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We in the affluent USA live in a complex world, bombarded by messages from every conceivable side and the other, just trying to keep up with the ever-changing developments in technology. It?s hard to think straight, deafened by the electronic din, and strangely enough our lives haven?t necessarily been made easier by technological change.

We are, and have always been, besotted with technology. New products sell better with the latest gizmos attached even though most times they are just pointless marketing tools. My cable channel program guide is overly complicated and would benefit by having a more simple and reductive design, but it is obvious to me that the designers had to make all of the functionality transparent at level one, which makes for a confusing mess. The remote control also suffers from the same disease. There are so many buttons I fear it has contracted chicken pox.

When I interact with a product like my cable guide, I would like the experience to be a pleasant and relaxing one. I guess in this state I might be considered in my passive mode, but should I need some complexity I would expect the system to cater for my increased demands in an effortless way.

So the bombardment I mentioned is not going away and we are increasing the number of ways to be reached. Today I can receive messages on my Phone, TV, Radio, Print, Outdoor, Cinema and Computer. All of these platforms can attract my attention so the opportunities for integrated campaigns or cross-platform branding are immense. But here?s the thing?it gets harder to find a solution for a multi-platform campaign when you increase the number of platforms.

Every project comes with a long list of attached objectives - The longer the list the more worried you should be and the less likelihood of a successful outcome. Reducing the list to a manageable size can be a tough sell but it?s worth the effort.

The challenge for the creative team is working with the client to find a way to distill the essence of the creative brief to a single thought, so that consumers are able to easily comprehend the intention of the message.

Now we have to make sure that the idea can function visually in different mediums - lets say as a still on a billboard ? or as a tiny movie playing on your phone right up to the all singing and dancing cinema spot. That?s a big range.  So it?s best to start with the still iconic image for the billboard and work up toward moving image solutions rather than the other way round.

After all you wouldn?t build your house by starting at the roof. Or would you?

Reductive thinking


 
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November
An Intro to Google+ Business Pages

Click 3X Gets A New Look

October
What Does An Ad Agency Really Look Like (Infographic)?

Click 3X Tests Out Postano

Guinea Pig “Experts” Dig The New GEICO Spot

A Tribute To Steve Jobs

September
Click 3X’s Brian Scibinico Creates Music For MIXX Awards

#SMWStrategy Panel (RECAP)

You’re Invited! ClickFire Media Hosts Webinar

ClickFire Media To Co-Host Social Media Week Panel On Facebook Strategy

August
Battle of the Smartphones. Who’s Winning?

Is This The Greatest Twitter Customer Service Story?

SXSW PanelPicker Voting Is In Full Swing!

Click 3X Spotlight: Five Questions With Dave Rogers

Click 3X Spotlight: Five Questions With Assistant Editor Erin McCaffrey

The Great Big Jennie-O NYC Turkey Burger Giveaway Recap

July
Click 3X Spotlight: Senior Art Director Miguel Hernández

Click 3X Spotlight: Five Questions With Head of Sales Trevor King

Five Tips To Get More Out Of Google Plus

ClickFire Media Spotlight: Five Questions With Senior Digital Marketing Strategist Jennifer Winberg

ClickFire Media Pits Man Vs. Food

Chow Down On The Man V. Food Challenge App

Click 3X Spotlight: Five Questions With Managing Director/Partner Jason Mayo

Click 3X Produces Mini Video Blog Series For Studio Daily

June
Click 3X’s Trevor King Recaps Cannes Lions

Entertainment Spotlight: Five Questions With Head of Sales John Levy

Entertainment Spotlight: Five Questions With Creative Director Ders Hallgren

Day 2: Highlights From The 140 Conference (#140Conf)

Day 1: Highlights From The 140 Conference (#140Conf)

ClickFire Media’s Bruce Ginsberg Heads To Las Vegas For Licensing Expo

Click 3X Spotlight: Five Questions With Senior Sales Rep. Brad Edelstein

Click 3X To Attend AICP Annual Award Show And Gathering

ClickFire Media Spotlight: Five Questions With Art Director Andrew Hess

Mobile Optimized Site Or An App? Which Is Better For Your Brand?

