Ben Thoma
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I'm an Art Director for advertising who tends not to leave well enough alone, and couldn't care more.
Featured projects:
AXE "Prank Calls" »
the MunNY exhibit 2010 »
Time 100 Cover »
Frank's RedHot »
I enjoy biking with my wife & dog, brewing my own beer, teaching, and being a jack-of-all-trades. Get in touch and I'll tell you all about it:
ben [at] bthoma [dot] com
Wishlist »
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Projects
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Info
- SummaryAs an Interactive Art Director for advertising, I create branded engagements, guiding ideas from concept to execution. I'm most excited by opportunities to tell brand stories that connect with consumers at an emotional level. As a teacher, I'm constantly thinking about ways we teach advertising to students.
Past & current clients include AXE, Volvo, Lufthansa, Johnson & Johnson, Dos Equis, Frank's Red Hot, Heineken, new business pitches, and more.Specialties: Creative Concepting, Interactive Campaign Development, Social Media, Teaching Adobe Creative Suite, Office/iWork, Mac OS X and its applications; video editingExperience- Sept 2010 - PresentSenior Art Director / RazorfishInteractive campaign development for AXE/Lynx. (North America and Global)
- Aug 2010 - PresentVisiting Instructor / Pratt InstituteJunior-level ComD Courses: Advertising I&II
- Oct 2009 - Sept 2010Senior Art Director / ProferoAn interactive advertising & web development agency, Profero has 15 offices worldwide, and I worked in the New York on Lufthansa, Johnson + Johnson, Pepsi, and the MunNY exhibit.
- Jul 2007 - Oct 2009Art Director / Euro RSCGConcepted, developed, and executed primarily interactive (but also print, radio, television, and guerilla/stunt) work for the following clients: TIME Magazine, Volvo, Frank's RedHot Sauce, Dos Equis, ExxonMobil, Nabisco Crackers, Clearasil, & Claritin. Played an integral role in development of new business pitches.
- Jan 2005 - Jul 2007Freelance Art Direction /Clients including: Euro RSCG 4D, MonacoLange, Production Essentials Group, Source Marketing, and Ryan Partnership.
Brands include: Dos Equis, Heineken, Wells Fargo, mail.com, & Perrier. - Jul 2005 - Aug 2006Art Director / Source MarketingCreated marketing and promotional materials, from concept to production, for HSBC, Wells Fargo, illy, Frank's RedHot, French's Mustard, and more.
- Jun 2005 - Jan 2006Mac Specialist & iPod Genius / Apple ComputerIn Apple's retail environment, I helped customers do everything from choose the right Macintosh or iPod to troubleshooting and repairing their hardware issues.
- Jun 2004 - Nov 2004Field Organizer / Grassroots Campaigns, Inc.Trained, organized and led volunteers during the 2004 Presidential campaign.
- Aug 2002 - Jun 2004Hall Director / University of DelawareTrained and supervised a staff of Resident Assistants, overseeing life within a University of Delaware Residence Hall. Worked to educate students along cultural issues, empower staff to engage with students, and enforce university policy.
- Aug 2003 - May 2004Macintosh Instructor / University of DelawareTeam taught 60+ students the ins and outs of the Macintosh, Adobe's Creative Suite and QuarkXPress. Challenged students to learn through creative and real-life projects.
- Jan 2004 - Feb 2004Creative Intern / Publicis & Hal RineyAssisted in the production of advertising materials for Sprint, Jamba Juice and new business pitches.
- Jun 1999 - Aug 2002Summer Staff and Center Director / Appalachia Service Project* This was a summer position over four summers. I served as Center Director for the last two of those four years.
Organized, led, directed hundreds of volunteers, while working alongside thee other college staff members, in the repair of Appalachian family homes. The mission was to make those home warmer, safer and drier, while providing an experience for high school youth that would lead to a lifetime of volunteerism.
