data isn’t telling.

Seeking to increase bookings for their design guidance offering, we developed two very different concepts, one focused on humor and one more emotional and heartfelt. Our ultimate goal was to see how consumers would react: Would one ad resonate better? What would consumers have to say about either concept? And most importantly, did the stories communicate the right emotions and features?

Both spots were tested among the target market, and both received overwhelmingly positive and constructive feedback. The heartfelt version of the ad garnered the highest marks for consideration, the reaction we were hoping for. Not only was the spot well-liked, but consumers were able to parse out complex features and benefits that were never explicitly mentioned in the script.

That feedback helped us refine the scripts and storyboards to maximize the number of potential customers we could connect strongly with.

The Audience Reaction

The finished product subtly highlighted the durability, beauty, and variety of 3 Day Blinds’ products. It was filmed on location in a lovely home that showcases window coverings as a backdrop to family life — which also tied nicely into the reality that most of 3 Day Blinds’ customers are now doing their shopping from home, too.

The public response and the return on marketing investment we achieved for 3 Day Blinds has been incredibly gratifying. The quantity and quality of their leads immediately jumped following the launch of the ads.

Gigasavvy has long invested in the tools and expertise, as well as the mindset, that enables these results. By synergistically augmenting our creative powers with the latest analytical methodologies, we are helping brands like 3 Day Blinds boost their bottom line while making deep and lasting connections to the customers they value most.

Let’s start with that unicorn. Was she a diva on set?

That mini-horse behaved surprisingly well. It got there early and had to go through hair and makeup just like any other tallent. And that rainbow mane took some time to get right!

Is it easier to work with animals, kids or adults? Be honest.

Ultimately adults, but it’s a fine line.

Creative Director, Mitch Fait (right) on set of the HI-CHEW commercial

As a producer, are you part of the creative process?

Yes! I’ve been blessed to be brought into a lot of the brainstorming conversations. I have a great rapport with our Creative Director, Mitch Fait.

I’m able to help take a creative idea and apply it to the logistics, the budget, and figure out how to practically execute it.

And if there’s a creative idea is out of scope but is important to the storytelling, I take that seriously. I don’t just shoot it down. I see why we went there so before we kill it, let’s talk about how we adjust other things to make this work.

What’s the first thing that comes to mind when you see your work airing on national TV?

Just pride. Pride and accomplishment. There’s something about seeing it out in the world — and not in the edit bay — that helps me disconnect from the process. When it is done, I sometimes have to remind myself that I was a part of creating it.

I love getting to work on creative storytelling and the narrative behind a brand. I love magical realism generally, so this HI-CHEW spot was a lot of fun. There is a lot of imagination behind it.

There must have been a lot going on in this commercial – was it chaotic?

It felt very straightforward to me because we had mapped everything out prior.

When we get to set, we try to have it fully ironed out. So when we get there, it’s really about executing what’s on paper. On set, there are never any big decisions to make, because they’ve already been made.

What are you most proud of for this shoot?

In all our spots, what I’m most proud of is the production value. Mitch comes up with a lot of big ideas that we are able to mold to fall into budget while keeping the production value high.

And as always, I’m proud of how the team comes together to execute something really fun and exciting.

What was your biggest challenge in producing the HI-CHEW commercial?

One of the biggest hurdles was finding the right location. We looked at 4-5 other grocery stores total. Some of them were not right from a visual standpoint, and others were out of scope budget-wise.

We had a lot of gimmicks planned for this spot – like confetti and candy flying around, a couple of explosions – so it was a challenge to find something that was in-budget and that would let us do everything we wanted to do.

If someone were looking for a career in production, what advice would you give them?

For me, one of the biggest things it comes down to is the team that you build. You have to be able to put aside your ego and create a strong team that you can trust. I need to know that I have someone in front of me that I can trust to run with it and do their job.

Also, constant communication with people you’re working with. There’s no harm in making sure you’re regrouping at the end of the day and even asking redundant questions because it might spark something in someone else or it might bring something up you totally forgot about.

Producer, Chuck Oldfield

For those who have never met you, they may not know that you have a really positive attitude and positive vibe. How has that helped you get to where you are?

There is so much going on at any given time. Time is something you need to manage. Stopping to yell at someone or freak out over something never made sense to me. You need to keep going.

And at the end of the day, it seems to always work out, especially if you’re constantly communicating and looking over your to-do lists, and crossing your t’s and dotting your i’s. You shouldn’t show up to set and not have a pony on set, if you want a pony on set. There shouldn’t be room for yelling and screaming if you’re prepared.

Plus you get more out of your team if you’re a partner with them in it. Some producers elevate themselves above everybody and allow their stance to be felt by everybody. For me, there’s no point to that.

Thanks, Chuck for sharing your experience as Producer on the HI-CHEW national TV ad!

The key to great design is not on your screen.

Instead of trying to mold users to fit your solution, work to find a seamless integration of technology into the human behavior and patterns. As an example, web forms are probably the most glaring showcase of this, with horrible forms becoming almost a web standard. What is the actual purpose of entering an email twice, or having multiple security questions and answers?

Beyond visual design itself, there is a glaring need for understanding how humans work psychologically. With this understanding, designers can focus on ways that technology can improve life – instead of clogging our phones, our lives, and our minds with a useless and cumbersome collection of technology.

Tips for Using Human Inspiration to Improve Your Designs

Inspire Exploration and Discovery

Take a tip from a toddler. We learn by exploration. Flipping a book page, turning over a rock, digging in the beach sand, and tasting a new type of food. Humans learn and absorb information by exploration. The driving force behind exploration is the joy of discovery. Use this to your advantage: instead of laying out everything for the user to sort through, use rollovers, intelligent navigation, and scrolling to gently guide a user through an exploration/discovery process. Use imagination, don’t revert to lazy replicas of real life objects, but think through the natural learning and comprehension process and leverage it with the specific design problem you are tackling.

Tell a Story

From the beginning of time, before there were written languages, storytelling was the tool used to communicate and retain information. This has not disappeared from the human psyche, but the true art of storytelling does seem to be dwindling in quality. If you want your user to remember you, tell a story!

Be Open to Change

Decide whether and app or website is the best choice for your user. Think through it. Sometimes, an app or website is not the best path, and the business owner (and users) will be better served through an intelligent leveraging of social media, or an innovative use of technology.

In the end, be inspired by humans, by your friendships, your interactions, and your conversations with people. Instead of focusing on trends, focus on your users. So get up, log off, talk, interact and become a better designer.