Ernie Mosteller

Ernie Mosteller is a video and film director who gets great performances from kids, adults, clowns, cinematographers, editors, animators, real people and the occasional frog.

An ex-interactive creative director and creative director, he understands traditional and new media — how they’re alike, and more importantly, how users use them differently.

He has directed hundreds of national and international commercials, and if pixels had any weight at all, a ton of web content. He has also created web and social media strategies for major brands. He writes and speaks extensively on the power of content in today’s media landscape.



The Three Media That Matter

Written on
July 9th 2010
Author
  |   Ernie Mosteller

ADOTAS – In the South, we use the word “tizzy” to mean: simultaneously frantic, worried and confused. As in: “Mama’s in a tizzy because the cake’s burnt, and MeeMaw’s coming for dinner.” Since the widespread adoption of cable TV, Tivo and like technologies; and increasing exponentially since the emergence of the web and social media, advertising has been in a consistent, full-on Tizzy (capital T) about how to reach consumers, because ... More...

Advocate for the User

Written on
April 27th 2010
Author
  |   Ernie Mosteller

ADOTAS – Longer ago than I want to admit, I was sitting in a directing class at the American Film Institute while the instructor boiled down the role of the film director to its essence: “The director is the ultimate advocate for the audience.” Made perfect sense when he said it. I believed it then, and I believe it now. There are gazillions of people involved in the making of a ... More...

Toys or Tools?

Written on
February 8th 2010
Author
  |   Ernie Mosteller

ADOTAS – I love toys. Gizmos, games, whatchamacallits, gewgaws. I spent years directing toy commercials and loved the whole process, because I loved toys before I started doing that, and continued to love them after I stopped. Creatives love toys. Take a walk around your creative department — if you don’t find a ton of toys scattered across desktops and perched on cubes, you either (A) made a wrong turn into ... More...

Baking the creative from scratch

Written on
November 4th 2009
Author
  |   Ernie Mosteller

ADOTAS – We live in a world of “found” creative. And the sword is double-edged. While it’s contributed, certainly, to the efficient execution of our ideas — a good thing — it’s also tended to homogenize those ideas. Not a good thing. At the very least, it warrants discussion. First let me explain what I mean by “found” creative. When an art director, designer, or creative team begins an assignment these ... More...

Video on the Web: Where to Start

Written on
September 8th 2009
Author
  |   Ernie Mosteller

ADOTAS — “How much for a web video?” I don’t know about you, but I get that question all the time. Video on the web has officially come of age for advertisers (a long-anticipated event, at least for this former spot director), and everybody wants in on it. Everybody. Of course, a lot of the groundwork that was laid to get to this point, at least in the minds of most advertisers, ... More...

Real time not the only time for brands

Written on
July 23rd 2009
Author
  |   Ernie Mosteller

ADOTAS — Last month I wrote about how Twitter has ushered in the cultural awareness of what’s possible in real time on the web. The real-time web, while still not searchable, is, in fact, here. And for a marketer, it’s difficult. And that’s putting it lightly. Truth is, it’s hard to keep up with the regular changes on the regular-time web, never mind the real-time one. And if you spend time ... More...

Twitter Shift

Written on
June 17th 2009
Author
  |   Ernie Mosteller

ADOTAS — You can’t write a social media story right now unless it’s heavily Twitterized. You can’t read a social media story right now that isn’t Twitterfied. Heck, one of my tweeple, a well-read blogger and Twitterer, just yesterday, tweeted that he sat down to write a story about Twitter, but then decided not to. Because every other new story he could find about social media and online marketing was about ... More...

Time is not on our side, but social media is

Written on
May 19th 2009
Author
  |   Ernie Mosteller

ADOTAS — Like most creatives, the thing I used to want more than anything was: Time. More time to think, more time to tweak, more time to make it perfect before it hit the press or the air. There was a time when our fight against time was either a fight against an airdate, or a fight against an estimate that never, ever, seemed to include enough creative time. But times have ... More...

Vaudeville to Lost – On the Web

Written on
April 15th 2009
Author
  |   Ernie Mosteller

ADOTAS — I’m going to talk about the web by talking about television. Not because of the similarities and differences that have been chronicled, debated, fought over and bloodied ad nauseam. But because I subscribe to the notion that history repeats itself. And I believe we’re seeing it repeat itself in a way that affects, and will continue to affect, the creative things we do for the web. When television sets first ... More...

Niches win for online creatives

Written on
March 9th 2009
Author
  |   Ernie Mosteller

ADOTAS — Usually in this column I offer opinions, or report observations. This time, though, I want to put forth a theory, and discuss a little of how I think it impacts creative. Here’s the theory: Mass is gone. Niche is all that exists anymore. We know that traditional advertising was built on the idea of mass. We know that the web has ushered in the era of niche. I’m just not ... More...


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