why #sleepnomore is immersive not interactive; inventive with space, not performance:

 

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Sleep No More was a curiosity worth checking out, and while it entertained me for a couple hours it left me feeling very traditional by the time I was back out on the street. 

I had heard this English theater group had built out a few warehouses on the west end of 27th street and turned them into a 100 room theater space where a loose version of Macbeth is performed throughout the rooms as you wander through, in a mask. I mean, at the very least, it sounded like the coolest haunted house ever and that was enough to get me in the door.

Before you even encounter any performers, you are lead through a winding dark tunnel to get the depravation right. Cool. You enter into a darkly golden and haunt-hued labyrinth of a turn of the century hotel. The music seemed intended to create that blue jazz-age American ennui but kept me bouncing as an endless stream of Louis Armstrong, Fats Waller, Duke Ellington was piped into the dank, faded hallways of a fake hotel. It felt like being on a stage. But a stage where you were free to walk around, open guest books, look behind photo frames, pick up a hair brush or sit on a couch. The experience was real but the sensation was like walking through a movie (set) and touching every prop looking for the false back or the lorem ipsum pages of a dusty book. It actually made me more aware of my own presence in the space than of the story that was trying to be told.

The mute, group-solitude of the audience as we ambled through the space was interrupted by an encounter with a performer. She grabbed someone from the audience and took them through a door. Startling, it does what it's designed to do... get the audience to expect the unexpected. But for me that was it. The unexpected never came again.

I was amazed at how well a NY audience minded their manners. A little like the way I am often surprised a yellow line of paint keeps big, metal cars from smashing into each other, there was something about our shared psychology that created a stage, an insurmountable wall of separation between the performers and us - the masked and silent audience. Standing in the room while two actors wordlessly, dance and cue each other into a scripted run of sexual, violent, sad and regretful poses I knew had seen all this before. And yes, I may have actually been on the stage with them, but as for our theatrical distance? This mimed version of Macbeth may as well have been performed at the Globe.

And it left me wondering... what if the performers were as easily opened as the guest book in the 'lobby'? What if the play of bodies in the room included mine, not by mere presence but engagement? One scene seemed hopeful. It was a bathroom with a writhing actor, naked and wet on the floor, apparently trying to overcome the effects of his regicidal behavior. The actor had to motion in his agony to an audience member to get him the towel on the wall. About four of us stood in the doorway and a woman reached out and handed the man the towel. Like a Sistine Adam reaching out to the one who gives him life, the actor took the towel from the audience and began to dry himself. And then I realized this moment of interaction was not going to change the outcome of this play. We were scenery. Living set decoration. The actor would end up dry and at his mark in the next room with or without our help. And it made me feel a little sad and useless when we were so close to making a difference.

To its own credit, Sleep No More bills itself as an immersive not an interactive experience. And that's true. But allowing the audience to mingle amongst the props just barely brings us up from the seats where, essentially, we become props ourselves. The spaces and opportunities for real-time interaction with performers are only going to grow. And maybe a converted warehouse is not where this real-time, interactive entertainment will happen. We may need a digital distance to overcome our psychological audience wall. The next successful live interactive performance may well take place on platforms like chatroulette, supyo or even more likely, youtube. 

my first website to make the home page of CNN:

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We launched IBMWATSON.com yesterday to tell the story of this supercomputer that can parse natural language and find one precise answer against the breadth of Jeopardy questions in less than 3 seconds - or the average time it takes a human brain to answer. I was a little surprised CNN used a screenshot of our site to illustrate their story, but right on. 

We are doing an 8 part video series that starts with Why Jeopardy? and will run for the next few months telling the whole story in what will end up being an hour long documentary. In January, we are also launching an interactive experience that explains how Watson works and interviews with IBMers and academics who will discuss the implications Watson will have for the future of business, education and government. Good, hard-hitting, esoteric stuff coming... so check out the site http://www.ibmwatson.com, search twitter #ibmwatson, and follow our adventures on facebook/ibmwatson.

