Swoon New York is a company dedicated to high quality film production and the creation of innovative and beautiful branded content. We have been given a great opportunity to partner with your brand, and help your audience rediscover the magic found in your company from the old film rolls, to the new forward technologies. Kodak is already household name, but now let’s make it something more. Let’s make it a home, a hangout, a partnership, a collaboration, and a friend. Let’s make people remember why they take photos and shoot videos, and share their stories. We know you guys are more than special. We want the world know that too. Ramón J. Goni Executive Creative Director, Swoon New York
TABLE OF CONTENTS
1. Dark Room 2. Hangout with Kodak 3. Guggenheim Exhibition 4. Package Redesign 5. The K Team 6. If You Wait
OUT
LET’S LAY IT OUT JULY CREATIVE STUDIO is established and open to the community. AUGUST SEPTEMBER CREATIVE STUDIO IF YOU WAIT is used to distribute begins production. Theand filmdevelop is shot film. in early September and quickly moves into post-production. IF YOU WAIT begins preproduction. GUGGENHEIM EXHIBITION is held in Downtown-Manhattan. GUGGENHEIM EXHIBITION begins planning. PACKAGE REDESIGN shifts into gear. Design is conceptualization and approved. Mass-production begins.
AUGUST CREATIVE STUDIO is used to distribute and develop film. SEPTEMBER IF YOU WAIT begins The preproduction. begins production. film is shot in early September and quickly GUGGENHEIM EXHIBITION moves into post-production. begins planning. GUGGENHEIM EXHIBITION is held in Downtown-Manhattan.
PEOPLE OF CROSBY STREET has a soft launch pre-fashion week, and a hard launch postfashion week. The event will be sponsoredOCTOBER by Kodak. IF YOU WAIT is approved and prepared for release. NOVEMBER DECEMBER POP-UP STORE IF YOU WAIT is purchased beginning is released andto utilized ininterior the reopensand up the community. renovations. branding of Kodak..
PEOPLE OF CROSBY STREET has a soft launch pre-fashion week, and a hard launch postfashion week. The event will be sponsored by Kodak. NOVEMBER IF YOU WAIT is released and utilized in the rebranding of Kodak.. DECEMBER POP-UP STORE is preparing to open. opens up to the community.
POP-UP STORE is preparing to open.
PACKAGE REDESIGN shifts into gear. Design is conceptualization and approved. Mass-production begins.
SEPTEMBER IF YOU WAIT begins production. The film is shot in early September and quickly moves into post-production. GUGGENHEIM EXHIBITION is held in Downtown-Manhattan. PACKAGE REDESIGN shifts into gear. Design is conceptualization and approved. Mass-production begins. PEOPLE OF CROSBY STREET has a soft launch pre-fashion week, and a hard launch postfashion week. The event will be sponsored by Kodak.
DECEMBER POP-UP STORE opens up to the community.
DARK ROOM
It’s time to bring Kodak back to the streets of New York, London and San Francisco. Let’s become part of their artistic community and their vision. In this first stage, before the pop-up store, we’ll create a downtown home-base for artists. We’ll collaborate and support filmmakers and photographers alike, facilitating their creation process with equipment and film stock while also helping them develop, scan and distribute what they produce. CREATIVE STUDIO
IN THE PURSUIT OF AUTHENTICITY In today’s maker movement, shooting (real) film is a powerful authentic statement. While some shooters are busy filling their 256 GB data cards hoping they get something good in one of the thousand takes, real filmmakers know what they want. Get a 4 min roll. Have confidence in your vision. Enjoy the process. Authenticity. We can’t stress that word enough. It is what we’re all searching for, in our craft and in how we communicate. To our friends, to our colleagues, to our audience, and to our customers - we are authentic. And we’ve already started...
GOALS & DELIVERABLES BUILD A COMMUNITY.
CREATE. CELEBRATE. TOGETHER.
HERE’S THE DEAL.
