Youlian Avramov

Welcome to our new website

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A lot has happened at the agency since our last update. Please feel free to browse and view our recent work.

Stay tuned for upcoming posts on this blog. We'll be sharing news, insights, and opinions. Meanwhile, for your reading pleasure, we've included a small selection of our favorite posts from the archive.  

By the way, we not only have a new home page, we have a new home. We've moved from downtown Englewood Cliffs to downtown Hackensack, NJ. Our new office is bigger, brighter, and better! We hope to see you here soon.

Bioprocessing imagery. Not just point and shoot

We’ve just come back from a four-day shoot for our client, GE. A four-day shoot is a tall order in any circumstances. When you’re shooting in the complex, highly regulated world of bioprocessing, it’s very tall indeed.

First, careful planning and organization are needed to capture hundreds of images in a bioprocessing hall depicting both the upstream and downstream workflow and the interaction between people and equipment.

Then there’s the artistic challenge. How do you convey the expertise, knowledge, and cutting-edge science contained within these bulky stainless steel machines, entangled with plastic tubing? Case in point, the Xcellerex XDR-500 MO fermentor. Larger than a Ferrari, and far pricier, it just doesn’t have the same visual appeal. It needs a photographer’s eye. Moreover, shooting stainless steel systems presents particular lighting challenges. They are completely reflective, like mirrors.

Finally, there are the regulatory constraints. Each day, cast and crew had to don “bunny suits” along with gloves, hair nets, masks, and shoe covers to enter the inner sanctum of the bioprocessing world, the cleanroom. In addition to being appropriately attired, we also had to completely disinfect the photographic equipment: cameras, laptops, cables, strobe lights, and tripods.

So here we are, over 1,400 images later, with 170 of them already selected for retouching. That’s a rich source of material for upcoming brochures, sales sheets, trade booths, microsites, signage—you name it, we have it covered!

Oh, and that Xcellerex XDR-500 fermentor?

Voilà! We think you’ll agree, it gives the Ferrari a run for its money.

 
 

Confidence in performance @Interphex

The annual Interphex (international Pharmaceutical Expo) show, sponsored by PDA (Parenteral Drug Association), brings together leaders in the biopharmaceutical development and manufacturing industry. This year’s Interphex show was held at New York City’s Javits Convention Center.

GE Healthcare called upon us to design a tradeshow booth for its 40’ x 50’ island, in collaboration with Elite Exhibits.

The design and creative centered around Confidence in performance. The booth layout reflected both upstream and downstream bioprocessing, and featured images from our recent photo shoot at GE’s Marlborough, MA bioprocessing facility.

Exhibitor Award

GE and its booth were honored with an Interphex Exhibitor Award. Key criteria included:  “Overall Appeal/Experience (Design)” and “Knowledge (Content)”.

This Halloween, look beyond Elm Street

This blog is contributed by our resident horror expert and graphic designer, David Allyon.

 
Leading up to Halloween, the office chatter has turned to ranking and re-ranking the best horror films of all time.

As a guy who loves all things horror and recently spent his weekend on a ghost tour down at the Jersey Shore, I feel highly qualified to recommend some unexpected films for this scary season. While my colleagues rely on classics such as The Omen and Psycho, I’ve got some not-so-ordinary recommendations.

1. Always good to start with a classic. Evil Dead (1981) has the perfect blend of camp, gore, and “what the hell was that!?”. This movie was one of the first to have a group of hormone-filled teenagers renting a cabin in the middle of nowhere only to find death, mayhem, and more death. The director, Sam Raimi, has since become a hit-maker directing movies like the Spider-Man franchise and the forthcoming Oz: The Great and Powerful, but his home is horror.

You should watch this movie if for no other reason than to prepare for the remake, which is directed by the star of the original, Bruce Campbell! It looks like it’ll be a good one.

2. V/H/S – Remember that really awesome scene in the recently released Paranormal Activity 4? Me neither. Trade in the Disney horror for some truly terrifying found-footage action. A collection of shorts from five different directors, V/H/S (2012) movie will have even the most seasoned horror fan wondering what will happen next, and in some cases what JUST happened?

3. If Evil Dead and V/H/S are too scary, then Paul Lynde’s Halloween Special(1976) is just the thing for you. Paul Lynde (who I always loved as Samantha’s uncle in Bewitched) created this campy variety show with guest stars like KISS, Donnie and Marie Osmond, Betty White, and Margaret Hamilton (the only time the Wicked Witch of the West from Wizard of Oz ever appeared elsewhere). It’s so bad it’s horrifying.

