Various contributions for the hype/look/listen/engage sections in issue 62 of Pulp Magazine.
A review of ANZFW 2009 for Refinery 29 – Fresh Kiwi:
“… Juliette Hogan confidently indulged in an ultra-feminine dress-up fantasy, offering a range of flirty dresses, snappy pants, and softly ruffled skirts. As she said, it’s all “So Pretty it Hurts.”"
“…including a Dynasty inspired show-stopper: a red full-length number that would have sent Alexis Carrington wild.”
“Salasai’s winter 2010 collection saw designer Kirscha Whitcher presenting Blu Colla Lovers. And indeed, there was a fistful of collars and some gorgeous blue shades to be seen.”
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“This time around Sylvester drew on an unusual local source of inspiration – black lipped 1980s Auckland socialite, Judith Baragwanath. Baragwanath regularly garnered gossip column inches as a rich girl from Remuera known for her exploits and punk style – mixing high and low with ease.”
“Must have items? An epaulette adorned bodysuit for the girls, and an oversized, intricately knitted blush pink cardigan for the boys. Hot dang.”
“Emerging from the depths of Brixton as La Roux, 20-year-old Elly Jackson – supported by producer Ben Langmaid – is the newest electro-popette in town. Having heard Skream’s excellent Let’s Get Ravey remix of ‘In For The Kill’ thrashed in the clubs, I was curious to listen La Roux’s self titled album in its virgin state.
The record kicks off with a roar and a Korg . Stand out tracks include ‘Tigerlily’- featuring a homage to Michael Jackson’s ‘Thriller’ (beautifully enunciated by Jackson’s dad); and ‘Bulletproof’ – sassy pop punctuated by a vocoder breakdown. Hooky melodies are littered throughout the album, however some of the later tracks falter lyrically with weak rhymes like ‘Fascination’ (sensation) and ‘Reflections Are Protection’.
Comparisons to Annie Lennox and Victoria Hesketh’s Little Boots project have been tossed around; but I found La Roux more in line with the synth sensibilities of Ladyhawke, with lashings of Lily Allen’s no-love-lost attitude. In particular, the slower ballad ‘Armour Love’ could be mistaken for Allen – no surprises then, that Jackson supported Lils on her recent UK tour.
The album ends with a pulsing bonus track, ‘Growing Pains’. For someone so fresh, Jackson may have a few; but with prominent billings on the festival circuit and that striking orange quiff, she’s headed for success.”
This example of Britomart work is a bit more playful, and lyrically inspired!
Copywriting. Over the years I’ve written many engaging, playful conversation starters for pedestrians in Britomart. They were featured on hoardings as this downtown shopping precinct was rejuvenated.
Brand strategy and copywriting. A 3 year long project to align and unite Auckland around the single organising idea of Spirited Progress. I was involved in all facets of the brand creation (from research to model development), culminating in writing the brand story in conjunction with the creative director.
Auckland? When you think of it as a region, more than a city, you start to get a handle on what it’s got.
It’s like a cluster of islands, each with its own story – giving you all sorts of choices. It’s about having access to a harbour playground, choosing to work in the city, living in a rainforest… or all of those things. In Auckland everything is only a stone’s throw away. Having that kind of choice is pretty rare, the ability to balance your life to suit you…
…The power behind all of this is a real cultural mix, giving Auckland that rhythm that all great places need. It feels international and local, it’s alive.”
Catch & Covet Vintage (07-09) was an online store I owned and operated. I developed a brand character, the set of values and wrote all copy (from newsletters to adverts). I also directed an illustrator and web developer on the design of the site. Updated regularly, every item required a snappy product description to get vintage shoppers salivating. The overall tone was cute but not twee, sustainable but not too much granola.
Hello from Catch & Covet. We bring you the finest women’s vintage from New Zealand and around the world. All our stock is lovingly handpicked – resulting in an eclectic mix of the best items and accessories from the 50’s, 60’s, 70’s and 80’s. Only things we’d love to smuggle into our own wardrobes are featured!”
I wrote, shot and edited a series of 5 short videos for Britomart’s Christmas promotions. They feature a naughty elf and his hungover hijinks in the shopping precinct. Below are some stills from the project:
Copywriting. Brewhah! is a cheeky beverage brand launching a range of hot chocolates alongside its coffees. The flavours were developed with two very different personalities – the velvety smooth classic chocolate and the emotionally stirring white.
All you beatniks, bohemian darlings and flower children rejoice! Peace out with a damn fine chocolate hottie, the deliciously drinkable Brewhah! hot chocolate.
You’re in for a rich soul massaging experience – it’s a smooth, wonderfully thick hot chocolate, crafted from the most psychedelic cocoa powder around. Mmm good. Best taken piping hot and shared amongst fellow groove lovers, ah! Give chocolate a chance. Walk the stairway to chocolate heaven.”
