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Monday 26 March 2012

Lorraine Fleck





Lorraine works with clients in varied industries in advertising, marketing, copyright, information technology, contest, licensing and distribution, packaging and labeling, privacy and trade-mark law issues.


As a legal writer, she publishes the IP Address blog (ipaddressblog.com), her personal blog on Canadian IP  (selected by Osgoode Hall Law School's IP Osgoode blog as a Pick of the Week) Lorraine also is a regular contributor the Canadian Bar Association's quarterly IP case law summaries.




The following information is specific to current Canadian Copyright legislation.


What is Copyright?
The exclusive right to reproduce original content and stop others from reproducing that content.

  • Means that you must get others permission to use their content unless your activity falls within an exception to infringement.
  • Applies to the internet
  • The law in Canada and the US can differ dramatically
  • What does Copyright Protect?
  • ORIGINAL literary, dramatic, musical and artistic works


How is Copyright Created?
  • The original work is created by a Canadian citizen or citizen of a Bern Convention country.
  • The work must come into physical existence; copyright does not exist in ideas.
  • Best to register early; Canadian courts are skeptical of registrations obtained shortly before or during a lawsuit


How long does Copyright exist?
  • Most works: life of the author + rest of the calendar year in which the author died + 50 years
  • Joint Authors: terms last to the end of the 50th year after the last author dies
  • Unknown author: Lesser of the end of the 50th year after publication or 75 years after the work was made
  • Photographs: to the end of the 50th year from the making of the initial negative (or digital file)
  • Movie: end of the 50th year from the first publication
  • Sound recording: 50 years from the first recording


Who owns the Copyright?
  • Usually the person who creates the copyright work, but there are exceptions.
  • Photographs: The first person who owns the negative of the photo (not always the photographer)
  • Employees: Employers are the first owner of the works created for the employer by the employee.



Who can use materials?
  • The owner: Ownership can be transferred, but must be in writing. The ownership transfer agreement usually is called an assignment.
  • Anyone who has permission ("license"): The terms of the license dictate what the licensee can do under the license. The fee paid under the  license to the copyright owner (licensor) is a royalty.

“Be careful with royalty free content, each site has its own governing use”


What is Copyright infringement?
  • The making of an unauthorized copy
  • There must be a substantial portion of the material copied.
  • No hard and fast rules as to what is substantial
  • Test is quality, not quantity. Does the copy take enough of the work so to convey at least a portion of the value of the work?
There are two types of infringement:
  • Primary: A copy is made without permission
  • Secondary: The sale, rental or distribution or display or possession for that purpose, of an unauthorized copy provided the person in possession of the copy knows it was an infringing copy.


Exceptions
  • Fair dealing (research/private study, criticism/review, news reporting)
  • Note, parody is NOT currently an exception in Canada


The factors used to assess fair dealing:
  • Purpose
  • Character
  • Amount
  • Nature (of the work)
  • Available alternatives
  • Effect (of the dealing of the work)

What are Moral Rights?
  • The authors right to:
  • Retain the integrity of the work
  • Not have his/hers work distorted
  • Have his/her name associate or not associated with the work
  • Activities must be shown to be the detriment of the authors honour/reputation
  • Cannot be transferred, but can be waived
  • Term is the same as copyright in the work



What does this mean to us? 

Our Portfolio:

  • Clear copyright on everything
  • Get permission for everything
  • Disable right clicks
  • Copyright notices and website terms of use on your own site can be a deterrent
  • Register copyright in commercially important works
  • To discourage say: Copyright 2012, Do not use without permission, All rights reserved



Twitter and Wordpress
  • You own your content


Facebook
  • Facebook owns everything, unless you delete, HOWEVER if you've shared with friends, it remains Facebooks


Pinterest
Perpetual, worldwide license to your content



Friday 24 February 2012

Design Lab


Alexander Younger of Designlab
ay@designlab.net



  • Alexander started Design Lab in the last 20 years
  • great brands- financial, retail diversity
  • green company - believe in giving back to the planet
  • solar panels to power the lab


Mobile Market –— its HOT
infographic courtesy of www.luke.com
  • 371K babies are born per day
  • 378K iphones sold per day
  • 562K iOS devices
  • 700K Android devices activated per day

Web vs Mobile Time usage
  • mobile apps vs web consumptiom minutes per day
  • Mobile GMV - $billions of dollars


Best Practices in mobile design
  • Key idea
  • establish business goals - know your audience
  • keep it simple
  • get inspired
  • go social
  • remember the rankings
  • measure!
  • know it will deliver a sound business resul
ie Angry Birds
  • great game, easy to play, free game - u get hooked and buy additional levels
  • advertising in the game
  • build a phenoman around the game - sell branded items - ie tshirts, birds etc
  • engaging fans, woo and keep fans on different types of screens
  • product is experience
  • ROI $, good will, causes awareness etc
  • not just about the APP but everything around the APP


