11
Feb 10

Sophomore

I recently came across a short film shot as a look-book for the Downtown label Sophomore. Beautifully shot by LA-based photographer Cass Bird. It’s a fascinating look at local NY kids hanging out in Coney Island. This short bypasses the nauseating trend of spotlighting hipster transplants that many contemporary artist (present company included) seem to be fascinated with. Instead Sophomore focuses on the genuinely cool locals that make this city the hipster draw that it is. There is a unpretentious unapologetic confidence that jumps off the screen and draws you in by giving us a refreshing look at a city many of us only know from movies like KIDS. These kids remind me of the mid 70′s multicultural East Flatbush I grew up in. A place where Blacks, Puerto Ricans and a diminishing Jewish population lived side by side always looking for mischief always looking for love. There is a restlessness that Cass captures in ten plus minutes with ease.

Sophomore will inevitably draw comparisons to KIDS. I find it even more compelling because the story-line does not get in its own way. In Sophomore we see the characters talking to the camera with all their quirks in plain sight and without inhibition. Unlike KIDS we don’t get the feeling that there is an agenda that needs to be pushed on you to justify the otherwise superficial story-line. Sophomore allows itself to be itself. Between the quirky sound-bytes and delightful b-roll it is compelling and engaging. The best scene captures a couple of girl-friends (who can easily be mistaken as twins) talking about sharing everything including boyfriends. The sound-byte and visual in this scene are priceless.

Now I mentioned that this is a Look Book video for the Downtown label Sophomore. The Viral Look-Book as video short is a trend that has been gaining momentum over the past couple of years. In this case I had no idea what items were from the fashion line Sophomore and what was not. I think this was intentional evidenced by the title where there is also no distinction. Some may say that this is bad marketing I say it is genius. The fact is I never heard of Sophomore until I saw this piece. Now that brand is imprinted in my memory. A brave product placement strategy that I find very difficult to sell to my clients. Next time I will show them this video as a shinning example.

Enjoy
TrevzNewPop

Sophomore Spring 2010 from SophomoreNYC on Vimeo.


10
Feb 10

Interview Mag brings in 40 on the iPad

I am still not convinced that the Apple iPad will have anything near the type of market penetration as the iPhone did. As I stated in a previous post which you can read here “I’ll use my iPhone as my mobile device, and my laptop for the heavier lifting. This has no home.” However today I ran across a video that caused me to take a second look. It is a preview of the Interview magazine 40th anniversary edition as demonstrated on the iPad. I have to admit it is supercool! What stood out is the integration of the video elements with the written elements. It is definitely a big jump forward in how we can consume media. However I’m not jumping on the bandwagon yet, I still think this will be a device that will appeal to a very niche art techie demographic. We will see.

TrevzNewPop


09
Feb 10

“How To Make It In America,” The Next “Entourage?”

So I just finished watching the pilot episode for the much anticipated “How To Make It In America” starring Bryan Greenberg & Victor Rasuk. It is produced by the same team that brought us “Entourage” currently my favorite show on TV. Based on the pilot episode I think Entourage may soon become my second favorite show on TV. According to wikipedia “How To Make It In America” follows two enterprising twentysomethings as they hustle their way through New York City’s fashion scene, determined to achieve their version of the American Dream.

The pilot was very well written and had some laugh out loud moments. I suspect that many of the folks in the New York/LA/Miami art, music and fashion scenes will strongly relate to this series. It captures the swagger of this current generation of artist and entrepreneurs in a refreshing and insightful way. The references to nightlife photography and videography which is how I plugged into the scene were accurate and convincing. They even took a page out of TheNewPop handbook, freely incorporating photography with video footage. A technique introduced to this generation on the pages of this site. I hope my consultation check is in the mail, thank you very much.

I must admit my ties to the scene made it difficult to view this episode without bias. Considering many of those feelings are negative that could have been a bad thing. However I was impressed when even the love hate relationship many of us have with “nightlife” was addressed. In one scene, the Brian Greenberg character expressed his need to withdraw from “nightlife”. This leant me to believe that the producers are doing their job to keep the story-line true to life.

Of course I can’t wrap this up without mentioning Kid Cudi’s role. The #1 selling hip hop hipster we documented in our “Day With Kid Cudi” webisode also has a regular supporting role in this series. His character had a brief appearance in this episode that did not distract, which is to say he held serve. Eddie Kay Thomas also appears as “Kapo” in a memorable role that is analogous to that finance guy wanna be insider we all know and hate. Luis Guzman also has a memorable role as the tough guy neighborhood hustler.