Copywriting. The brief was to develop a tone of voice and brand story for South Sky, a sophisticated coffee made from the Pacific (but not specific to any one country).
They say the southern skies of the Pacific are the clearest, with more stars visible there than anywhere else. It is under these skies people from a blend of cultures grow the finest coffee. It is their craft, their genuine love and the purity of the land that makes South Sky coffee taste so good. Simply pristine coffee from one of the purest parts of the world, the Pacific.
Creative concept and copywriting. Monteith’s wanted to celebrate their 140th year with a limited edition Pale Ale. With a designer, I developed a direction and copy for the primary and secondary packaging, along with promotional material.
There is a strong vein running through the history of Monteith’s that is as evident today as it was 140 years ago – the crafting of New Zealand’s finest beers. Our livelihood depends on it. During the 1860s, at the height of the West Coast gold rush, pale ale was the prevalent beer style in New Zealand.”
While employed by designworks I researched, wrote and distributed a weekly feed of category and cultural trends to the wider Designworks group. Topics ranged from fashion, to design, to music and technology. In addition, I wrote monthly, longer, industry specific reports for clients.
I also contributed the occasional info-jammed news items to their website:
BRAND AUCKLAND PRINT AD – JUNE 2009.
A copy driven advertisement for Brand Auckland – what do you love about Auckland?
Travel writing. A set of travel cards with hot tips and guides to the best destinations in Auckland.
Guest posts on my Japanese experiences for Melbourne blog This Is Weeny, thisisweeny.com, May 2009
“London, Paris, New York… Tokyo. You’ve seen the films, read the books, and you know you’re in love long before you arrive. I travelled to Japan in 2007 (gosh, has it been that long?) – and still the sweet scent of fresh green tea, the retina gouging lights of Shinjuku and the tranquil sounds at the Meiji Shrine haunt my thoughts. If you’re lucky enough to be visiting this mega metropolis, here are a few essential moments you can’t miss!
EXPLORE
- Let your ears down at Tokyo Disney. Embrace, snuggle, and feed your inner child so much sugar that it vomits. Or buy nothing, save a mouse pizza or two. Either way it’s brilliant! When it comes to rides, I particularly recommend Pooh’s Hunny Hunt. This attraction is psychedelic enough to begin with – but when you throw in hordes of Japanese schoolgirls shrieking in faux horror, it becomes truly trippy. Allow one full day for a Disney visit.
- Play dress ups. If you’re an anime addict, lolita luvvie, or a candy raver kid, costume shopping should be high on your list. However, browsers beware, costumes hanging in a window doth not make a costume shop! Do not do as I did, dragging my mild mannered English friend headlong into the filthiest sex store I’ve ever seen. An experience was had in any case; just make sure your companions are up for it before you charge inside.
- Go wild in toy town. Another must do for the eternally youthful is a trip to one of Tokyo’s iconic toy stores. I loved shopping at the Kiddyland flagship on Omotesando, Harajuku. Stocking both Japanese and international brands, you’ll find several floors of plush, adorable fun. Or perhaps you consider yourself to have a more grown up taste? Head to Nakano Broadway – the destination for vintage, retro and rare collectibles. From watches to the specialty Mandrake store, they have everything a refined geek desires.
- Become a face in the crowd. Watch people teeming across one of the world’s busiest intersections – the mesmerising Shibuya Crossing. You can’t miss it – it’s a scrambled junction of roads right at the doorstep of Shibuya Station. Buy a Frappe and take a perch on the second floor of the Starbucks – it’s a great vantage point.
- Make some new animal friends. Renowned for their appreciation of all things adorable, Tokyo citizens naturally only allow the sweetest faces to become their pets. Stopping in at a local pet store will have you begging for mercy – it’s real life cute overload!
FOOD
- Embrace the unknown. Going to a sushi train restaurant and realising there is no way you know what’s on top of that Nigirizushi. Fall into the abyss of chance and try whatever takes your fancy. At the end of your meal your smiling waiter may present you with an English-pictorial menu, but under no circumstances read it. Just leave, feeling smug about your curiosity and open-minded palate.
- Rock out in Harajuku. On Sundays, Yoyogi Park (the corner near Harajuku Station in particular), comes alive with all sorts of fabulous people. You will probably be lucky enough to see some FRUiTS characters, the Tokyo Rockabilly Club and various other personalities, sharing their talents with the world. There will be a few street food vendors lurking in the vicinity – so go buy a tray of tako yaki (a dough ball filled with octopus, onions, vegetables, ginger and garlic), find a seat and watch the action!
- Buy a can of nectar from one of the city’s army of vending machines. Apparently Japan has more vending machine per capita than any other county in the world, so one will never be too far away. Seek out the weirdest flavour available and whether it’s a green grape soda, or hot canned coffee, prepare for a truly Japanese taste sensation.
