Jason Zada Explained

Jason Zada
Birth Place:California, United States
Nationality:American
Employer:Tool of North America (2009–2014)
Known For:
  • spyplane.com (1997–1999) (co-founder)
  • Evolution Bureau (2000–2008) (co-founder)
Notable Works:
Occupation:

Jason Zada is an American film director, music video director, screenwriter and digital marketeer, best known for Elf Yourself, an interactive viral holiday season campaign for OfficeMax, and for Take This Lollipop, an interactive horror short film created to raise awareness of the danger of placing too much personal information online.

Background

Zada was born in California and moved to Hawaii when he was 10 years old. His interest in video and computers started when he was a young boy. When he was 8 years old, he created short films on a Super 8 camera and programmed text adventure games on a Commodore 64 personal computer.[1] [2] He received a media arts education at Kalaheo High School in Kailua, Hawaii.[1] Returning to the continental US, he worked in Los Angeles and New York City before moving to San Francisco in 1993. Not a fan of organized education, Zada declined scholarships to film school, preferring to go out and learn things on his own.[1] In 1997, he and co-founder Greg Hipwell launched the website skyplane.com,[3] which was acquired by Zefer in 1999.[1]

Zada currently lives in Mill Valley, California, with his wife and children.[1]

Career

In 2000, Zada and partner Daniel Stein co-founded the San Francisco-based digital advertising agency Evolution Bureau (EVB). The company's growth as a full-service agency allowed him, as the firm's Executive Creative Director,[4] to direct advertising campaigns for clients for television and the internet. In 2006, Omnicom Group bought a 50% interest in the firm.[1] By 2008, EVB had grown to a 65-person company and Zada allowed Omnicom to acquire a majority stake in the company, and at the end of 2008, Zada left the company to pursue a career as a video and film director.[5] Zada signed with film production company Tool of Northern America (TNA)[6] in January 2009 and commutes between his Mill Valley home and Los Angeles.[7]

Projects

In 2006, Zada and Evolution Bureau, in collaboration with advertising company "Toy." of New York,[4] [1] developed the Elf Yourself interactive holiday viral marketing campaign for OfficeMax. The Elf Yourself interactive website allows visitors to upload pictures of themselves, or their friends, which they can then see on the dancing elfs.[8] Originally with only one elf, the campaign was first used during the holiday season, beginning in November 2006,[4] and returned each holiday season afterwards. When first released, it was a surprise hit and exceeded production's expectations with more than 194 million views in six weeks,[9] and received the interactive involvement of more than 123 million people who uploaded photos of themselves to be seen on the Christmas elves.[10] Beginning in 2007, the site used four elves and viewers could upload different images for each one.[4]

In 2011, Zada wrote and directed Take This Lollipop as both an interactive horror short film and a Facebook application, using the Facebook Connect app to allow viewers to bring themselves into the film using pictures and messages from their own Facebook profile.[11] Originally intended as a social experiment, Zada admits he "threw the script together" in approximately 30 minutes, and completed the project in four weeks along with developer Jason Nickel and the collaborative efforts of Tool of North America. In November, 2011, "Take This Lollipop" was noted as the fastest-growing Facebook application.[12] [13]

Zada TNA worked with Australia's Tourism Victoria and directed the crowdfunded "Remote Control Tourist" which, over a five-day period in October 2013, allowed potential Melbourne visitors to virtually explore the city using social media.[14] Zada stated "Hundreds of photos, videos, and data will come to life and give anyone who is thinking of visiting or is currently visiting Melbourne the coolest and most interesting way to research and explore the city."[15]

Zada helmed the 2016 film The Forest.[16] Game of Thrones star Natalie Dormer and Taylor Kinney starred,[17] [18] and Focus Features has the North American distribution rights to the film,[19] [20] which was Zada's feature film directorial debut.[16]

Recognition

In speaking toward Elf Yourself in his book Adland: Searching for the Meaning of Life on a Branded Planet, author James P. Othmer called it "a strange, corny, yet enormously successful website." He observed that while 19 other sites created for OfficeMax had modest success, it was "nothing like the level of action that came out of the Elf Yourself site," and that, as created by Zada, the site "not only transcended the online genre; it transcended advertising and became the kind of cultural event that marketers dream of".[21]

