Academy of Archivists

We’re not your usual marketing company.  In fact, we don’t even like the word marketing, but we figured we had to give you something to hold on to. We use things like a quick and biting wit, the element of surprise and an eye for talent and beauty to light our path through the jungle of oversaturated branding.  We can do cool things on a tight budget.  We figure you can do a lot with a little, and sometimes less is more... but don’t worry, we could rock your big bankroll, too.  We can’t sum up who we are in one sentence, but if we tried, we’d say something like, “The Academy of Archivists is an independent modern resource working outside of traditional lines for companies, brands and artists in the creative fields.” And if we had to make a list of what we do, we’d mention digital solutions, virtual identities, event planning, marketing (there’s that word again!) and branding, art direction, and visual research, to name a few. We can tell you that what we do for you, and with you, will make your company better. Need help? info@wearchive.info

EVENT PLANNING: Caviar and Black Iris’ Second Annual Official (unofficial) post-AICP Party Join us after the AICP reception for the second annual official (unofficial) post-AICP party at the Caviar LA Office. Live DJ set curated by Black Iris with DJ Belief, so bring your dancing shoes to 1265 South Cochran Ave! Check out party pics by Samuel Lippke.

EVENT PLANNING: Caviar and Black Iris’ Second Annual Official (unofficial) post-AICP Party

Join us after the AICP reception for the second annual official (unofficial) post-AICP party at the Caviar LA Office.

Live DJ set curated by Black Iris with DJ Belief, so bring your dancing shoes to 1265 South Cochran Ave!

Check out party pics by Samuel Lippke.

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PRESS: Kenny Powers Takes Over as the M-Fing CEO of K-Swiss Kenny Powers returns as the new CEO - we’re sorry, MFCEO - of K-Swiss in the newest installment of the Tubes Campaign from 72andSunny. Directed by Caviar’s own Jody Hill, watch Danny McBride as Kenny Powers hire his all-star staff, including Jillian Michaels, Matt Cassell, Patrick Willis, Jon “Bones” Jones, Urijah Faber, Rey Misterio, and Josh Kox as he conquers the sports world, and the world world! For some fun, R-rated outtakes head over to Funny or Die. After all, as it says on his MFCEO shirt, Kenny Powers is the CEO, now you shut up.

PRESS: Kenny Powers Takes Over as the M-Fing CEO of K-Swiss

Kenny Powers returns as the new CEO - we’re sorry, MFCEO - of K-Swiss in the newest installment of the Tubes Campaign from 72andSunny. Directed by Caviar’s own Jody Hill, watch Danny McBride as Kenny Powers hire his all-star staff, including Jillian Michaels, Matt Cassell, Patrick Willis, Jon “Bones” Jones, Urijah Faber, Rey Misterio, and Josh Kox as he conquers the sports world, and the world world! For some fun, R-rated outtakes head over to Funny or Die. After all, as it says on his MFCEO shirt, Kenny Powers is the CEO, now you shut up.


TRENDS: Top Fives - Activist May We had quite a bit of fun with our Top Fives this month, which we’ve themed around “Activist May.” From our choices in eco-friendly finds to our favorite causes to the best music to inspire, we’ve assembled this month’s lists in the spirit of reciprocity. Check out all of our picks on our Pinterest page.

TRENDS: Top Fives - Activist May

We had quite a bit of fun with our Top Fives this month, which we’ve themed around “Activist May.” From our choices in eco-friendly finds to our favorite causes to the best music to inspire, we’ve assembled this month’s lists in the spirit of reciprocity. Check out all of our picks on our Pinterest page.

PRESS: Caviar’s Own Jorma Taccone, Kirsten Lepore, and Jody Hill Listed Among Creativity’s Top 50 of 2011 Wondering where to get your inspiration? Why not check Creativity’s Top 50 of 2011, which includes Caviar favorites Jorma Taccone (of The Lonely Island), Kirsten Lepore, and Jody Hill among scores of talented creatives. This “annual list of innovators have helped shape and redefine the landscape of marketing — and culture as a whole.” Congratulations to Caviar’s honorees for their continued excellence!

PRESS: Caviar’s Own Jorma Taccone, Kirsten Lepore, and Jody Hill Listed Among Creativity’s Top 50 of 2011

Wondering where to get your inspiration? Why not check Creativity’s Top 50 of 2011, which includes Caviar favorites Jorma Taccone (of The Lonely Island), Kirsten Lepore, and Jody Hill among scores of talented creatives. This “annual list of innovators have helped shape and redefine the landscape of marketing — and culture as a whole.” Congratulations to Caviar’s honorees for their continued excellence!