SHELTER
- Get a well-designed night’s sleep! The Claska Hotel in Meguro is the one place in Tokyo you have to stay at – if only for a night. It’s a small hike from the nearest metro station, but this boutique hotel is a wonderland worth making a journey for. Hotel amenities include a puppy day spa, a design bookstore, free electric bike hire, a local vintage shopping guide and a rooftop garden with a stunning view! Seriously, just go – how many reasons do you need?
- Tread the floors of a Ryokan. Ryokans are a type of traditional Japanese inn; this means you’re in for Tatami mats (straw floor coverings), shared bathrooms and slippered feet. Don’t be scared though, it’s a wonderful experience! Breakfast is usually included when you stay at a Ryokan, making it a cinch for you to try a proper Japanese breakfast. Miso soup and fish may seem strange so early in the morning, but I really encourage you to give it a taste…”
Guest post for inspirational lifestyle blog Yes and Yes, www.yesandyes.org, published April 2009.
“It’s been a little while since the excitement and glitter of the New Year – when everything was fresh and shiny. As the calendar marches on, it’s often easy to get stuck into a sort of grey mood, but here are some simple actions that will help revitalise you like a good cup of peppermint tea. Let’s just call them little everyday acts of fantastic!
With that, how about trying a different flavour of tea to your normal brew? Investigate exotic sounding delights like hibiscus and lemon, pink grapefruit or perhaps masala chai. Make a week of it, or even better have a tea tasting party with your friends. Coffee lovers do join in too – work your way around a continent of roasts. Taste South America or safari through Africa!
Dragging your feet? Depending on your current climes, opt in for some brazen stripy socks. If you’re in a sunnier locale, paint your toenails a rainbow of colours. Hell, why not do both? Alternately, make like an undercover agent by wearing bright, bold or plain ridiculous underwear! Secretly breaking uniform rules and incorporating a little bit of personality gives me untold joy.
Change your passwords (for your email or forum accounts etc.) to something mythical, delightful or just plain ridiculous. Think of them like itty-bitty magic spells! In my case it is my flat’s video store password, which is used to doubly make sure you’re not going to bring back High School Musical late on someone else’s dollar. Anyway, our password is so hideous we have to whisper it to the attendant in shame – but every time it results in raucous laughter. Mirth!
In a similar vein, make your ring tone jaunty – something you’ll be happy to hear, regardless of who’s calling. Definitely do not consider the embarrassment factor – if it’s embarrassing, think of the joy you’ll bring to your fellow man every time your phone goes off.
A good method that never fails to shake my world up is by giving myself seemingly random photography tasks. Take a nice long walk in your neighbourhood with a camera, while only taking photos of yellow things. Or make it your personal mission to snap a picture of every cat you see. Reframing every day subjects in a new context is as good as a brain massage – it helps you see the beauty in the details!
Last but not least, revisit your goals. Take the time to sit down and go over them, noting which ones you are now ready to take action on. How did you write them up? If they are wavering between inspiration and a tepid to-do list – why not rewrite or revision them? Try making a brilliant collage, or perhaps film a stern but loving video reminder to yourself of what you need to do.
There you go, 7 small but brilliant injections of fantastic. Give them a go! What else do you do to light up your day in tiny easy ways?”
“Recently I traveled around the UK with Alt Albion, sniffing out all that is culturally cool about England, Scotland and Wales. One of the most exciting things I encountered was the emerging fashion community in London – a personal, expressive approach to design.
Loulou Androlia is part of this new wave of young avant-garde London designers putting their stamp on the fashion world. She is the genius behind LouLou Loves You, a range of beautiful luxury lingerie and dashing accessories. I caught up with Loulou on her thoughts regarding inspiration, London, people watching and collaborations.”
Click here to read my interview with Loulou for FashionNZ!
Photo by Katie Coleslaw.
In February 2009 I traveled around the UK, on tour with Alt Albion. It was a trip to remember – and write home about!
“Welcome aboard the Alt Albion UK tour. You’ll be traveling to the heart of creative Britain, with unfiltered access to the underground, the world-famous and the undiscovered.
Forget about stuffy church tours and touristy cheese. You want to hang out with composers, chill with artists, climb mountains, drink in local pubs, discover new bands and shoot the breeze with fashion designers.
Your “tour guides” on this adventure are culture vultures in their own right. A miscellany of savvy individuals chosen for their authentic voice and their ability to seek out the stories at every pit stop of our journey. The poor buggers will be working hard for their dinner.”
A selection of pieces I wrote while on the road:
It is apt I am editing this interview here, sitting in a Bloomsbury hotel room after a hard day’s exploration. This is photographer Sarah McLean’s stomping ground – the city of London. In the years, before physically arriving here, it has been through her work I have gotten to know this place and have developed an appreciation for the details.
A lovely, inspirational interview with photographer Sarah McLean, posted on Code For Something.
For more information, to commission freelance work or obtain a copy of my CV,
email me at amber@codeforsomething.com
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