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On Friday night, advertising professionals from all over Fort Worth gathered for the 2015 American Advertising Awards. As last year’s Best of Show winner, Schaefer was responsible for this year’s event theme, which was “Amendment 28,” a modern take on prohibition except that it was advertising and not booze that was illegal.
In typical Schaefer fashion, we had a lot of fun with it. From a fake theme to fake government agents to real posters taped on real agency doors, we used a wide range of media to keep the game going. It all culminated last Friday with “The Event” – a secret meeting of ad pros at the Fort Worth Masonic Temple to celebrate in secret another year’s worth of work.
Results are still coming in, but early returns suggest that the event was a success. Guests enjoyed hors d’oeuvres and drinks while sizing up with each other’s work and catching up with old acquaintances and coworkers. The awards presentation video, courtesy of our friends at Studios 121, maintained the underground theme with glitchy effects and the subversive statement that, “If advertising has been outlawed, then we are all outlaws.”
Fitting then, that we made off like bandits, coming away with 16 total awards including five golds and another Best of Show award for the 2015 Zoo Ball invitation we did for the Fort Worth Zoo. This piece is a fitting jewel to crown a busy and productive 2014.
Of course, winning Best of Show again means we get to put on the show next year, but we’d rather not think about that for a few months. It was a lot of work.
Here’s to a great 2014 and to our three-peat next February!
The annual Schaefer Christmas party is always preceded by several months of planning, intrigue and lies, resulting in something of a cat-and-mouse game between the party planning committee and those who get off on ruining surprises.
After a concerted effort to make us all think we were flying somewhere (convincing many), we loaded up on Thursday morning and drove to our destination: a 16,000 square foot mansion on Lake Travis near Austin.Â
Arriving earlier than expected, the party planners called an audible – a wine tasting and tour at nearby Flat Creek Estate. Not a bad way to kill an hour.
After unloading the trailer and exploring the enormous house and grounds, we began the business of the day. This trip was to be part year-in-review, part looking ahead and part Burning Man. That is, a tamer, fully-clothed Burning Man without all the costumes and glitter.
Nicknames were earned, lingo was added to the already expansive Schaefer lexicon and we all came away with a clear vision of our goals for 2015. Some people also left with a headache.
Stay tuned for big things next year. Thanks for being a part of this one, even if it was just by reading this blog. There are a lot more photos to look through on our Facebook page, so head on over there now, please.
For the third year in a row, we partnered with the Fort Worth Opera to develop the invitation design for their largest and most impactful fundraising event of the year – the Opera Ball. Proceeds from this event go toward programming, community outreach and the annual FW Opera Festival. The Opera Ball committee had chosen a sci-fi theme for this year’s ball. Not saying we’re nerds or anything, but our minds quickly went into hyperdrive upon hearing this. Get it? Of course you do. The Fort Worth Opera Ball competes with several high-end donor events within the city, and it was imperative that our materials grab people’s attention and get them excited to attend.
After watching this video, I’m not sure if I’m scared or pleasantly proud by how clever my fellow advertisers and marketers are at “selling” fast-food to the highest acclaimed professionals in the food-critique field.
The summary of the video is “two Dutch pranksters tricked a bunch of foodies into singing the culinary praises of McDonald’s.” While this does sum up the idea behind the two masterminds who made these foodies look downright dumb, there is much to be considered after viewing. Clearly the strategic effects of placement and promotion are astronomical and should be seriously considered by advertisers and marketers in future creative initiatives. In summary, if you put chicken nuggets into the right setting and merely present them in an attractive manner, you can trick even the most sophisticated pallet.
Go ahead and turn on the subtitles for this video, hopefully it will leave you in the same state of shock (mixed with a little bit of pride) that it left me.
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If you think a corporate planning session sounds kind of boring, you clearly haven’t been to one that was hosted by Schaefer and TTI. This long-standing client tasked us with inviting their company brain trust together to discuss the coming year’s business and marketing strategies over fine wines and delicious food at Del Frisco’s Grille in Fort Worth. Designer Blair Babineaux came up with this cheeky little custom wine label that paired perfectly with the evening (which was a big success, by the way).
And while we knew about the second baby before you did, it was still quite the surprise! After all, media for the first baby had only been up for a few weeks at that point.
With the baby healthy and ready to meet his new fans, we had a quick-turn situation to revise the still-fresh creative. Our solution conveyed our surprise:
Recently, this campaign earned a Marketing Excellence Award from the Association of Zoos and Aquariums, which put us in the company of agencies like M&C Saatchi, whose work for the San Diego Zoo is routinely recognized as some of the best in the business.