Education-
1998 - 2004University of DelawareBFA in Visual Communications, Advertising Design
Activities: "YoUDee" the University of Delaware's Fightin' Blue Hen, Macintosh Instructor, Hall Director, Resident Assistant, Russell Fellow, Wesley Foundation
Additional Information-
Websites:
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Honors:Gold / 2010 Reggie Awards / Volvo "New Moon" Campaign Silver Pencil / The One Show / TIME Magazine Cover: TIME 100 Honoree / 2009 Webby Awards / Volvo "Pieces of You" Banner Campaign Finalist / Creativity & Penguin Book's "Hearts & Minds" Book Cover Competition Prize for Creative Excellence in Advertising Design, 2004 Robert Geuder Prize, 2003 Mascot National Championship Team, 2002 Eagle Scout, 1997
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Interests:Teaching, Photography, Appalachia Service Project
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Badges
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Map
- Fajardo, Puerto Rico, February 2012Feb 16, 12 - Feb 20, 12
- Grandma Thoma's FuneralOct 21, 11 - Oct 22, 11
- Portland, ME, March 2011Mar 28, 11 - Mar 29, 11
- Getaway with DanielleJul 04, 03 - Jul 07, 03
- Mediterranean CruiseJun 19, 03 - Jun 24, 03
- VC Study AbroadJun 08, 03 - Jul 12, 03
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Tweets
- @swissmiss Never mind. Got it clarified. What you tweeted came first and what came second was credited.
- @swissmiss Wondering which one came first.
- @matt_heindl @ryanjduffy @razorfish @threeshipsmedia @swissmiss Confused by this—coincidence? http://t.co/QlozuGVo http://t.co/Whd3yT8a
- @drpeppermademe Very Queen.
- @UDbluehens has some work to do “@FCS_Football: AppState led FCS attendance for 4x/5 years: 26,211 fans/game. JMU was 2nd: 25,002/game.”
- 102 years of being anti-gay. This Eagle Scout is ashamed. “@boyscouts: Thanks for all you've done to help support 102 years of #Scouting!”
- @polyomino @hellokinsella Complexity is the new simplicity.
- I would have rather watched this for EVERY commercial break during the Super Bowl: http://t.co/Tf5v6xe4!
- I liked a @YouTube video http://t.co/CkniVYCU Brewmaster Mark Carpenter Celebrates 40 Years at Anchor
- 20 letters of complaint don't necessitate a public response: http://t.co/cSHwUb3I
- @weloveglupz Nice try, but it was too similar to a Google spot, and I don't think you showed how Twitter is actually used.
- I'm in line for @everlane - Designer-quality goods under $100. Join today. http://t.co/e1skPEgB
- @VolvoCars_US "City Safety" of course!
- I liked a @YouTube video http://t.co/PyGOcGP6 Bit Brigade - Live @ MAGFEST X - Megaband full show.MP4
- “Cinema (feat. Gary Go) (Skrillex Radio Edit)” by Benny Benassi is my new jam. ♫ http://t.co/8lCzvji1 #thisismyjam
- Thanks @lakeebs for a new Twitter template PSD http://t.co/g0SshChR
- @JerryRice Would have rather watched reruns of your masterpieces.
- Surprised at how quick ad folks are to call for agency firings over #SuperBowlAds. I wouldn't want my agency solely judged on LCD opinion.
- Suffering from post-NFL season "what do I do with all this free weekend time" syndrome.
- @ultracasual Yeah, I figure they're young, but I am always hard on the ones I like best :)
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Posts
- Jan 13, 12
Over the past two birthdays, I have asked friends, family and the public at large to buy me a birthday present. I have received such a terrific response that I would be remiss to not ask again. So, buy me a birthday present, please!
This year, I want tin snips.
Yes, tin snips.
Have you ever tried to install a tin roof without tin snips? Have you ever tried to build a house without a roof? There you have it. No tin snips, no house. (Okay, so they were $32 at Home Depot and that's the number we're working with this year.)
Make a $32 donation to the Appalachia Service Project today, and help buy the tools to re-roof a home, plus so much more.
How do you do it?
Buy tin snips by donating $32 to ASP today. Click here to make your donation, and include in the "tribute" area "Ben Thoma."
Don't have $32? That's okay—donate what you can. I appreciate any and all gifts. With the help of ASP, I'll tally the results and let you know how far we are getting.
What's that? You prefer using Facebook?
No problem: you can donate $32 through Facebook as well.
What if you don't use your credit card online?
Simple. Mail a check made out to the "Appalachia Service Project" to 4523 Bristol Highway, Johnson City, TN 37601. Please be sure to include "Ben's Birthday Gift" in the check's memo area.
(2003: Carter County, TN) That's me with the late Norma Dean: one of ASP's earliest volunteers, champion storyteller, and great friend to the project's founder, Tex Evans.)What's ASP?
Since 1969, the Appalachia Service Project has served as a home-repair mission that strives to make homes warmer, safer and drier. It serves the good people of Central Appalachia—where West Virginia, Virginia, Tenessee, and Kentucky converge. It is a Christian project, but serves families and volunteers of any religious background.