Building a network of influencers both online and at street level
3 artistic projects with traditional media each sponsored by Kodak
Outreach to businesses and creative people in the downtown community and Brooklyn
10 smaller artistic projects with young photographers/filmmakers with online social media reach (supplies and facilities)
Film and photography stock will be provided in-kind. Kodak and Swoon will share a percentage of the profits from the exploitation of the content created
- n8Creating a photo and film archive shot on Crosby Street Monthly small networking gatherings and bi-weekly meetings Monthly newsletter and publication featuring community projects (Peopleofcrosby.com) Social-media presence and engagement making Kodak’s archive available for use.
5 partnerships with up-and-coming bloggers utilizing professional photography for their platforms who regularly shoot on our street (professional photographer) 3 neighborhood motion portraits / month Weekly series of 15 seconds Kodak-archive Instagram montages
Kodak has pre-approval on projects involving in-kind donations. Structured as a co-op, artists must give back talks, exhibitions, community work / development, editing etc. for use of equipment and facilities.
EAST-WEST COAST STRATEGY. HELPING HANDS. Meetings with Joshua to coordinate events and collaborations across the United States Define upcoming events and bring Kodak into interactive
SWOON NEW YORK SUPPLIES. Room in Swoon New York’s office for all Kodak’s purposes Computer for photo/film editing www.PeopleofCrosby.com neighborhood community development co-sponsored by Swoon New York and Kodak
1 part-time Swoon NYC curator coordinating between artists and Kodak (Ramon) 1 part-time Swoon NYC office production assistant coordinating shipments, proposals, logistics, etc. (Ramon’s studio assistant) 1 part-time editor for PeopleofCrosby.com feautures and interactive
HANG OUT WITH KODAK
It’s time open up a storefront in New York and London for drinking coffee, attending talks on film, photography, fashion, and art - all while you develop, scan, edit and print your photos and films. We think SoHo is the place for you. POP-UP STORE
PLAN TO COLLIDE
Energy is born from collaboration. We’ll encourage creative collisions by hosting a space that makes people want to engage, explore and discover a world of imaging with each other. Products and services are tools designed to make pathways to create and share. The natural relationships that they form give rise to communities, conspiracies and coalitions that support one another and further fuel Kodaks products and services. What it feels like: A hive of creative inspiration and activity. A place to learn, break rules and make new ones. What it does: It empowers creative confidence. What it does NOT: Kodak will not ‘over manage the party’.
CELEBRATE THE EXTRAORDINARY Let’s showcase science + art. Grainy textures, shutter errors, wrong exposures. Moments of chance. Championing the skill to master the process. Providing the tools to experiment and make. What it feels like: Exploration, magic & behind the scenes. What it does: Explore analogue blended with digital. Bridge between digital and physical. Accessible and playful. What it does NOT: Technical and confusing.
USE YOUR PICTURES. TELL YOUR STORY. Images are important to every individual. Everyone is a photographer. Everyone is a publisher. Everyone is an artist. Let’s teach, learn from, but more importantly display the work of photographers that range in expertise and skill set. Let’s share the stories of the photographers that we host.
"My marketing team and I once developed an international advertising campaign entirely from crowdsourced imagery. The campaign was all about noticing the amazing, strange, and beautiful things that can happen in everyday life and sharing them through pictures. We believed that by collecting spontaneous images taken by amateur photographers and ordinary people (though is anyone really ordinary?) who were simply documenting in their everyday, unscripted lives, by collecting their everyday amazing experiences, we'd generate a conversation"
We’ll continue to see the world through a new Steven Overman, camera, a new lens, and a new point of view. The Conscience Economy
A LOOK FORWARD FIRST STEPS (PRESENT - OCTOBER)
BEFORE OPENING (OCTOBER - DECEMBER)
AFTER OPENING (DECEMBER )
FINDING A SPACE There’s a couple of available spaces on our street! We’ll inquire about them this week.
EVENTS PROGRAMMING We want video installations, art exhibits, professional talks, and more. This will be the new go-to place to learn the latest on something nobody talks about anymore which is as important as the latest innovation... which nobody is talking about yet!
CONTINUITY We need to brainstorm what we would like to happen after the KODAK x SWOON New York experience. Does it become a permanent space? Do we relocate to a busier area with more traffic and institutional partnerships like the New Museum and the International Center of Photography on Bowery St?
