All posts tagged Self Worldwide



Apr 2016

New Work Explosion

Sure, we could have posted each one of these projects in real time. Or we could just shotgun you with the heaping load we’ve been carrying. We picked B, but we’ll start with the most recent work to at least keep it timely.

OPB news New campaign, “Covering the Spectrum.” Concepts and Copy





Nike Golf Vapors, winter and Major promotions, Online, In-Store. Concepts and Copy

Screen Shot 2015-12-17 at 4.31.32 PM

Screen Shot 2015-07-16 at 4.11.37 PM

Screen Shot 2015-12-17 at 4.34.14 PM

Screen Shot 2015-12-17 at 4.34.41 PM


Glasshouse Brand ID, Logo, Tag, App/Web, Collateral Creative and Production

Screen Shot 2016-04-20 at 3.43.54 PM





Jul 2015

Ice Cream With Some Branding On Top

We recently had the good fortune to work with an old friend on branding his new ice cream shop. He wasn’t so sure about this “branding” we spoke of, but he knew exactly who he was and what his shop would be. Simple, honest ice cream. Nothing fancy. Always delicious. Which was good enough for us.

Portlanders, in all their infinite, artisanal, farm-to-food truck wisdom can find new, exciting gastronomic experiences all the time, but what’s missing are the sensible ones. Dropping $20 on ice cream for a family of four – not sensible.

Let’s not forget people, this is ice cream. Sugar. Milk. Ice. Really hard to fuck up. And while Dairy Hill does in fact put out a creamy, delicious product (try the ice cream sandwich), the goal was never to reinvent ice cream, but rather, to remind us of what the ice cream experience is all about. A welcome respite from a sweltering summer afternoon. A little-league champs’ celebration. A random Tuesday night treat for the whole family.

And that’s exactly what Dairy Hill became. Your friendly neighborhood scoop shop.

Based on the empirical data provided by Facebook likes and Yelp posts, this ice-cream model seems to be just what people are looking for.



Indoor Signage

Indoor Signage

T-Shirt (Back)

T-Shirt (Back)


T-Shirt (Front)







Jun 2015

Compartmentalize Your Social

In a recent discussion, we here at Self were forced to lay it down proper: Posting food pictures in social media is stupid. Here’s why:

  1. A picture of food never looks as good on your phone as it does in IRL.
  2. The best part about food is not how it looks.
  3. Everyone and their blind grandma posts food pics. Yours is different though, right?

That led to the larger discussion of selfies, pets and kid pics being part of this unnecessary category. Instead of posting the adorableness of your offspring, how bout just enjoying it – live the moment you’re busy sharing with the rest of us. But, hey, even a cranky Deard is a sucker for cute kids, so fine. Facebook. But no where else.

Which all led to an even larger discussion: What’s acceptable (and what’s not) for the various social media channels:

  • Facebook. Post your kid pics. Fiiiiiiine. This is your venue, where friends and family actually want to see them, and the rest of us will deal with it. Links to interesting/humorous articles/videos are always welcome. But please, no food pics.
  • Instagram. Show us a new visual perspective. Something unexpected. Or funny. The only kid/selfie/pet pic that’s even remotely acceptable is the creative one – and no, a shot of your kid sitting in dog food does not qualify.
  • Twitter. Stay on brand – share the content your followers expect from you. Going down your own rabbit hole only gains and keeps real, earned followers. And please, no kid, pet or food pics.
  • LinkedIn. All work. No exceptions. Share links related to your profession only. No kid pics. No selfies. And again, no food pics.
  • Snapchat Don’t get us started. No food pics.

And just to be clear, please, no more food pics.



Feb 2015

Shameless SELF Promo- The OSU Donor Book

While the rest of you gathered round the egg nog, drunk on yule-tide spirit, this non-denominational heathen was hard at work with the @WatsonCreative team, developing an outstanding little donor book for Oregon State University and Beaver Nation.

Very proud of the words we here at Self contributed, but we gots to give it up to the talented Mr. Matt Watson and his team for the slick, matte black cover and orange foil finish. Solid effort all around.

Now where’s my leftover ham?







Jul 2014

Hashtag Vs Tagline

The ultimate advertising cage match. How to sign off your brand communication. A witty hashtag? A clever tagline? Both? Too much?

Here’s the dirty little secret most traditional agencies will never tell you: tag lines are nothing but withering old varicose veins trying to woo you with a bygone era of L’eggs sheer pantyhose.

And yet, much of our job here at Self consists of writing tag lines. Every client, from the biggest footwear companies to the smallest start-ups, all want that magic little catch-phrase – they’re “quicker-picker-upper” if you will – that will go viral and create an insatiable demand for their brand.

What all these brands need, is a proper hashtag. Not too cute, but clever enough to get noticed. On brand and on strategy. Something wholly unique that everyone will remember. Something that customers can actually use.

And yes, by “use” we mean allow customers a vehicle in which to engage with a brand. But thanks to local marketing wiz-kids over at Chirpify, hashtags are now being used to convert the sale as well.

What tagline ever did that?

Winner: Hashtags.

(Professional hashtag writers are standing by)



Feb 2014

Selling The Olympic Spirit

Just before the Olympics started, the advertising industry was treated to a little taste of what would be forcibly shoved down our throats for the next two and half weeks – a tv commercial featuring aspiring athletes, and what they go through to get to the Games, followed by a corporate logo that has absolutely no relatable context.

But this first one, a 2-minute spot from PROCTOR FUCKING AND GAMBLE!!!, got us.

