The amount of content on the web vs our ability to concentrate for more than a couple of seconds is getting to a boiling point. To get the attention back I feel like Biofeedback will get to a whole new level. I imagine an implant that releases chemicals to trigger different feelings to compliment different experiences.
Please give us a brief bio of yourselves.
- Daniel: My name is Daniel Barak and I’m a Digital Creative Director at Deutsch LA.Born and raised in Tel Aviv, I got into advertising about 9 years ago as a result of promoting my raves and parties. At Deutsch I work on Volkswagen and Target among other accounts. I try to innovate and not treat advertising like advertising, more like my way to create stuff.
- Karan: I'm a Senior Interactive Creative with over 8 years experience. I've made groundbreaking online, mobile and media campaigns and products such as Unleash your Rrrr, Rapid Rescue, Golf Anywhere and To Pee or not to Pee.
What do you do for inspiration?
- Daniel: I go to the beach whenever I can.
- Karan: I look for inspiration from the fashion industry
Please list 3 of your favourite sites.
- Daniel: Everything that NFB/Interactive touches is amazing. Bear71, The Devil’s Toy and more.
- Karan: turbotax.com, vw.com,
What do you regard as being your biggest achievement?
Daniel: Mark Hamill, AKA the real Luke Skywalker, wrote about our latest campaign for Target and Star Wars. Being a huge Star Wars fan, that meant a lot.
Karan: - Being nominated for Index: Award, Copenhagen for Design that improves lived
How many hours do you work each week?
- Daniel: 70-80 hours
- Karan: 70-80 hours
How do you relax or unwind?
- Daniel: I bike and snowboard whenever I can. When there’s no snow Jameson works too.
- Karan: I love doing Barbecues
If you weren't working on the internet what would you be doing?
- Daniel: Building toys. It was my dream since I was a kid.
- Karan: Designing Sneakers
If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?
- Karan: Always punching above my weight has helped throughout my career. Being a good financial decision for the company by bringing new business also is pivotal.
How many projects does your team juggle at any one time?
- Daniel: Around 3
- Karan: 3 to 5
Who do you rate as being the top 3 design companies?
- Daniel: Peter Jaworowski’s Ars Thanea, Mori inc and Takafumi Tsuchiya at Takcom (which is not strictly design, but I like him).
- Karan: Yohji Yamamoto, Mori inc, Nest
Are there any websites that have shone through as being pioneering in the last 5 years or so?
- Daniel: Adidas 'Nitrocharge Your Game' was really well done. I also loved Guy Cotten’s 'A Trip Out to Sea' and Norton’s 'Enjoy Your Privacy'.
- Karan: kennedyandoswald.com, futureself.orange.com
Has winning FWA awards helped you in any way?
- Karan: Yes, it adds digital credibility to my book
What did your very first site look like? Is it still online?
- Daniel: One of my first websites wasn’t a website but the first interactive instrument on YouTube. It was made with Guy Dayan for the phenomenal double bass player Adam Ben Ezra, it’s called “The YouTube Piano” and it’s still online! It’s not functioning well anymore because YT changed the annotations functionality.https://www.youtube.com/watch?v=siW0pRpCrJU
- Karan: Silkairexplorers.com. It looked like a travel journal where people can create journals and share their travel stories to the exotic and read others. Unfortunately it is not online.
What was the last digital effort you saw (or were a part of) that used social media in a way that really made sense. Why?
- Daniel: Giselle and Under Armour got it right. Vania Heymann’s ‘#MobileMusicVideo' for Keys N Krates is probably one of the coolest social efforts I’ve seen in a while.
Here at Deutsch we launched a campaign for Target and Star Wars called #ShareTheForce which was all around Star Wars fan memories and I think made a lot of sense.
- Karan: UnleashyourRrr.com. the world's first interactive experience to harness the power of Artificial Intelligence & Deep Machine Learning. To tap on the whole selfie culture and make it socially shareable, users can see their face when recording their video through the picture-in-picture feature similar to social networks like Twitch.
The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?
- Karan: Idea is the king. It can live across any medium. A traditional medium communicates a message, interactive medium such as mobile, digital, social lets you experience that same message multi-sensorially.
Looking 10 years in to the future, how far can websites go?
- Daniel: The amount of content on the web vs our ability to concentrate for more than a couple of seconds is getting to a boiling point. To get the attention back I feel like Biofeedback will get to a whole new level. I imagine an implant that releases chemicals to trigger different feelings to compliment different experiences.
- Karan: Probably, the screen will go 3D so websites won’t be something you view, it’ll be somewhere you’re in.
Of all the websites you/your company have produced, which one are you most proud of?
-Daniel & Karan: UnleashyourRrr.com. It pioneered the use of Artificial intelligence in advertising.
We had a lot of fun producing this project, mainly because of all the challenges we faced.
The biggest one was figuring out the Artificial Intelligence brain that translated abstract car noises and matched them with relevant car footage. We were lucky to work with the smartest team here at Deutsch and one very talented Artificial Intelligence specialist.
If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?
- Daniel: Make it feel like you’re not selling anything.
- Karan: Make work that you yourself want to consume and be a part of.
How do you keep your finger on the pulse of the latest technology trends?
- Daniel: checking MIT reviews and wandering in the weird corners of the web. And following the FWA of course.
- Karan: By following where the tech giants and institutes are heading
What country excites you the most in terms of innovation?
- Daniel: Japan.
- Karan: Japan and Sweden
There must be a project that you have always dreamed of doing, what is it?
- Daniel: I’m still trying to do it, and it’s literally letting you step inside your dreams.
- Karan: I always wanted to do a digital version of Chind’gu. Take mundane everyday things and give them a new purpose by giving them digital capabilities. en.wikipedia.org/wiki/Chind%C5%8Dgu
What are you excited about learning next and is there a long term challenge you are considering tackling?
- Daniel: I’ve been trying to learn coding for a long time now. But never have time. I feel like it’s going to finally happen soon. A long term challenge would be creating something that helps the environment.
- Karan: I really want to learn the business side of our industry. An MBA maybe
What is the most expensive thing you have bought in the last week?
- Daniel: Karan does all the spending in this relationship.
- Karan: I added another Gucci in my Sneakers collection.
It has been a privilege, thanks very much
- Daniel: Thank you!- Karan: Thank you.