Hasta La Creative!

Goodby, Silverstein & Partners launched a new ad celebrating 25 years of Photoshop for Adobe, entitled “Dream On.”

The 60-second spot will make its broadcast debut this Sunday during the Academy Awards. “Dream On” is set to the Aerosmith song of the same name, and takes more than a few cues from the track’s lyrics. Celebrating Photoshop’s use in art, design and especially film, the spot is colorful, vibrant and overall a great demonstration of what the program can do. Given the content of the ad, and the ubiquity of the editing software in Hollywood, its placement during the Academy Awards couldn’t be more appropriate.

“It’s a tribute to the amazing creatives who have used this product and helped us evolve it and conceive of even greater uses,” Alex Amado, Adobe’s senior director of creative and media, told Adweek. “And we want to challenge the next generation of designers and artists and photographers and moviemakers to dream even bigger, and we’ll help them get there.”

Credits:

Client: Adobe
Project: Photoshop 25th Anniversary – “Dream On”
Length: 60 seconds

Product: Adobe Photoshop

Agency: Goodby, Silverstein & Partners
Co-Chairman/Creative Director: Rich Silverstein
Creative Director: Adam Reeves, Patrick Knowlton, Will Elliott
Associate Creative Director: Sam Luchini, Roger Baran

Executive Producer: Tod Puckett
Producer: Timothy Plain
Director of Graphic Services: Jim King
Business Affairs Manager: Heidi Killeen

Account Director: Joel Giullian
Account Manager: Cassi Norman
Account Manager: Chelsea Bruzzone

Brand Strategy Director: Anne Faricy

Director of Communications Strategy: Christine Chen
Senior Communications Strategist: Joe Gruchacz
Communications Strategist: Victoria Barbatelli
Jr. Communications Strategist: Tara Hughes

Production & Postproduction

Director: Brady Baltezore, Mike Landry

Editorial Company: Rock Paper Scissors
Executive Producer: Angela Dorian
Producer: Cristina Matracia
Editor: Grant Surmi
Asst. Editor: Arielle Zakowski

Color: Chris Martin @ Spy Post

Graphics Company: eLevel Studios
Executive Producer: PJ Koll
Creative Directors: Brady Baltezore, Mike Landry
Producer: Luke Dillon

Artists: Nathan Shipley, Kyle Westbrook, Chad Ford, Jessica Gibson, Karim Fawzy, Jon Corriveau, Devin Earthman

Final Mix: Dave Baker

Photoshop Effects Artists: Sam Nordemann, Kleber Lacher, Philip Chudy

Patrón is nearing the end of its search for a new lead agency to handle both creative and media, as only Mullen and Goodby, Silverstein & Partners remain in its creative review, sources told Adweek.

Patrón launched the review back in August, and according to Adweek it originally consisted of about “half a dozen” agencies. Incumbent agency Cramer-Krasselt was invited to defend in the review, but declined. Lee Applbaum, global chief marketing officer at Patrón and the “key decision maker in the search” stated that the company was looking for “a highly strategic and creative agency partner” with “a track record of success in marketing luxury brands.” (more…)

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Today sources confirmed that Global Directors of Strategy Matt Kuzelka and Conner Huber have left Commonwealth//McCann.

The two have worked together at the agency, which is specifically dedicated to client Chevrolet, since late 2012 — and both also have extensive agency backgrounds.

Kuzelka began his agency career working in print and consumer insights at Carmichael Lynch, Fallon, and CP+B before going into strategy/planning. He spent more than two years as a senior communications strategist Wieden+Kennedy before joining GS&P to direct planning for Chevy and moving to Commonwealth when it opened.

Huber followed a similar trajectory, handling planning for clients at CP+B and W+K before moving to McCann along with Kuzelka in late 2012.

Sources note that Huber is relocating to New York to work for GS&P in a planning role; no word on Kuzelka’s next move at the moment.

Updates when we get them.

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In a somewhat unprecedented move, GS&P turned the hiring of its two newest creative directors into…a customized beer cozy giveaway.

It’s symbolic, see: Danny Gonzalez and David Suarez, or “the guys who did all the Ragu and Little Caesar’s stuff at BFG”, will work on the Corona Light and Modelo accounts, hence the brew theme.

