The MadAveGroup Blog

On June 13th, 2017, the 120-year-old Wachter Building next to our UpTown Toledo offices was destroyed by fire.

As news of the fire spread, people from neighboring buildings poured into an adjacent parking lot to watch firefighters attack the blaze.

And as many of those people pulled out their cell phones to capture images or video of the scene, I noticed something: they all stood in one spot - far from what was happening - and shot what had to be merely an “overview” of the action.

This was hardly an everyday occurrence: a three-alarm fire was engulfing an historic structure. There were a dozen fire trucks and 70 firefighters onsite; motion; intensity; the sound of sirens in the air; thick, black smoke everywhere; a collapsing building.

And all most people saw - and recorded - was one perspective.

As a contrast, take a look at the video above. It was shot from every side of the burning building. Long, cover shots mixed with tighter views. Pans and tilts, cuts and crossfades. Quick visual side stories of the people fighting the fire, their trucks and equipment.

The Point

Your company’s story is not one-sided. To tell a more interesting version of that story, you have to be willing to look at it from all possible angles. The big picture and the details. The obvious and the unexpected.

Separating your company or product begins with your curiosity about what else is possible. So poke around. Ask questions. And then, tell your brand’s story by compiling insightful “shots” one at a time, giving your customers a unique look into your world.

Remember - from the parking lot, everyone’s view of the fire was the same.

Is there any better way to spend a few hours than hangin' out with clowns?

Sure, there is. But clowns ARE pretty cool. That's why we're always happy to participate in the annual Blade Holiday Parade in our hometown of Toledo. Ohio.

Again this year, members of the MadAveGroup team worked the parade route with folks from Forrester's on the River, the great new restaurant at The Docks. 

As pacers, it's our job to make sure that each unit in the parade stays 50 feet apart. If you've ever seen a float ram into a marching band, or a horse trample a Grand Marshall, you know how important the job of a pacer is.

Speaking of cool clowns, this year's Holiday Parade featured more than 100 members of the Distinguished Clown Corps. The Corps is made up of local businesspeople who pay for the privilege of being a clown. The money raised helps to pay for the parade itself. Distinguished Clowns also appear at charitable functions throughout the year.

 

Tired of hearing about Toledo's brain drain? Then you'll like what MadAveGroup is doing in Toledo's UpTown district.

The agency has been developing The MadAveCollective, an open work space for writers, designers, videographers, photographers, animators, website developers and other creatives who want to work in a relaxed, affordable shared space, yet need a professional address where they can invite clients, hold meetings, and give presentations.

V.I.P. OPEN HOUSE & RIBBON CUTTING

To open The Collective, a V.I.P. party will take place Friday, October 25th from 4 to 7pm at 1600 Madison Avenue, Floor 2, Toledo. The event will showcase the newly renovated Collective space.

At 4pm, Toledo Mayor Mike Bell, a representative from the Toledo Chamber of Commerce and MadAveGroup CEO Jerry Brown will participate in a ribbon cutting ceremony.

At 5:30pm, speakers from the public and private sectors will address the media during a press conference. Among the topics: future plans for Toledo's UpTown District.

There will also be free food and beverages from Manos and Manhattan's, live music, and the opportunity to network with local business and political leaders.

"The idea of The MadAveCollective is to bring a lot of creative energy to one area, so companies and agencies can find the talent they need for specific jobs, and talent can find freelance work," said Jerry Brown. "We hope that UpTown specifically and Toledo as a whole will benefit from that focused energy as well."

Members of The MadAveCollective also will be featured on a website where they can promote their services and portfolios. The site will include a rating system that allows users to choose creative talent based on the input of their past clients.

For more details on The Collective, visit http://www.madavegroup.com/collective/. To schedule a tour or to reserve your space, please call 419/473-9000.