Time Is Not On Our Side

Atlas3 (Atlas Ventures. Capability brochure.)

We do not work in stone although we may use stones to make a point. No, we work with ideas, and ideas, even the best ideas, even brilliant ideas, have a shelf life. The shelf life may be as brief as that of a baguette or as enduring as a loaf of Wonder Bread, but a shelf life all the same.

Early in my career, ideas, and the media we used to express them, may have been employed for as long as two years. Taglines and positionings might last a decade. Today, ideas may blossom only once like the flower Queen of the Night. And words, our precious words, read under the unforgiving and quick-to-punish light of new prohibitions and readings, have all the weight of a fledgling. Continue reading “Time Is Not On Our Side”

Video

The Infinite Pain Caused by an Infinitesimal Distance

Tear sheets were delicate, and paper ads, torn from magazines or cut from newspapers, were prey to sharp points, ink stains, unwashed hands, and coffee rings. At first, we slipped the work into plastic sheets enclosed in folders of various quality. It was less than ideal—the sheets yellowed, grew brittle. They couldn’t accommodate different-sized ads.

What’s more, even hands with the best intentions removed the ads, and many of those same hands lacked the dexterity to slip the work back without creasing or tearing the paper. The worst of it? Creative Directors plowed through dozens of books at once; habitually flipping through them. He or she stopped only when an image caught his or her eye, or when a headline made them smile. Continue reading “The Infinite Pain Caused by an Infinitesimal Distance”

The Infinite Pain Caused by an Infinitesimal Distance