Zada's Take This Lollipop project has been the recipient of positive media attention, receiving national publicity, such as in Adland,[22] Brandchannel,[23] CNN, IndieWire,[24] Forbes,[25] Digital Trends,[26] Adweek,[27] The Star-Ledger,[28] GlobalPost,[29] The New York Times,[30] Advertising Age,[31] and has garnered international attention with coverage by newspapers and magazines including The Sydney Morning Herald.[11] 20minutes,[32] Sky Italia,[33] Les Numeriques,[34] TendanceOuest,[35] Stern Magazine,[36] Site Oueb.[37] and International Business Times,.[38] The project has sparked discussions over how to protect children when they are using the internet, with coverage from The New Zealand Herald,[39] CNN,[40] and Persoenlich.[41] In a commentary on how parents must educate their children about the dangers inherent in a releasing of personal information about themselves to the internet, CNN reported that the film took the worst fears about posting personal information on the internet, and turned them into "two minutes of horror."[42] and later reported that "Behind the litany of frightening facts and figures (not to mention fears like those preyed upon in viral-video Take This Lollipop, an interactive horror film that incorporates text and images from your Facebook profile) lurks a disturbing truth."[40]

Zada has won over 70 industry awards and has been recognized by Adweek, Creativity Magazine, Shoot Magazine, Communication Arts, The New York Times, Contagious Magazine as well as many other magazines, newspapers and books.[6]

Partial awards and nominations

Take This Lollipop:
Remote Control Tourist:

