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What they made us realize was why do something boring when you can do something amazing, I think. Why do a TV ad when you could make an experience that someone will actually be inspired by; like an event or a club night or a massive sculpture. They’re unafraid in their work to say what they actually feel which makes it so honest and ballsy that you can’t help but not be inspired by it, even if it is ‘just a flyer’. I’d never been into flyers until I went there. Now I’m all over that shit.
Advertising should just be a place where someone else pays for you to make some cool shit, but it always has to be a little bit dented, which is a shame. Machine aren’t like that though. They just do what they want and it works so well. Check out some brilliance by Machine here: http://www.ourmachine.com/ By Ella de Weijer Realstagram by Ben Sandler
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Actually, that’s what they made us realise that there’s no such thing as ‘just a flyer’ or ‘just a poster’ or ‘just a plastic bag’. Everything is a canvas for you to put your mark on it the best way possible.
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A few weeks ago The Kennedys went to meet Machine. Machine are probably the coolest people I’ve ever met. They discard what is ‘supposed to be’ in their work which keeps it constantly fresh and exciting. What’s the point in not being fresh and exciting?
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2012/07/26
O S T S
P O S T S
The Machine of Amsterdam
I was so inspired after I met them that I genuinely toyed with the idea of making some decent, personal stuff, then I had to go to work, then I realised, wait, I should be doing this AT work, making everything I do a creative outlet for myself, not just for the companies I work for. Try my hardest to bend the rules.
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Ben Sandler & Le Creative Sweatshop
She talked us through the selection of photographers, set and 3D designers she manages, explaining some of their backgrounds and generally how the whole agent thing worked. Sort of like a producer I guess mediating between the creatives and the client, sealing all the deals and signing on the lines. It was a cool insight into another
Words by Tobias Phontayne
Nick + Chloé & Zeitguised
Florence Moll arrives in the office, a woman of classic elegance, she had kindly made the trip over from Paris to rendezvous with the Kennedys and talk us through the ins and outs of her life as an agent. As we soon found out, she holds an AAA+ roster of mega dope creative types from all over the shop, including The Kennedys very own multi-national in house image-maker and tech enthusiast, Ben Sandler (although we’d known this already). You can, should and most probably now will check out the rest of them on the inter webs here: www.florencemoll.com. It’s top draw stuff.
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Date — Friday 3rd Aug 2012 Time — 11am (approx.) Location — W+K Amst HQ Temperature — 19C (maybe) Weather — Rain (probably)
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2012/08/16
Portrait of Florence by Billy and Hells (artists on the roster
Vive la Florence Moll
angle of the industry. What stuck with me most though, was her approach to the working methods she encourages from the people she manages. It was the non-commercial attitude that was so appealing. Creating imagery, scenes, sets, whatever… but without the limit of budgets or the restrictions of clients. Doing work for the sake of itself because it’s what should be done. Slowly it dawned on me, this was perhaps a rare and unusual, yet simultaneously excellent thing for an agent to be saying. It seemed genuine and, dare I say, “arty” (I really dig arty) and like something we should all be trying to get a piece of.
schemes. Rather, it’s about focusing on the essence of the brand – and in Nalden’s case, it’s about showing off some sick imagery and curating culturally-relevant news to the world. Today, Nalden works at the helm of Present Plus, the digital media studio he founded that runs both WeTransfer and Kuvva, a desktopbased extension of his full-screen gallery paradigm. When he isn’t working on WT 2.0 or some other crazy new innovative way to change the way we consume content on the ‘Innanet’, he’s probably driving some incredible rare ragtop Benz on the French Riviera or chilling with Kanye in LA (seriously, you’ve got to check this guy’s Instagram feed). I think the most inspirational aspect of Nalden’s talk rests in the faith he holds in his work. I really got the sensation that Nalden simply believes in what he does, and loves to do it every single day of the week. Nalden doesn’t seem like the kind of guy who’s producing for the sake of producing – he exudes the spirit of an entrepreneur (dare I say artist) that is constantly striving to improve how we produce and consume content. I think he coined it best: ‘It’s not about Nalden. It never was. It’s about creating, inventing, solving, helping, and improving’ — all the effing time. By Ben Sandler
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Blogger, serial entrepreneur, cultural aficiando, baller. Nalden started with his eponymous blog over ten years
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Nalden’s work is how he managed to transform what essentially amounts to a nickname into a powerful brand experience on the interwebs. I think that old adage of ‘harder than it looks’ rings loud and clear in this particular case. Nalden claims that his success in personal branding isn’t due to some intensive strategic planning and market research – rather, it’s a ‘combination of common sense, gut feeling, luck, and a good sense of style’. One of the more important points he brings up, I believe, is the following: ‘How can you remain authentic and real once you have surrendered yourself to business goals?’. The answer to that question is the reason why I believe Nalden has been so successful in his entrepreneurial and creative ventures — staying true to himself, his vision, and his ambition without being wavered by fickle trends and unfocused marketing
B
Now, being a geek isn’t necessarily a bad thing – actually, it’s quite the contrary. Let’s imagine a Venn diagram with the circles of intelligence, obsession, and social ineptitude converging in the center — being a nerd would effectively sit squarely in the middle. Being a geek, however, requires only the former two characteristics, without the aversion of societal interaction. And this, ladies and gentlemen, is a rather apt descriptor of our presenter – Nalden of Amsterdam. He’s definitely one of the cooler geeks you’ve ever met in your life; and there’s a very good reason he’s made a name for himself in our Dam town.
B
0 14 Back in July we were given a presentation by one of the most celebrated figures in digital media here in Amsterdam. No, he’s not some famous actor or musician — let’s just say he didn’t move off to Jamaica for a few weeks and christen himself a lion. Rather, he’s gained his recognition through one thing in particular: his geekitude.
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Nalden’s Net
ago; a few years later, he was able to make enough money off his pet project to quit his day job (how many Tumblr-ers can lay claim to that??). Nalden focused his efforts on a new paradigm of digital media distribution that would be his cornerstone for his future projects, including the now renowned WeTransfer – using fullscreen background images as a sort of dynamic digital gallery. I think he put it best during his presentation — he wanted a way to weave culturallysignificant content (i.e. illustration, graphic design, photography) into the underused backgrounds of our internet browsers. One of the more intriguing aspects of
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