The duo most recently made news in 2012 when they jumped the Chiat ship to join BFG9000. Gonzales previously wrote copy for JWT while Suarez served as art director.

This move serves as a reunion of sorts as it once again unites Gonzales and Suarez with Eric Kallman, the copywriter behind “The Man Your Man Could Smell Like” who Graf hired from W+K in 2011. Kallman, who has been CD at GS&P since February, writes:

“Working with them again will be like putting on a really comfortable pair of jeans, but jeans that also surprise you, impress you and make you laugh. So, basically, way better than jeans.”

We would tell you to email dannyanddavidarecoming@gspsf.com for your free cozy, but those things are hotter than the weather in Manhattan this week.

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In case you missed its premiere during this past weekend’s U.S. Open broadcast (and who can blame you, what with World Cup debut weekend and all–nice scheduling, PGA), here’s the new GS&P-created spot for Adobe that introduces us to something called “Woo Woo.” What is it, you ask? Well, it’s a social platform–albeit a fictional one–that seems to highlight just how flash-in-the-plan the social networking world is and how marketers can ultimately get lost in the chaos. The :60 effort, which also bowed at Cannes, not only hypes the Adobe Marketing Cloud but marks the brand’s first network TV ad in over a decade. According to folks on the Spy line, Razorfish San Francisco is helping out on Adobe’s return to network television by building the “launch” website around Woo Woo (coming soon, apparently) and running its Twitter feed. While there might never be an actual Woo Woo, at least this spot brings back some fond memories of our long-since-buried MySpace and Friendster accounts.

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Freelance network Working Not Working has unveiled a list of the top 46 companies its freelancers “would kill to work” for full-time, and the list includes several advertising agencies. Among the agencies Working Not Working freelancers would most like to work for are: 360i, 72andSunny, Barton F. Graf 9000, BBDO, BBH, Droga 5, Goodby Silverstein & Partners, Mother, Periera & O’Dell, Venables Bell & Partners, and Wieden+Kennedy. The list also included a wealth of design and production companies, as well as Google, HBO, Cartoon Network, Tesla, and NASA (for some reason). Stick around for the full list after the jump. continued…

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Executive creative director Christian Haas has announced that he is leaving Goodby, Silverstein & Partners, AdAge reports. Haas does not have plans for his next full-time gig following his departure, although he is “advising a few startup clients and planning to freelance,” while the agency currently “is in discussions about the best leadership scenario for N.Y. going forward.” Comcast/Xfinity, which had been handled by both the agency’s New York and San Francisco offices, will will be run by San Francisco-based executive creative directors Adam Reeves and Nick Klinkert.

“I want to go somewhere I feel both excited and terrified — the feelings I had when I first joined Goodby,” Haas said. “I’m not leaving to go somewhere. I want to try something new and I want to take my time to find it.”

Haas arrived at Goody, Silverstein & Partners back in 2006, following over seven years at Organic. He was named a founding partner of the agency’s New York office in January, 2013, where he launched campaigns for the likes of YouTube, Google, Comcast and PledgeMusic. During his time with the agency, Haas was instrumental in making the Omnicom-owned shop a digital powerhouse while leading work for brands such as Sprint, HP, EBay, GE, and Got Milk. In 2010, Creativity named Haas one of its Creativity 50. Read on for Rich Silverstein and Jeff Goodby‘s memo to agency staff following the break. continued…

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Yes, San Francisco-based Goodby Silverstein & Partners has hired Eric Kallman as a creative director. In case you don’t recall, Kallman is one of the creative minds who was behind the now-ubiquitous, award-winning Old Spice “Man Your Man Could Smell Like” campaign who was poached by Gerry Graf and Barton F. Graf 9000 nearly three years ago. During his time at said agency, he helped win and worked with clients ranging from Little Caesar’s, DISH, Finlandia to Disney among others. Anyhow, he’s now headed to the Bay Area to join up with GS&P co-founder/co-chairman Jeff Goodby, who says in a statement, ““I think Eric will be an inspiration to our clients, to our people and, frankly, to me. I’m looking forward to watching how he sells such challenging, distinctive work.”