SWOON NEW YORK PARTNERSHIPS Come and meet the family we have on Crosby Street. Let’s partner up with our neighbors and local businesses. You want coffee? How about Smile To Go! They need additional sitting across the street! We’ll plant the Kodak seeds with PeopleofCrosby.com and the Kodak hub in our office, wait for a little and see them grow. (We’ll also serve tea)
SCANNING We will be printing photo albums and books, all while you hang out and enjoy yourself. BUDGET + POP-UP STORE BUILDER http://www.wecameinpeace.org/entertainment/
STAFF This will be dependent on the scale and partnerships that we have. Either way we know we will have the best film+photo experts and the friendliest baristas in town (right underneath our current office space. They do smile). CURATORS Boy, do we have the team for you.
GUGGENHEIM EXHIBITION
Directors Jake Price and Ramon Goni work to create video installations with the the New York Film Festival and the Guggenheim. Let’s show you some of their travels,photography, and films that has been captured from around the world. ART GALLERY
THE INVISIBLE SEASON
Consisting of a single length translucent mesh cascading from the ceiling an immersive exhibit of abandoned areas from within the Fukushima exclusion zone was projected onto softly billowing fabric at the 52nd New York Film Festival at Lincoln Center. Additional scenes from the POV supported chapter screened to a packed house. https://vimeo.com/swoonnyc/nyff
JAKE PRICE
Jake has worked as a free-lance producer for the BBC for over 15 years producing multi-media pieces for BBC In Pictures. Along with James Wellford, senior International Photo editor at Newsweek, he founded SeenUnseen which promotes in-depth stories that the mainstream media overlooks. World Press Photo awarded Jake an honourable mention for his immersive web documentary, Unknown Spring. His immersive media and photography appears in The New York Times, TIME, The New Yorker, Rolling Stone, and Orion Magazine.
THE SEVEN ISLANDS JOURNEY Using islands as an example for alternative living models, experimentation and decentralization. As individuals living simultaneously in both an online and an offline society we’ve got the capacity to build our own digital, insular republic and connect it or isolate it as much as we want. Whereas offline connections are mostly centralized and local, digital ones are broad and global. But is this brave new bi-polar society making us lonely and isolated or sociable and hyper-connected? Every piece of land on Earth is surrounded by water. There are also ‘thousand of islands, big and small. So what exactly qualify as one of our “seven islands”. Islands are wondrous but they can also be treacherous. They can connect us to ourselves, nature and others but also terribly isolate us from civilization and put our lives at risk. This fascinating dichotomy makes islands a symbol of utopian possibility and dystopian despair for our project. It’s up to us to define what they are through our journey. https://vimeo.com/swoonnyc/sevenislands
RAMÓN J.GOÑI
In the early years of his career, Ramón worked as a correspondent in the US, UK, France and Spain for BBC News and several other international media outlets. After many years of intensive work with words - in English, Spanish and French - he felt the need to leap into a visual and more universal language: film direction and cinematography. He often takes inspiration from the intensity and subjectivity of human emotions, avoiding absolutes of any kind. His characters usually live in between some sort of surreal limbo and an expressionist stylized reality, inspired by either literary or artistic sources. Newsweek, Le Monde II and others.
PACKAGE REDSIGN
It’s time to reinvent the traditional Kodak vintage packaging and make it sexier using a few graphic design ambassadors. Let’s use fashion designers, celebrities, and design professionals now, and then crowdsource it later! ex. www.pepsichallenge.com DESIGN PLANS
WHAT WE NEED
You are currently in the process of re-branding. You have a new logo, a new marketing platform, but now you need to have new packages. Carry over these design elements to your package labels. Mix the classic and timeless fonts with vintage photography and your signature yellow color. Draw inspiration from old boxes and advertisements. We are going to need a curator developing initial partnerships with talent. This is an opportunity to tap into our People of Crosby Street community.
