And the winner is…

MK3 Creative has been recognized with an award for Creative Excellence by NEDMA, the New England Direct Marketing Association, for our collaboration with Santander Bank. Congratulations to Creative Director Mark DiTondo and the MK3 team for their great work on our award-winning Santander HR Video Series.

Check out the online video series here, and learn “How to Santander”!

MK3 Creative NEDMA Awards Santander Image

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The MK3/Heritage Story

Heritage Plumbing had a modest beginning with two brothers and a pickup truck. Now, twenty years later, they are a regionally recognized brand employing 90 individuals and driving 55 trucks.

What is the key to their success? Their dogged focus on being “the very best service provider with the happiest customers.”

MK3 Creative was welcomed into the family business about a year ago, to assist Heritage in naming their key differentiators. What services are they providing that their customers considered the best?   How is it they have been keeping their customers happy? Three key words rose to the top: cleanliness, expertise, and convenience.

From these, it was difficult to choose only one to take to the “airwaves.” After much thought, they decided that all three were essential to who they were as Heritage. The team jumped all in, deciding to create three thirty-second commercial spots.

Here’s how MK3 and Heritage highlighted “cleanliness,” “expertise,” and “convenience”!

By Joel Kaplan, Principal

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Looking in the Mirror as a Marketing Professional

What do you see when you look in the mirror? Maybe you identify yourself by your profession and you see an accountant, a police officer, or a school teacher staring back at you. What do professional marketers see when they look at themselves? Well, that depends on what they’re working on that day.

The term “mirroring” is often used in the service industry to describe the process of adapting and altering your personality to match another person, with the goal of making them feel more comfortable. For many it’s done subconsciously, but others work and develop mirroring like they would with any other skill. It’s a valuable tool that promotes human connection and it can lead to better results with customers and clients. Mirroring is a major facet of providing great service, but it’s also related to a very important aspect of becoming a successful marketing professional.

Within the last month, I’ve worked on projects for financial institutions, doctors/physicians, software engineers, consumer banks, higher education institutions, and many others. For each project, I took the time to research my client’s history, and also looked into their specific industry enough to understand what makes that particular business successful. I looked at the culture, differentiators, challenges, and leadership, and, most importantly, I listened carefully to each of my clients.

Many people in the workforce dedicate themselves to a single profession. It sometimes takes years to figure out exactly what area to choose, but most of the time people spend the duration of their career developing and mastering a specific industry. For those of us in marketing, part of that same process involves learning a little bit about everything. Clients look to us to provide creative solutions, and developing those solutions is dependent on knowing the arena in which that company functions. We spend hours teaching ourselves about those industries, and combine that knowledge with our creative experience to develop an approach.

So what do I see when I look in the mirror? I’m a financial adviser at a global bank, but ask me again next week and I’ll have a different answer.

By Eric Anderson, Account Manager/Producer

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Embrace the Box

The Box

Think outside the box.
Meh.  Enough about the box already.
For years, “think outside the box” has been the measuring stick/mantra of creativity.  It’s become a catch phrase, a meme, and ultimately, meaningless.

But then again, I’ve never felt it held any meaning at all.  It’s easy to be creative with no real world boundaries.  It’s harder to light the idea bulb in the pitch black that only a box can create.  Close that cardboard up with industrial strength packing tape and Houdini your way around in there.  That’s creativity.

And by the way, there’s always a box.  Budgets, print ad space, commercial running time, and corporate brand standards – they all box you in, or out.  Only the Rolling Stones always get what they want.  The rest of us need to work with “what we got.”

So, don’t try to excite or impress me when you offer, dare, or demand that we “think outside the box.”  Show me someone who can hop in the box and stick his or her creative elbows out – that impresses me.

Bring us your boxes, large and small.  You’ll be amazed at what we can do with a little corrugated cardboard.

By Jonathan Markella, Executive Creative Director

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This is How You Santander!

Santander Bank just released a series of videos created and produced by MK3. The goal is to attract good candidates for new positions in the bank’s consumer and business banking divisions.

From branch managers to financial consultants, Santander and MK3 worked together on the description of multiple jobs within the bank.

From concept to execution, MK3 is proud of this recruiting effort to help attract the region’s top talent to Santander Bank.

Take a look at the link to explore all of Santander’s consumer and business banking jobs and as the bank says….This is how you Santander!

 

 

By Ted Wayman, VP Sales

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Out of the Tank

What do ABC-TV’s Shark Tank and MK3 Creative have in common? Both recently sent their top sharks to Austin, Texas, for the annual SHI Corporate Sales Conference.

We’re a creative agency, and we pride ourselves on storytelling. A live event is a meaty storytelling medium to sink our teeth into, and every year our client SHI lets us do just that.  SHI is a leading corporate reseller of software, hardware, and information technology products and solutions.  They partner with MK3 to produce and execute a multimedia event that incudes room layout and stage design, A/V technology, and content production.  In other words…we help bring their story to life, live on stage.

What does that have to do with ABC’s Shark Tank?  Aside from hosting major industry players like HP, Dell, Lenovo, and Apple, SHI also features special keynote speakers to motivate and entertain. Robert Herjavec, founder of The Herjavec Group and one of the leading Shark Tank investors, was this year’s “big fish.”