Big things come to those who wait. Â
Throughout college, we are encouraged to remain on a direct path to ensure that we complete requirements, obtain enough hours and stay on track to graduate on schedule. Classes are structured and orderly with little room for uncertainty or change of mind. If college is to prepare each student with the necessary skills to thrive after graduation, where is the real world chaos and noise of daily life and how are we expected to adapt to our changing perceptions and interests?
 After college we are thrown into the real world – ready or not. We are not asked if we are happy with our degree or confident enough in ourselves to do well in our future endeavors. However, it is my belief that it is not your job to be what your major tells you that you should be – your job is to combat life’s uncertainty and trust your instincts. Your job is to dig deep down within yourself and find your personal calling.
 During my first week as an intern at Schaefer Advertising, I wandered around the beautifully preserved building, meeting with each of the company’s fifteen employees. Although I spoke to several talented and wonderfully enthusiastic employees, it was the creative director’s advice that rang true to what I have been looking for in each experience I’ve undertaken. He reminisced on a member of the creative team who began as a copywriter but was now talented in a number of creative services, including photography and videography, simply because he had the curiosity to explore those facets. He ended by encouraging me to explore each department and learn anything of personal interest. As I begin my fall internship at Schaefer Advertising, I hope to do just that – to explore each part of agency life in order to discover my passions and fly with the opportunities that they bring.
 I urge each person who is in the midst of discovering his or her “dream job” to have the strength to catch the curveballs life throws at you and embrace the chaos. To have the courage to alter the course that you are expected to achieve. To seek opportunities that will help you understand you and surround yourself with those who are living proof of what you can accomplish when you discover your passion.
The video was part of a broader initiative to get fans more engaged in the game atmosphere, giving the TCU football team more of a home field advantage. Our approach was to have the TCU faithful renew their pride in the school by drawing on the proud history of the program. We wanted the fans to feel like they were a part of the team.
After developing several concepts, we worked with TCU Athletics to produce a 90-second video that featured TCU’s Riff Ram chant. This chant has been around since the 1920s, and our video builds on that history as well as its universality amongst Horned Frogs of all ages. We’re asking the TCU Horned Frog Faithful to AMP IT UP (TCU Football's campaign this year) and help make Riff Ram a tradition at home games again. Go Frogs!
Here is a collection of shots from behind the scenes.
I recently found some hand-painted signs that Jeff Canham did for Mollusk Surf Shop. Looking through his work on his site really makes me want to start painting again, whether it’s type or just fun designs. I haven’t yet because I want to do it perfectly on the first try, but I know I won't because I never practice. It’s much easier to stick to computer design because I do it every day, and it’s easier to execute what’s in my head.
Sometimes, I'll make little doodles for my four-year-old son. It’s fun to make him smile, but I think I should also spend time doing work that makes me smile. It’s so easy for a designer to look at their portfolio and say, “This is me.” But it isn’t. It’s work that I’ve done, but it’s not me. Jeff’s work is making me want to do more personal projects just for my own enjoyment. Like this "H" I made just because.
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“If it’s worth doing, it’s worth overdoing.” – Mythbusters, Paul Gilbert, Liberace probably, et al
Recently, the Fort Worth Zoo asked us to continue running their long-standing membership campaign. The existing creative had been in-market for almost four years, and the expectation was that we simply reuse the exiting creative for digital and outdoor media.
 The concept centered on the headline: Meerkat Monday, Tiger Tuesday – make every day Zoo day. Our intrepid young graphic designer, Blair Babineaux, wondered if we couldn’t expand this creative to not only include additional benefits, but to take full advantage of the digital billboard medium to run multiple creative messages for each day of the week.
Blair got to work creating seven billboards with a different animal for each day of the week. This also opened up space to include additional membership benefits.
And so, with a little thought and a few questions, we were able to push beyond the original idea (without additional cost).
“This is how we do it."– Montell Jordan and Schaefer Advertising Co.
I am a 21-year-old female from Nebraska living in Texas. My parents are divorced. One is unapologetically liberal and the other blames nearly everything on President Obama–even her car not starting in the morning. My desired degrees are in advertising and graphic design. And I absolutely love any and all notions of romance. My dreams, without a doubt, look a bit differently than yours.
But we, dear reader, are more similar than our experiences may let on. We have dreams for the future. We have aspirations that we work hard to achieve. And we have those seemingly small hopes that reside in the back corner of our minds; the ones we don’t let anyone see for we know that they are silly and unrealistic… At least that’s what they tell us.
Now for the sake of this post let’s just assume that “they” is anyone who ever made you feel small, made your dreams seem like less, or told you that your ideas were crazy. They poke us, prod us, stick us inside a box and try to mold us into what’s expected. “You want a career in business? Well, here’s the path to get you there. Take this one,” they say.