Notes and References

  1. News: Parpis. Eleftheria. Jason Zada Profile. May 28, 2012. Adweek. May 8, 2008.
  2. Web site: Zada. Jason. Jason Zada Bio+Press. Jason Zada. February 12, 2013. https://web.archive.org/web/20130120230702/http://www.jasonzada.com/biography.html. January 20, 2013. dead.
  3. News: Meece. Mickey. N GRAB; Unusual Characters Converge at Spiff. The New York Times. September 10, 1998.
  4. News: Nelson. Matthew G.. Dancing Elf Video Site Back for a Second Year. May 29, 2012. ClickZ. November 26, 2007.
  5. News: Aditham. Kiran. Jason Zada Leaves EVB. May 29, 2012. Creativity Magazine. August 26, 2008. https://web.archive.org/web/20131017064513/http://creativity-online.com/news/jason-zada-leaves-evb/130544. October 17, 2013. dead.
  6. Web site: Tool Signs Award-Winning Director Jason Zada. Trust Collective. May 29, 2012.
  7. Web site: Zada. Jason. Jason Zada. jasonzada.com. 14 March 2012. https://web.archive.org/web/20120426194750/http://www.jasonzada.com/bio.html. April 26, 2012. dead.
  8. News: Roberts . Caroline . Go Elf Yourself! . May 29, 2012 . . December 24, 2006 . dead . https://web.archive.org/web/20151103170955/http://bostonist.com/2006/12/24/go_elf_yourself.php . November 3, 2015 .
  9. Web site: Ford. Rob. Jason Zada - Tool. September 8, 2010. Favorite Website Awards. May 28, 2012.
  10. Web site: Elf Yourself . Elf Yourself for OfficeMax . Evolution Bureau . March 13, 2012 . dead . https://web.archive.org/web/20120325145851/http://evb.com/work/elf-yourself-office-max/ . March 25, 2012 .
  11. News: Grubb. Ben. Facebook 'horror movie' cyber-stalk alarm. May 29, 2012. The Sydney Morning Herald. October 21, 2011.
  12. News: Erickson. Christine. World's Fastest-Growing Facebook App Will Scare the Crap Out of You. May 29, 2012. Mashable. November 11, 2011.
  13. Web site: Ward. Brian. Facebook's Fastest Growing App Is Take This Lollipop. November 9, 2011. allfacebook.com. May 29, 2012.
  14. News: staff. Ask 'Remote Control' Explorers to Check Out Melbourne for You. October 30, 2014. Ad Age. October 9, 2013.
  15. News: Champagne. Christine. Experience Melbourne From Your Couch Through These Remote Control Tourists. October 30, 2014. Fast Company. October 9, 2013.
  16. News: Fleming. Mike Jr.. Lava Bear Sets Jason Zada To Helm David Goyer-Hatched 'The Forest': Video. October 30, 2014. Deadline Hollywood. November 5, 2013.
  17. News: McNary. Dave. 'Game of Thrones' Actress Natalie Dormer Joins Supernatural Thriller 'The Forest'. October 30, 2014. Variety. October 21, 2014.
  18. https://www.dreadcentral.com/news/88117/forest-attracts-game-thrones-star-michiel-huisman/ The Forest Attracts Game of Thrones Star Michiel Huisman
  19. News: Kit. Borys. Focus Picks Up David Goyer Supernatural Thriller 'The Forest'. October 30, 2014. The Hollywood Reporter. May 22, 2014.
  20. News: McNary. Dave. David Goyer's 'The Forest' Gets North American Distribution. October 30, 2014. Variety. May 23, 2014.
  21. Book: Othmer, James P.. Adland . 48, Developments in biological standardization. 2009. Random House Digital, Inc.. 978-0385524964. 243–250.
  22. Web site: Wäppling. Åsk Dabitch. Take this lollipop - I double dare you. Adland. October 17, 2011.
  23. News: Shayon . Sheila . Take This Lollipop Spooks Facebook Users . March 3, 2012 . Brandchannel . October 18, 2011 . dead . https://web.archive.org/web/20120604064353/http://www.brandchannel.com/home/post/Take-This-Lollipop-101811.aspx . June 4, 2012 .
  24. News: Indiewire staff. Interview: Jason Zada, The Director Behind That Creepy "Take This Lollipop" Website. May 28, 2012. IndieWire. October 20, 2011.
  25. News: Hill. Kashmir. 'Take This Lollipop' And Get Your Very Own Creepy Facebook Stalker. May 28, 2012. Forbes. October 18, 2011.
  26. Web site: McHugh. Molly. Take This Lollipop makes Facebook stalking personal – and horrifying. October 18, 2011. Digital Trends.
  27. News: Nudd. Tim. 'Take This Lollipop' Gives You a Lovely Facebook Stalker. May 28, 2012. Adweek. October 18, 2011.
  28. News: Venutolo. Anthony. Get creeped out: 'Take This Lollipop' site going viral. May 28, 2012. The Star-Ledger. October 27, 2011.
  29. News: Karimjee. Mariya. 'Take This Lollipop' to get a personalized Facebook stalker. May 28, 2012. GlobalPost. October 27, 2011.
  30. News: Wortham. Jenna. Mysterious Site Creates a Horror Movie, Starring You. March 3, 2012. The New York Times. October 18, 2011.
  31. News: Gale. Porter. How Jason Zada Created Facebook's Scariest Viral Sensation: TakeThisLollipop.com. May 28, 2012. Advertising Age. October 24, 2011.
  32. News: French. P.B.. Take this lollipop: Votre cauchemar Facebook devenu réalité. May 28, 2012. 20minutes. October 19, 2011. https://web.archive.org/web/20111020075447/http://www.20minutes.fr/preums/808302/take-this-lollipop-cauchemar-facebook-devenu-realite. October 20, 2011. dead.
  33. News: Italian. Floriana . Ferrando. Take This Lollipop e Facebook diventa un thriller. May 28, 2012. Sky Italia. October 28, 2011.
  34. News: French. Romain. Thuret. Take This Lollipop : le serial killer de Facebook est à votre porte . May 28, 2012. Les Numeriques. October 28, 2011.
  35. News: French. . Découvrez l'application Facebook qui fait trembler Internet. May 28, 2012. Tendanceouest. November 30, 2011.
  36. News: Fröhlich . Christoph . Lutscher wird zum Facebook-Schocker . May 28, 2012. . German. December 6, 2011.
  37. News: . Take This Lollipop - le serial killer de Facebook buzz sur Internet. May 28, 2012. Site Oueb . French. December 6, 2011.