Dont forget to watch him play against Ken Jennings and Brad Rutter on Jeopardy! February 14-16. It's IBM's next Deep Blue.

static banners are finally hitting their stride. thanks #googletv

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i have posted many times how static banners with a clear, bold message and no frames of animation are going to become the smart way to produce banners. comScore has been reporting and publishing a lot of work over the last year on how a longer term view of display ad effectiveness needs to be introduced to the industry. click-thru's arent doing it and arent accurate in terms of how many clicks are generated through awareness and not on the page at the time of viewing. i was pumped to see these google ads, a roadblock even, that seem to break all the rules of 'banner innovation'. they repeat the same banner in multiple spaces on the same page. the banners dont talk to each other at all. and the CTA 'learn more' is ambiguous about the incentive on the other side of a click. in fact, i dont think these banners are designed for clicks at all. they are static. bold. and repetitive. built for awareness. like ooh wild postings. if i dont click right now, i will just search later. for what? simple: google tv. i like where this is going. google has the deepest knowledge about display ads and analytics of effectiveness and they used all that knowledge for their new product and decided to go static. now if we can just talk clients out of 5 frame 100k animations that take three weeks to build and land on an end frame that no one understands because they didnt pay attention for the first 15 seconds. use your time and money elsewhere. get static. 

david ogilvy + che guevara = bob greenberg. i dont know either but it's true. look:

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so there is some event going on at ogilvy this week. a celebration of hispanic heritage. food drink dance and what not. pretty cool. but the art department made these posters that are up all over in which someone took david ogilvy's face and photoshopped it onto a classic che guevara poster. great. kinda funny and cool. EXCEPT, for me it looked exactly like bob greenberg of R/GA. he was everywhere in the lobby. and hallways, by my desk. bathroom door. it took me two days to figure out that it wasnt bob sponsoring a hispanic heritage festival in my office but was indeed ogilvy photoshopped on che. craziness. i dont know what this means symbolically for advertising but i do think it's significant somehow and we might all gain it's deeper meaning later in life. think on it. 

---------- Forwarded message ----------
From: <jaymarks@gmail.com>
Date: 7 October 2010 18:22
Subject: Please work
To: "jaymarks@gmail.com" <jaymarks@gmail.com>

Sent via BlackBerry by AT&T


it's been a wait for eastbound and down season 2 but it's starting to tease now for real. kp vs. kswiss:

I think the show starts back up again in september. if you havent seen it, check out the first season. i think it's running now on HBO or you can buy the box set for like 20 bucks. only 6 eps. but totally amazing if you like things that are funny x hilarious.

best thing about this? it's a real ad. genius. great for k-swiss. also a perfect promo trailer at the perfect time. nice media/content/promo play. 

why are the smartest people i know fooled by the iPad?

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MY ANNOYING LITTLE LAPTOP

why is it that the smartest people i know have all been fooled by the utility of the iPad? it's like they are ignoring all the interface and usability factors that they know so well simply so they can join in some tech lust delusion. it makes me sad for them. for all of us. i mean seriously, listen to reason. let my try to remind you of the things you already know.

TOUCHSCREENS SUCK. minority report fucked everyone up. there is no way that actually moving my hands across a screen is easier than moving a couple fingers on a pad or a mouse. the abstraction of movement is what makes GUIs so amazing. you literally have to move more and use more of your hand and arm to use a touchscreen. that's going backwards. and it's all on a single plane. you can't go INTO it. gaming on an iPad? please. you cant play Call of Duty on a touchscreen. impossible. it's now putting limits on interaction where there used to be none. not to mention the very simple fact that to move the screen and select something on that screen is the same gesture with slight difference in pressure. bad interaction design. dont tell me you havent tried to scroll down a list of songs and accidentally played the one you were trying to skip. you might get better at it. but you shouldnt have to. i think that might be an overarching theme for the iPad.

TYPING SUCKS. this is a sub category of touchscreens suck, but enough to warrant it's own entry. there is no equivalent to a tactile keyboard. each key is its own button, occupies its own real space. i can get all my fingers working at once, using muscle memory and sense to guide me even when my mind doesnt consciously know where the keys are. it's what our hands were supposed to do. typing on a single plane of glass cannot enact the same muscle memories, cannot provide the same definition to our sensing fingertips to accomplish this. iphone typing errors are legendary at this point. and the iPad is only making it worse. typing is still 90% of what we do on our machines and we have made it HARDER not easier. shouldnt usability be going the other direction? you may say, again, that you get used to it but that's the hallmark of shitty interaction design. and a poor excuse. it is not and never will be as good as a tactile keyboard. and that sucks. we're going the wrong way.