The majority of the project's efforts are centered on an 8 week period in the summer when tens of thousands of volunteers arrive a week a time to rebuild families homes across 20+ counties in those 4 states. Each volunteer center is staffed by a small group of committed, college-aged staff members. Volunteers fundraise year-around for the opportunity to serve and are usually made up of both high school students and adult group leaders. The experience of volunteerism is as important as the 500+ families that benefit annually. The founder, Tex Evans used to declare that, "ASP is a relational ministry, with home repair on the side."
How'd you find this idea?
A couple years ago, at the TED conference, I was inspired by Scott Harrison's 31st birthday story. Scott used his 31st as an opportunity to create an amazing non-profit called charity:water which brings clean, drinking water to those who otherwise would not have access. While I don't have the ambition to start a new charity, I do see an opportunity to benefit the efforts of ASP.
Thank you in advance
- Jan 05, 12
We're half way through the list people!
Shit White Girls Say to Black Girls
Shit Panhandlers Say
Shit Runway Models Say
Shit Amusement Park Mascots Say
Shit Cameramen Say
Shit Conspiracy Theorists Say
Shit Coke Drinkers Say
Shit Pepsi Drinkers Say
Shit Tab Drinkers Say
Shit Ghosts Say
Shit Cats Say
Shit Toll Booth Operators Say
Shit Fluffers Say
Shit Jurors Say
Shit Bathroom Attendants Say
Shit Travel Guides Say
Shit Paul Newman Said - Oct 06, 11
If you've met me, then you know I am an Apple fanatic. So, when Steve Jobs passed last night, I felt a distinct emptiness. What would we do without Steve?
I thought about the closest I ever came to Steve—a time when my fandom was at its peak. In 2006, I was an Apple employee at a retail store—I swore that I would never work retail, but this was different.
I decided that I had to be there when Apple opened it's landmark Fifth Avenue Store in New York. I arrived early and secured my place in what would be an epic line. Despite the fact that I was surrounded by other Apple fans, the thought of standing in line all day was not very exciting.
That all changed when I saw him. Steve Jobs ws there. At times I was within 5 feet of him, but was never actually able to shake his hand and let him know how grateful I was for his approach to his company, his products, his life.
As I think back on it now, it's almost fitting that I never got Steve's attention that day. The man remains at arms length for me, but I have been much closer to him than that. I not only use his products, but I feel them.
The greatest part of the man, for me, is that I know him in a way that is more powerful than if I had shook his hand or had a beer wih him.
When I use his products, I connect with Steve's vision. I thrive on his perfectionism and feed on his passion. I understand what he wanted to share with the world. I couldn't possibly get closer to the man than that.
On a day when he has been quoted over and over again, I find it more powerful to think of everything he has said through his work, rather than his words.
- Sep 19, 11
Netflix announced today that they were changing their DVD service's name to "Qwickster" and that they had basically dissolved DVD's into their own company. This comes after all that craziness with raising prices and consumer back-lash.The general consensus in my office is: "Netflix, you're an idiot."
You clearly don't understand the affinity and power that your red envelopes and name have established over the last 12 years. So, let me remind you of the story for a little brand called: Coca-Cola. They made a similar decision back in 1995. Remember this?
Oh yeah?! THAT was a great idea.
So, instead of getting down on Netflix for this monumental blunder (which seemed impossible after the previous, pricing one), let me help you out Netflix. Change back NOW. Take this history lesson and re-re-brand your DVD service as "Netflix Classic." Or is that your plan already?
As if I needed further proof of this branding blunder, while trying to write this post I made 4 unsuccessful attempts to type in this new service's URL. I tried: qwuickster.com, qwickster.com, quickster.com, and qwikster.com before I finally stumbled onto the right one: www.qwikster.com I'm not sure what is more pathetic: the actual spelling of this new "brand" or their lack of foresight to buy up those URLs.
But then again, when it comes to an inability to read their own fan base and make smart decisions, is it really surprising anymore to see Netflix leading the way with brand-dissolving f-ups?
- Jun 08, 11
What's more awesome than the Tour de France?
How about custom letterpress posters inspired by each individual day's events. Join the peloton of supporters backing this Kickstarter project our good friends, Ray & Jill of Lead Graffiti letterpress studio.