LET’S MEET THE FAMILY
For a project this big, you’re gonna need all the help you can get. From designers to curators, we’ve got you covered. Take a look at our team. K-TEAM + PARTNERS
THE PEOPLE WITH THE CAMERAS (JAKE PRICE + CLARK BOCKELMAN + AUSTIN SANDHAUS)
Jason Bell (Fashion + Portrait Photography) is an English portrait and fashion photographer, who has worked for Vanity Fair, British and American Vogue, Time and Newsweek amongst others. He has photographed many celebrities such as David Beckham, Scarlett Johansson, Johnny Depp, Nicole Kidman, Mickey Rourke, and John Malkovich. Petra Collins (Fashion Photographer) is a 23-year-old photographer from Toronto, currently living and working in New York. She has been featured and publicized by Rookie Magazine, Vice Magazine, Vogue Italia, Urban Outfitters, American Apparel, MTV, CTV, and The National Post.
RC Cone (Adventure Cinematographer) moved from the flatlands to the big sky country when he was 18. Graduating from the University of Montana with degrees in Environmental Studies and Photojournalism profoundly shaped his world-view and sense of aesthetic. He has traveled around the western United States, Europe and Asia and dreams everyday of new adventures. Ramon J. Goni (Director + Cinematographer) After many years of intensive work with the BBC, he felt the need to leap into a visual and more universal language: film. He often takes inspiration from the intensity and subjectivity of human emotions, avoiding absolutes of any kind.
THE FASHION GURUS
Chris Barley (Art Relations) is the founder of Consortia - a design office, think-tank, and creative agency, that acts as designers, producers, and consultants. The design firm specializes in working with academic and cultural institutions on institutional projects as well as brands on digital strategy and design innovation. Molly Saito (Art Direction) is an art and fashion enthusiast. She has worked as a stylist for VICE Media Inc. and Nisinonian Studio, as well as worked on countless projects with Swoon as an art director.
Susan Locht (Art Direction) is a creative director with years of experience producing fashion and beauty content, as well as brand strategy and concept development. Susan served as the Editor-in-Chief for Block Magazine for four years, directing editorial and advertising sponsorship collaborations with brands such as CHANEL and Marc Jacobs. Lance LeBreche (Fashion Relations) has worked in all aspects of the fashion industry. He is currently a New York Citybased photographer who came to the occupation after having spent nearly three decades in the model and artist management business. His has a strong emphasis in architecture, design, portrait & travel photography.
THE OUTGOING BUNCH
Clark Bockelman (Young + Neighborhood) is an editor, cinematographer, and an all around jack of all trades producer. He now works closely with the founder and managing director Ramon J. Goñi, expanding interests in all fields and assisting on new and exciting projects.
Austin Sandhaus (Young + Neighborhood) basically knows everyone. After working in SoHo at The Smile To Go, she has built relationships with everyone in the community. Want to make friends? She’s your girl. She also has killer photography skills.
Brendan Gosse (Community Organization) is a production assistant with knowledge in communications, graphic design, film production, and marketing. He is assisting in Swoon New York’s company outreach and community relations.
THE KNOW-IT-ALLS
Jake Price (Photography + Multi-Media Events) has worked as a free-lance producer for the BBC for over 15 years producing multimedia pieces for BBC In Pictures. His immersive media and photography appears in The New York Times, TIME, The New Yorker, Rolling Stone, Orion Magazine, Newsweek, Le Monde II and others. Brandon Litman (Film + Institution Relations) is the co-founder of One Day on Earth and the producer of the first three One Day on Earth films. Under Brandon’s leadership, One Day on Earth forged over 100 production partnerships, including a partnership with United Nations, allowing for unprecedented global reach. Carolyn Jao (Tech Relations) is an efficient, execution-oriented UX designer who creates delightful designs and interactions that are grounded in research. She has experience working with the web, mobile, film, print, and 3D animation platforms.
Nolan Funk (Interactive Film) is a director, editor, and interactive creative. After graduating from NYU Abu Dhabi, he moved to New York to collaborate with filmmakers, programmers, and writers interested in advancing the boundaries of media.
