AR New York’s Alex Gonzalez on the Daily Front Row
February 10, 2013
Click the picture below to read the full article.
Met Gala 2012 Exclusive
May 9, 2012
Raul Martinez & Grace Coddington heading to the Met Gala 2012 After-party among the most glamorous celebs –
Watch the full coverage of Monday night’s event on Vogue.com
“Excellence is not a skill. It is an attitude.”
April 5, 2012
Nominated for General Excellence & Feature Photography by The National Magazine Awards – W Magazine was ranked #1 in advertising growth this year and remains one of the top recognized fashion magazines in the world.
Congratulations to AR New York’s Alex Gonzalez and the team at W.
Have a look at some of the latest issues here below –
“Justine” by Jimmy Choo
February 29, 2012
Jimmy Choo’s Spring/Summer 2012 campaign – Shot by Terry Richardson & inspired by the sensual Mediterranean glamour of the 70’s (WWD).
Concept and Creative Direction by AR New York.
Click on the image below to watch the video:
Click here to see the campaign.
A Colorful New Season
February 10, 2012
Shot by Craig McDean and Art Directed by Raul Martinez, Revlon’s latest color cosmetics campaign for Spring/Summer 2012 features Brand Ambassadors Emma Stone, Olivia Wilde and Halle Berry. WWD described it as sophisticated and bold.
Click here to see more ads from the campaign.
MATTERS OF RESOLVE
December 13, 2011
It’s back, the time of anticipation and reflection. Thinking of what makes our lives more meaningful and what we hope to do in the coming New Year. For the greater good or one’s own good, here are a few things we’re thinking about for 2012.
RESOLUTION NO. 01:
Live life to the fullest
RESOLUTION NO. 02:
Be creative every day
RESOLUTION NO. 03:
Retain a sense of humor
RESOLUTION NO. 04:
Travel
RESOLUTION NO. 05:
See more movies
RESOLUTION NO. 06:
Volunteer
RESOLUTION NO. 07:
Cultivate culture
RESOLUTION NO. 08:
Hold doors open for other people
RESOLUTION NO. 09:
Listen to more music
RESOLUTION NO. 10:
Eat more chocolate
AR NEW YORK
Wishing you a sumptuous New Year.
Holiday Cheer
December 8, 2011
WGSN (the leading online fashion trend-analysis service) names Banana Republic’s Holiday campaign as one of the best this season.
My FDB.com’s favorite ad campaigns?
October 28, 2011
AR New York’s Autumn/Winter 2011 campaign for Jimmy Choo makes the cut.
The campaign follows here below – click here to see the rest of the best
Paige at The Jane
October 13, 2011
Last month, the Jane Hotel in NYC played host to the official preview of Paige’s S/S 2012 collection. Our must haves for Spring? – brightly colored denim pants and floral print shorts. It was also the perfect opportunity to unveil Paige’s new look and feel across all brand communications – courtesy of AR New York.
“The A-Team”
September 21, 2011
The September issue of Wallpaper Magazine features Alex & Raul as “powerful New York based art directors”.
The full article follows below:
AR New York
Gonzalez’s background as a creative director at GQ and Mirabella magazines in the States, and German Vogue, Manner Vogue, and L’Uomo Vogue in Europe means he switches fluently between the languages of advertising and editorial (and they are not always the same thing) and understands the different demands and freedoms of working in Europe and the US. ‘Years ago I was the American art director that Condé Nast could send to Europe to redesign their European editions,’ he says, ‘because I understood both worlds. An ad image needs to tell as much of the story as possible in one shot, like a film poster, whereas editorial can tell the story over a number of pages.’ The films of great European directors like Fassbinder, Berman and Bertolucci, along with American Martin Scorcese, inform the compositional and narrative sense seen in Gonzalez’s work. AR’s spring 2011 campaign for Banana Republic even included a short film that aired in cinemas and on the client’s website.
Mixed in with the art is an equal proportion of brand science: AR uses targeted client workshop sessions to articulate four key aspects of each brand: Essence, Promise, Positioning and Vision, and in the process, discover and refine what Gonzalez considers the heart of the matter: each brand’s individual truth. Lest you forget, 3ft-tall aluminum letters spell out TRUTH on the wall over a couch in AR New York’s Chelsea office.
Martinez’s recent Vogue covers depict chic women who radiate confidence, posed in relaxed surroundings enhanced by crisp typography and bright colour palettes. ‘I want to create a softer mood, where the woman stands out,’ he notes. ‘This kind of approach, this vision, by the way, is completely American. In Europe, magazines print and sell a lot less, so they’re able to take more chances, and try to be provocative.’ And Martinez has little use for the deliberate visual shock tactics deployed by so many advertising agencies. ‘That articulation of the taboo, of sexual provocation, is not that interesting any more. The moment it becomes obvious that you’re trying to shock, it becomes offensive.’