TRENDS: Top Fives - Springtime Springtime is in the air for our top fives this month! We are featuring our favorites of the elusive Los Angeles outdoor patio, springtimer song picks from our guest music curator, Andrew Kahn and the must-haves of spring style. Check out all of our favorites on our Pinterest page.

TRENDS: Top Fives - Springtime

Springtime is in the air for our top fives this month! We are featuring our favorites of the elusive Los Angeles outdoor patio, springtimer song picks from our guest music curator, Andrew Kahn and the must-haves of spring style. Check out all of our favorites on our Pinterest page.

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ESSAYS: SXSW 2011 Roundup How was SXSW this year?  From Claire practically falling in the river to claim the perfect shot of the turtles to Nick and Andrew moshing wildly at Lustre Pearl, there were a million and one memorable moments. That doesn’t capture some of the talks and discussions about brands and the future of the ad industry, which was inherently wrapped in the digital conversation.   The main through line was a call to authenticity and the importance of offering something of real value to the consumer, be it through traditional advertising or the digital medium.  Another important point was the well-coordinated campaign, where all the components of the brand and digital strategy worked together to form a seamless experience.  Listening to Chris Milk discuss his award-winning Johnny Cash and Wilderness projects drove home the potential for innovation and success in this arena. Nor can it even begin to describe the great music that seems to be pushing its way through the consumerist shell that has been covering the industry for some time now.  The overall feel of the music I saw was a step to individualism, with sounds that hearken back to any given era, while managing to sound uniquely fresh.  It would be impossible to make a dent in mentioning the bands we saw, so for the record:  It was a true pleasure to see Alexander (of Edward Sharpe and the Magnetic Zeros) working the stage in his solo gig accompanied by be-hatted and bearded musicians; and the energy and stage presence of Australian band The Jezabels was a fantastic afternoon surprise.   And me?  Cruising the streets of Austin with the bicycle gang; lounging in the sun at the French Legation Museum listening to Sharon Van Etten; drinking far too many Giggle Waters at the East Side Show Room…but I think a topper was hopping the fence at Lustre Pearl with Dexter.  A bit of anarchy never hurt anyone.

ESSAYS: SXSW 2011 Roundup

How was SXSW this year?  From Claire practically falling in the river to claim the perfect shot of the turtles to Nick and Andrew moshing wildly at Lustre Pearl, there were a million and one memorable moments.

That doesn’t capture some of the talks and discussions about brands and the future of the ad industry, which was inherently wrapped in the digital conversation.   The main through line was a call to authenticity and the importance of offering something of real value to the consumer, be it through traditional advertising or the digital medium.  Another important point was the well-coordinated campaign, where all the components of the brand and digital strategy worked together to form a seamless experience.  Listening to Chris Milk discuss his award-winning Johnny Cash and Wilderness projects drove home the potential for innovation and success in this arena.

Nor can it even begin to describe the great music that seems to be pushing its way through the consumerist shell that has been covering the industry for some time now.  The overall feel of the music I saw was a step to individualism, with sounds that hearken back to any given era, while managing to sound uniquely fresh.  It would be impossible to make a dent in mentioning the bands we saw, so for the record:  It was a true pleasure to see Alexander (of Edward Sharpe and the Magnetic Zeros) working the stage in his solo gig accompanied by be-hatted and bearded musicians; and the energy and stage presence of Australian band The Jezabels was a fantastic afternoon surprise.  

And me?  Cruising the streets of Austin with the bicycle gang; lounging in the sun at the French Legation Museum listening to Sharon Van Etten; drinking far too many Giggle Waters at the East Side Show Room…but I think a topper was hopping the fence at Lustre Pearl with Dexter.  A bit of anarchy never hurt anyone.

TRENDS: Top Fives - SXSW Edition With our flight leaving in just a few days, we figured that it was time to whittle down to the brass tacks of this unbelievably amazing lineup. Keeping that in mind, we assembled our top five lists around our favorites of this year’s interactive speakers, music and film at SXSW. Check out our picks on our Pinterest page.

TRENDS: Top Fives - SXSW Edition

With our flight leaving in just a few days, we figured that it was time to whittle down to the brass tacks of this unbelievably amazing lineup. Keeping that in mind, we assembled our top five lists around our favorites of this year’s interactive speakers, music and film at SXSW. Check out our picks on our Pinterest page.