YOUR NEW BEST FRIENDS
GLAMOUR / Genevieve Roth is a women’s magazine published by Condé Nast Publications. Founded in 1939 in the United States, it was originally called Glamour of Hollywood. Each year for the last 56 years, the magazine has been selecting a top ten list of outstanding college women across the country.
CINEMATIQUE is the work of forward-thinking filmmakers, technologists, creative directors, and engineers focused on pushing the boundaries of video. It was considered one of the Worlds Top 10 Most Innovative Companies of 2015 in Video. They have great reverence for the art of storytelling and its emerging relationship with technology and commerce.
INDUSTRIE Magazine is the first and only media title dedicated to presenting an independent, in-depth look at the fashion industry, going behind the scenes to chronicle the personalities, stories and defining moments in the world of fashion.
ACRIA envisions a world where all people with HIV receive the treatment, care, and support they need to lead healthy, productive lives and where new transmissions of the virus have been eliminated. Today, ACRIA also studies the lives and needs of people with or at risk for HIV through its Behavioral Research Program; They have partnerships with industry leaders such as ELLE Decor, InStyle, Calvin Klein Inc., the Herb Ritts Foundation, Vanity Fair, and Vogue, among many others.
GAWKER is an American blog founded by Nick Denton and Elizabeth Spiers and based in New York City. It promotes itself as “the source for daily Manhattan media news and gossip.” It focuses on celebrities and the media industry.
THE STANDARD EAST VILLAGE HOTEL formerly the Cooper Square Hotel, is a 21-story high-rise luxury hotel located at 25 Cooper Square in lower Manhattan, New York City. The hip and modern Manhattan hotel offers a variety of hotel rooms, event venues, and restaurants.
WORTH WAITING FOR
IF YOU WAIT allows a dichotomy to unfold before our eyes through two dancers; one slow and methodical, the other wild and impulsive. Their movements join to embody the Kodak film creation process, honoring time-tested craft while embracing a modernizing force. SHORT FILM
DANCERS
Ashley Robicheaux is a slow, methodical, ethereal force embodying the patience of Kodak film. She wanders through Kodak’s factory, weaving between rooms, machinery, and the very people who craft film stock inside the old building. Vinny Balbo has the raw energy that only film can capture. His uncalculated, wild movements stand in contrast to Ashley’s. His expressive style represents Kodak’s innovative force.
CINEMATOGRAPHY
With smooth Steadicam shots, the factory could be conveyed in a powerful way by consistently landing on Kubrick-style one-point perspective shots of symmetrically balanced spaces.
Tasteful double exposure in some shots would allow our dancers to interact through their unique styles to create new forms. Colored archival film footage could be projected to achieve a flickering, cinematic lighting style.
STYLE
Altelier’s wardrobe is a fantastic example of what we want to do: high style in motion. I love the film stock look. Not a big fan of weapons but the process of building a shotgun couldn’t be more beautifully filmed. The blend of tradition with modern factory machinery is masterfully done and is a good example of how we’ll show the two sides of Kodak in the factory space as well as the dancers.
MUSIC
London Grammar has an emotive quality that would bring the Kodak factory to life. The ghostly, airy introduction would build to match the story as the two dancers meet in the middle of the factory.
If You Wait’s more gradual, patient build allows more room to develop a dialogue between our dancers and the factory space. I also love the relation of the lyrics to our themes.
DELIVERABLES Product Integration throughout entire project, all determined in pre-production. • 1 x 3 minute final cut. Delivered 1080 full resolution. • 2 x 30 second trailers. 1080 for streaming services and full resolution delivery. • 4 x 15 second Instagram cuts. Delivered optimized for Instagram. • 20 x selected stills • Hard drive containing ALL content delivered. • Viewership insight metrics and flexible data modeling. • Interactive video option educating the viewer through the process of making film.
ABOUT SWOON NEW YORK SWOON NEW YORK is a one-stop creative agency and film production house specializing in developing innovative and striking digital advertising content. As interactive film producers, SWOON NEW YORK will bring your brand to life on the small screen, whether it’s a powerful interactive film or a compelling returnable series.
WWW.SWOONNYC.COM