Keep it simple — Dont make me think


DONT’s
  • good CTAs 
  • advanced functionality should be easy to find - shortcuts make it intuitive
  • labels - keep em clear and consistent – ie about us - being too clever - use the tried and true,
  • icons should be obvious not cyptic — need to have 1 second understanding or words underneath
  • Scrolling vs multiple pages - scrolling is better
  • Usability Test — insist on this - essential to have customer feedback - require people input


Get inspired
  • know what the competition is up to
  • be on top of new innovations
  • save time and money


Best Practices
Remember the Rankings
  • rankings are extremely important
  • featured in app store  free advertising


Go Social
  • invite users to write their feedback and ideas
  • make it personal


The Beer Store
http://www.thebeerstore.ca/
Alexander shared a case study Design Labs worked on.
  • website
  • redesigned it - kept it nice and simple
  • built in drupal
  • designed to look like an app


The Beer Store App options

  • no app
  •  App that skins the mobile website - why? why download it then and bad rankings
  • Full app - trying to be cool and build a strong social relatnsihp
  • app should encourage sampling -ie competition tasting checklist


Designed the Beer Passport to encourage sampling
  • community building
  • store and beer finder

Thoughts on QR codes
  • slow adoption rate
  • tricky to use

Responsive Design  — Some examples
full control of navigation and look and feel on different screens

www.barackobama.com



www.foodsense.is



www.palantir.net
http://www.smashingmagazine.com/tag/responsive-design/




Measure!!
  • things that dont work are just imporant as the things that do work
  • require the details that will make an exceptional app
  • resonate and deliver


Last bit of advice
  • Put together a great portfolio
  • have a great attitude -KEY attitude determines your altitude.
  • research the company and your interviewer
  • ask lots of questions
  • life is short dont settle!  6 years average stay7
  • ask what your role would be like
  • what the environment is
  • how am I going to grow here
  • only hang out with people you are interested in and are interesting


Your attitude determines your altitude.

Saturday 18 February 2012

David Gray – CTV

David Gray
Digital Sales Producer
CTV


Website: www.ctv.com


David graduated in 2007 from the Sheridan web design course.


Publicis - http://www.publicis.ca/
3 years - started out as an interactive designer

  • honest you will work hard - sometimes 16 hour days (I do this already myself)
  • to move up the ladder, stay ahead by working on own time,  keeping up on trends and technology
  • David spoke of long hours and deadline pressures



He then worked at Rogers where he moved mostly into web banners

  • he loved it - new project often daily - pushes out a lot of work (the one who does the banners is known as the "banner bitch")
  • flash is dying - but banners are still flash and HTML5
  • while doing flash banners, he became a producer and became a educator to the creatives to ensure the web designs will work



...Then with the economic crash he was laid off

  • he then became a freelancer -
  • try to stay on the "good side"
  • good to have contacts
  • great money - sometimes set your own rate, or work within a budget and work at strange hours
  • feast or Famine



TBWA 
http://www.tbwa-toronto.com/
as a producer be work at 9am and leaving at 7:30 and answering calls all night

  • Visa was an interesting client
  • quick turnovers
  • maintenance some things is a few hours
  • 2000 pages - largest site in Canada if not North America
  • most of the site was superfluous and part of the job was to clean up the site.
  • A big part of his job was making the client happy, organizing production flow and time.



Then CTV media
 David's wife helped him get a job through her contacts. Contact Contacts.

  • Gillian spoke up regarding internal recruitment, companies are always looking for good people and often give incentives to employees and receive a bonus. This saves the company thousands of dollars in recruiting fees.
  • Linked in is a  powerful tool - use it
  • found many jobs on linked in
  • did a 360 — worked for an agency, media and then to a publisher (ie CTV)
  • His job is organizing, he is a delegator - hands out projects, project manager + MORE


Sample of project David was involved in:
http://retail.petro-canada.ca/en/cibc/default.aspx
  • Use companies such as lunchbox to source talent -
  • Amy Mirano - Lunchbox
  • http://www.thelunchsite.com/what/
  • many companies that work under her - very eclectic group of companies.
  • She has visual artists, musicians and creatives

David's advice
  • Don't take things personally
  • Get great references
  • Pitch yourself and pitch your friends
  • Be organized
  • Know your browsers
  • Learn about Mobile





Friday 10 February 2012

We are Lollipop





Michael Gramlow

Creative Director


mgramlow@wearelollipop.com
416.399.6236




Lollipop is an interactive creative production company run by ex-agency types...
While we work in whatever way is right for the agency, generally it looks something like this: the agency owns the client relationship, strategy and idea. We help them figure out how to bring the idea to life in the interactive world. That could range from creating a treatment and shooting content to fleshing out and building a core idea into a fully functional interactive experience.
To get there, Lollipop provides interactive direction, full-service production management, design, animation, web and app development services.
We also think it’s pretty important to mention that we come from the agency side of the business; so we understand how agencies work and what their needs are from a production partner (read: level of service is really, really important). Our goal is to make the process as enjoyable and un-complicated as we possibly can.