PRESS: MPC LA Ranked Number Four Post Production Facility in the World! Shots Magazine voted MPC Los Angeles the fourth most successful post facility in the world! With a facility of less than thirty full-time staff members is really amazing. We are so happy for MPC LA and we know that there is even more incredible work to come. Check out their great work on this DirecTV “Ice Cream” spot.

PRESS: MPC LA Ranked Number Four Post Production Facility in the World!

Shots Magazine voted MPC Los Angeles the fourth most successful post facility in the world! With a facility of less than thirty full-time staff members is really amazing. We are so happy for MPC LA and we know that there is even more incredible work to come. Check out their great work on this DirecTV “Ice Cream” spot.

WE ♥: Closet Visit Artist Jeana Sohn (pronounced like “gina”) visits creative, inspiring and stylish ladies’ closets and documents the visits on her wonderful website. She has featured over twenty women now, including Bo Carney (owner of the Mohawk General Store) and screenwriter Deborah Kaplan. Her latest post chronicles her visit to The Academy of Archivists’ very own Claire Cottrell! Check it out here.

WE ♥: Closet Visit

Artist Jeana Sohn (pronounced like “gina”) visits creative, inspiring and stylish ladies’ closets and documents the visits on her wonderful website. She has featured over twenty women now, including Bo Carney (owner of the Mohawk General Store) and screenwriter Deborah Kaplan. Her latest post chronicles her visit to The Academy of Archivists’ very own Claire Cottrell! Check it out here.

PRESS: Black Iris, Y&R and MTV Join Forces To Raise Global Awareness for Human Trafficking; Black Iris Collective Featuring Bethany Cosentino “When I Feel Love” Marking another innovative music collaboration for MTV’s EXIT Campaign that raises awareness for human trafficking, Black Iris continues to successfully bridge the gap between authentic musical talent and creative advertising. Pairing the indie queen Bethany Cosentino of Best Coast with the multi-talented composer/producer, Lewis Pesacov of Fool’s Gold, the Black Iris collective has written and produced the arresting, heartfelt ballad “When Will I Feel Love.” White Iris Records, the label counterpart to the Black Iris collective, is releasing the original track internationally on iTunes. “When I Feel Love” hauntingly highlights the dangers and impact of trafficking for sexual exploitation, particularly of young women. Edouard Salier’s music video will premiere across MTV properties on-air and online around the world on February 14th, 2011, and will be available to download on iTunes on the 15th of February. Proceeds for iTunes sales will be directed to anti-trafficking organizations working to rescue and rehabilitate victims of human trafficking.

PRESS: Black Iris, Y&R and MTV Join Forces To Raise Global Awareness for Human Trafficking; Black Iris Collective Featuring Bethany Cosentino “When I Feel Love”

Marking another innovative music collaboration for MTV’s EXIT Campaign that raises awareness for human trafficking, Black Iris continues to successfully bridge the gap between authentic musical talent and creative advertising. Pairing the indie queen Bethany Cosentino of Best Coast with the multi-talented composer/producer, Lewis Pesacov of Fool’s Gold, the Black Iris collective has written and produced the arresting, heartfelt ballad “When Will I Feel Love.” White Iris Records, the label counterpart to the Black Iris collective, is releasing the original track internationally on iTunes.

“When I Feel Love” hauntingly highlights the dangers and impact of trafficking for sexual exploitation, particularly of young women. Edouard Salier’s music video will premiere across MTV properties on-air and online around the world on February 14th, 2011, and will be available to download on iTunes on the 15th of February. Proceeds for iTunes sales will be directed to anti-trafficking organizations working to rescue and rehabilitate victims of human trafficking.

