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indie

Remembering a beautiful video game

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Remembering a beautiful video game

Sometimes a game comes along that defies all other preconceptions of what a game was before. It is becomes an emotional experience that is etched into the mind. This was the case when I played Remembering from Monobanda. It is an exploration of sound and landscape as you travel through dimensions, filled with beauty. Trust me. Download it, take an hour for yourself and enjoy it. You will remember this game.


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Gabe Mac for Hire

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Gabe Mac for Hire

After 3 years it is time for me to take a different path from Indie. It has not been an easy decision for me to leave. I really love my co-workers who are an amazing group of people. I will also miss the opportunities that Indie has given me in pushing the boundaries of advertising. When I first came to Indie I had no idea what really went on in an Ad Agency. It was soon apparent that I was not a usual fit for an agency...

I love hats. Indie allowed me to wear a bunch with a variety of roles under the title Head of Innovation. I've enjoyed designing games, directing and editing films, being the english voice on Indie's films, developing digital strategies, programming applications, concepting campaigns, designing webpages, new biz development, producing presentations and every now and again cooking a large feast for the team.

In my time at Indie I have learned a lot about marketing and advertising from the Indie team. I'm very grateful to have had this chance to learn from incredibly talented and experienced advertising legends.

I see lots of changes happening in advertising. With new technologies emerging, there is an enormous challenge for agencies to adapt slow reacting clients to these changes. Ultimately, I don't believe that the traditional ad agency will thrive. With the speed at which technology is changing the game, those agencies which do not adapt to working like a technology start-up will be left behind. This is why I have decided to become a freelance consultant.

For professional reasons I want to be a bee flying onto a variety of flowers to cross-pollinate ideas. For that I need to open myself up to working on projects with a variety of different companies and technologies. I have first hand experience with using game design in marketing. I would love to help new markets with these insights.

Could I help you? Let me know!

Send me a quick email

Gabe Mac

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Collaborative Creation Presentation

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Collaborative Creation Presentation

Here is a presentation I gave at the Marketing Expo of DMEXCO in Germany. It is one of the largest Marketing Expo's in Europe and it was a real privilege to talk about the projects and the collaborative creative process we use at Indie. I hope you enjoy it.Click HERE if you want to skip to my part of the presentation or just skip to 11:55 in the video below.

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Viva La Givolution!

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Viva La Givolution!

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For the past few months I've been working at INDIE. One of the projects I've been working on is the new campaign for Ben & Jerry's. The site is the first "Give It Forward Auction" site. This is better than Freecycle.org because of the wonderful stories that happen.

It starts with 100 ice creams from Ben & Jerry. People bid on them. So far there are bids like theater tickets, foot massages, jackets and more. Those people get an ice cream and then others can bid on those items. For instance guitar lessons, etc. The winning bids then become the next in the chain of giving forward. Or what we like to call Giving Chains. If you are in Holland (it is in dutch only I'm afraid) you could try it out for yourself. Trust me there are a lot of very cool things that are going to be planned for this campaign so keep watching here. It's gonna be a lot of fun! And I can't imagine a better company than Ben and Jerry's to do it with. a real socially conscious company. Viva La givolution!!!

[youtube]http://www.youtube.com/watch?v=yQykGinvNrw[/youtube]

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My New Job as Digital Creative

The headline says it all! Today I have just signed a contract to be Digital Creative at Indie in Amsterdam. I am so excited about this new job and about working with the team at Indie. Indie is a great Agency in Amsterdam with an excellent reputation, formerly known as SVH. For the past month I have been working closely with Lode Schaeffer, the head Creative at Indie on a few projects. I am very excited about all 3 concepts that we have created and successfully pitched over the past month. The chemistry at Indie feels perfect. Here I've found a company that's not scared to try new things and strive to push the envelope of advertising. One of my favorite campaigns they created was with Sportlife and the Yetiball.


Working with Lode over the past month has been a challenge and also a great creative collaboration. In Holland Lode's reputation proceeds himself, and to say I've sat across from him for the past month concepting is enough to make many people in the biz in Holland nearly break their necks in a double take.

There are big plans and lots of great projects on which I will be working, officially starting on January 1, 2010. All I can say is that Indie is finally a place where the crazy ideas I have and the preachings about engagement and approach of digital campaigns do not fall on deaf ears. Quite the opposite, they are being stimulated. What's also great about Indie is that they understand how important it is for me to be able to work on purely creative projects and to keep teaching Design for Virtual Theater and Games at the HKU, which they have re-enforced in our agreement by allowing me to work part-time still as a teacher and digital artist.

To get a perspective on how much Indie is prepared to try new things we have projects ranging from Augmented Reality Games to Virtual Flashmob Dance mash-ups in pre-production. A very exciting time, and a very exciting company to work with. I couldn't have dreamed of a better job at a better company a few months ago. A big thanks toIsabelle O'kanewho made the first introduction with Tim O'Kennedy that landed me an interview with Indie. Thanks a bunch Isabelle! Next time out the champagne is on me. Now I head back to the states for the Holidays to reconnect with my family before starting this next adventure. PEACE!

Image by Guido Van Nispen

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