I met Anup Kat of 1stDecember at Limoge, France while we were there to participate in a 24-hour web design challenge. Anup and his team are a smart group of youngsters with a great sense of aesthetics and a cohesive worldview. They are the new wave DIY, dirty-my-hands creative team and this homage to Bangalore is a perfect example. So, watch this lovingly made voyeuristic short on Bangalore – a sunny cheerful Koyaanisquatsi set in our own beantown. Incidentally, 1stDecember did win the Limoge challenge.
In their words: “Every great city in the world has a story that has been passed down the ages. The garden city of India is one such city. A home to countless people from all over the country, making a lifetime of memories. It may not be the best city in the world, but the spirit of its people is unmatched.
This film is our take on the Bangalore we have grown to love. A tribute to our city and its people. This is the story of our ‘little Bangalore’.”
Apparatus has been using Getty Images since inception to illustrate brand stories of our clients. We were amazed to see a magnificent interpretation of stock photos as a television commercial to sell their services. Take a look at this.
I shot a series of stills from my window on a Etihad flight EY12 from London to Abu Dhabi. This is a compilation of these stills as a home video. I love the meditative theatrical scape, like a lyrical narrative. Below is a color corrected shorter version. Music: Anouar Brahem’s Astrakan Café.
We do not do advertising at Apparatus. I always thought advertising as business promotion with short shelf life. It does not work along the entire lifecycle of a product or services as a brand.
We got associated with Cottonworld as a brand six years back. We did an identifier refresh, lightened the brand to make it younger and distinct. We also elevated Cottonworld from an image of a family-run business to a substantially large pan-Indian mark. Our association with this brand has been so strong that we did all their advertisements too. You can see our brand work for Cottonworld here.
Last year we discovered a new plank that can promote the brand – young entrepreneurs. We interpreted it as ‘Comfort is about doing your thing in your terms’. We shortlisted a set of unique businesses and got the founders to model for Cottonworld. You can see the 2010 campaign here and glimpses of 2011 campaign below.
Aadore Sayani runs a Sleight of Hand that specializes in delectable brownies served at your doorstep in Mumbai.
Spiga is a Med-style restaurant in the heart of Bangalore run by Aparna Suri.
DJ Suketu is a big name in the party circuit and runs his academy for youngsters with a penchant for mixed music.
We enjoyed working on Cottonworld over these years. Today we are working with them on their social media strategy, ecommerce plans and of course, a younger brand. We have been very minimal with the backdrops and sets this year with a focus on entrepreneur and clothes. If you are a young businessperson with an interesting story write to us to. If selected you can get featured in the next campaign.
Yesterday as a part of my morning ritual I picked up my tablet and ran StumbleUpon on it. The first stumble was a quote.
Ralph Steiner was one of the early American photographers who worked along with Paul Strand in and around New York City during early twentieth century. Later he was a part of the avant-garde cinema movement. There was an inspiring quote that I read of his and this resonates with my personal creative goal.
Eventually I discovered for myself the utterly simple prescription for creativity: Be intensely yourself. Don’t try to be outstanding; don’t try to be a success; don’t try to do pictures for others to look at – just please yourself.
~ Ralph Steiner
He does not prescribe mediocrity. He suggests that you can be your most constructive critic if you choose to. And that is his path to glory. Moved me.