Like Gonzalez, he has an innate understanding of how and where to draw the creative line between fashion editorial and advertising. ‘Some brands are cold, so cold, there’s no emotion – or rather, coldness is the emotion to convey,’ he explains. ‘Or there’s no moment: there is just a statement they’re trying to transmit. I see my role as helping to articulate what their truth is, and then translating the story through images.’
Credits:
Wallpaper Magazine September 2011 Issue
Photography: Jason Schmidt, Writer: Angela Riechers
Balenciaga Resort 2012
September 19, 2011
Concept and creative direction by AR New York and shot by Steven Meisel.
Click on the image below to watch the video:
Sunset Celebrations
August 23, 2011
The AR New York gang recently enjoyed a beautiful sunset and delicious cocktails together at the rooftop bar, 230 Fifth. Celebration was in the air as the Agency came together to toast the engagement of one of our colleagues over tasty treats and fruity drinks. The evening was filled with fun and laughter, and the festivities continued long into the night.
Enjoy the party in pictures, here below.
The Departed: Gavin Manley in the Spotlight
June 17, 2011
When an Irish documentary production team sought to profile successful expats living in New York City, it was AR New York’s Director of New Business and Marketing, Gavin Manley, who was one of those called upon to participate.
Scheduled to air in March 2012, the documentary follows a diverse group of Irish professionals that will include writers, musicians, business executives and public service figures.
Dublin-born Gavin explained to the crew, who spent two days shadowing him, that his decision to leave Ireland during the economic boom (known as the ‘Celtic Tiger’) was for reasons that he describes as, “equal parts love and curiosity.”
Gavin initially moved to New York to support British fashion designer Sonja Nuttall with the growth of her U.S. operations. He joined AR New York in 2004 and has enjoyed working with a diverse range of clients over the past seven years.
Although he now considers himself a true “New Yorker,” Gavin remains proud of his Irish heritage and looks forward to initiating collaborations between Irish brands and AR New York in the near future.
Toasting Testino
June 2, 2011
When it comes to fashion, photography and celebrities, one name above all comes to mind: Mario Testino.
Born in Peru, Testino is one of the world’s most-acclaimed and celebrated fashion photographers; having created advertising campaigns for iconic fashion brands such as Burberry, Gucci, Versace, Calvin Klein, Dolce & Gabbana and Hugo Boss, in addition to an impressive archive of editorial work that includes American, Brazilian, British and French Vogue.
Last week, ‘El Museo del Barrio’ New York’s leading Latino cultural institution hosted a Gala event, to honor Mario Testino’s thirty-year career. Co-chaired by the founders of AR New York: Alex Gonzalez and Raul Martinez, the event was a major success and raised over $1MM for the Museum’s Arts & Education program for Children.
In an interview with WWD, Testino elaborated on what this award meant to him: “It’s an honor when the people coming from the country or continent you come from approve of something you have done and applaud you for it. I feel very flattered to be receiving this award and to be able to, in one way or another, give back to our community’.
Gonzalez, who along with Yaz Hernandez first conceived of the idea of recognizing Testino almost 12 months ago spoke to Mira TV on the photographer’s unparalleled contribution to fashion photography: “Mario Testino is Peruvian and has mastered his career with major achievements in the fashion world. He has photographed famous and important actors becoming one of the most renowned fashion photographers in the world”.
So, it was equally fitting that it was Oscar-winning actress Kate Winslet that presented the prestigious award to Testino at Manhattan’s upscale eatery, Cipriani.
Please scroll down to see photos of the event:
Jones New York: Mission Empowerment
May 13, 2011
Continuing their commitment to empower the confidence of women through their collections, campaigns and the Empowerment Fund,
Jones New York and AR were excited to be back in the studio this week shooting the Fall/Winter 2011 campaign.
Inspired to communicate the power of simple yet timeless workwear for women of all ages, the campaign was shot in black and white by the inimitable Peter Lindbergh. A diverse cast of models including Fernanda Tavares, Arlenis Sosa, Elaine Irwin, Julia Stegner and Patti Hansen beautifully conveyed the diversity of the latest collection.
AR New York Associate Creative Director, Cortny Jackson, described the mood as ‘playful,’ and expressed her pleasure at working with Lindbergh whom she felt perfectly captured the spirit of the campaign; “With each shot, he reinforced the power of the community of women.”