I don’t know if it’s the fact that I’ve been at Schaefer for the past nine weeks, or if it’s because I’m getting older and more stubborn, but this mentality–this cycle–has been burning in my mind lately. So, I decided to see what the creative minds at Schaefer thought about dreams. Would they be the ones to limit your creativity, to force you to hold back your whimsical thoughts? I made it my civic duty to uncover the truth about dreams from the people that were living theirs. The question I posed to them: What were your dreams before you were in the position you’re in now? How do those dreams fare in comparison to what actually happened?
The consensus? Almost everyone agreed that their experiences, however wild and off the beaten path, shaped them into the person that they are today. Their dreams may have shifted. They may have changed their form. But, they remained ever-present. New dreams were created, and their keepers continued to grow. And throughout it all, those dream-keepers at Schaefer assured me that there is no one way to get to where you want to be. Don’t get me wrong; they certainly served up a daily dose of reality. But they also encouraged growth and the continuous pursuit of going after what you want in life. And most importantly, they did it all with intentionality.
I came into this experience with foggy dreams. While they were altogether present, they had no definition to them, no concrete form. And although my time in this position is nearly spent, I leave Schaefer with a small veil of that fog lifted, and a whole lot more confidence in the fact that my dreams will someday come to be.
The road may be long and the end may never seem near. But that’s why they call us the dream chasers, dear readers. We never cease to stop chasing what matters.
- Tiana
PS - Thanks to the music duo the Eurythmics (Annie Lennox and David A. Stewart) for the sweet blog post title.
Actually, there are three things that, for some reason, have inspired me throughout my career. I’ve never been one to keep up with industry news or other agencies. I don’t want to be influenced by other people’s take on advertising. I’d rather be inspired by books and movies and music, which can lead to unique advertising concepts.
One thing that’s always inspired me is skateboarding. I was super big into it back when I was a teenager, when the Bones Brigade and all those guys were big. And it’s not really the design surrounding skateboarding so much as the motion of it. It’s hard to explain, but I feel like the fluidity of motion inspires the way I think and design, even now.
Another inspiring thing for me is kind of strange. I love black and white movies, and I watch On the Waterfront pretty much every time it comes on TV. I recently found out that the buffalo plaid jacket Marlon Brando wears throughout most of the movie was actually green and not red. I can’t explain how this inspires me, but I actually found myself thinking about it while I was working through some design concepts the other day.
The third thing that’s been inspiring to me is an interview with Dave Grohl I saw online. One of the things he talked about was resisting the urge to self-edit. You don’t like it when other people mess with your stuff, so why do it to yourself? The imperfections that go along with spontaneity are sometimes the most interesting parts. I try to remember that with design.
For photography, I recently discovered the work of Josh Wool (joshwool.com). Portraits are my favorite thing to take, and his are awesome. Between his work and all the Photoshop tutorials I've been watching lately, I'm really itching to shoot a lot more.
For writing, I'm currently reading a collection of Hunter S. Thompson's articles for Rolling Stone. I'd (somehow) never read any of his stuff before or seen any of the movies about him. For being known as a drug-addled wild man, his writing is surprisingly coherent. Irreverent and vulgar, yes, but uncompromising. I think he'd be the kid who called the emperor naked. I doubt any client is going to ask for Gonzo-style copy, but I'll see if I can't sneak it in somewhere.
For those select few who are both creative and overachievers, Schaefer Advertising Co. is looking for a graphic design intern for fall 2014.
We’re a small-to-medium sized advertising agency in Fort Worth, we’re a pretty fun group and we don’t take ourselves too seriously. Plus, our building is rad; it’s like working in a house.
We’ll make you do real work, so you will actually learn something in this internship. (No coffee runs, promise.) You’ll get real-world experience with real, live clients and advice from designers who are almost certainly better than you.
If you’re thinking about a career in graphic design or marketing, Schaefer’s a great place to get your feet wet.
Program Overview:
We’re looking for one graphic design intern to start September 2nd and work for 14 weeks. You’ll work 15-hour weeks, totaling 210 credit hours, and we can be pretty flexible with your schedule.
 Compensation:
Experience, resume candy and street cred. Okay, so it’s an unpaid internship…sort of. We’ll give you a stipend to help with gas and expenses. The main point of this internship is to give you real-world experience and course credit at your university. (You must provide paperwork to earn credits.)
Program Requirements:
Junior or senior with the appropriate major:
Graphic Design, Marketing, Ad/PR, Communications, etc.