- Jan 19, 11
I read about Starbucks Mobile Payment system today, and I just had to try it. Basically, the concept is: why carry around another gift/rewards card in your pocket when you already carry around a smartphone? Made sense to me, plus I already like the idea of mobile payments. I have been using www.venmo.com off and on for almost a year, and found it to be super helpful.Overall, the Starbucks version of mobile payments is pretty attractive, and what I found was:
1) It's a lot of steps to go through.
2) It was a fun, easy experience that could work to make me a loyal fan.If you scroll through the images above, you'll see what it took to get me started with the whole mobile payment experience. It ultimately took five steps (really, six) to get to the point where I had drink in hand. Before heading out I found a nearby Starbucks location in the app—nice, obvious user experience.
So, in store, the first thing I had to do was (1) buy a Starbuck card. Luckily they had the (RED) card which donates $0.05 to the Global Fund to fight AIDs in Africa every time it's used (why would anyone use any other card if they know this one exists?). Then I had to resist the urge to use that piece of plastic and instead enter it and it's code into the iPhone app. Okay, easy enough.
Then I had to (2) log in to my Starbucks account (luckily, I had created one before I left—sorry Starbucks, but I hadn't bought Starbucks in probably a year prior to today). The technology (3) linked my Starbucks account to that new, red piece of plastic and, using my iPhone as it's proxy, it displayed to me that I was the proud owner of $20 of Starbucks credit. I liked how the card image was integrated in the experience. There was no doubt that was the card I was using.
So, the last steps were to (4) order a drink and (5) hand the cashier my phone, who waved the device in front of a barcode scanner. I saw my card's value change accordingly and immediately. So, past all the set up steps, I imagine future transactions to be super easy, and actually rather nice, especially with the little bit about doing good with (RED).
But the whole thing wasn't perfect. One big thing was: I wish I could buy a card right from the app. Why did I need to buy a physical card and then punch in the numbers from there? Wouldn't it be better to just buy a virtual card through the app? The plastic is now useless to me. Another small thing was: Why couldn't I "swipe" my card at the register? It may be silly, but I'm the type who likes the self check-out line at the supermarket, and this is my several-hundred-dollar device that I'm handing over the counter. Let me scan my phone, please!
One bonus was that Visa had a promo to get $5 added for free when you topped up your Starbucks card through the app. So, I did that and so now my experiment cost me $45, but at least I got $5 on top of that for free. That should get me 2/3 of a drink, right? :)
Anyway, the whole thing is very cool. It me feel good about my small contributions to a charity, let me be an early adopter of a cool, new tech application and the Chai Latte wasn't half bad either. Despite what jaded New Yorkers may think about Starbucks (and it's valid), they have done a great job of integrating a wholly offline experience with a mobile/online one, and they've made me look at them again.
Kudos, Starbucks. Kudos!
- Jan 12, 11
Last year, when I turned 30, I decided to ask friends and family to forget the gifts, and instead buy hammers for the Appalachia Service Project. I was hoping to get 30 gifts, 30 hammers—but everyone came through and we ended up with 66!
So, this 31st year, I am humbly asking people to buy me a birthday present again. This time, it isn't about hammers, it's about:
Rolls of Insulation: 31 of them, please!
I don't know about you, but where I live, it's pretty freakin' cold. You know where else it's cold? In the mountains of Appalachia. You know where it is coldest? Inside a kid's bedroom when all you have is board and baton siding.
ASP has a mantra: it strives to make homes warmer, safer, drier. I served with ASP during the hot summer months, so it was always hard to imagine the "warmer" part, but I just checked the weather for Panther, WV (where I first served on ASP) and it's going to be 26º with 1-2" of snow tonight—too cold for this guy.
Why 31 rolls?
Well, aside from being my age, they're only $25 and approximately 31 rolls of R19 insulation can insulate a small Appalachia home. That's a big deal—so, let's insulate a home for my birthday!
How do you do it?
Buy insulation by donating $25 to ASP today. Click here to make your donation, and include in the "tribute" area "Ben Thoma."
Don't have $25? That's okay—donate what you can. I appreciate any and all gifts. With the help of ASP, I'll tally the results and let you know how far we are getting.
What's that? You prefer using Facebook?
No problem: you can donate $25 through Facebook as well.
What if you don't use your credit card online?
Simple. Mail a check made out to the "Appalachia Service Project" to 4523 Bristol Highway, Johnson City, TN 37601. Please be sure to include "Ben's Birthday Gift" in the check's memo area.
(2003: Carter County, TN) That's me with the late Norma Dean: one of ASP's earliest volunteers, champion storyteller, and great friend to the project's founder, Tex Evans.)What's ASP?
