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AOD:
Tell us
a little
bit about
your background?
Where
are you
from originally?
ADAM
FINE:
I grew
up in
Encinitas,
California,
a small
beach
town in
the Northern
part of
San Diego.
I attended
Cal
State
Long Beach,
majoring
in English.
I thought
I was
headed
for law
school
to be
a sports
agent,
but I
deviated
from the
plan and
moved
to LA
in order
to pursue
a TBD
entertainment
career. |
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| PR
effort
on behalf
of Team
One for
Lexus:
Power
of h
campaign. |
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AOD:
Who were
your main
influences
growing
up?
ADAM
FINE:
Growing
up in
Encinitas,
you either
surfed
or sat
on the
beach
and watched
people
surf...so
I surfed
twice
a day.
My senior
year of
high school
I had
surf PE,
so three
mornings
per week
I got
credit
for being
in the
ocean
–
rough
life right?
My main
influencers
were primarily
pro surfers
and the
brands
that sponsored
them -
Quiksilver,
Billabong,
and Rip
Curl
all dominated
the market
space
at the
time and
still
do today.
The first
half of
the' 80s
are very
dear to
me and
it’s
reflected
in just
about
everything
in my
life.
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| PR
effort
on behalf
of Mekanism
for Tostitos:
NOLAF
campaign
.
[ view
site
] |
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AOD:
You’ve
spent
most of
your professional
career
in the
entertainment
industry.
How were
you able
to transition
from writing,
producing,
and acting
to the
marketing
and branding
industry?
ADAM
FINE:
Ten years
ago, I
wrote,
produced,
and acted
in a short
film,
Looking
For Bobby
D,
which
was when
I realized
acting
was my
least
favorite
part of
the process.
From there,
I got
a job
writing
and producing
low budget,
client-direct
commercials
for a
small
production
company.
Between
commercial
projects,
I did
sales
for the
directors
at the
company.
At that
point
I hardly
knew what
the advertising
business
was as
I was
acting
as an
independent
film producer
for brands
and not
dealing
with agencies.
As my
knowledge
of advertising
grew,
I moved
on to
do sales
for a
larger
production
company.
Later,
I started
my own
independent
repping
firm.
Following
that,
I co-founded
a bicoastal
sales
and PR
company,
Juice
Media.
Within
the first
six months,
we dropped
the sales
side of
the business
to focus
primarily
on PR.
After
a few
great
years,
my business
partner
and I
drifted
apart
in our
beliefs
and ideas
of where
to take
the company
and we
soon folded
the firm. |
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| PR
effort
on behalf
of ROKKAN
for PS3:
BioShock
promotional
site .
[ view
site
] |
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AOD:
TRUST
is an
interesting
and relevant
company
name for
a branding
and public
relations
firm.
How did
you come
up with
the company
name?
ADAM
FINE:
It just
popped
into my
head when
I was
running;
similar
to Juice.
Most of
my best
ideas
have come
while
not focusing
on work. |
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| PR
effort
on behalf
of Tool
for GT:
Catch
and Release
viral
campaign.
[
view site
] |
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AOD:
How were
you able
to build
a rapport
with so
many different
agencies?
How did
your clientele
build
over the
years?
ADAM
FINE:
When I
first
started
in advertising
in 2001,
I was
so eager
to learn
and meet
everyone,
that I
read every
relevant
trade
and online
article,
then went
to every
function
imaginable
armed
with information.
As a company
owner,
I had
to pay
for all
my travel
and admissions;
and Cannes
is not
cheap,
but it
turned
out to
be invaluable
for learning
the business
and opening
up new
business
opportunities.
I worked
in LA
for four
years,
and now
NY for
the last
four,
so I’ve
had the
good fortune
of meeting
a lot
of smart,
influential
people.
With a
service-based
business
it’s
all about
creating
lasting
impressions,
then hoping
your clients
spread
the good
word.
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| Grab
from Anonymous
director
Joseph
Kosinski's
8-second
moving
logo featured
on the
site and
used for
inspiration. |
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AOD:
What has
been the
most rewarding
and challenging
project
you have
worked
on?
ADAM FINE:
Two
re-brands
definitely
stand-out
from 2008.
Both were
collaborative
efforts
led by
myself
and LA-based
Creative
Matt
Brunini
and were
equally
challenging
for very
different
reasons.
The first
was for
a long-time
PR client
- production
and management
company
Anonymous
Content
–
view
case study
The other
was for
music
collective
Black
Iris
–
view
case study.
Both required
extensive
brand
analysis.
Anonymous
required
a fresh,
clean
redefinition
of their
position
within
the entertainment
and advertising
space,
whereas
Black
Iris,
a relative
newcomer,
needed
to be
defined.
For both,
we started
only with
an existing
logo.
Anonymous’
was created
by director
Joseph
Kosinski,
Black
Iris’
was created
by Laundry’s
PJ
Richardson. |
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| Anonymous
Web site.
Our mission
in redesigning
the site
was to
put content
center
stage,
showcasing
over 400
media
clips
and highlighting
the firm's
capabilities
through
innovative
design. |
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AOD:
What advice
can you
give to
those
who are
trying
to break
into the
public
relations
industry?
ADAM FINE:
Just
Do It!
Oh right,
that’s
been used…
Give it
a try,
and if
you don’t
like it,
move on.
Oftentimes
the suit
in the
window
looks
better
on the
mannequin,
so until
you try
it on,
how will
you know? |
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| Black
Iris opening
page. |
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AOD:
Do you
have any
future
projects
you can
share
with us?
ADAM
FINE:
We’re
launching
a new
site for
Search
Party
mid-February...and
I’m
thinking
of remodeling
my bathroom,
but that’s
purely
in the
preliminary
stages
of development. |
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| Black
Iris Artists
page. |
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