Apr 2017 05

bbdologo

 

I’m on a month-long leave from the world of advertising. But before my page becomes all experimental writing that has no commercial viability or sustainability as a financial model, here’s the final thing I’ll share from my recent freelance stint at BBDO, and on RBC Avion.

The second spot from the new radio platform I worked on called ‘AVION Phrases of the Day’, and the companion to ‘Not Worth a Bag of Olives’.

‘Hit Me In The Head With A Wooden Clog’ :30

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AGENCY: BBDO, Toronto
CLIENT: RBC Avion
COPYWRITER: Andrew Bradley
GROUP CREATIVE DIRECTOR: Chris Booth
DIRECTOR: Clive Desmond, TA2
PRODUCER: Adriana Laborde
PRODUCTION: TA2

 

Dec 2016 12

As I’ve mentioned in the last months, one of my favourite projects this year was working with Mastermind Toys to write and direct a series of radio spots for their Edmonton locations. I know radio isn’t the most top-of-mind or modern media, but it’s still a very effective way to get a retail message out there – especially if we stop thinking so Toronto-centric in Canada.

The project gave me a chance to just be a bit silly while writing spots that maybe both adults and kids would like. If you can’t have fun working on a project for a toy store, well, you probably need to reset yourself by diving into a big box of puppies for a week or so.

Here’s one of the last products of our six-month campaign. On Holiday Gift Rapping.

‘Gift Rap’ :30

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RoninRadio Team
Writer & Director: Andrew Bradley
Sound Engineer: Vlad Nikolic
Producer: Kristina Loschiavo

Client: Mastermind Toys
Recording Studio & Assistance: TA2
End Music: Original Track by TA2

Nov 2016 24

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Gee, I love audio directing. During my career as a Copywriter, Creative Director, OCADU Instructor and other various things, it’s the job I have the most fun at. I even forget I’m getting paid. And that says a lot, cause truthfully I like the smell of money.

Yesterday, I got to return to the Director’s Chair for the latest radio spot handled by the RoninRadio team, and I was reminded again what a blast it is. The script involved a couple of kids and we had some talented 10 year olds come in to the swanky studios at TA2 Sound & Music’s relatively new Ossington location.

So why do I love it so much? Well, first of all I guess I’m bossy and a bit of a control freak so of course I love to get to give everyone direction to bring a vision to life. Although I’m part of a team that includes the client and the RoninRadio production squad, I get to quarterback it all. And being the youngest kid and a bit of an introvert, it taps into another side of me that gets to put on a show for one day. I was lucky enough to learn from some legends like Terry O’Reilly, Clive Desmond and Ted Rosnick over the years and of course all the film directors I worked with, too.

You never know what trick from your bag you’ll have to draw upon to get the right performance and make the script all ‘come together’. It’s a fascinating puzzle. And sometimes it’s stressful (we’re on the clock and at the end of the day, there’s purpose behind the piece of communication) but even when I’m sweating on the inside, I like to stress to everyone that we’re in the studio to have fun, try things, and there are no bad ideas. Until we edit it to 30 seconds of course.

Things I never expected to get paid to say at a job include:

To a 10-year old actor yesterday: “This time, play it like you’re begging for change on the streets and desperate.”

Another time to actors playing a married couple: “Try it like you haven’t had sex in awhile and there’s an undercurrent of resentment between you both.”

To an actor that needed sound frazzled: “Really run around the studio with your arms in the air when you deliver the line.”

To the sound engineer: “I think we should reduce the volume of sound effect of the bird splatting against the window.”

To me, the studio is just a big playground to play around in. It think it taps into all of our inner kids when we were just free to explore and have fun and try things just to see what could happen.

We could all use a little more make-believe these days. Who do you want to be today?

 

 

Sep 2016 20

As the summer winds down, here’s some 2nd round radio work for Mastermind Toys. 

Previously on ‘The Sporadic Creative Output of Fuji Tamale Inc.’, the company was working with venerable toy retailer Mastermind Toys on an ongoing radio campaign for them.

We began in April with some strategic thinking and campaign conceptualizing. Then, moved on to to the writing, music direction, casting, and audio directing of the session (some spots from that round can be found here). Hard to say what the ‘sales results’ have been, but customers have been coming into the stores mentioning they remember the spots – without being asked. So hey, if ‘Attention’ is the first ‘A’ of the 5 ‘A’s of advertising, we’re on the radar.

No, I do not remember what the other 4 ‘A’s are.

In any case, onto Round 2, where we focused more on Summer Birthday Parties and Back to School. For the latter, Mastermind Toys isn’t really a ‘traditional’ top of mind back to school destination, so we took a different strategic approach.

Mastermind Toys had never done any broadcast advertising before and with 9 spots so far this summer, we’re slowly building a radio ‘branding’ foundation for them. Ongoing Brand Pillars: Thoughtful Toys, Selection, Staff, Fun. Thanks goes out to our clients Anne Baston and Nicki Kommit.

Production was again at TA2 Sound and Music’s lovely East studios. Our Producer was the organized and thorough freelance producer Kristina Loschiavo. Audio Engineering by the magic fingers of Vlad Nikolic. Catchy jingle written for Mastermind and Fuji Tamale by TA2.

‘No Nonsense Year’ :30

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‘Shopping for Georgia’ :30

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‘Blossom and Grow’ :30

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Copywriter: Andrew Bradley
Producer: Kristina Loschiavo
Audio Engineer: Vlad Nikolic
TA2 Exec Producer: Dana Gadsden
Director: Andrew Bradley
Agency: Fuji Tamale Inc.

Aired August, September 2016

Jul 2016 21

UPDATE: Round 2 from September/October

Some of you have been wondering “What’s Andrew been up to this summer?”.
Okay, none of you have wondering. But here’s an update anyhow.

Back in April, Fuji Tamale was approached with a unique opportunity – to develop a radio campaign platform for Mastermind Toys, a toy store with locations across Canada. The unique part about the project is they asked me to conceptualize a platform, and then produce it all the way through to end – writing, casting, and directing the recording session to finalize the spots.

I’ve been a copywriter. And I was a Track Director at RMW Music for almost three years. But I’d never been asked to take on both roles end-to-end through Fuji Tamale. I developed the creative platform, wrote scripts, and on-going this summer am also directing the radio spots as we produce and pool them out until the end of the year.

Here are a few of the spots from our first round, running right now. Thanks to the great clients at Mastermind Toys, TA2 for the sound facility and music production, and a great cast.

It’s fun to work on something that you believe in – Mastermind Toys is a great store with toys, games, and books that aren’t just fun… they open up kids minds too.

‘Happy Birthday to Who?’ :30

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‘The Kite Flyer’ :30

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‘Road Trip’ :30

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Writer, Track Director: Andrew Bradley, Fuji Tamale
Sound Engineer, Design: Vlad Nikolic, Sonic Chili
Original Music: TA2 Sound and Music
Special thanks to Dana Gadsden at TA2, Megan Flett, and Producer Kristina Loschiavo

Produced May-June, 2016

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