A Taste of Taste: Handwriting Edition

“Good taste is found only in the best agencies. If we could tell clients to look for one thing in an agency, it would be taste. It’s the one element that affects all the others.”  — John Matejczyk

We each have our own individual taste, but as an agency whose service is the delivery of taste and tasty creative work, where does our collective taste come from? Led by visual creatives, we create, remix, revamp and evolve our clients’ brands. Type, form, color, pattern, texture, shape, motion. Sometimes a particular color becomes THE COLOR, or a method of craft THE METHOD. We fear not our taste, so here’s a taste of our taste.

A Love Letter About Letters by Edward de Leon

Dear Reader,

This is a letter about my love for letters. How they can, when combined together in clever ways, form clever words that represent clever ideas. As atoms are to matter, they’re the smallest units used to write out bigger things like the universe, love, or something. Letters make up this sentence you’re reading right now. But have you ever thought about where they come from and what our relationship is like to them now?

About 32,000 years ago, a group of French cavemen got bored and decided to take crude materials and transform them into some of the most beautiful images in the world, in my opinion. Even though they seem like childish drawings at first, you can also consider them to be sophisticated symbols. Like food symbols or something. Maybe our ancestors were making a grocery list of things they were going to hunt that week. I see cows. Maybe this was the first steak campaign.

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Then, of course, as time passes, things evolve – even the way we write.

History

Then machines are invented to help us replicate and reproduce our ideas to the masses, eventually leading up to what we do today.

Modern

Now here we are, visual artists and writers, almost living with each other. As I wish to be as talented as some of my penning peers, I’ve found myself stuck on the visual side of things. Personally, I use calligraphy, specifically English Roundhand, as a way to supplement my love for letters.

MyCalligraphyCollage

At the end of it all, on your computer screen, this letter will be delivered to you in some sort of font that probably started out by hand, and I don’t think we should ever forget that. I will always believe in the deep rooted connection between our thoughts and how we express them outwardly — whether through reciting, drawing, or handwriting them down. This is a brief behind how all of this connects and why we do what we do.

Before you go back to work to type, text, or send an emoji, remember that all of this originated 32,000 years ago when some cavemen decided to express the world around them, by hand, on some dirty wall in some deep, dark cave somewhere.

ancient cave painting in patagonia, Argentina.

Sincerely,

Edward de Leon


A Taste of Taste: Textures Edition

“Good taste is found only in the best agencies. If we could tell clients to look for one thing in an agency, it would be taste. It’s the one element that affects all the others.”  — John Matejczyk

We each have our own individual taste, but as an agency whose service is the delivery of taste and tasty creative work, where does our collective taste come from? Led by visual creatives, we create, remix, revamp and evolve our clients’ brands. Type, form, color, pattern, texture, shape, motion. Sometimes a particular color becomes THE COLOR, or a method of craft THE METHOD. We fear not our taste, so here’s a taste of our taste.

The Feels by Brittany Tooker

I have only recently warmed up to the idea of using textures. For a long time it was high on my list of things designers constantly misused and overused. Traumatized by the era of Skeuomorphism, I had filed the “grunge technique” along with drop shadow and gradient under “yuck” in my brain.

Some things I love – a few examples of texture & illustration that I draw inspiration from:

unnamed

Maybe it is the anarchist in me, but I see the growing trend toward texture as a rebellion from the recent reemergence of minimalistic flat design.

Texture as a design element can be used as a point or swelling force to help guide the viewer’s eye, or provide contrast to emphasize the importance of key elements. It also adds depth and tangibility to everything from vector illustrations to typography and animation. And when used correctly, the results can be striking.

Some more things I love – a few examples of texture & typography that I draw inspiration from:

unnamed-1

I have been recently inspired by how flat vector elements can be brought to life with texture, particularly when texture is used in lieu of shadowing. I had the opportunity to experiment with this technique for our Netflix client. Here are a few social posts I made that play with different uses of texture.

unnamed



The Dub Truck Hits the Streets

The 2014-2015 Golden State Warriors campaign didn’t start with a commercial. It began with a vehicle to reach fans in the streets; something we called “The Dub Truck” (The Warriors nickname is The Dubs).

Golden State Warriors Dub Truck

It shows up at schools, neighborhoods, and businesses to fire up the Warriors faithful. Fans track it on Twitter and Instagram to see where it will be next. When they catch up with the truck, they may find Warriors players, dancers, and gear.

Golden State Warriors Dub Truck Fans on location

Golden State Warriors Dub Truck Fans in parking lot

The Dub Truck even made its way to TV spots. A Warriors Superfan fan sells burritos, while weaving tall tales of Warriors yore.

Most fans don’t get out to every game and only see their team through a screen. The Dub Truck brought the team to them.

Follow @DubTruck on twitter and #DubTruck on Instagram.

Golden State Warriors Dub Truck Commercial

 


First Comes Like: Zoosk in Mexico City

When it comes to dating apps, there’s a special place in the market for a company who is focused on finding its users compatible dates, and leaving the rest of it – love, marriage, and babies to that indefinable magic that can grow out of getting to know someone. Because love does not come first. First comes like.

MUH•TAY•ZIK | HOF•FER recently had the privilege of working with Zoosk, an innovative dating app, on a new campaign that would refresh their brand. Executive Creative Director John Matejczyk explains, “Basically, Zoosk was founded by rocket scientists who knew there was a better way for people to meet. It’s not based on who people think they like, but more on who people actually like as they interact with people on Zoosk. With that as the technology, our creative path came straight out of it, so rather than taking a huge leap from the first date to promising marriage, our approach is to encourage people to enjoy the process, and see if you fall in like.”