And it wasn’t just because it had been a whole two years since the last time our heart strings were pulled by this cheap marketing ploy. Why had we fallen for it? Again?

The answer is, this one was made by Wieden and Kennedy and they do it better than anyone else. And even though P&G has no more reason to slap their corporate logos on at the end of a spot about striving for gold than Visa, McDonalds, Coke, Cisco, or any other marketing giant doing it, P&G got us.

They got us to tweet out the spot, #BecauseofMom, admitting to all of our followers that they got us. They got us with their well-crafted, real-life story-telling, to which every human watching could relate. They got us to watch two minutes of CPG advertising.

And as dirty as all that felt, just knowing that W&K could bamboozle us like that by employing the same well-worn formula as everyone else, only better, we at least have a good argument for doing better ourselves, pushing our clients and the work to a higher level.

Perhaps just striving to be the best advertiser out there is the only connection we need to feel the true Olympic spirit.



Jan 2014

The most racist holidays ever!

This holiday season, we celebrated the opposite of good will to man. We played Cards Against Humanity. A lot.

The politically incorrect version of Apples to Apples was the surprise darling of the 2013 holidays and is now the top selling game on Amazon. We gathered round the hearth to crack wise on “ethnic cleansing” and “praying the gay away” while  lining up for expansion packs, full of added vitriol. We did this to feed some bizarre, yet titillating hall-pass we’ve granted ourselves to express profound racism among friends.

Yes, I get it. It’s not racism. It’s misanthropy. Which is fine. Misanthropy is a general disdain for all groups of people, making it truly offensive to none. And these cards are so absurdly offensive, they clearly could not represent how anyone playing really feels. But for the majority of cards-against-humanity-carrying masses (which I presume to be white, middle-class people), this particular brand of misanthropy seems only acceptable within the confines of  other white, middle-class people.

What if there were some black people sitting at the table with you. Or Native Americans, Asians, gays, the poor, etc. Suddenly all those “ha-ha”s start to get a little stifled. Suddenly, that super funny card about slavery might fall a little flat.

So, who died and made Self so self-righteous? No one. We’ll keep playing the game and making light of years of oppression. Just thought it worth noting that someone said “Special Olympics” and the rest of us peed ourselves laughing.




Nov 2013

Let’s Monetize Some Content

The newspaper industry is going bankrupt. Music labels can’t get fans to pay for their product. And everyone blames the internet.

Tonight I was prevented from reading a New York times recipe – one I desperately need for Thanksgiving – because I reached my 10-page limit for the month. I refuse to pay 99 cents a month for an online newspaper (though I would pay 99 cents per issue if I could somehow have that one issued delivered to me immediately). I would also, quite happily sit through a 30 second banner ad to see that recipe. And, on the other hand, I pay Spotify $5 per month to avoid a few annoying radio spots.

These are the absurd personal choices I make. And why aren’t I allowed that?

The best content providers attract an audience and get paid, either through subscription or advertising. And the advertisers get people who actually choose to expose themselves to a sponsored message. Everybody wins.

So,… what seems to be the problem?



Oct 2013

Confessions of a Meta-Sports Fan

Professional sports takes up a very small part of Self. A casual fan at best, I try to keep up with some light water-cooler conversation on the NBA and to a lesser extent, the NFL and MLB, mostly around the playoffs. Can’t even fake the NHL. Who has time?

But the media around professional sports has my complete and undivided attention. The commercials. The commentators. The player / coach personalities. I’ll read blogs on that shit all day long. I feel like I’ve had more meaningful conversations with Bill Simmons than I’ve had with my own wife. You can take your live game action. I want the press conference.

As if reading my mind, Turner Broadcasting System (TBS) has taken baseball from my absolute least favorite professional sporting event, to the greatest show on earth. Pairing the biting wit of Keith Olberman with the barely legible, but totally loveable, shenanigans of Dominican, power pitcher, Pedro Martinez, these nightly, MLB playoff recaps are without question, the ONLY thing to watch on TV. As great as these games have been – fucking Papi – the TBS commentary trumps all.

Why aren’t there more clips from the previous night circulating the youtubes? Why isn’t TBS featuring last nights hi-jinx in the marquee of their site?

This IS the show folks. And it’s only on for a few more weeks. Oh, and by the way, Go Tigers!



Jul 2013

The Summer Lackluster

The big budget, action-packed summer blockbuster movie is a mystery to Self. Besides the hour and forty-seven minutes of explosions and destruction in between opening sequence and end credits, it’s become nearly impossible to tell one of these movies from the next.

Ironman 3. Shit. What happened to Iron Man 2?

Man of Steel. Different than Superman Returns (circa 2006). But exactly the same.

And now the announcement of a Batman / Superman mega-blockbuster. Something that was surely shouted out at least once during sex at this year’s comic con.

You see, we like stories at Self. Stories and characters and drama and humor. And these movies offer none of that.

Instead, it’s the technology and movie magic that drives these productions, and yes, they do get more and more visually stunning every few years. Why not limit it to just one monster budget, action spectacle every 3 years – just long enough for the technology to really improve upon itself? And while we’re at it, lets make those movies all about the technology, like Avatar did, and quit trying to tell a story.

As we all know, these movies cost a fortune to make. But a good movie, like Frances Ha, which probably cost as much to make and promote as the craft service table on the set of Pacific Rim, has the exact same ticket price, surely helping studios off-set the costs on their cinematic boondoggles.

Now, if only you could pay for the movie you wanted to see based on what it cost to produce – that’s a model that could make going out to the movies a much more attractive prospect. And it just might force studios to only make summer blockbusters, once every third summer.