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@steinerdan-blog
To be remembered [by Gen Z], you need a charming brand persona. The human-named brands do this well, and it often involves comms that bristle with cuteness and/or cheekiness, plus a strong, ownable aesthetic that spans from your logo to your social posts.
CONTENT IS KING By Dan Steiner THE CHARACTERS Jane – A woman in her late-20s. Sophie Elsworth – A woman in her early-20s [Instagram model]. Kat – A woman in her late-20s [voice only]. Dan – A man in his late-20s....
A play I wrote (dramaturgy is not my background btw; perhaps that’ll become evident while reading).
Allow me to save you an hour; these are the main themes: - How has social media affected the way we value and view people/experiences/life?
- Is it possible to feel satisfied in a world where there are seemingly unlimited options and where popularity appears inextricably linked to joy?
- What happens when the thing that validates you is something you don’t respect? I call this The Liam Neeson Paradox, whereby he is probably best-known and most beloved for Taken, though I feel like he might prefer to be recognised and celebrated for Schindler’s List? (Hey, he might not; this is merely me using him as a pop culture reference.)
Taylor Swift's sixth album, Reputation, is out November 10. Three singles have been released. Taylor's too big to not have an opinion on.
Hard-hitting stuff indeed.
Worked on the strategy and content for this Sydney medical centre: https://www.facebook.com/OcnlSt/
Agency: UMM
Client: O’Connell St Medical Centre
Creative Director: Rob Spiteri
Designers: Hannah Eldridge, Chris Johnson, Helen Chang
Copywriting: Dan Steiner
Some things can't be disputed. For the stuff that is up for debate, there's AskMen's Overrated/Underrated list. Here comes June's!
The state of pop music in 2K17: “What good’s a breakup if you can’t monetise it?”
Pro bull rider Lachlan Richardson offers us an insight into his bucking interesting world.
The motto: Live. Calf. Love.
It's inspiring to hear there are dudes like Dylan Hales and Ronnie Flynn, two Aussie hospo veterans who opened an upscale restaurant-bar in New York City.
Little business profile on The Flower Shop, NYC.
In every decade since the Eighties, Tom Cruise has given you at least three scenes to YouTube years later.
A love letter to the venerable (and personally polarising) superstar.
Little chat with iconic street artist Futura.
“When I started, people used to compare me to Kandinsky or say I’d imitated his work, and I’d find it almost insulting because I had no idea who he was.” Humble dude, no bullshit.
One of the best bad ideas I had in 2016...
From the aborted social account: https://www.instagram.com/brand_delusions/
Which was the successor to this aborted social account: https://www.instagram.com/notepad_of_insecurity/
Honoured to have interviewed a living legend for MAXIM Australia.
In 2009, Mark Donaldson became the first recipient of the nation’s highest military honour, the Victoria Cross for Australia. If you see him at the pub, please get him a VB to say thanks.
Hot Girls Wanted: Turned On review for AskMen Australia.
Two of these instalments in particular left me shook... but nowhere near as shook as this fact: “since December 2015, 500 million hours of [Adam] Sandler movies have been consumed by [Netflix users]”.
With the upcoming release of some advanced gaming peripherals (a mouse and keyboard both noted for their colour customisability) and a couple of major sales periods (Christmas and New Year), Logitech G wanted to refresh its messaging across the Asia-Pacific region.
The resulting master creative would need to incorporate Logitech G’s commitment to innovation, product benefits, and alignment with professional eSports teams.
The master creative appeared in online and offline environments across 14 countries.
Agency: UMM
Client: Logitech G (AP)
Creative Director: Rob Spiteri
Designer: Hannah Eldridge
Copywriting: Me
Tsingtao is a Chinese beer brand. The brand’s 2016-17 summer campaign focused on Beer St, where the beer was originally brewed. As people didn’t believe the beer came from a place called Beer St (fair enough), the campaign focused instead on the idea of Beer St, with the brand inviting people, via interviews and submissions on social media, to share their own thoughts about Beer St. These responses were turned into videos that brought the public’s perceptions of Beer St to life.
Agency: UMM
Client: Tsingtao
Creative Director: Rob Spiteri
Designers: Hannah Eldridge, Chris Johnson
Copywriting/Scripting/Interviewing: Dan Steiner (lead), Laura Martin
As part of a partnership between gaming peripherals company Logitech G and games publisher Riot Games, numerous international stars of esports were interviewed for two-minute video segments that ran between matches during the worldwide Twitch broadcast.
These videos reached an audience of over 1 million people on social media and were viewed by more than 40,000 during Riot’s Twitch live stream.
Interviews were scripted and conducted by me.
All of the videos can be found here: http://bit.ly/2rbKuTq
Agency: UMM
Client: Logitech G
Videography and Editing: Sean Pary
The premise of this global digital campaign was to educate consumers about and build awareness of Logitech’s range of four wireless, ‘Multi-Device’ keyboards. Messaging would need to be consistent with Logitech’s recent rebrand as a lifestyle tech company.
Tagline, support line, seasonal copy options, and caption options for social were delivered.
Agency: UMM
Client: Logitech (Global)
Creative Director: Rob Spiteri
Designers: Hannah Eldridge, Chris Johnson
Copywriting: Me
Tbh this was my greatest idea, app-wise.