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Alan Schulman

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Articles by Alan All articles by Alan

  • There's Gold In Them Thar Windows in Creative Media Blog on 12/16/2013

    Just when we thought the content marketing machine Beyonce had set the creative output bar to a new level last week, here comes hubby Jay-Z, not to be outdone. His new fragrance for men, Gold, is being launched this Christmas with cool transmedia-like tactics, including this one-of-a-kind interactive installation in the windows of, where else? Macy's in Herald Square.

  • When Everyone Zigs, ZAP! in Creative Media Blog on 12/02/2013

    Maintaining your brand's cultural relevance in the age of real-time marketing now means being prepared to use the context of current events whenever they happen. But there are some annual events that always make news, with universal truths that don't require digital newsrooms to put great creative in media context. Case in point, Thanksgiving travel. Nearly everyone travels somewhere Thanksgiving weekend, and whether you're coming or going, you're bound to be waiting somewhere -- especially if you're flying. Which is why ZAPPOS took to the baggage carousels of Houston's George Bush Intercontinental Airport to create a roulette-style game for passengers waiting for their luggage.

  • S.W.A.V.: Aussie Postal Service Ships Holiday Gifts With Personal Videos Attached  in Creative Media Blog on 11/18/2013

    Sending a video greeting might not seem like anything new. After all, from SnapChat and Facetime to SKYPE -- and all points in between -- video posts have become the way of the world. But context is everything, especially when you care enough to send the very best: yourself. This Christmas, the Australian Postal Service won't just be send your gift -- they'll be sending your personal video greeting right along with it.

  • Gentlemen, Remix Your Engines  in Creative Media Blog on 11/04/2013

    Among the many behaviors adopted by the masses from the democratization of technologies is sound and video remixing. Remixing of old school tracks by DJs, new artists and remixers has given new life to many of our most cherished songs.It was just a matter of time before brand marketers sat up and listened, such as Mercedes-Benz UK and its Sound With Power campaign, which demonstrates the power of the new E63 AMG engine by tapping into consumers' penchant for audio/video remixing.

  • Sniff 'N Smack: LG Mobile Banners Sniff Out And Talk Performance Smack To Your Current Smartphone  in Creative Media Blog on 10/21/2013

    It's great to discover more and more brand marketers beginning to leverage addressable or smart advertising: the ability to serve customized messages to different audiences at different times in different locations. It really isn't that hard, and it's actually something that's been around for quite a while. It's just that most upper-funnel marketers continue to prefer pushing their awareness message to as many eyeballs as possible while leaving the more challenging "activation" work to their lower-funnel digerati to wrestle with, in a world of dismal CTRs.

  • Sprint Cinema Campaign Is A Complete Turnoff in Creative Media Blog on 10/07/2013

    Most in-cinema advertising features lavishly produced trailer-like spots that attempt to match the production values and epic sound and picture quality of the movies they precede. As movie trailers have become louder, attempting to cram as many 10-frame shots from the feature into them as possible, the corresponding ads have followed suit - including attempts to drive tune-in to unscripted cable reality shows that end up appearing more like trailer spoofs than ads themselves. Enter SPRINT's "No Talking or Texting during the Movie" campaign - a parallel reality of 3D sequences delivered to your phone when you power up after your movie.

  • Saving The Drive-In, One Digital Projector At A Time in Creative Media Blog on 09/30/2013

    It seems as though every year, as summer draws to a close, we hear about one more drive-in movie theatre that's gone out of business or had to shut down due to the cost of converting to digital projection. It just seems that, for this one cherished piece of the American experience, the required conversion to digital is potentially more likely to bury the business model rather than bring it into the future. Enter Project Drive-In, a movement created and Kickstarted by American Honda to help rescue as many drive-ins as possible by funding their conversion to digital projection.

  • When Medium Becomes Message, It's Just Smart Thinking in Creative Media Blog on 09/23/2013

    As we kick off the 10thanniversary of Advertising Week in New York this week, one can't help but watch for the bevy of out-of-home and place-based messaging agencies and social media companies will post across Gotham in an effort to draw attention. That said, there are times when out-of-home media delivers something so simple, so beneficial and so creatively effective that it doesn't require any new "tech" or interactivity to pull off a powerful brand message.

  • In Peru, Creative Media Placement Also Provides Critical Means Of Survival  in Creative Media Blog on 09/09/2013

    Just when you thought few, if any, forms of advertising could really make a direct difference in people's lives, here comes one of the most inventive forms of outdoor advertising ever executed, merging the human need for water with a billboard placement in the desert region outside Lima, Peru.

  • Disney Frames Roger Rabbit in Creative Media Blog on 08/19/2013

    It was only a matter of time. Leave it to the Magic of Disney to take what was once the miracle of mixing live action and animation (a la "Who Framed Roger Rabbit," circa 1988), and, by simply leveraging augmented reality, now it's as simple as "there's an app for that." What Disney has done is effectively allowed for the scaled mixing of live action video with their animated characters in an app that allows anyone to create unique videos and place animated Disney characters and objects alongside them within the footage, in real time.

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