The Jones New York team described the experience as “one of the best shoots to date – such a fun set with a wonderful cast and crew.” They summed it up as “a truly stunning campaign shoot!”
Being Matthew Eberhart
April 1, 2011
Q: Welcome to the team Matthew! What attracted you to AR New York?
A: How about everything? The size–not too big, not too small. The team–full of friends, former colleagues, and fresh faces. And, of course, the client roster–from small and seductive brands to influential, global brands.
Q: What excites you most about your new role here as Associate Creative Director?
A: I think it goes back to size. It’s exciting to work with a great group of people who can all have slightly different perspectives on a client or a challenge, but who all speak the same sort of language.
Q: Where did you grow up?
A: Upstate New York. One foot in what would become endless suburban sprawl, one foot in cow manure.
Q: I am told that you are a keen collector of rare books? What are your other interests/passions?
A: I like books so much I started publishing them through my own press called Free Association, and I also love to be outdoors. The woods, the desert, the beach–anywhere without cell reception. I go hiking and camping every chance I get.
Q: You spent over four years working on the Aldo and Uniqlo accounts, redefining their images and helping them become globally relevant. What is the most valuable lesson you learned about working with large commercial brands?
A: You can’t rush change, especially as a brand scales up in size. It needs to be a slow, organic process.
Q: What are you most proud of so far in terms of your career?
A: My work with Uniqlo was a once-in-a-lifetime opportunity. The team I worked with was incredibly talented, the client was open to just about anything, people fell in love with the brand all over the world. Everything just worked so incredibly well.
Q: What is your most marked characteristic?
A: Perhaps I think about things too much.
Q: Your top travel destination?
A: The middle of nowhere.
Click here to view Matthew’s full bio
Ancient Pompeii in New York City
March 16, 2011
An exciting new exhibition that The New York Times is calling “affecting” and “absorbing” opened recently at Discovery Times Square in New York City. ‘Pompeii The Exhibit: Life and Death in the Shadow of Vesuvius,’ explores the history of Pompeii and the devastating volcanic eruption that destroyed the city nearly two thousand years ago.
The exhibition is a multi-layered exploration of Pompeii both before and after Vesuvius’ eruption. An eclectic selection of artifacts that were preserved by the volcanic ash alludes to a city that was once commercially thriving and culturally cosmopolitan.
A stand out feature of the show is the life-like simulation of the eruption, where walls and floors forcibly vibrate as screens around the room display images of extreme climatic devastation. Visitors then experience an eerie post-Vesuvius Pompeii, where mummified ‘bodies’ (casts) lie scattered around a gallery of ghostly figures.
AR New York was responsible for refining Discovery Times Square’s branding, which included renaming and redesigning the logo’s configuration, art direction for photography of the casts featured in the show and designing supporting imagery at the venue. AR applied the new branding system to images across a wide variety of consumer touch points including phone kiosks, newspaper ads and a pole banner in Times Square.
The exhibition has been well received by the media, with Newsday describing it as both “fascinating and chilling,” and The Associated Press proclaiming that it “captures the last grasp of the ancient city.”
The show will run through September 5th 2011 at the Discovery Times Square Exposition www.discoverytsx.com for tickets call 888- 988- 8692
A ‘Journey’ into Cinema for Banana Republic
February 11, 2011
Spring is almost upon us, and making the seasonal transition AR New York and Banana Republic unveil their Spring 2011 campaign – but this time, there’s a twist.
The next chapter of the ‘Journey in Style’ story remains true to the brand’s heritage of modern, effortless style. Art directed on location at the iconic Vasquez Rocks, Southern California., by AR’s Raul Martinez and shot by Peggy Sirota, the campaign stars models Angela Lindvall and Jamie Dornan as part of a group of friends taking a West Coast road trip. The story explores style through travel, aspiration and friendship.
In addition to the print campaign, the narrative comes to life in a short film offering a new medium for Banana Republic advertising. This exciting venture into film is a first for Banana Republic, who believe “the film trailer will engage our customer and extend our reach through new media channels,” said Chief Marketing Officer for the brand, Catherine Sadler.
The trailer will air in selected US theaters from February 18th and will also be accessible on the Banana Republic website www.bananarepublic.com as well as a handful of fashion websites. Direct mail and select outdoor units will include a QR code giving the public the opportunity to interact with the video on their mobiles. The print campaign will debut in store windows on February 15th.