3.0 GPA or higher
Must be willing to sign a confidentiality agreement
Valid driver’s license
Available to work the number of hours outlined
Eager to work and learn
Web developing knowledge and skills are a plus
To Apply:
Send your resume and portfolio (PDF or website) to [email protected] (subject: 2014 Creative Internship). Â
Fall 2014 Account Service Internship
Alright undergrads, here’s your chance to get some of that “real world experience” everyone keeps talking about. Schaefer Advertising Co. is looking to fill our fall 2014 account service internship.
We’re a close-knit Fort Worth agency that takes both work and play pretty seriously. We serve a diverse group of clients in a variety of industries, including consumer, healthcare, travel & tourism and business-to-business. That’s just another way of saying that you’ll never be bored.
This isn’t one of those internships where you sit on Facebook all day (unless you’re doing research). Your internship at Schaefer guarantees several things: hands-on, agency-wide experience, face time with real clients and access to all of the coffee, snacks, and Sonic ice you could ever want.
If you’re thinking about making a career out of marketing, Schaefer’s a great place to get your feet wet.
Program Overview:
We’re looking for account service interns, starting September 2nd for 14 weeks. You’ll work 15-hour weeks, totaling 210 credit hours.
Compensation:
This is an unpaid internship program. However, you’ll get a set stipend throughout your assigned term to help with gas and expenses. This internship program is structured to take advantage of course credit at your university (you must provide paperwork to earn credits).
Program Requirements:
Must be a junior or senior level student with the appropriate study major:
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Everyone, this is Amanda Peredo, Schaefer’s new operations coordinator. As “The O.C.,” Amanda will be the friendly voice that takes your calls, the smiling face that greets you in our lobby and the person we complain to when we’re out of snacks.
Recently, I sat down with Amanda to ask her the hard-hitting questions Channel Scott News is known for.
Scott: Hi, Amanda. How’s it going?
Amanda: It’s good! How are you?
S: Hey, I’m the interviewer here, okay?
A: Oh, uh…okay.
S: But I’m fine, thanks for asking. So – tell me everything about yourself in a blog-friendly number of words.
A: Oh gosh, born and raised on an island. Now I live in North Texas.
S: […] Okay, I’m going to need more words than that.
A: Um…I come from a big military family, so I travelled a lot growing up. I lived in Spain, then Guam, then Texas, back to Guam, then back to Texas. And now I’ve found my home in good ol’ Fort Worth. I’ve lived in the area for 20 years, but I’ve worked in Fort Worth for six years.
S: Where did you work before?
A: I worked for XTO Energy for five years. I started as an intern, and they hired me full-time after college.
S: How do you like Schaefer so far?
A: I love Schaefer. I love the people, the different work and meeting clients that come in.
S: I’m not Ken, you don’t have suck up to me.
A: Oh, I hate it here. Just kidding.
S: Cool, how about something important. What is your favorite animal?
A: My favorite animal? Um…I kinda like the honey badger. He’s got a great motto.
S: Do you put ketchup on your hot dogs?
A: I do, plus mustard. That’s it.
S: And here I thought I was going to like you. What else can you tell me to make up for the fact that you’re a ketchup person?
A: Let’s see…I won the Steer Fort Worth photo contest. Mayor Price picked my photo and I won a new Canon DSLR camera.
S: Actually, I’m the photographer around here. You should probably keep that at home.
A: (sigh)
After that, the phone rang and I got the feeling that the interview was over. So we may never know the truth about where Amanda was when the Hindenburg blew up, but we can continue to speculate. I’m Scott for Channel Scott News, signing off.
She claims to single-handedly fund Yogurt Land. She wants to name her own OPI polish “Sweet Colada Sunshine.” And she would pay to be in Beyonce’s music video Love on Top. Ladies and gentlemen, Taylor DePuma has found her home at Schaefer.
But she’s no stranger. Taylor started at Schaefer as an account services intern before finishing up her senior year at Texas A&M. Now, she’s back for good as a full-time account coordinator. As an intern, she blogged about the Schaefer teams “hilarious” behaviors, so, for her feature blog post, we are going to share with you the funniest things we’ve learned about Taylor so far:
Taylor wants to start a book club in which she is the only member.
Taylor’s brother once introduced Taylor to his girlfriend by saying, “We just laugh along with her because she thinks she’s funnier than she is.”
At her intern luncheon, Taylor didn’t know who Lee Harvey Oswald was. Because of this, she is now a self-taught Lee Harvey Oswald expert.
Lauren Conrad is Taylor’s best friend. Lauren just doesn’t know it.
If Taylor were to die in a scary movie, it would be Stay Alive starring Sophia Bush, but she doesn’t remember how Sophia actually dies, she just remembers liking the plot of the movie.
So, it’s official! We are now welcoming Taylor to the Schaefer team of hilarious employees. We can’t wait to see what she does here. (The comedic relief that she has already provided us is already much appreciated.)
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