Since 1969, the Appalachia Service Project has served as a home-repair mission that strives to make homes warmer, safer and drier. It serves the good people of Central Appalachia—where West Virginia, Virginia, Tenessee, and Kentucky converge. It is a Christian project, but serves families and volunteers of any religious background.
The majority of the project's efforts are centered on an 8 week period in the summer when tens of thousands of volunteers arrive a week a time to rebuild families homes across 20+ counties in those 4 states. Each volunteer center is staffed by a small group of committed, college-aged staff members. Volunteers fundraise year-around for the opportunity to serve and are usually made up of both high school students and adult group leaders. The experience of volunteerism is as important as the 500+ families that benefit annually. The founder, Tex Evans used to declare that, "ASP is a relational ministry, with home repair on the side."
How'd you find this idea?
A couple years ago, at the TED conference, I was inspired by Scott Harrison's 31st birthday story. Scott used his 31st as an opportunity to create an amazing non-profit called charity:water which brings clean, drinking water to those who otherwise would not have access. While I don't have the ambition to start a new charity, I do see an opportunity to benefit the efforts of ASP.
Thank you in advance
- Jan 05, 11
- Dec 01, 10
An extension to the "Clean Your Balls" campaign, this AXE work employs sexy girls to call unsuspecting businesses about how to get guy's equipment clean.
- Oct 13, 10
- Sep 23, 10
Every time I think of my parents or grandparents' upbringing, my mind recreates their stories in black & white. When you look at photographs from the early 1900's, what makes it old? Black & white photography, right?
Well, sometimes it's the cars or the people's dress (I often think that color was absent from clothing pre-1950), but this photo series blew all of that out of the water. They're not colorized versions of black and white images—they're the real deal.
They stopped me in my tracks—look at how vivid some of the colors are! They made me feel a certain connection to a time that I have only heard about anecdotally.
We speak about the power of photography all the time, but I had become jaded with the deluge of media in my life. These photos made me stop, look… feel. Incredible.
- Aug 26, 10
The only place I can tolerate puns is on the TV show, CBS Sunday Morning. Until today, I had no idea why. I'm re-reading Luke Sullivan's "Hey Whipple, Squeeze This" and he's just stated a truth that I just couldn't figure out until he wrote it: Puns have no persuasive value.
Of course! Why could I not see it before? You say a pun. You wait anxiously for a positive reaction. And… nothing. Usually a smirk and an eye-roll would be considered a polite reaction. That's not persuasive. At best there's a smile in the mind, a tiny, cloaked connection between two words. So, that's why I tolerate them on CBS Sunday Morning. They don't need to rely on puns to be persuasive—their reporting is already the best quality and thus: the puns aren't relied upon for anything persuasive, but rather hints of humor. Little bits of mental exercise that bedazzle an otherwise thought-provoking program and remind us, "Hey, even we don't take ourselves too seriously." So, thank you Luke. Thank you for making it easy to accept puns again. - Jul 20, 10via blogs.wnyc.org
After listening to the attached RadioLab segment, I was reminded of the following story from my past:
When I worked in Westport, CT there was a riverside bar that my softball team would frequent after games. Amidst beers & chicken wings, I became infatuated with a claw game near the front door. Unlike other claw games, this one didn't have small, stuffed animals. Instead it had about a foot of water and a dozen lobsters.
The bar was using the claw game as a means to make money. I think it was $20 for 10 chances, and if you were successful, the bar would have the kitchen cook your catch at no extra cost.
Needless to say, it was rather difficult to play, and I loved the irony of a claw game where the target were creatures with claws.
Soon I discovered that I was actually pretty good at this claw game. The team shared in my catches, and began enjoying lobster regularly.
It didn't take long, however, until I decided that it wasn't very fair. I mean their claws were bound and I was partaking in a game where their life was at stake. All I had to lose was some extra cash. It didn't sit very well with me.
So, I decided to change the game a bit. I could usually catch one or two lobsters with $20, and I decided that for that price it was worth setting them free.
So, after plucking them from the game's tank, I would run outside with one of my buddies, we'd quickly remove the rubber bands, and toss the lobster into the river.
Now, I don't know if that river could sustain them, or if they ever lived long after, but I saw it as a better ending then being dropped into a boiling pot after losing an unfair fight.
I'm not sure how many lobsters we rescued in all, but I like to imagine those lobsters have set up a small colony today—one where they are free from fishermen, predators, and mechanical claws.
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Posts
- Feb 08, 12
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Photos