The campaign titled “First Comes Like,” reflects the way relationships form in the real world and highlights the nuances of a budding relationship. MUH•TAY•ZIK | HOF•FER collaborated with LA-based production company Caviar and director Hugo Stenson to shoot the commercial that is now airing on ABC, NBC, Bravo and Oxygen. The spot can also be seen on syndicated sitcoms and cinema promotions.

Zoosk behind the scenes commercial

Once Stenson agreed to direct, he suggested that the team travel to Mexico City for the shoot. There are many practical conveniences for shooting in a foreign location but Mexico City, with it’s old-world charm and urban landscape, also offered the perfect backdrop for the First Comes Like story. Production took place with local talent over the course of two days. The team was able to film in seven different locations in one day, which is a huge feat for a production team and one of the benefits of filming in a foreign location.

The TV spot captured both the ideal of love and the awkward and charming mishaps on the way to ‘like’, such as burning the first home-cooked meal and trying on multiple outfits before the first date. The team focused on creating a truly beautiful campaign that stays true to the imperfect nature of a new romance.

zoos creative team

Other aspects of the campaign included creating a new Zoosk logo, as well as a social campaign where people can hashtag their “#FirstComesLike” moment to have the chance of being featured on a digital billboard in Times Square. Outdoor creative is currently live on billboards and transit in New York City, San Francisco, and Los Angeles. MUH•TAY•ZIK | HOF•FER is proud of this collaboration, and excited to see what lies ahead for Zoosk in the New Year.

Special thanks to the following people who made this all possible:

ECD: John Matejczyk / HEAD OF PRODUCTION: Michelle Spear / PRODUCER: Kelli Bratvold / ACD Art Director: Tony Zimney / ACD COPYWRITER: Josh Bogdan / DIRECTOR OF STRATEGY: Matt Hofherr / ACCOUNT SUPERVISOR: Courtney Lovell / ACCOUNT MANAGER: Kashmir Hyder / PRODUCTION: Caviar / DIRECTOR: Hugo Stenson / DP: Crille Forsberg / EXECUTIVE PRODUCER : Kim Dellara (Caviar) / EXECUTIVE PRODUCER: Susan Neill (Tonic Films) / LINE PRODUCER: Rebecca Rose Perkins (Caviar) / LINE PRODUCER: Rocio Barajas (Tonic Films) / EDITORIAL: CUT + RUN / EDITOR: Pete Koob/ ASSISTANT EDITOR: Lori Arden / EXECUTIVE PRODUCER: Deanne Mehling / PRODUCER: Aaron Patterson / END CARD GRAPHICS: Tom Yaniv / FINISHING: SPY POST / COLORIST: Chris Martin / VFX: Jesse Boots / EXECUTIVE PRODUCER: Lori Joseph: MUSIC: HUMAN / COMPOSERS: Matthew O’Malley, Gareth Williams / Final Mix/ ONE UNION AUDIO ENGINEER: Eben Carr / VO TALENT: Emily Mee / TALENT: TONIC FILMS / LOVE COUPLE: Belen Chavanne / LOVE COUPLE: Michael Ramm / LIKE COUPLE: Astrid Ramirez / LIKE COUPLE: Miguel Pisani



Introducing The First of Many Dubtale Spots for the Golden State Warriors

The first Golden State Warriors DubTales spot is live. These spots turn the skills and accomplishments of the Warriors players into Paul Bunyan-esque tall tales. The stories are told by a fast-talking food truck owner who’s one of the Warriors’ biggest fans.

This commercial is part of a multi-spot campaign that will run throughout the season and fans are encouraged to create their own DubTales to be featured on Warriors’ social channels.

The campaign was featured in an exclusive by Rusty from the SF Chronicle.

Golden State Warriors – Dub tales – Stephen Curry from MUH-TAY-ZIK | HOF-FER on Vimeo.


Tantrum is the Cutest Little Shop in Cole Valley

Our Head of Production, Michelle Spear, has a delightful mid-century kid-centric store in Cole Valley called TANTRUM. It’s a curated whimsy filled with kid-centric well-designed gifts for kid’s and grown-ups alike. SF Girl by Bay just picked it up in a recent post and we thought it was worth sharing.

tantrum -1

TANTRUM features a collection of highly curated toys, party supplies, children’s clothing, hand made jewelry & greeting cards. It’s located at 858 cole street @ carl street, off n-judah line or 43 bus & 37 bus. Take a visit! It’s so worth it.

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Previously Owned by a Gay Man’s website gets a facelift.

Today the MUH-TAY-ZIK / HOF-FER launched the latest website for PreviouslyOwnedbyaGayMan.com with a new logo and an updated clean and contemporary design. A new commercial and recent addition of Geoffrey de Sousa to the team are helping to push the brand further by gaining more and more awareness for the brand. Geoffrey De Sousa’s chief role with Previously Owned is to help curate exceptional design pieces for the site.

previously owned by a gay man


Print Ads for YLighting & YLiving made Creativity Editor’s Picks

It’s nice to see a lot of press out there for our recent launch of the new campaign for client YDesign Group. Including ads for both YLighting and YLiving, the campaign “Design Necessities,” seeks to take modern design off its pedestal and into everyday life. Hence highly functional ads with highly functional headlines about basic function.

Creativity Online Y Living Editor's Pick

YLiving Pink Lighting Print Ad