May
VFX Spotlight: Five Questions With Theo Maniatis

QR Codes: Connecting The Dead With The Living

CG Spotlight: Five Questions With CG Director Anthony Filipakis

Kung Fu Panda “Chops” Up Youtube Literally!

Is Mobile Video Killing The TV Superstar?

Will Augmented Reality Change How We Shop?

Will Augmented Reality Change How We Shop?

Creating Music For Little Tikes Facebook Game One Kazoo Note At A Time

5 Compelling Reasons To Use Facebook Ads

April
7 Surefire Signs Your Mobile Marketing Strategy Needs Work

7 Surefire Signs Your Mobile Marketing Strategy Needs Work

Flying Angels, Birds and AXE Oh My! ClickFire Media Launches Interactive Banner Ad Game

Behind The Scenes Footage From Our Recent Shoot

3 Tips For Managing Creatives

Click 3X Recruits Top Talent In Savannah

Click 3X Welcomes Ed Einhorn To Our New Creative Editorial Team

Are you ready for the Digital Video Revolution?

March
9 1/2 Things That Turn Us On about Interactive Video

Click 3X, MTV Join Obamas in Pushing Back on Bullies

Previewing The IAB Marketplace Digital Video Conference

QR Code 101: Unravelling The Basics

10 Wise One-Liners From SXSW Interactive 2011

Top 6 Apps That Every SXSW Attendee Should Have

Why Brands Need To Get “Arrested?â€

Click 3X Work On Display At SXSW Music Festival

MTV Anti-Bullying Campaign

A Behind The Scenes Glimpse Of The Rattlerz TV Commercial

What Does Adobe’s New 3D APIs Mean For Flash Developers?

October
Managing Expectations For The Good Of Humanity (or at least for the good of your TV Commercial)

June
Aziz Ansari Promos for 2010 MTV Movie Awards - VFX and Animation by Click 3X

Unusual Suspects -  a promo campaign for Investigation Discovery I.D.

Splice Interruptions for MTV - Design, CGI, Editorial, Animation by Click 3XE

Cupcake Wars Promo Campaign - Shot, Edited, Animated by Click 3XE for Food Network

May
MTV VMA Before and After

The Hard Times of RJ Berger - vfx by Click 3X

April
MTV Movie Awards - Aziz Ansari promo featured on Huffington Post

MTV Movie Awards - Aziz Ansari featured on Funny or Die dot com!  Design, compositing by Click 3X

MTV GYT - VFX shots for a great campaign

Our “A Nightmare on Elm Street” sneak peek compilation for MTV by Click 3X

March
Cartoon Network airs a special with Lego Atlantis

iCarly iSpaceOut - design, animation by Click 3X

Discovery Channel’s Construction Intervention - Live Action, Design, Editorial

A Nightmare on Elm Street Hidden Promos by Click 3X

Bloomberg Sports - Design, Animation, Editorial, Scripts by Click 3X

Food Network’s Ace of Cakes - Script, Design, Animation, Editorial by Click 3X

Rihanna Music Video Design and Animation by Click 3X

January
Skeletons by the Yeah Yeah Yeahs, vfx by Mark Szumski

BTS: Nickelodeon Shoot

Just some blue paint shot reallllllyyyyy slow.

Super Secret Way of How Things Are Done Here

NGC “Live Curious” Launch Campaign Shoot and Behind the Scenes

November
What I learned from Twitter this week: twecklers, retail, and assholes going home

It seemed like a good idea: a domestic abuse awareness site where you smack a woman around

FINALLY…Meet The Press has a good episode

Neil Diamond: There’s an App for That

At The GAP Pop-Up Store Event

Veterans Day Parade

Don’t Bother Me, I’m Working

Mouse Grounds Plane At Kennedy

October
TV Stuff- 1013

National Geographic Channel’s “Alaska State Troopers”

Twenty120//In The Age of Opulence

August
MTV’s “VMA Side Story,” design, animation, and visual effects by Click 3x

New Work Montage from Click 3x Entertainment

Ciick 3x Entertainment, reel updates!

Tonight, Tonight - Click 3x Promoting the Upcoming VMAs