W – What’s Next
February 3, 2011
In a fitting union of past and present, AR New York’s highly respected and much adored co- founder & executive creative director, Alex Gonzalez has been newly appointed consulting creative director of W magazine. W editor in chief, Stefano Tonchi, expressed his delight and relief upon hiring Gonzalez, praising his ‘creative energy, his experience working with international brands, and his profound knowledge and respect within the fashion industry.’ The pair first met when Gonzalez was creative director at L’Uomo Vogue back in the 1980s.
The new partnership further cements the long-standing relationship between AR New York and Condé Nast, which has seen both of AR’s founders serving there at various points in their respective careers. Gonzalez describes Condé Nast as his ‘alma mater,’ since it is where his career in publishing both began, and flourished. Prior to co-founding AR New York and working as creative director at L’Uomo Vogue, Gonzalez was also the creative director of GQ, German Vogue and Manner Vogue. Gonzalez’s business partner, Raul Martinez, is also the current creative consultant at American Vogue underneath Anna Wintour.
Gonzalez stated that he very much values the ‘emphasis placed on editorial content’ at W, and is looking forward to ‘marrying that content with great visual impact.’ In addition to his exciting new role, Gonzalez remains firmly committed to his clients at AR New York, and looks to the future with great optimism.
AR New York’s Best Kept Secret
January 14, 2011
Visiting the AR New York library for the first time was a source of much anticipation for me. As a young woman from London, I have admired the company’s creativity and innovation from afar for many years. Having the opportunity to spend some time exploring the space that could be considered the creative hub of the agency was an exciting prospect.
Visually the library is striking, with light spilling in through floor-to-ceiling windows, illuminating some of the most exciting artistic work ever produced. The book section is like a treasure trove of rare gems and I was particularly excited to discover that we house the legendary Rolling Stones book, ‘Exile,’ shot by Dominique Tarle on the French Riviera during the summer of ‘71.
The magazine collection is eclectic. The classic publications dating back many decades sit alongside discontinued quirky European fashion magazines and today’s most avant-garde publications. I especially relished having the opportunity to look at the magazines that are deeply entwined with our founders’ respective careers – back issues of Flair, L’Uomo Vogue and Harper’s Bazaar were personal favorites.
A serene oasis away from the busy office, the library provides a sanctuary for people to lose themselves in their own ideas and the ideas of their creative predecessors. I left the library after my initial visit feeling inspired and with a fresh perspective of what, for me, is at the heart of AR New York – informed innovation.
Georgia Evans joined AR New York in March 2010 as an intern from London and has since been hired full–time as a Junior Copywriter and Creative Assistant.
BALENCIAGA: Meeting the “Master”
December 16, 2010
Christian Dior once referred to Cristóbal Balenciaga as “The master of us all,” when describing his stature in fashion’s realm. So immeasurable were his influences, that much of Spain played a significant role in the designer’s vision, just as he does to others today.
The retrospective of the venerable fashion house—Balenciaga—was launched through a partnership with the Queen Sofia Spanish Institute on New York’s Park Avenue; with Hamish Bowles curating the inaugural exhibit publication Balenciaga: Spanish Master {Rizzoli, 128 pages}. The exhibit runs from Friday, November 19, 2010 to Saturday, February 19, 2011 and is a highlight of this holiday’s cultural itinerary.
Alex Gonzalez, Principal and Creative Director of AR New York partnered with Bowles in crafting the print experience; designing a key component of the two-tiered retrospective. AR New York is creating the pair of companion books featuring a trove of exclusive Balenciaga archive images never previously made available to the public.
Adding to the printed collection are 6 original plates photographed during July 2010 by Craig McDean with Alex Gonzalez at the Metropolitan Museum Costume Institute Collection and a personal forward by Institute board member Oscar De La Renta.
The themes woven throughout Balenciaga’s career and represented in the exhibition span the 1930s through 1960s including The Royal Court, Regional Dress, Dance, Spanish Art, Religious Life and Ceremony and the Bullfighter.
Following its debut in New York, an expanded exhibition travels to San Francisco’s de Young Museum that includes a second publication, Balenciaga and Spain, at 256 pages and including Eric Boman images, the feast simply becomes that much more satiating.
Balenciaga: Spanish Master (128 pages) and Balenciaga and Spain (256 pages) are published by Rizzoli and will be available for sale at the exhibit venues.
Of note, Balenciaga: Spanish Master is to be presented to Queen Sofia of Spain.
Find the Truth and act on it
November 19, 2010
The first thing one sees upon arrival at AR New York, {other than our charming receptionist, Monica} are mounted, hand-polished letters spelling the word ‘TRUTH’.
So evident is this philosophy that it is also our practice. An ethos guiding our proprietary approach with business and creative partners to—“Find the Truth and Act on It”.
