Monday, August 4, 2014

Kulak's Woodshed in North Hollywood California 2014 IndieGoGo Fundraiser.

Please click the image below to learn more about Kulak's Woodshed. You can view the live shows from anywhere in the world via their internet feeds.





If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
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commercial critiques
by Alessandro Machi at

Saturday, March 1, 2014

Apotek's Girl with the Hair Subway Train Interactive Video, Clever.

Probably destined to be a huge viral sensation, Apotek's interactive subway station ad.  Watch below.




If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Saturday, February 22, 2014

Taxi 2x18 What Price Bobby - One of the greatest television sit com scenes ever, Susan Sullivan guest stars opposite Jeff Conaway on Taxi.

The Jeff Conaway / Susan Sullivan final scene from the Taxi Episode "What Price, Bobby?", has to be one of the most memorable sit com scenes ever filmed. 

The entire episode is terrific, but this final scene just scores a knock out. Congrats to all who made this scene happen, Mr. Conaway probably never got the fame this one scene alone should have brought him.  I apologize but for some reason blogger won't allow me to display the video from the 16 minute mark to the end, however if you click the link I think it will start at the 16 minute mark.

http://youtu.be/8nTbiSXC-zY?t=16m

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Wednesday, February 12, 2014

NBC 2014 Olympic Women's Downhill Features Poor Camera Positioning.

(update Feb. 16, 2014), Was watching the next female downhill race, the Giant Slalom and noticed the announcer raving over the moving overhead wide shot. Sure, it's a cool, DISTANT shot, how about a split screen where we see that shot and also see a close-up shot of THE LEANS. What a shame, these women were shortchanged first by a course that still had some way too tight turns, 7 of the first 8 skiers did not finish the course, then they were shortchanged by lack of closer, eye level shots of them making their leans as they come towards camera from above eye level to eye level. The below eye level shots towards us SUCK.)

I was just now watching the NBC 2014 Olympics women's downhill race and within seconds realized something was wrong.

I Had no expectation of finding something wrong nor looking to find something wrong, but having well over 20 years of camera and editing experience, I did find something.

Capturing the drama of downhill racing is less likely when the camera lingers too long on high and wide camera angles that linger too long on the backside of the downhill racers. 

Capturing downhill drama means seeing the downhill action come towards us. We need to see the dramatic angle defying racer leans that keep both the racer upright while gaining speed at the same time, and we need to see it coming towards us. Whether we see the leans or not, downhill racers are doing them, so why not see them?

Dare I ask "If a downhill racer does gravity defying leans but the camera does not show them, did they make a sound?" 

But the camera coverage was wanting in other ways as well. Even when we did see the women skiers coming towards us, the camera angles were almost always higher than the downhill action they were capturing, and this is claustrophobically unacceptable.

I understand the difficulty in posting cameras along a downhill mountain race course that is 1.69 mile long, however, the skiers are giving it there all, why isn't the camera coverage?

Was the poor camera coverage caused by the last minute manipulation of the course because it was discovered to be too fast and too dangerous by the first skiers to try the course?

No matter how hard an athlete tries, or how well they perform, if the camera is not fairly capturing their efforts, it does tend to mute the sound of their performance.

If it had been for a first ever first place tie, the buzz surrounding the downhill would most likely have been minimal specifically because of the questionable camera positioning along the course.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Wednesday, January 29, 2014

MLB approves revolutionary padded pitching caps for 2014 spring training. Padded Pitching Caps still considered a work in progress.

Congratulations to MLB for introducing padded pitching caps to help protect pitchers from line drives that could on a rare occurrence hit them in the head.

If AlexLOGIC had been consulted with, AlexLOGIC would have suggested creating a truly disposable pitching cap that is thrown away after each contact with a baseball. Since the average pitcher may experience one contact every several seasons, a disposable cap makes a ton of sense. 

A disposable baseball cap would presumably allow the overall weight to be reduced from a non disposable padded pitching cap. If a disposable cap means less overall weight increase that probably also means it won't generate as much heat as a non disposable pitching cap would while the pitcher is on the mound.

I could see using collapsable accordion designed cardboard for a disposable pitching cap. Good for one impact, then throw it away. I suppose the downside to this concept would be if the pitcher's sweat penetrates the cardboard, resulting in a continual wetting / drying cycle that would weaken or malform the pitching cap sooner rather than later.

Maybe some type of water / sweat resistant lightweight cardboard that collapses on impact would be the ideal solution. In AlexLOGIC's opinion, 4 extra ounces is probably the additional weight threshold that most pitcher's would consider dealing with. 

However, if a disposable or non-disposable cap adds weight which in turn makes it hotter to wear when pitching, that could mean less overall use of such a cap.

It is possible that any extra weight added to a pitching cap means the pitcher's neck has to work harder to support their head, which would mean extra energy used, which means extra heat generated and possibly more heat retained within the padded pitching cap.

I suppose the ultimate irony could be that adding any extra weight to a pitching cap could just make it hotter, possibly nullifying the benefit of what the cap was intended for. If a pitcher feels hotter and sweatier, they just may not pitch as well, which could be just as dangerous over the long haul as not wearing a cap that adds weight.

You design innovators who are interested in designing the perfect, light weight and padded pitching cap, MLB is probably receptive to seeing what you have come up with. 

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Wednesday, January 8, 2014

Printed Camera Manual from OTC, Paper Camera Manuals make sense.

Paper camera manuals can be faster and easier to use than online camera manuals.




It is also true that purchasing a manual from someone who makes manuals as a business might overall be a better deal than printing it out oneself, assuming the same manual exists online.

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