PRESS: Gentleman Scholar’s Disturbed Butterfly featuring John Malkovich The weird and wild faces of Mr. John Malkovich on the edge of darkness are captured in this visually disturbing piece titled “Butterflies,” which was composed with a multiplicity of talents. Taking a series of still images and live action footage shot by director and photographer Sandro Miller of Mr. Malkovich (with whom Sandro has a long-standing photographic relationship), editor Josh Bodnar of The Whitehouse assembled an edit intermixing the media; transcending the imagery beyond expectations. Utilizing his connections with music composer Matt Hutchinson, Bodnar began manipulating the two mediums in a frenetic way alongside a magnificent track composed by Hutchinson. Realizing this collaboration of art could be expanded further in a multidisciplinary approach, Bodnar had the idea to infuse design and visual effects to the piece. In a deft move taking advantage of the partnership between recently launched (and lauded) motion graphics company Gentleman Scholar and The Whitehouse, Josh turned the piece over to Scholar creatives Will Campbell and Will Johnson, who applied the full force of their dark visual imagery. With complete creative freedom, Scholar experimented with the narrative, so that what began as an insane visual concept and edit quickly morphed into an experiment in design. In order to create something that maintained the same despair and desperation as the photographs, the Wills created a very dark tone in styleframes and began to apply that throughout the piece. The edit was broken down into pieces and the animators were given free reign to unleash their darkest imaginings. Working in after-effects, the animators were directed toward the styleframes but were also allowed to apply a voice of their own, which made the piece feel even more purposely chaotic. In addition to Hutchinson’s disconcerting track, the Wills wrote a VO that eventually would live behind a high level of droning distortion. The result is a brooding baroque piece with strains of early David Lynch, whereby Mr. Malkovich cavorts in a series of contorted positionings, contemplating possible ways to off himself in what appears to be a dingy wood-panelled motel room. In addition to being presented online to the world at large, the video piece will be shown in conjunction with a retrospective of photographic portrait work that Sandro has taken of Mr. Malkovich over the years.

PRESS: Gentleman Scholar’s Disturbed Butterfly featuring John Malkovich

The weird and wild faces of Mr. John Malkovich on the edge of darkness are captured in this visually disturbing piece titled “Butterflies,” which was composed with a multiplicity of talents.

Taking a series of still images and live action footage shot by director and photographer Sandro Miller of Mr. Malkovich (with whom Sandro has a long-standing photographic relationship), editor Josh Bodnar of The Whitehouse assembled an edit intermixing the media; transcending the imagery beyond expectations.

Utilizing his connections with music composer Matt Hutchinson, Bodnar began manipulating the two mediums in a frenetic way alongside a magnificent track composed by Hutchinson. Realizing this collaboration of art could be expanded further in a multidisciplinary approach, Bodnar had the idea to infuse design and visual effects to the piece.

In a deft move taking advantage of the partnership between recently launched (and lauded) motion graphics company Gentleman Scholar and The Whitehouse, Josh turned the piece over to Scholar creatives Will Campbell and Will Johnson, who applied the full force of their dark visual imagery.

With complete creative freedom, Scholar experimented with the narrative, so that what began as an insane visual concept and edit quickly morphed into an experiment in design. In order to create something that maintained the same despair and desperation as the photographs, the Wills created a very dark tone in styleframes and began to apply that throughout the piece.

The edit was broken down into pieces and the animators were given free reign to unleash their darkest imaginings. Working in after-effects, the animators were directed toward the styleframes but were also allowed to apply a voice of their own, which made the piece feel even more purposely chaotic. In addition to Hutchinson’s disconcerting track, the Wills wrote a VO that eventually would live behind a high level of droning distortion.

The result is a brooding baroque piece with strains of early David Lynch, whereby Mr. Malkovich cavorts in a series of contorted positionings, contemplating possible ways to off himself in what appears to be a dingy wood-panelled motel room.

In addition to being presented online to the world at large, the video piece will be shown in conjunction with a retrospective of photographic portrait work that Sandro has taken of Mr. Malkovich over the years.

TRENDS: Top Fives - Valentine’s Day Special Edition We love Valentine’s Day. There’s something so fantastically shmaltz-y and nostalgic about the holiday. This month, we were inspired by those two aspects of V-Day, and created our lists as such. Check out our Pinterest page for our top items on what to wear, where to go, and what to listen to. Happy Valentine’s Day!

TRENDS: Top Fives - Valentine’s Day Special Edition

We love Valentine’s Day. There’s something so fantastically shmaltz-y and nostalgic about the holiday. This month, we were inspired by those two aspects of V-Day, and created our lists as such. Check out our Pinterest page for our top items on what to wear, where to go, and what to listen to. Happy Valentine’s Day!