MK3 worked with Herjavec and the SHI team to deliver a live presentation for their sales force that was motivational, entertaining, and ultimately worth the investment.

SHI Blog Post Image

By Mark DiTondo, Creative Director

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MK3 Glidecams

Do you see in 3D? Yes, you do! When you watch most videos online and on TV are you seeing in 3D? No, you are not! That’s the age-old dilemma for directors and cinematographers: how do you create 3D depth within a 2D space – such as a movie screen, a TV screen, a computer, or a mobile device?

One answer is great camera movement. When the camera moves fluidly during a video, viewers begin to feel the depth of the world they are watching. At MK3 Creative, we have a suite of in-house capabilities that help live action projects become more 3D-like, more immersive, and more cinematic.

Our 3-axis handheld gimbal stabilizer is quick to set up, versatile to use, and helps bring a story to life. Our Aerial 4k drone gives your project a whole new vantage point and elevates its production value. Check out a quick example of how we use these valuable tools:

Despite our love for moving cameras, we believe story is king. As a marketing agency, we ask the right questions to help you find the perfect story to tell your audience. But, the nice advantage of MK3 Creative is that we also house broadcast quality production capabilities under the same roof. And, we are constantly looking for opportunities to make great stories more cinematic!

By John Lawrence, Creative Director

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Getting to the Boston Garden

How do you get to the Boston Garden?  Practice.
And a creative eye for marketing strategy, graphics, and animation.  

We’re paraphrasing an old joke to help sum up a new project at MK3 Creative.

Recently, one of our clients tasked us with creating a bold visual presence for them in the TD Boston Garden.  UG2, a facility services management and solutions provider, needed a set of animations to be displayed on the arena and concourse video screens in the Garden.  

The challenge was engage a distracted audience with the UG2 story through an animation package with no sound and animation elements only 15 and 20 seconds in length.  MK3 created simple, clean bullet points highlighting UG2’s services and eye-catching animation environments that featured the text, and circular framing devices that created a consistent visual home for the varied imagery supplied by the client.  

So the next time you get to the Garden, check out the action down on the ice, the talent out on the parquet floor, and our style up on the video screens.

 

 

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Taking Time to Celebrate in Stowe, Vermont

mk3-group-shot-2

What does the MK3 Creative team do when we get together in Stowe, Vermont? We stand outside in 7-degree weather for a group photo, naturally! Well, we also go skiing, snowshoeing, enjoy each other’s company, and appreciate a successful 2016.

Standing from left to right starting with the back row are Rodrigo Philbert, Jonathan Markella, Tim Whaley and Mark DiTondo. Posing in the front row are Ann Gennaro, Goldmond Fong, Joel Kaplan, Adam Marx, Ted Wayman, Amanda Haselton, Mo Effron and John Lawrence. Missing from this photo is Kate Quigley, who unfortunately couldn’t make the trip.

All of us at MK3 Creative wish you a happy holiday season and a happy new year!

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Food Styling For Big Papi’s Kitchen

MK3 recently had the opportunity to produce a television commercial for Big Papi’s Kitchen, a line of chips, salsas and hummus by David Ortiz. The opportunity to work with the Boston baseball legend and the creative challenge of producing a “for Broadcast Television” spot thrilled the whole team.

With a tight budget and a quick turnaround time, we needed all hands on deck. My colleague took the lead as the main producer and I volunteered to step in as food and prop stylist, a role I secretly love.

Food and prop styling is a lot more than simply pouring chips into a bowl. You need to ensure the food looks fresh and the colors are appetizing. I used a variety of textures to give the spot a fun, bright appearance. Southwestern chip and dip bowls, rattan platters, textured placemats, and table runners helped add to the overall look and feel.

The food itself, while delicious, needed some assistance to look aesthetically pleasing. Hummus is the one color you do not want to see on-camera….brown. To distract the viewer’s eye, we paired it with bright red peppers, beautiful petite orange carrots, lemon wedges and, of course, garnish. Garnish is a food stylist’s best friend.

The script also called for a large wiggly Jell-O mold, a pyramid of cheese cubes, and a very droopy, boring sandwich. The cheese cubes and droopy sandwich were easy, but the Jell-O mold proved to be more of a challenge. Practice was in order. We tried bowls, bunt pans, and Pyrex dishes. We tried orange, rainbow, and cherry. We tried it plain and with canned fruit. By shoot day, we had mastered the mold. I arrived on set over prepared with three large, very wiggly red fruit-filled, bunt cake Jell-O molds. (For those interested in the secret to my success, you must layer the fruit in stages, refrigerating in between layers. The key to getting the mold out of the bunt pan and not losing any Jell-O is a three second dip in boiling water before flipping the pan over.) A large, flawless mold for the shoot. I have never been more proud!

The final television commercial spot looks fantastic and the extra time spent on the food and prop styling really paid off. I had a blast working on this project, but one thing is for sure: food and prop styling is a lot of work. All my respect to those who do it every day!

Kate Quigley, Senior Producer at MK3 Creative

befunky-collage

 

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