HOLDING IT SUCKS. combining the interaction plane with the viewing plane is a major mistake. it means that everything is on one surface. but that's not how we use things. when you want to type on it, you have to lay it flat on a surface and lean your head completely over it looking straight down like a retard. it's a very awkward position. or you have to try and hold it at a tilt and type with one hand - even more awkward. ever try watching a video with someone on it? someone has to hold it, or you both lean over it looking down and bumping heads. or you try to lean it against something that happens to be there - perhaps your real laptop? i am sure there are stands or whatever that you can buy, which only underlies that it is not a complete object and poorly designed. a kickstand for my computer? c'mon. a laptop is self sufficient. you can tilt the screen at any angle and type while looking straight at it, not down. you can lay it on your bed, or the arm of your couch, or you desk and watch it lying down, sideways and never have to hold it up. i took that for granted until i tried to watch an iPad lying down in bed. basically impossible. we have once again retreated from user interface gains. and everyone is all pumped about it?

THE BACKPACK RULE. if i have to carry it in a backpack, it's not really a mobile device. i can take it out and set up almost anywhere, but i need another device to hold it and bring it with me. if it fit in my pocket, that would be different. and by different i mean an iphone. but it doesnt. so the question is... have you replaced your laptop with the ipad? NO. you havent. any iPad owner who is really serious about working and traveling now carries their laptop AND their iPad in their backpack. what? seriously. an iPad is a less powerful, harder to use, harder to hold, harder to type machine that does a lot less, only one thing at a time and it doesnt even have a camera. it's actually not that much smaller than your laptop. the size efficiency is minimal. a couple ounces and an inch. now instead of having that advantage you have added those ounces and those inches to your backpack making it heavier not lighter. craziness. iPAD USERS, YOU ARE GOING BACKWARDS. 

so my question is... how did we get here? i know some smart ass motherfuckers... interaction designers, experts in their field that have succumbed completely to this hype. i guess in an arms race, sometimes you lose site of the goal and just start buying more missiles. people do have a techno lust. but technology is supposed to advance us, not retard us. the goal of machines is to do more with less. the iPad is not a machine. it's a bauble. a curio. it belongs in a Brookstone or Sharper Image or the SkyMall. and i guess sometimes these things have a power, a glow to them that seduces, like a massage chair or a pewter civil war chess set. i think these people will snap out of it. i mean eventually that massage chair goes into the guest bedroom and you hang dirty laundry off of it. what are you going to eventually do with your iPad, users?

i actually have an iPad, received it as a gift. and i am very grateful to the gift giver for giving me the opportunity to use it enough to discover that my initial emotions about the iPad were all warranted and then some. i kind of thought when i got one, i might flip, i might get into it. but no. it's worse than i thought. i refuse to have my techno lust overwhelm my usefulness. i refuse to go backwards. i love my laptop. it does everything i need it to do and does it all much better. there is no use for the iPad. i think i am going to leave it on my table, load it up with photos and use it as my personal coffee table book. that seems fine, i guess. it's kinda pretty. shiny. but in the end, a waste.

 

win or lose tonite, this is the real legacy of kobe bryant:

Kobe-bryant

Kobe is an alleged rapist. Ass rapist, mind you.
Kobe told the press that all players cheat on their wives, including his teammate Shaq. Nice one. 
Kobe was booed in his hometown of Philadelphia during the All-Star Game. Yeah. WTF?
Kobe ran Shaq out of LA with his derogatory comments to the press born out of jealously for all of Shaq's Finals MVP awards. 
Kobe consistently berates his team for not being as good as him and any team ra-ra he might feign is born of pure self-interest.
Kobe is prone to on-court pouting when games arent going his way and has literally been known to give-up. Unprofessional.
Kobe spent a whole summer dissing the Laker organization and threatening to leave until he got what he wanted. Classy.

Kobe is narcissistic, infantile, unscrupulous and one of the best players to ever pick up a basketball. Maybe based on his skills alone he deserves to win another championship. But i need something more. I need to actually like the person that I am rooting for. I don't need him to be a saint or even a role model and i certainly dont love the Boston Celtics. I just need to root for someone who isnt a straight-up dick. So fuck Kobe Bryant and his Lakers.

my new gig:

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Senior Partner, Group Creative Director at Ogilvy & Mather.