Along with his time with Gerry Graf and W+K Portland, Kallman served at TBWA\Chiat\Day New York. According to Goodby, the CD will work on accounts including fast-food chain Sonic and “got milk?” for California Milk Processor Board  as well as helping to lead various new business pitches.

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After spending four-and-a-half years at Goodby, Silverstein & Partners, Gareth Kay has parted ways with the agency. Kay initially joined Goodby from the now-defunct Modernista!  in summer 2009 as director of digital strategy, eventually moving up a year later to associate partner/director of brand strategy to finally his most recent role as chief strategy officer at the San Francisco-based agency. Kay has informed us that yesterday was his last day at GS&P, and though he won’t reveal specifics on his next venture (as it’s in “stealth mode”), here’s a note that Goodby managing partner Derek Robson sent to staff last month that should give you perhaps a little idea:

“It’s with a heavy heart that I have to announce that Gareth Kay has decided to leave the agency.  He is off to start a new company that focuses on the stuff that he is personally most passionate about and which is not part of the advertising agency world.  He’ll be leaving us later this month.

Gareth joined GS&P in 2009 as the Director of Digital Strategy and from the very start; he challenged the agency to think beyond the traditional definitions of advertising.

In September 2011, he was promoted to Chief Strategy Officer and since then he has helped evolve the Strategy discipline here at the agency as well as the day-to-day running of the department. Under his leadership, the agency continued it’s impressive streak of Effie award wins – 51 Effie awards for our work for 35 different clients over the past 15 years.

Beyond all the good work that Gareth has done for our clients and within the agency he has also become one of the most well respected thought leaders in the business, speaking at events around the world.  He has been a tireless advocate for the agency for the past four years.

We thank him, we will miss him, and we wish him well in his new endeavor.

We will not be replacing the Chief Strategy Officer position.  Our strategy leadership is in the capable hands of [Head of Brand Strategy] Andy Grayson, [Director of Communication Strategy] Christine Chen and [Group Research and Analytics Director] Margaret Coles.

Derek”

Along with his six-year stint at Modernista!, where he last served as head of planning, Kay also held planning positions at Lowe and TBWA during his career.

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We’ve been hearing about it all afternoon on the Spy line, and though it took a while, we’ve finally received the memo that Jeff Goodby sent to staff about an hour ago regarding a shakeup at San Francisco-based Goodby Silverstein & Partners this week. This is the second notable round of cuts to hit Goodby this year following one mainly due to “financial reasons” back in May. No numbers have been disclosed in terms of staff affected, by the “restructuring,” but anyhow, read on….

“We spoke about this at our agency meeting today, but for those of you who were unable to attend, here’s what we shared.

As many of you know, the nature of our business is changing quickly. Client relationships are splintering from large accounts into many smaller ones. Functions that were not only appropriate but also crucial a few years ago are now shrinking and even disappearing.

To that end, we are making some changes in our agency this week.

The changes are motivated by shifts in our financial position, sure. But they are also the result of a careful study of how our time is spent and what part of that time our clients most value.

In some ways, this is a course correction so that we all hew more closely to our mission: making stuff people care about. Our goal is to have everyone touching great work, facilitating great work and selling great work.

What parts of the company will change as a result of this?

First, we are simplifying our structure at all levels. A simple structure leads to better work and happier people.

We’re folding project management back into account management. And we’re scaling back the size of in-house production on eLevel.

That will mean going outside for some of the things that we have gotten used to doing internally. Outside eyes for film, digital design, editing, music and production will help keep our work fresh.

That doesn’t mean we won’t still make things like Christmas videos, the AV Club, meeting films and other unexpected things. We will not change things that are dear to  the unique and stupid culture of this place.

The result of all of this will be departments that are smaller and more nimble, with everyone working in more tightly knit teams on client-facing projects. Some people are leaving; some departments will change significantly. It is something that will take patience from all of us. But it will put people closer to the work, and we think that is something that should make everyone feel more fulfilled in the end.

None of this makes it any easier to part ways with staff members. The people here are the core and centerpiece of this company. We will do everything we can to find them a next chapter, in which they can have the remarkable impact they’ve had here.

There is nothing like this place, and never will be. We want to continue stoking the things that make us unique.

Jeff”

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