FIELD TRIP: Kickin’ It Old School with Erika Records! Erika Records is one of the premier record pressing companies in the United States. We took a field trip down to Buena Park, CA to visit their factory and see firsthand how vinyl’s made. The press process is incredible and we learned that their business has been steadily growing over the past year. Vinyl is most definitely back - we saw everything from Jagjaguwar’s latest release to Gaga to Bon Iver hot off the press. Check out our Erika Records field trip! There’s something that’s just so appealing about Erika Records. Maybe it is Liz Duster, the founder, who established Erika Records as a heavy metal record label in 1980, before transforming it into a vinyl record mecca. Maybe it is their 36,000 square foot Buena Park location, which provides a one-stop shop for all things vinyl, from record pressing to memorabilia. Maybe it’s the sense of good ol’ fashioned American small business ethic which emanates from their business, a model that is fashioned around operating in a traditional way and producing the best results in the business, right here in California with our own working men and women. Or just maybe it is the nostalgia of the whole experience. In an era marked by digitalization of nearly all media, vinyl records are making quite a comeback. Erika Records produces vinyl for an enormous range of artists, from independent music collectives like Black Iris, to music giants like Lady Gaga. Embracing a medium of the past, Erika Records has positioned itself in a valuable niche for the future. And we, as avid music listeners, value and commend them for what they do. Cheers to Erika Records! Long live vinyl!

FIELD TRIP: Kickin’ It Old School with Erika Records!

Erika Records is one of the premier record pressing companies in the United States. We took a field trip down to Buena Park, CA to visit their factory and see firsthand how vinyl’s made. The press process is incredible and we learned that their business has been steadily growing over the past year. Vinyl is most definitely back - we saw everything from Jagjaguwar’s latest release to Gaga to Bon Iver hot off the press. Check out our Erika Records field trip!

There’s something that’s just so appealing about Erika Records. Maybe it is Liz Duster, the founder, who established Erika Records as a heavy metal record label in 1980, before transforming it into a vinyl record mecca. Maybe it is their 36,000 square foot Buena Park location, which provides a one-stop shop for all things vinyl, from record pressing to memorabilia. Maybe it’s the sense of good ol’ fashioned American small business ethic which emanates from their business, a model that is fashioned around operating in a traditional way and producing the best results in the business, right here in California with our own working men and women.

Or just maybe it is the nostalgia of the whole experience. In an era marked by digitalization of nearly all media, vinyl records are making quite a comeback. Erika Records produces vinyl for an enormous range of artists, from independent music collectives like Black Iris, to music giants like Lady Gaga. Embracing a medium of the past, Erika Records has positioned itself in a valuable niche for the future. And we, as avid music listeners, value and commend them for what they do. Cheers to Erika Records! Long live vinyl!


PRESS: Logitech “Ivan Cobenk” | Q & A With The Goodby Creative Team MPC LA got close with the creatives at Goodby, Silverstein and Partners (SF) for a Q&A on their latest spot “Ivan Cobenk” for Logitech Harmony Revue, directed by Ringan Ledwidge with Smuggler. Mark Gethin performed the telecine on the film, while MPC (LA) handled visual effects. The resulting spot - in which die-hard Kevin Bacon superfan “Ivan Cobenk” tells the world how Logitech lets him indulge in his favorite pastime, watching movies (starring Kevin Bacon, of course) - is clever, funny, and strangely mind-boggling. Are we watching Kevin Bacon play Ivan Cobenk; or has Ivan Cobenk actually morphed into Kevin Bacon? Read the rest of the article here.

PRESS: Logitech “Ivan Cobenk” | Q & A With The Goodby Creative Team

MPC LA got close with the creatives at Goodby, Silverstein and Partners (SF) for a Q&A on their latest spot “Ivan Cobenk” for Logitech Harmony Revue, directed by Ringan Ledwidge with Smuggler. Mark Gethin performed the telecine on the film, while MPC (LA) handled visual effects.

The resulting spot - in which die-hard Kevin Bacon superfan “Ivan Cobenk” tells the world how Logitech lets him indulge in his favorite pastime, watching movies (starring Kevin Bacon, of course) - is clever, funny, and strangely mind-boggling. Are we watching Kevin Bacon play Ivan Cobenk; or has Ivan Cobenk actually morphed into Kevin Bacon?

Read the rest of the article here.

TRENDS:  Top Fives As part of our new AOA quarterly newsletter, we will be focusing on one of our favorite elements of the work we do: Trend Watching. Check out our top five picks in leisure, music, and wining & dining this month on our Pinterest site, tailored to fit the recession-friendly wallet. View our selections here.

TRENDS:  Top Fives

As part of our new AOA quarterly newsletter, we will be focusing on one of our favorite elements of the work we do: Trend Watching. Check out our top five picks in leisure, music, and wining & dining this month on our Pinterest site, tailored to fit the recession-friendly wallet. View our selections here.

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