Three things made me decide to come here:

Change. I am a fan. Of change in general, but professionally, in being able to change a place. To build something where there really wasnt something before. I worked at one of the best interactive agencies in the business and jeff and scott and winston transformed that place. I would like a chance to do that somewhere. Oddly enough, it's not the digital boutiques that need transforming. It's the big lumbering giants. So i could join up with a band of digital hipsters and buzz around the industry waiting for the future to arrive or i could go big, go into the belly of the beast and try to change it from the inside. Force the future to arrive. The latter is certainly more my style. I dont mind playing the battering ram if bricks start to come down. We'll see.

Title. This is not 'title' in the sense of rank, but position. In speaking with Ogilvy about coming here i was very adamant about NOT having Interactive or Digital in my title. I would not work for OgilvyOne. Those are remnants of a system i want to change and i wont start at a categorical disadvantage. All work is interactive. So what does Interactive Creative Director mean? It's redundant. Ideas dont need superlatives to define them, and neither do the idea-makers. Ogilvy completely understood, agreed, and hired me as a straight-up Creative Director working for the original Ogilvy & Mather group. I find this to be a meaningful sign of their commitment to true integration.

Lars Bastholm. I first met Lars at Rei Inamoto's wedding but we had several mutual friends and co-workers from R/GA, Framfab and AKQA and i knew of him well before. We have stayed in very loose touch over the years but i always kept an eye on where he was and what he was up to. So i have faith in him as a creative leader and trust his prescience in leaving a digital boutique and going big traditional (see reason 1). And, he likes to drink. Yes. Now it's all starting to make sense...

My run in the digital game has been a blessing. I have had the absolute fortune of working for Bob Greenberg, Alex Bogusky, Jeff Benjamin and now Lars Bastholm. If i cant make a career out of this, these gentleman cannot be held accountable. They have done everything to prepare me for success. I don't plan on letting them down.


rome. pizza, antipasta, dancing with the terminator and old stuff.

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so... rome. i think we were pumped to be back in a city after so long in luxury out in the countryside. rome is a living, outdoor museum. it is the most tourists i have seen across the widest expanse to date. disney wishes it could pull 'em in like rome. there was more english spoken than on the streets of new york. wild. but with good reason. the layers of history and art are manifest. all you have to do is go outside and turn a corner and another and another and it keeps doing it to you. the immensity of human accomplishment. misery, luck, ambition, faith, and might; civilization's raw nerve is rome.

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we didnt do any 'tours' or go inside any of these places because we werent really here to wait in line. we did do the walk and saw the colosseum and the trevi fountain, and the pantheon and the vatican and about a thousand things i have seen in art and architecture books and have forgotten the names of. it is, to say the least, impressive. but again, it is filled with so many recordings of itself that you start to feel some of the magic being sucked out. it was hard for me to even take pictures of other people taking pictures (one of my favorite 'tourist' things to do) because even that is redundant and too thick and constant to sort out. so i will sum it up with this picture of a souvenir stand. you've seen them all whether you have been or not. i think it's important to go see it with your own eyes and check off a box next to human history. but you dont need to see my pics of it. this one captures it.

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pizza is everywhere. everywhere. actually, if it's not a chain in the link of civilization it is a ristorante pizzeria or a gelateria. no joke. i have never seen so much gelato in my life. and every restaurant has exactly the same menu. you may think that's an exaggerated statement to make a point of how many of the same restaurant there is, but no, seriously, there is only one menu in rome. and it's a good one. they all do pizzas. thin crust with fresh amazing toppings cooked in a wood burning brick oven. there is antipasta with different variations of a caprese salad and meat and cheese plates. then pastas from bolognese to arrabiata and a bisteca, a pork and fish dish. it's all amazing. but it's all the same. we actually went to a specific pizzeria called remo in an east village like neighborhood call testaccio. and had a couple pies. they rocked.

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this is what the table looked like for most meals. this is right before the pasta comes out. notice the wine? rose. yeah. it was lunchtime. rose is for lunch.