  38. News: . 'Take This Lollipop' to Meet your Facebook Stalker 'Take This Lollipop' to Meet your Facebook Stalker. https://archive.today/20130125235607/http://www.ibtimes.com/articles/233513/20111018/lollipop-facebook.htm. dead. January 25, 2013. May 28, 2012. International Business Times. October 18, 2011.
  39. News: Johnson. Chloe. Site gives mum rude awakening. May 28, 2012. The New Zealand Herald. December 4, 2011.
  40. News: Steinberg. Scott. Kids and technology: The new rules of online safety. May 28, 2012. CNN. November 10, 2011.
  41. News: German. Jung. von Matt. Austausch mit US-Digital-Cracks: Interview zu Facebook-Round-Table in New York. May 28, 2012. Persoenlich. December 7, 2011. dead. https://web.archive.org/web/20120108094458/http://www.persoenlich.com/news/show_news.cfm?newsid=99078. January 8, 2012. mdy-all.
  42. News: Gross. Doug. Interactive video turns Facebook fears into 2 minutes of horror. May 28, 2012. CNN. October 28, 2011.
  43. News: Pathak. Shareen . Creativity 50: Jason Zada, Director, Tool. October 30, 2014. Ad Age. July 5, 2012. https://web.archive.org/web/20160304085959/http://adage.com/article/creativity-50/jason-zada-director/235809/. live. March 4, 2016.
  44. Web site: 2012 SXSWi winners . . May 28, 2012 . dead . https://web.archive.org/web/20120516213627/http://sxsw.com/interactive/awards/winners . May 16, 2012 .
  45. Web site: Awards 2012, Winners. D&AD. May 28, 2012.
  46. Web site: 2012 ANDY Shortlist. Andy Award. May 28, 2012. dead. https://web.archive.org/web/20120429112343/http://www.andyawards.com/shortlists/2012-andy-shortlist-. April 29, 2012. mdy-all.
  47. Web site: 16th Annual Webby Awards Nominees & Winners . . May 28, 2012 . dead . https://web.archive.org/web/20120425210836/http://www.webbyawards.com/webbys/current.php?media_id=97 . April 25, 2012 .
  48. Web site: 16th Annual Webby Awards Nominees - Viral . . May 28, 2012 . dead . https://web.archive.org/web/20120412175502/http://www.webbyawards.com/webbys/current.php?media_id=97&season=16 . April 12, 2012 .
  49. Web site: 16th Annual Webby Awards Nominees - Experimental and Weird . . May 28, 2012 . dead . https://web.archive.org/web/20120412175502/http://www.webbyawards.com/webbys/current.php?media_id=97&season=16 . April 12, 2012 .
  50. Web site: 16th Annual Webby Awards Nominees - Viral Marketing. Webby Awards. May 28, 2012. https://web.archive.org/web/20120604092934/http://www.webbyawards.com/webbys/current.php?media_id=98&season=16#adv_ind_viral_market. June 4, 2012. dead.
  51. Web site: 2012 Clio Award winners. Clio Awards. May 29, 2012.
  52. Web site: 2012 One Show Interactive Gold Pencil. One SHow. May 29, 2012. https://web.archive.org/web/20120622183452/http://www.oneclub.org/theoneshow/osi/?search=#olb=/_ajax/archive/?action=arc_work%26value=18307. June 22, 2012. dead.
  53. Web site: 91st Annual ADC Awards . https://web.archive.org/web/20120522190848/http://www.adcawards.org/downloads/ADC91th_MediaKit_Winners_only.pdf . dead . May 22, 2012 . PDF download . Art Directors Club . May 29, 2012 .
  54. Web site: 2012 Daytime Emmy Awards - 'New Approaches - Daytime Entertainment'. Daytime Emmy Awards. May 28, 2012. dead. https://web.archive.org/web/20120910015320/http://www.emmyonline.tv/mediacenter/daytime_39th_nominations.html. September 10, 2012. mdy-all.
  55. Web site: 2012 nominees: Integrated Campaign. AICP. May 29, 2012.
  56. Web site: 2012 nominees: Website/Microsite . AICP. May 29, 2012.
  57. Web site: 2012 nominees: Cause Marketing . AICP. May 29, 2012.
  58. Web site: 2012 nominees: Social . AICP. May 29, 2012.
  59. Web site: staff. SITE OF THE DAY NOVEMBER 16 2013. Favourite Website Awards. October 30, 2014.
  60. Web site: 2013 SXSW finalists. SXSW. October 30, 2014.
  61. News: staff. Tourism Vic and AFP pick up gongs at SXSW Interactive Awards . October 30, 2014. Ad News. March 12, 2014.
  62. Web site: staff. Spikes Asia 2014 'Direct' winner. Spikes Asia. October 30, 2014.
  63. Web site: staff. Spikes Asia 2014 'Branded Content & Entertainment' winner. Spikes Asia. October 30, 2014.
  64. News: Denis Napthine, Premier of Victoria. Melbourne Remote Control Tourist receives top industry accolade. October 30, 2014. Travel and Tour World. March 28, 2014.
  65. Web site: staff. 35th A.W.A.R.D. awards winners announced. Australasian Writers and Art Directors Association (AWARD). October 30, 2014.
  66. Web site: 18th Annual Webby Awards Nominees & Winners. Webby Awards. October 30, 2014.
  67. Web site: staff. Cyber Lions: Australia scores 10 Bronze Lions. Cannes Lions International Festival of Creativity. October 30, 2014. June 19, 2014.
  68. Web site: 2014 ADMA Awards winners . Australian Creativity & Effectiveness Awards for Marketing, Media, & Advertising . October 30, 2014 . dead . https://web.archive.org/web/20141031033400/http://www.acandeawards.com/2014-winners/ . October 31, 2014 .
  69. Web site: staff. Festival of Media, Global - 2014 Winners and Shortlist. C Squared Festival of Media. October 30, 2014. dead. https://web.archive.org/web/20141031060424/http://www.festivalofmedia.com/global/awards/2014-winners-and-shortlist. October 31, 2014. mdy-all.
  70. Web site: staff. 2014 FITC Winners. Future. Innovation. Technology. Creativity.. October 30, 2014.
  71. Web site: staff. 2014 Winners. Communication Arts. October 30, 2014. https://web.archive.org/web/20141030044245/http://www.commarts.com/annuals/2014-Advertising/winners. October 30, 2014. dead.
  72. Web site: Association of Independent Commercial Producers. 2014 AICP Awards. Shoot. October 30, 2014. June 10, 2014. Association of Independent Commercial Producers.

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