  • Most of their clients are in the US and Europe where budgets are bigger and top tier interactive production companies have emerged
  • The Barbarian Group, Big Spaceship Firstborn, EVB, NOrth Kingdom


Interactive Pure Play
  • Trend towards largescale site buildes
  • large big budget clients
  • companies Critical Mass, Organic, Blast Radius


Intergrated Ad Agency 
  • have to find business
  • brand oriented, creative
  • often work with other channels - part of a bigger campaign
  • often very siloed
  • ie Txi, BBDO, DDB


Production Company
  • have reps
  • works as a partner
  • well versed in production
  • ability to work on a range of clients/projects
  • and emerging specialty
  • companies lollipop pixel Pusher, Indus Blue, Fuel, Jam 3

Samples of their work 

(I loved seeing all this - looks like a lot of fun but I know there would much time and crazy work hours that must goes into these!


Little Black Sunshine
Coffee brand — had a lot of creative liberty and played on the drug smuggling theme
Packaging.
Visit the link for an experience in the underbelly of the coffee trade!
www.pureblacksunshine.com




Sprint 
http://biz360.sprint.com/
  • Shot on a camera Phantom - slow mation - 900 fps
  • salvage and rescue fixtures and materials on demolished or tear downs
  • their business is built on sprint products


Sapporo Beer
  • online adventure game to discover ancient scrolls
  • great effect - visit link below to check it out.



Dickies – durable clothing
  • media rich
  • the ad takes over the entire site


check out the geolocation integration here and the skilled carolling!

http://work.wearelollipop.com/share-a-carol/

side note: greenscreen.com find all sorts of animals... if you are looking for a reindeer — 
I would like a panda ...



Friday 3 February 2012

Critical Mass - Alison Garnett




Alison Garnett
Creative Director
Critical Mass


Website: http://www.criticalmass.com/
LinkedIn: http://ca.linkedin.com/in/alisongarnett
Blog: http://www.mylalaland.com/
Blog: http://www.alisongarnett.com/




Alison does not take herself seriously
Her name is SUPERCAPACITY.


Her idea came from washing machines and the super capacity setting. This term is reflectiive of her ability to load super capacity into her life.


She is a creative director, blogs, on flikr, wife & mother of 2 and 3 dogs. She manages to do most of her checklist by midnight.


What I appreciate is that her family is more important than work
no matter what her family comes first






She never has taken a design class in her life - but her bakground is painting and drawing from OCAD. She then decided to take this multimedia course at Sheridan


Alison is a creative director - she says she is more of a jack of all trades:
designer art director, project manager, account manager, new business, stylist, photographer , blogger writer, illustrator, Bad cop, Good Cop


First job
  • ICE – live events – but then discovered the web
  • Freelance – Henderson Bas (Sean hired her)
  • Supercapacity – her own business after adopting her first child,
  • Taxi 6 years – had another baby,  then moved to Critical Mass


About Taxi
  • amazing creative directors
  • Jason McCann
  • working on cool projects as MINI - great client
  • Her advice was try and work on clients that are amazing brands


Town Shoes – I loved this as I love shoes!
  • great posters - gold fish and gold sandals
  • crystal boots and constellation stars
  • think on your feet literally



LCBO
  • microsites
  • improvise on small budgets
  • mediterrean wine


Cadillac Fairview
  • Brand the building
  • design collateral
  • and website
  • sustainable building
  • each colour reprsented something - legend on a graph


Alison managed digital team for Telus
telusmobility.com
  • landed a huge account with no translation
  • microsite to compare phones - online quiz
  • banners, and microsites
  • the most fun was shooting the pygmy goats
After 6 years moved from Taxi, Alison moved to Critical Mass
Alison wanted to work on a large site and collaborate with an IT team
Taxi did not have the resources for this.