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the traffic is notoriously awesome in rome. every car is basically a smart car or smart car like car or moped. that's it. nothing else would work on these tiny catacombs of streets with monstrous roundabouts at every piazza in the city (and the whole city is piazzas). while we were in the ruins of ancient roma i noticed a tiny car and stole away from history for a moment to pick it up with my bare hands.

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roman nightlife is pretty hopping. in the same bar/clubby/hipster neighborhood, testaccio, we wandered into a small bar/lounge called shiva. it was owned by this italian dude who was probably in his early 40's and played house music and old american movies on a flat screen framed in hardened foam. we were the only ones in there. we started rapping with each other even though he spoke no english, and we, no italian. it was pantomime and my broken spanish forced into some bad latin linguistic sausage and mainly, i am fairly certain, not understanding most of what was trying to be communicated. his name was gianni and he treated us very well and people started coming in and we encouraged them to drink at gianni's bar. we ran into a bunch of people from all over the world who worked for the UN world food program. they drink and danced with us. we shut down giannia's house party and madison pulled out her ipod and we rocked MJ and prince and dead prez until gianni had to lock the door and pull the shades and he continued to serve us and we sweated it out. there was this finnish banker we had met earlier in the night (pictured above). he loved mike tyson and acting out scenes from american movies. at one point he reached into his buttpack and pulled out a special pair of glasses. he excused himself and went into the bathroom. he put on these glasses and came out of the bathroom doing the robot. i'll be back, he kept saying. moving his arms and legs stiffly coming back over to the table, i'll be back. i put my arm around him and madison snapped the picture. i love love love to travel, but i like people most of all.

tuscany. lunch at alain ducasse's l'andana:

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rose is a lunch wine. especially in tuscany. these are the house wines of l'andana. made and grown on the property there is a light crisp white, a smooth but rich red and this rose which is dry and not too sweet and i have never been a lover of roses but drinking this thing on the front lawn with a fountain bubbling and a light breeze breaking up the 78 degree sun... it was money. we had two bottles of this for lunch. if you see it in a wine shop around town... grab it. 

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next stop.. caprese salad - mozzarella and tomates in a light pesto. these tomatos were grown on the property and were small but full of flavor. the mozzarella also made here and was light and melted in your mouth. i think over the course of my stay in italy i probably had ten of these. everyone was slightly different because the tomatos and cheese were different. the secret to italian cooking is dont do anything... let the product speak for itself. i have always known about this dish but have never come to love it like i do now.

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pecorino cheese plate. three ages: a new, a medium and a dry aged. again, made at l'andana. the condiments are honey, a red pepper relish and an onion relish. impossible for me to decide which one was the best. had all three on all three ages, repeatedly. with the caprese salad and pecorino plate and chunks of bread dipped in olive oil (guess what - also made on premises) and a big sip of the rose... this is living. so good. strong beautiful flavors, everything made at the highest quality, fresh, simple and delicious. 

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this is me kicking it in between courses. pretty relaxed? yes. malcom mcdowell and his lady (who looked preggers - right on 68 year old man!) were lounging on lawn furniture just behind me reading english newspapers. this is not the kind of place where you take pictures of celebs. just the whole scene keeps you respectful. but he looked great and we ran into him several times.

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madison had the pesto. straight up simple and delicious. all the pasta is perfectly cooked and it by itself would be a delicious dish but then lightly dressed in a pesto sauce and a bite of bread and another big sip of the lunch rose. yes.

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i had the pasta of the day. a cacciotelle which is like an unstuffed tortellini. it came with big meaty pieces of country rabbit (an alain ducasse specialty at l'andana) a light splash of olive oil and black pepper. it was so so good. i savored it. taking small bites and eating it for about an hour. i didnt want it to end. we ordered a second bottle of the rose and drank that i as finished my dish and kinda just kicked it in the sun.

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like all good italian lunches this one also ended with a swim. the pool is gorgeous. three lion heads shoot water out of their mouth fountain like at one end of a simple rectangle of cool refreshing water. it was a little too cool for madison, but i thought it was perfect and set my body to the perfect chill. at the pool you can order the drink of the day which is always some campari soda vodka situation with a fresh orange slice and comes with big green new olives and a nuts with a light cinnamon and pepper dusting. crazy high end relaxing fun. will never forget it.