Hello friend, it might have been months since you heard from me so let me re-introduce myself. I'm Gianluca, an Italian filmmaker living in Los Angeles. I'm from a small town in Northern Italy that's famous for its dinosaurs, but this is a story that I'll keep for another time.

My hope with this newsletter is to help you sharpen your creativity and develop a unique perspective in an increasingly noisy world. As our actions and relationships are moving online, I believe this is more important than ever.

In this week's issue you will find a roundup of the best Covid ads, how Steve Jobs changed Apple's marketing, why pandemic conspiracies are spreading, and an insanely trippy music video.

I hope you'll enjoy it!


🎡 This music video by Waze & Odyssey is the trippiest thing you'll watch this week

πŸ“– What seems like a social-distancing-induced hallucination turns into a rough reflection on human survival by Tim Urban

πŸ˜‚ Two guys prank their actor friend with a fake branded content collaboration and make a 5 minute film about it

πŸ† The Harmon Brothers made another great YouTube commercial for a software that prevents porn addiction

πŸ›Ή This hilarious promo video for a skateboarding retailer is pure class

πŸ’‘ A great Twitter thread about the relationship between information and knowledge:


How many times have you heard the words "uncertain", "unprecedented" or "we're all in this together" from some brand or organization?

Welcome to disastertising. Companies large and small are figuring out how to make ads that are relevant without seeming insensitive - often with bad results.

People have been quick to notice how many of those commercials from big brands look exactly the same, and how blatantly disingenuous they can be.

Others did a much better job. Some of my favorites include a German pharmacy showing how we can still have a dance club experience, McDonalds reminding us of 20 seconds we can't skip, and Cerveza Patagonia proving how the indoors can be just as great as the outdoors.

You can see those and others in this Instagram post I made, check it out and follow the page if you like it:

View this post on Instagram

How many ads have you seen containing β€œin these uncertain times” or β€œwe’re all in this together”? Advertising during a global crisis is challenging, and companies big and small are figuring it out how to do it without seeming insensitive or being mocked by their audience. In this post I put together some of the most original responses from brands all around the world. P.S. this is my first post in a long time with this new branding! Let me know what you think and show some love if you like it πŸ™πŸΌ #digitalcampaign #adlife #videoagency #digitalvideo #videoproductionlife #videoproductionagency #corporatevideoproduction #brandedcontent #videomarketing #videocontent #videoproductioncompany #marketingvideo #videocreator #creativevideo #videoproduction #brandedcontentfilms #brandedcontentstudio #smallbiztips #creativemarketing #targetaudience #brandingstrategy #advertising #creativeadvertising #advertisingtips #videoadvertising #advertisingagency #marketingtips #marketingvideos #videomarketingtips #branding

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How Steve Jobs Clarified Apple's Message - Marketing Examples

My mom used to work at Apple when I was a kid. We had only Apple computers and I used to hate them because there were no videogames for them. We also had a poster of the Think Different campaign, and I remember being deeply struck by it.

That campaign was a turning point for Apple. There were no computers and no technical jargon. Jobs realized that people don’t buy the best product. They buy the best story. So that's what he sold.

How Steve Jobs clarified Apple’s message
January 1983. Apple finish production of their latest computer, Lisa. Steve Jobs launches it with a nine-page ad in the New York Times. It’s nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.

Why Traditional Ad Agencies Have Reached Their Final Destination - Forbes

Despite the market not being saturated, traditional advertising is declining. This is because many agencies still see the TV commercial as the default business solution. As consumers move to digital platforms, advertising must adapt to stay relevant. The user experience is now fundamentally the brand. An easily navigable app for a bank would define the brand as β€œfriendly” better than a TV commercial.

I am against the idea of blindly following analytics. But I do think that agencies need to become a technology partner, not just a creative one. Tech and AI will supercharge, not substitute, creativity.
If anything, creativity will become more important than ever.

Why Traditional Ad Agencies Have Reached Their Final Destination
Traditional agencies still think of brand-building in old-fashion terms of advertising, marketing, or storytelling; meanwhile, their clients are undergoing Digital Transformation.

Working Out Intermittently Could Transform The Way You Exercise - Precision Nutrition

Health is essential for creativity and productivity. We all know this but I personally struggle to find an hour of uninterrupted time to exercise, especially now that I'm stuck at home.

Trigger workouts are a great solution to this. Basically, you spread many micro workouts into your day instead of doing it all at once. Do a plank every hour to get a break from the computer. Squats in between your Netflix binge. Pushups when you get an unsolicited call. Just be careful about the trigger you choose.

This home workout experiment could transform the way you exercise.
Whether you’re short on time or want to try something new, β€œtrigger workouts” might be just what you’re looking for.

We Are Flattening The Truth On Coronavirus - New York Times

As media workers, we should pay attention to how this crisis information is being handled. Many things sound contradictory. We want easy answers, but the problems we're facing are very complex.

The problem of the truth is that it moves slow. The public's desire to know more moves faster. This resulting gap is being filled by misinformation, and authorities are failing to get the message out. We need curation methods that ensure the visibility of authoritative voices even when that is not synonymous with institutional voices.

Opinion | Flattening the Truth on Coronavirus
All your questions about the pandemic, answered. Sort of.

That's it for this week folks. If you want to support my work, the best way is to share this with a friend or two - they can subscribe here.

Stay safe out there,


P.S. I got some of this week's ideas from For The Interested, Filmmaker Freedom and Marketing Examples. They're awesome and worth checking out.