Through immersion, collaboration, discovery, strategy and solution, our focus is to define a unique position of a brand or organization within the market and establish its potential for growth.
Naturally, the final outcome differs specifically by brand and by need.
For one, we may develop a Brand Book inclusive of brand architecture, vision, positioning, voice, future line extensions, image and aesthetic; while another may focus specifically on identity and experience. Still, others are seeking exclusively advertising and digital images and new product recommendations, and online social experiences pushing the now familiar aspects of social media into new territories.
“Helping designers, marketers and partners see clearly what their brand can look like in the future is key to re-awakening new potential and inspiring an emerging brand to take their offering to the next level.”
Regardless, what matters in the end is the consensus about the “truth of the brand” — why it was envisioned in the first place and why it exists today — for some, helping them separate and unravel the day-to-day from the long-term goal is the most beneficial experience leading to a real outcome.
“We believe that finding the truth of a brand and acting on it, creates the “Big Idea” that resonates both within and with your consumer – it’s both a philosophy and a commitment expressed through an image, a voice, a mood – it’s the interaction that is more than a transaction.”
“Using our proprietary Brand Truth process, we have collaborated with some of the most recognizable brand names to reveal the “Truth” of their brand. Made up of five key elements (or Brand Truths) this strategic platform serves as the foundation upon which all marketing communications are created; and in doing so, it propels the brand into the consumer’s consciousness.”
AR New York – New Look
September 25, 2010
The Fall 2010 Season launches a new identity and digital presence for AR New York, a curatorial experience providing a retrospective of historical work and real time venue for projects in the making.
Principal & CEO, Dianne desRoches reflects on the agency’s entrepreneurial past as an inspiration for the future. “What literally began as a two-man agency in the kitchen of their Manhattan apartment in 1996, has strategically and creatively exploded in approach. By building on our vast experience with our luxury fashion clients we bring that same quality and visual aesthetic to other categories and communications channels; creating a true brand experience.”
The earliest days of Dolce & Gabbana were a tremendous proving ground demonstrating that exceptional images are more than merely pretty pictures. It’s the strategy behind them that makes the connection translate into tangible results.
This same curiosity, awareness, and passion has led AR New York into new relationships, including spirits, financial services, real estate, hotels and resorts, cultural exhibits, publishing, education, social media, and a growing roster of accessible luxury brands.
Speaking with Raul Martinez, Founder & Chief Creative Officer of AR New York, as well as consulting Design Director of Vogue, the sense of excitement about the future is as clear as the refreshing blue sky stretching above the skyline behind him. “With all of the recent change in the world and our own creative and strategic evolution, it felt like the right time to take a look at ourselves and reintroduce what we do.”
Philosophically, the essence of AR remains the same: to ‘Find the truth and act on it ’.
“One of the greatest truths in our history has been a deep and long-lasting connection to fashion and the editorial world, which, in turn, provided the cues for our new identity and digital experience,” explains David Israel, Executive Creative Director.
The design team was inspired by that heritage, which even precedes the origins of the agency itself. Alex Gonzalez, Co-Founder & Executive Creative Director, was formerly Creative Director of GQ, German Vogue, Manner Vogue and L’Uomo Vogue while Raul Martinez was formerly Creative Director of American Vogue.
Our past led us to look at typography that was equally synonymous with the industry, which we then refined and reduced to its purest form. The Design Team composed of Senior Art Director, Satian Pengsathapon and Designer, Tad Kimball explain, “We took a look at Didot, which felt right to us, and by reducing the ‘thick and thin’ to one weight, we arrived at a unique and recognizable mark.”
Carrying this typographic language into the digital experience and by evaluating our editorial and publishing heritage, we exploded the design language to create a multidimensional interactive destination.
Beyond featuring AR New York creative and strategic work, archival imagery, editorial content, moving image and even this blog, we are striving to communicate the truth of who we are and how we approach the collaborative relationships with our partners.
- AR New York’s Alex Gonzalez on the Daily Front Row.
February 10th, 2013 - Publicis acquires AR New York.
December 4th, 2012 - Met Gala 2012 Exclusive.
May 9th, 2012 - “Excellence is not a skill. It is an attitude.”.
April 5th, 2012 - “Justine” by Jimmy Choo.
February 29th, 2012 - A Colorful New Season.
February 10th, 2012 - MATTERS OF RESOLVE.
December 13th, 2011 - Holiday Cheer.
December 8th, 2011 - My FDB.com’s favorite ad campaigns?.
October 28th, 2011 - Paige at The Jane.
October 13th, 2011 - “The A-Team”.
September 21st, 2011 - Balenciaga Resort 2012.
September 19th, 2011
