Into the wild

Maybe a little late, I was touched and moved by the story of Chris McCandless or Alexander Supertramp -alter ego and protagonist- of the story he wrote for himself. A moment in the life of a real character, his psychology, his motivations, his fears and passions, his decisions (good, bad, brave or naive, don't mean to discuss that), a narrative, an author, a book, an opinion, a director, a screenplay, a movie, a reader. Many steps to reach the final reader and spectator, me. First the movie, then the book. Interesting order. In college, I had the opportunity to take a class that changed the way I approached a text and its adaptation to the film language. I am not only fascinated by the story of Chris McCandless, I believe that the two works are worth our attention. In the book, impecable and strong narrative flows naturally regardless the jumps in time, space, narrators and the author's implicit thoughts and instrospection. Krakauer does not write an impartial biography, he just can't. He was obsessed with the story of McCandless. But it's his reading. The author's first reading. Then comes the second reading. Sean Penn (actor and director) that, in my opinion, does a great job keeping the movie true to the book. We can't forget that literature and film are completely different languages, they use different resources, they strike the reader differently. Then, the third reading, the spectator. The author, the director, the reader/spectator, we all create and recreate the amazing story of Chris McCandless. That creative process is just amazing. Because we have different backgrounds, we have different attachments, different opinions on the boy's life, we found him in different moments. I think that a book is waiting somewhere to be read by you, just when the time is right. So does a movie. And I am glad that both works complete and complement each other. What I found more interesting was the different readings on the same story. It's just fascinating. And I have my own opinion, my own set of ideas, the pictures on my mind, what I share and what I reject, what I admire and what I condemn. The reader, the spectator, in this unique process completes the creative cycle. I like to think we are also co-creators of the stories that find us. What I like about the book is that different narrators help underline Chris's psychology. Isolated quotes of people the author collected, places, the smell, the textures, the contrasts, every detail in his descriptions outline the psychology and the humanity of McCandless. On the other hand, the movie uses visual resources, editing, soundtrack to create a mood. Chronological time, pace, silences, lighting, shots, frames, intertextuality, cross-references, are equally powerful. I strongly recommend both works. They are exquisite, subtle and beautifully done. 

Fashion + function + art + social media = Matuse

Let me share with you an example of marketing via new media I found really interesting as it combines social media, fashion, art, and marketing.

Matuse is a relatively new brand in the market. They create wetsuits. I visited their website and they have a very interesting branding platform. The way they present themselves, their strong statements, the duality they embody and the mystic and symbolism that sorrounds the product makes them stand out of the crowd. While everybody in the business is doing nothing but reinforcing the surf cliché, Matuse is changing the paradigm. They are not only innovators in terms of product development and technology, they also add a unique value and give a different meaning to the surfing experience. The concepts of mysticism, energy, art, strenght, functionality, fun and meaning are expressed on their fundamentals and succesfully conveyed to a targeted audience which shares their beliefs. Matuse is an example of good branding and positioning. They found the holes on a demanding and growing market craving for differentiation. In my opinion, Matuse’s fundamentals are written on an strong, simple yet unique and powerful style. That small piece of text supports their branding and sells, besides the product, their firm ideology.

Visit www.matuse.com

Let's burn The Man!

If you're planning a trip, dare to do something really different. For those who already know what this is about, you must agree with me that there are simply no words to describe Burning Man. Nevada, middle of the desert, a community that emerges once in a year out of nothing, just the will to participate, experience, enjoy, learn, share, create and belong. During the 6 days of Burning Man, Black Rock Desert (Nevada) becomes the most populated city in the state. People all over the world create a community to share art, to breathe art. Annual themes and creativity build Burning Man; happenings, installations, performances, music. An experience for both body and mind at their limit of survival. "The mind-altering experience of Burning Man is its own drug". The culture of Burning Man is respectful for nature and diversity. In fact, diversity and creativity nourish the experience. You are a creator: nobody is a spectator. Everybody creates Burning Man. Great celebration, good opportunity to find the love in yourself and share it with your closest friends, or just with everybody. An individual and collective experience and celebration of human nature, in nature's best expression. Embrace Burning Man, be part of the community. Dare to travel into a deep introspection, or share the world you create. Looking forward to doing it next year! Burn the man!

Mobile Art by CHANEL

Mobile Art Chanel by Zaha Hadid is a nomadic building, a traveling pavilion with art exhibits for Chanel. It is a mobile art piece, an exhibition that was conceived as a 3D movie in which the director is the curator of the museum, the actors are the works of art, the scriptwriter is the artist and the director of photography is the set designer. This artistic experience has two fundamental concepts: architecture and art exhibition. The architecture of the building is organic, it gives you a sense of fluidity. It is perceived as a virtual reality, a cinematic universe. The project carries Chanel's values to the future as Chanel has always been part of the world of arts. The structure is a loop. It is a 700 sq meters or 7500 sq ft white fibreglass structure with organic curves and walls (a nautilus layout). It can be transported from one place to another. The valuable concept is experimentation. The innovative idea of a museum that can travel that is a piece of art itself. Zaha's structure combines design and architecture, considered the real art of today. She detached the Mobile Art design from the totalitarianism of Bauhaus. The museum shows works of international contemporary artists in sculpture, painting, photography and video. Mobile Art offers its visitors a unique sensorial experience. Gabrielle Chanel believes that contemporary art and luxury products enrich mutually. The nomadic museum's tour includes Hong Kong, New York, LA, London, Moscow and Paris. It started this year in Hong Kong strategically. "For luxury brands, Hong Kong store sales are some of the highest in the world. This is why Hong Kong is on their marketing map even when the marketing is art. People in Hong Kong don't seem to be bothered about the line between commercial interests and creativity. Chanel required all the artists to produce work inspired by the quilted handbag of 1955 designed by Coco Chanel. As a Chanel lover, I'm looking forward to being part of the experience.

Please visit this blog and see how Chanel rewards bloggers and people generating content online. If you are into fashion, you will find this blog specially interesting. Susie really knows the fashion industry and is really committed to social media or 'digital marketing' as she calls it.