Theodore Alexander
http://theodorealexander.com/
luxury furniture - largest site - e-commerce tool,
flew out to NC to convince them to let them take photos - treating the furniture like a rolex or expensive car. Created a style guide on how to shoot, with a horizon and reflection to keep everything consistent and high-end




Some other brands Alison has worked on 
Brita – scroll deeper into the water
Nestle - are you roloworthy? – baby food to ice cream and chocolate, facebook apps
Sears – Sears.ca


Pitching LIVE
  • At Critical Mass every pitch  includes a quick video and how the brand comes to life
  • by Aftereffects designer
  • pitch how it shows on mobile, or ipad
  • ie childrens world - modern day on christmas catalogue for Sears


SUPERCAPACITY
  • little book of ideas
  • designs logos
  • pro bono work - the redwood
  • supercapacity - waterproof printed cards - on plastic, very tactile


Alison likes blogging - tumbler, wordpress
  • valigirls - blog - friend in amsterdam - they love the same things and can stay in touch - reskinned a wordpress
  • Hello - started a blog 9 years ago — about her travel to china to adopt her daughter
  • my lalaland – one portal that links to everything she is working on
Alison does not waste a moment and makes the most of her time


It's just advertising, we dont save lives, so have fun and make cool sh**t!













Friday 20 January 2012

Idea Engineers

SAPIENT

is a global company with services in global markets, government services and integrated marketing. 



This was an enthusiastic team that entered our class! Lots of laughs and a wealth of professional knowledge,  experience and tips were generously shared today.




Sonia Welch, Recruiter
In her other life, Sonia was a Print Designer. She then went on at trip to Asia where we inspired to do a career shift by monks — for real! She became a recruiter and manages the interview processes and engages potential candidates for Sapient


Kim Welch, Studio Manager
Kims plans and staffs projects for 160 people across Chicago, Toronto and Minnianapolis. She is responsible for building the right teams for specific projects. Kim looks for how well people work in teams and how they will fit into the Sapient Nitro Culture. 


Gail Leija, Manager Marketing Strategy & Analysis
User Experience Research
Gail's focus is the users experience. Her job is about learning about the user/audience, better then they know themselves. She brings an essential skill of knowing the target audience to the projects at Sapient.


Norma Penner, Senior Art Director
An enthusiastic and passionate designer. This Sheridan Grad has taken her fine arts background an adapted to the online world.


Some Sapient facts
  • Sapient is an international company
  • 240 people in Toronto office
  • Sapient 5 years ago was 4600 and is now 10000 people
Creative titles at Sapient include:
  • 25 people - Elliot
  • ACDS
  • SRADs
  • ADs
  • Designers
  • IAs
  • Copywriters
Sapient is a great environment for mentorship, great platform to learn
Clients in Toronto include:
  • Abercrombie & Fitch
  • Vail
  • BMO
  • Chrysler
  • Jeep
  • Dodge
  • RBC
  • TD
  • HarleyDavidson
  • Sportchek


Case Studies
Client Chrysler 


The ASK
  • Create a Jeep wrangler microsite for international markets browser and device capability.

The Answer
  • Taking cues from the TV ad we set the wrangler in different environments - each with its own personality
  • as you explore the site, you reveal the various attributes of the Jeep and the people who drive it.
  • This was a scrolling site and combined with a cool effect called paralaxing which creates the illusion of 3D. The elements move at different speeds and use HTML5

Client: Abercrombie & Fitch
they have 2500 people inhouse
  • photography
  • print
  • web
The ASK
  • A&F Fit guide and A&F mobile marketing
  • digital intelligence to their brand
  • original idea from client was Flash (but not mobile capable)
The ANSWER
  • created simple guide to the fits of the jeans online
  • then translated everything to mobile site
  • designed simple so easy for in house to team to update

Some thoughts from Sapient when working on a brand
  • put the customer come alive and create empathy
  • not for one campaign but an overall strategy and rethink
  • involve the client – they feel ownership of project
  • they need to see where you are on in every step
  • inspire client and sell the job – want the clients be your partner


Think of the target user
  • persona
  • name
  • job age
  • and influence
  • attitudes & values
  • experience expectations & needs
  • brand & product affinities
  • segment highlights
  • shopping motivations
  • product characteristics & preferences

Kim, the studio manager spoke about Sapient as a company and what they offer as an environment
  • Sapient  a team - constructive collaboration
  • commitment to ongoing learning
  • mentoring and growth — flexibility
  • things can change drastically -switch gears quickly
  • looking at culture and fit
  • enviroment for learning
  • big clients
  • variation
  • opportunity for promotion
  • mentorship
  • an amazing culture

She spoke of Sapient biggest self serve company 
  • choose and own your career 
  • no ceiling on the place, ACD she will get there when she is ready - no spots are taking - everyone is on own path - not a limit on senior positions - more of a colloborative team 


What Sapient expects from you
  • Forward thinking design
  • fluency in digital channels - currency
  • typography
  • presentation skills - need to be able to sell it
  • eagerness


Elliot summed up as key to success in our industry:
compassion + drive