Kevin Butler

As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle+ play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

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AI-Generated Movie Sparks Controversy In a groundbreaking experiment, UCLA researchers used ChatGPT to write a sci-fi thriller script titled "The Final Warning." The AI-generated movie explored themes of alien invasion and destruction. However, the script's disturbing content left many readers feeling unsettled, forcing the researchers to pull it from public view. This unexpected reaction highlighted the potential risks and challenges of AI-generated content. The experiment has raised important questions about the future of AI in the entertainment industry. While AI models like ChatGPT can revolutionize content creation, they raise concerns about potential misuse. As we navigate this uncharted territory, it's crucial to consider the impact of AI-generated content on audiences and proceed with caution. What do you think about using AI in the entertainment industry? If you or your organization are ready to get super-sized with Generative AI, I offer a complimentary discovery chat with no strings attached. Book me here: https://bit.ly/thecarlos 😎 #TheFinalWarning #UCLA #ArtificialIntelligence #EntertainmentIndustry #ChatGPT

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"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

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Not every brand needs to be universally adored—sometimes leaning into the discomfort is the key to real growth. In my latest article, I explore how understanding why people dislike your brand can unlock powerful strategic shifts. It’s not about chasing approval; it’s about embracing feedback, addressing misconceptions, and positioning yourself authentically. #iWroteAnotherThing https://lnkd.in/g8CrgXud

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Published an in-depth breakdown of the leading #GenAI image tool strengths and weaknesses. I'll apologize in advance for Adobe Firefly 🤣 https://lnkd.in/eQR7E42H

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Not every creative can do every kind of creative. And that's a good thing. As a young writer, I saw the campaigns that would come out of Wieden + Kennedy and think, "Dang, that's great writing." Imported from Detroit. It's amazing what you're capable of. Find Your Greatness. Strike. (Even their new Winning Isn't For Everyone.) All of them extremely well written and inspiring and envy inducing in the best kinds of way. And while working on brands like Ram or Coke or Samsung or Target, I would try so hard to write like that but I always felt like it was a cheap knock you find on Temu. Even when my scripts sold and the clients LOVED them, I was always meh about the finished product. It took me years of failing to do this kind of writing and be this kind of writer to accept that that's not my style. I don't enjoy writing big poetic emotional manifesto anthem spots. (Which is good because clients don't ask for them much any more.) Sure, I can think of those kinds of big ideas, but when it comes to writing dialogue, it takes me an excruciatingly long time to land a VO I think could compete at that level. And it's not fun for me at all. I think I've done one or two I can say I'm proud of. (Look at the LeBron Samsung or Jeep SB spot I worked on.) Then one day, it hit me. I get comedy. Like many writers on LinkedIn, I did stand up in NY. I taught and performed improv comedy in NY, VA and UT. I still perform improv comedy regularly at ComedySportz Theatre. I get funny story telling and scene work. I like, no I LOVE to write funny ads. Not those slapstick infomercial spots you see coming out of Utah, but insightful and smart humor that connects people to products. So that's what I do. And that's what I get called to do. It's humbling to say this out loud. And even now as I write this I'm like, "You could do totally do that kind of writing. You're good enough to be a writer at WK." But that's my pride talking. To which I say, "Shhhh. It's okay. You're not gonna get asked by WK to write a Nike Manifesto. You'll be okay....shhhhhhhh...." The reason I'm sharing this is maybe you're struggling to figure out what kind of creative you are. Maybe you're trying to do something you're not good at and don't enjoy doing. Maybe you need to find peace in the truth that that's not you and that's okay. So if you're stuck on this excruciating wheel of creative self discovery, don't get off. Change the direction. Work to find out what kind of creative you are. Work to find out what kind of ads you ENJOY making. Then go forth and slay. You many need to make less money. Or have a lower title. But you'll be happier, I promise. And eventually, you'll get hired to do more of what you love. Or you'll get booked when agencies or brands need something you can deliver. It might not be every gig, but the ones you get, you'll love doing. In the mean time, let's watch this ad together and go, "Dang, that's great writing." #stayhungrymyfriends

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Liquid Death is built on delightful surprise. But sometimes we even surprise ourselves. Yesterday we dropped our Hot Fudge Sundae sparkling water collab with Van Leeuwen Ice Cream. It sold out completely on Amazon within 7 hours. It was a limited run, but it was no make-10-things-and-then-write-a-press-release thing. This was a legit full-on product launch. The entire inventory was completely blown out in just a few hours. The Amazon algorithm even shut down the product page twice because the velocity was so high it automatically triggered a warning that the product was selling too fast. Now the only way you can try it for yourself is at a Van Leeuwen Scoop Shop. There are still a few left. On top of that, we got to fling yet another delightful Liquid Death video into the universe: https://lnkd.in/gytbSghJ So here's your daily reminder to stop making marketing and start making stuff people love instead. You might be surprised to find out it actually works. #liquiddeath

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Great copywriting is the ability to say so much in so few words. Being able to do it in two words and say something so well, with a smile, is a real skill. Here is a prime example. Bravo to the creators of this. #copywriting #creativity #advertising

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Check out the latest piece I wrote for OOH TODAY. I am a firm believer in the use of Street Furniture and Programmatic as a Storytelling Medium. In the fast-paced realm of Digital Out-Of-Home (DOOH) marketing, innovation is the name of the game. As advertisers, we are constantly on the lookout for novel and meaningful ways to captivate our audience amidst the urban landscape. Yet, amidst the ever-evolving technology landscape, two key areas have seen surprisingly little innovation: street furniture and high-frequency formats, coupled with programmatic advertising. Link: https://lnkd.in/g2itWMPH #BCNVisuals #DOOH #storytelling #advetising #innovation