More than just being a commentary on this generation, it is a contemporary take on that universal desire to achieve the American Dream. It speaks to every person and every generation that has ever had to make it in America. It’s hard to declare a series a hit based on one episode, but this one comes close.

How To Make It In America premiers on HBO this Sunday Feb 14th at 10:00pm. If you can’t wait, or will be too busy with your valentine that night you can check out the entire episode by clicking this link. I also posted the teaser in case you want to get a taste before you commit. Is that Bronques from Last Nights Party in the teaser?

TrevzNewPop

Teaser


09
Feb 10

Erica & David at it again

A couple of months ago I had the pleasure of meeting stylist Erica & David of LP Fashion Philosophy when I was crewing up for my short film. We never got to work together due to scheduling conflicts but we have kept in contact ever since. Erica and David were like two peas in a pod and had a keen eye for fashion and a unique point of view on trends. Check out this video post they did with Nando (@Nandoism) on What NOT to wear, and HOW TO Edit Your Closet. It’s their version of “Queer Eye For The Straight Guy”. It might not be an original concept and I would have loved to hear more from David but overall it’s still a pretty interesting video.

Enjoy
TrevzNewPop


09
Feb 10

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Thanks
TrevzNewPop

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08
Feb 10

Top 3 Super Bowl Commercials

So the big game is over and it was a good one. I was rooting for the favorite Colts only because they beat my favorite team The Jets. Usually I would root against any team that beat my team, but since this is the Super Bowl The Colts winning would have granted me consolation bragging right status. Which means I could say The Jets got knocked out of the playoffs by the best team in the league. As it is we got knocked out by the second best. The Colts lost to The New Orleans Saints. Congrats to them, God knows if any team or city had a tougher history than The NY Jets it would be New Orleans.

However commenting on the warped world of reverse sport psychology is not the purpose of this post. Instead I want to recap the real reason many of you watched the game; Yes, the cool commercials. Adblitz posted all the commercials from yesterday’s game on YouTube with the option to vote on your favorites. I listed my top 3 along with a rating in the categories of concept, photography & writing. I tend to prefer the conceptually cool as opposed to the haha funny which is reflected in my rankings. I also listed a few honorable mentions. See where your choices match up or just enjoy them for the heck of it. They were pretty funny.

TrevzNewPop

#1 Kia : Concept 8 / Photography 9 / Writing 6 = 23

#2 Budweiser Bridge Concept 8 / Photography 4 / Writing 9 = 21

#3 The Journey – Concept 5 / Photography 9 / Writing 6 = 20

Honorable Mentions

Kids These Days – Concept 7 / Photography 5 / Writing 8 = 20

Your Tires Or Your Life Concept 7 / Photography 6 / Writing 6 = 19

Voice Box – T-Pain- Concept 5 / Photography 5 / Writing 9 = 19

Mans Last Stand – Concept 6 / Photography 6 / Writing 6 = 18

Snack Attack Samurai – Concept 6 / Photography 5 / Writing 5 = 16


05
Feb 10

Digitilisms


05
Feb 10

Protected: The Roots “How I Got Over” Webisode 1

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04
Feb 10

VW Beetle “Bubble Boy”

This is one of my favorite commercials from the early 00′s. It is titled “Bubble Boy” and was a teaser for the new Volkswagon Beetle convertible. I love the soundtrack “Mr Blue Sky” by ELo. It is such a catchy upbeat tune that evokes memories of 1970′s Pop culture. For every office drone that ever wanted to break out of that “Groundhog Day” like routine this commercial is for you. The lighting and set design is very post-futurists, an effective way to convey the banality of corporate culture and the restraints of living a structured predictable life. Lots of 90° angles which I am compulsively drawn to and include often in my own videos. This adds to the feeling of being trapped like a mouse in a maze. It is as beautiful as it is depressing. Also take note of how the vintage retro pop music, vintage lighting and props directly contradicts the corporate setting. Evoking memories of the 60′s and 70′s when the VW craze was at it’s height. A time when Hippies embraced the brand as a symbol for “Free Love” and “Flower Power”. This corporate setting is just the setup that makes you want to break the routine, jump out of that maze and into a Beetle. What a masterful ad.

Enjoy
TrevzNewPop


03
Feb 10

Digitilisms