4. In a world where vampires are heartthrobs and zombies have feelings, when will it be time for Werewolves to be the new black? There are a few gems to get you howling at the moon. Of course there’s the classic American Werewolf in London, but one of my personal favorites is Ginger Snaps (2000). It’s a film about two outcast sisters that get bit by what seems like your regular, run-of-the-mill wolf until things start to go bad. It’s got more girl-power and fur than a Spice Girl at the Olympics.

5. Have you tried overseas horror? Japanese is a safe option, but I always end up hungry 20 minutes later. Australia, however, has some gore to wet your appetite. The Loved Ones (2009) is a film from down under with a deranged teen girl who kidnaps and tortures the guy who rejected her for the school dance. If the idea of a scorned prom queen with a power drill doesn’t scare you, there’s an awkwardly inappropriate scene between father and daughter that would make even Woody Allen flinch.

It’s o.k. if you fall back on the staples, I like a little Michael Myers and Freddy Kreuger too. But try one of these less-known films to get your blood pumping and your hands clammy. You know, to REALLY get you in the mood for Halloween.

A Commuter's Guide to Englewood Cliffs

Written by Dan Levine, designer at East House Creative

“You work where?”

Englewood Cliffs, NJ sits a mile north of the George Washington Bridge, on the wooded bluffs of the Palisades. Most New Yorkers are familiar with its big sister, Fort Lee, whose name is synonymous with the approach to Manhattan and the frantic search for toll fare.

Englewood Cliffs’ anonymity to some is in stark contrast to its reputation in financial circles as home to CNBC, Citicorp, Unilever and other major corporations. In the face of changing financial realities in Manhattan, the creative community should become familiar with the opportunities across the bridge.

Unlike Hoboken and Jersey City, Englewood Cliffs is not accessible by train and as a result, it is “off the grid” for many rail-loving New Yorkers. Little do they know that NJ transit operates frequent buses from the George Washington Bridge bus terminal at the 175 Street stop of the A train, a mere five stops from 42 Street in regular express service. The 186 bus crosses the bridge and arrives in Englewood Cliffs in 10 minutes. Those New Yorkers with cars are likely already aware that driving off-peak means Englewood Cliffs is within 20 minutes of most of the boroughs with plenty of free parking.

Crossing the Hudson at the George Washington Bridge provides a whole different experience than burrowing under the river in a car or train. Using the bridge means one can employ various combinations of NYC subways, NJ transit buses, shuttle buses, cars or bikes (my personal favorite) to suit any mood or change in the weather. Being able to choose and change one’s travel routine creates possibilities for enriching new experiences and vistas. I would even say that I am more fortunate than my New Jersey-based colleagues who have no choice but to rely on their cars to get to work.

Bergen County’s Route 9 has long been a destination for New York City bicyclists in search of fresh air, good shoulders and few stops. Commuters can bicycle from any point in New York City to Englewood Cliffs, saving on gas and travel fares while enjoying unobstructed views of the Palisades.

My current bicycle route from Queens to the Manhattan side of the bridge includes a diagonal stretch through Harlem and Washington Heights from East 125 Street to West 175 Street.

It features the beautiful townhouses of Central Harlem and Strivers’ Row as well as the tree-lined splendor of Adam Clayton Powell Blvd. Harlem’s relatively low traffic density and wide avenues make it a great place to ride; fewer cabs means more space for bicycles.

I’ve managed to shave down the bike ride to under an hour, but it still doesn’t beat taking the car when I’m feeling lazy.

Introducing Graham Joseph

We have a new team member at East House.

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He can’t use InDesign or code CSS and HTML 5 or color correct images, he’s not able to make schedules or estimates or lead client calls. He can’t even answer the phone or run out for coffee.

But we thought we better introduce him to our clients and friends since he is pretty cute (o.k. we’re biased). Graham Joseph Winckler was born December 26, 2011 to East House account executive, Julie Winckler.

Graham’s special skills include eating, sleeping, making dirty diapers and smiling.

Julie is back from maternity leave and picking up his slack on the agency duties. But if you see some adorable young talent in your next creative concepts, you’ll know we found a fitting job for him.