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Ever wondered what sets exceptional filmmakers apart? 🎥 It’s not just the equipment or budget, but the storytelling prowess. The ability to weave a compelling narrative transforms good films into unforgettable experiences. ✨ Every shot, every angle, and every cut should serve the story. Technical skills are crucial, but they should always play second fiddle to a gripping narrative. Focus on crafting stories that resonate emotionally with your audience. 💡 Aim for narratives that linger long after the final frame fades. That's where true cinematic magic lies. 🎬 #StoryFirst

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This week, Volvo released a nearly 4-minute-long ad on Instagram shot by Cinematographer Hoyte Van Hoytema (Interstellar, Oppenheimer). Here’s the thing about storytelling in marketing: too often, brands want to cast themselves as heroes in every story. But here’s the truth: they’re not the hero. The customer is. Every customer is on their own journey, facing challenges, seeking solutions, and striving for something better. The brand’s role? To be the guide, the enabler, the trusted partner that helps them get there. Stories have the power to inspire, connect, and transform. Just remember: it’s not about you. It’s about them. #video #videomarketing #videoproduction #Volvo #marketing

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Let’s bring some nutrition into cards. That’s something OPC (Organic Playing Cards) probably thought of themselves when they started to create playing cards with various fruit and vegetable themes. Together their team and I refined OPC’s positioning allowing the brand to double down on the things it is already known for. In a collaborative effort, we discussed ways to redefine OPC during multiple strategy sessions. The goal was to clarify OPC’s voice and approach to ideate, produce, and sell products as a community-first brand. Eager to grow and expand awareness the following are some learnings we discovered. Complete Case Study: https://lnkd.in/ewCPvx3T —- Client: Organic Playing Cards Strategy: Max Jung

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Sharing new work! Please check out this piece we created for the Amazon Fire TV team. All of the screens and screen animations were built and animated by our insanely talented VFX (Visual Effects) Team here at Wild Gravity. None of what you see in the video is software running on the device. It's all digital animation. The device itself is a render we created to spec of the actual device. All of this needs to be pixel perfect to be approved by brand, UX, and engineering teams. This is one of our specialties. We are best-in-class for screen building, choreography, and animation, earning us tier-one vendor status at Amazon and Microsoft. We help consumer technology companies solve software and device marketing problems no one else can solve. Message me directly if you're having trouble showing off the real magic of your software or device. #Video #Production #Animation #ConsumerTechnology #Software #Marketing https://lnkd.in/gSJpCNp2

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Using #AI as a sketchbook is great, but knowing how to sketch first gets you so much farther. Some folks are writing prompts to manufacture creativity. That seems like it’s offending the industry. Use your experience (in whatever role you have) to suss out the stuff that feels “really off”, then challenge them to go back and see if they can fix it. Most times, the rewrite (or redesign) is the place where the entire effort falls off the rails, saving you zero time. Play responsibly.

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the good mix of Act-One + post-production skills

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🎥 Cinematic Brilliance vs. Tech Perfection: What's Your Pick? 🤔 In an era where technology often steals the spotlight in filmmaking, are we losing touch with the art of storytelling? I’ve seen countless projects where filmmakers focus heavily on getting the latest gear, neglecting what truly captivates an audience: a compelling narrative. Technology can enhance visuals and sound, but it can’t replace creative vision. 🎬✨ Cinema began as a medium for storytelling. As creators, our primary goal should always be to tell stories that resonate emotionally. Let's embrace tech advancements while ensuring they serve, not overshadow, our artistic vision. #Filmmaking #Storytelling #CreativeDirection

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Throughout my career, I’ve focused on creating visually compelling, strategy-driven content that not only enhances brand presence but resonates with audiences across platforms. As a Lead Motion Designer and Animator, I had the privilege of working on a transformative project for The Axis at Planet Hollywood, where I developed the cutting-edge LED digital marquee for Britney Spears' iconic "Piece of Me" residency. This ambitious project demanded innovative motion graphics for a unique, wedge-shaped LED screen, built by Panasonic, with content engineered to captivate audiences in one of Las Vegas’ most celebrated venues. Working across departments, from technical teams to creative directors, we created a digital experience that added an entirely new dimension to live performances, blending technology, art, and strategy in a high-impact way. The Axis was just one milestone in a career shaped by partnerships with industry leaders, including Caesars Entertainment, Playtika, Specialty Appliance, and World Series of Poker. For each of these brands, I developed creative strategies that harnessed the power of organic social media, video production, and digital signage to expand their reach and engage diverse audiences. As a content creator, I specialize in data-driven campaigns that leverage strategic storytelling to drive tangible results. My work with FBS Appliance, for example, involved creating educational motion graphics on induction technology that booked out demo classes for months, proving the effectiveness of targeted, value-based content in driving real-world engagement. I’m passionate about the potential of organic social media to build brand loyalty, grow engagement, and amplify visibility. My approach combines visual storytelling with analytical insights, ensuring that every piece of content serves a strategic purpose. From high-impact campaigns on LinkedIn and YouTube to trend-driven engagement on TikTok and Instagram, I bring a comprehensive toolkit designed to adapt to the fast-evolving digital landscape. If you’re a brand looking to break through the noise with innovative content and a tailored social strategy, let’s connect. I’m always excited to discuss how creative content and a results-driven approach can enhance your digital presence and achieve measurable success. You can explore more of my work at colliepixels.com or reach out directly—I look forward to collaborating with new partners on projects that push the boundaries of digital design.

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