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Archive for the ‘F360’ Category


Here are some of Roby’s thanksgiving week images:


Read all about his adventures here. (And now that his blog allows comments, feel free to drop him a little hello.)

Welcome to a brand new week. 🙂

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Overheard today:

“The maximum effective range of excuses is exactly zero meters.”

The military has a nice way of putting management lessons into simple terms.

* * *

On that note, it’s official: Since I have recently taken an exciting new position with another firm and Roby and his unit are now in Afghanistan, F360 is officially in hibernation mode until he comes back to G-Vegas next spring. No worries, F360 will continue to serve a small nucleus of select clients in the interim.

On my end, I want to thank all of the clients I had the pleasure of working with over the last few years. You guys rock, and I will miss you all. 🙂

Now, one of the cool things about Roby being in Afghanistan for many months to come, is that he is finally blogging… and judging by his first few entries, his blog is going to be classic Roby. (He’s only been in the Stan for 72 hours, but has already managed to lock himself into the latrines – which must be some kind of record.) Between Roby’s Italian accent, his candid style and his photography, this is sure to turn into a pretty good read over the next few months, not to mention a rare glimpse into what is going on in that part of the world. Bookmark his blog, check it out from time to time, and drop him an email when you get a chance. I am sure he’ll appreciate it.

Have a great Wednesday, everyone. 😉

Image: Roby’s first patrol in Kabul – from his first war gallery.

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www.F360photo.com – Year 3

Don’t hate us because we’re Euro.

So you already know things have been insanely busy at F360 these last few months (so much so that I had to drop off the grid and stop blogging for the entire month of July), but we’re starting to see the light at the end of the tunnel, and this might be as good a time as any to share some of the not-so-confidential projects we’re working on for this fall. (Worry, we can’t talk about the super-double-top-secret ones.)

1) The F360 website is going to completely change this September. Not that there is anything wrong with the current design, but to be completely honest, we put all of five minutes into it last time, and that was a bit lazy on our part. For 2008, we thought about the site’s new look for the better part of half an hour, so we expect that it will be at least twice as exciting as the 2007 version.

As you may or may not have noticed from the sample image above, the current prototype for the welcome page is 725% more narcissistic than before, which works exceedingly well for Roby. (Now we just need to find a friendlier, less ridiculous looking photo of yours truly… and maybe make it a tad BIGGER. And leave my hair alone?

Feel free to comment and throw suggestions our way.

At Roby’s request, our content will focus on the photography side of the F360 portfolio first, and then move to the graphic design, advertising, and marketing portfolios.

2) New Services: The 2008 site will also see the addition of Brand Management and Idea Sandbox services to F360’s menu of goodies, which is pretty exciting. (As in: It’s about time.)

The Brand Management side of F360 will simply be the practical application of what The BrandBuilder Blog discusses quasi-daily.

The Idea Sandbox will focus on helping clients a) with specific projects such as new product ideation, and developing innovative strategies for starters, and b) nurture innovative thinking and functional creative processes within their organizations.

We will talk about these services in more detail when the site officially launches next month.

Fans of our creative work: No worries, the commercial photography, graphic design and other purely creative elements of F360 aren’t going away. (They’re doing way too well for us to ever give them up.)

3) “Collaboration” may have been a dirty word in Europe during WWII, but it is a great way to earn yourself some free beer and some kudos in F360’s crazy little world of idea cross-pollination. The new site will make a point to recognize our favorite co-conspirators and give them a space to call their own. Expect names like Jason Crosby, Kimberley Westbury, Ben Schowe, Rusty Hutchison, Cox Photography, Orange Coat, North Gate Labs, and perhaps even the super secretive 6:43 group to make the list.

4) Roby’s War: In case you didn’t already know this, Roby is shipping out to the Stan with the US Army this fall and probably won’t be back until next spring. While deployed, he will be splitting his time between being a soldier and shooting some intense combat photography (hopefully not too intense), which should be pretty exciting.

Roby, wearing his thinking cap.

What does this mean for F360? Aside from a) more work for those of us staying stateside, b) a greater level of involvement from our growing pool of guest designers (who will be taking over much of Roby’s duties while he is away), and c) having to learn a whole new international area code, nothing much will change.

(We’ll kind of miss him though.)

I guess it also means F360 will have a studio somewhere in Afghanistan… which isn’t Paris, London or New York, but pretty exciting nonetheless.

More updates will follow.

That’s it for this week. Have a great weekend, everyone. 😉

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It’s something we don’t do often here because we aren’t much into self promotion (at least not here) and there are far more interesting things to talk about out there than… what F360 is doing, but I will make a quick little exception today.

The background: F360 started out a little over two years ago as a collaborative project between a handful of Greenville, SC-based creatives with a passion for photography. Several of us had either been pro photographers at one time or were doing some commercial shooting on the side, and we thought… hey, why don’t we get together and start a little side project and see where it goes?

Well, it went.

Right from the start, our clients started asking us… “hey, do you guys do graphic design too?” The answer was yes. “Copywriting?” Yep. “Can you guys design catalogs?” Sure. “Do you do ads?” Why not. “Websites?” Well… we can help you with the look and feel, but we can hook you up with folks who live and breathe code. Before we realized what had happened, the side project had turned into a full-time gig, and commercial photography had become just one among many of the things we do.

The thing is… we’re small. Tiny, actually. Sure, some of our work has had national and international exposure, but for most of what we do is local or regional. Believe it or not, we kind of like it that way. Every one of us at F360 came from the corporate world, and yeah, we used to work with big brands… but, you know, we all kind of needed a little break from the madness, I think. We were getting a little burned out with the ties and the cubicles and having to work with plain-jane, vanilla, safe-by-default marketing strategies. Bleh. We wanted to work with passionate little companies. The struggling little diamonds in the rough who either couldn’t afford big ad agencies or had been burned by them and were looking to make some changes.

The rest, as they say, is history.

Truth be told, we actually like working with small businesses. The lack of bureaucracy, nepotism, and the occasional big C.E.O. ego allows us to connect with them better, and our work reflects that deeper connection. And it’s more fun. We all like it a lot.

But back to the point of this post: Our first international print ad. Two months ago, Set-Up Events (the country’s largest triathlon race production company) asked us to design an ad to introduce the 2007 South Carolina Triathlon Series in Triathlete Magazine‘s 2007 “Event Guide” issue. We met with them, and they told us what they wanted: A very simple, slightly gritty ad with a few postcard-looking photos of their races, the schedule, and some sponsors.

Easy enough.

The result was… a very simple, slightly gritty ad with postcard-looking photos I shot at some of their races last year, and a few sponsor logos.

We thought about pushing for stronger and edgier creative, but the client knew what they wanted, and were super happy with the piece, so we left it alone.


The March issue of Triathlete Magazine and the ad are on booksellers’ shelves the world over right now. (Yipee.)

And yes, we did buy the very first copy that flew in to Greenville, SC.

Since we never expected to go in that direction, we’re kind of excited, and we thought we’d share the love. 2007 is only getting started, but it’s off to a pretty good start.

Below: A piece put together by Jason Crosby, one of our favorite collaborators. (We just supply the photos, and he turns them into art. Genius.)


Have a great Monday evening, everyone. 🙂

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