What Is The Immersion Experience?

May 15, 2014 | Filed Under advertising | Leave a Comment 

Method actors throw themselves into their characters and drive their co-workers crazy. Gonzo journalists write themselves into their stories and shoot their cremated ashes from cannons.

There’s a system to the madness. The goal is intimate, authentic realization of their subjects.

Immersion advertising is pretty much the love child of these two approaches.

The concept behind Immersion Creative is that I submerse myself in my clients’ environments to “work from within.”

The result is communications that reflect your style, and your style alone.

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SOME EXAMPLES

Escott Sportfishing Lodge

My latest Immersion was with Captain Danny Escott, master fisherman, up in the Haida Gwaii. Escott Sportfishing flew me up there to see the lodge, meet the guides, check out the chef and support staff, and of course, fish. We worked from within, and built out the foundations of his new branding and website while we were there. Experiencing the lodge firsthand, we got an in-depth understanding of the unique differences that only Escott Sportfishing has to offer. Now, as we build out his communications, we will bring those differences to light.

Wolfes Combatives

I did an Immersion with Wolfes Combatives. For six weeks, I learned hand-to-hand and knife defence techniques used by special forces units like JTF2, culminating in an intensive 4-day CORE course. Afterward, I felt like I understood the brand inside and out while I built their creative.

You can read about that Immersion here.

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Dr. Bernstein Diet & Health Clinics

For Dr. Bernstein Diet & Health Clinics, I did the program myself. I lost 34 lb in 30 days and still maintain a healthy weight thanks to the insights I gained. This gave me a unique perspective into their system. And man, does it ever work.

Day One - 214 lb

Day 30 - 181.4 lb

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Mattress Choice

I worked for four months on the pillow tops of a mattress store, learning firsthand from the owners while creating the Mattress Choice brand from scratch. Logo. Branding. Print. Radio. Online. We did it all – based on the insights gleaned from watching the sales process firsthand and integrating it into the advertising.

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Events & Adventures

I’m a family man. So with the singles club Events & Adventures, the Immersion was done by my chief copywriter, Jeremy. He spent 23 weeks as a member. He wrote about the events he attended, which we leveraged into an in-depth understanding of the brand.

You can read about that Immersion Experience here.

Alpine Credits

I spent time in the offices of Alpine Credits. Everything from the way they answered the phone, to sit-in meetings with their new clients, found its way into the look, feel and tone of a brand we refreshed from the 80s to now.

Before & After

DVIBZ

With DVIBZ, I spent a couple of whimsical afternoons with the incomparable Miz. D. She introduced me to the fascinating subculture of vapour bars, smoke shops and medicinal marijuana clinics. (Only as an observer, I’m more of a whisky guy.) It’s a political and dynamic forum and Miz. D has a unique vision and stance. When we built her brand, we knew exactly where she was coming from.

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CampbellCare

I spent a week with CampbellCare Plumbing Heating and Air. Working in their office, I got a feel for the humour and style of the owners, and I was sure that the ads we made reflected it.

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Pardon Services Canada

I worked six weeks on the office of Pardon Services Canada. In that time, collaborating with the owner every day, we completely reinvented the brand based on one-on-one discussions, and observations of their sales staff, secretaries and general office flow.

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Customized Creative

The Immersion Experience is about understanding your brand completely.

Only someone who has absorbed the day-to-day operations of your business can truly represent you.

Because there’s a piece of you that shines through in everything your company does, and it needs to be experienced to be expressed.

Your passion becomes your company’s passion. Your drive inspires everyone around you.

I want to take that magic and let it grow. I want to encapsulate your winning spirit, and tailor it beyond your immediate business and employees, and infuse it into your communications as well.

How is that even possible?

Immersion. It’s just you and the source. No other distractions, suits, meetings, middlemen, or padded costs. I’ve been doing this for almost six years and it works.

Let’s Do It

To book an Immersion Experience for your company, call Mike at 604.551.1682.

Hi.



Wolfes Combatives Immersion

May 9, 2014 | Filed Under Uncategorized | 1 Comment 

When you are confronted in a dark alley by a homicidal killer with a knife, you don’t react like you think you would. You hit fear. And you panic. Traditional training goes out the window.

Look, a shortcut.














Chances are, no matter how much karate you’ve done, you’re going to try to grab the knife with both hands. And that’s okay. The difference between Wolfe’s Combatives and other self-defense is that they acknowledge that, and they build their moves around natural human reactions.

HOW many times does it have to save my life to pay off again?
















Wolfes is self-defense for Special Ops soldiers, not athletes.

They only have so much room in there.




















The reality is – when you are attacked, you hit a fear state. The only way to simulate the fear state is exhaustion.

If I keep this up I'll get as ripped as my shorts.
















And that’s exactly what Wolfes does. They will drive you to the point where you can barely raise your arms, and then pit you against four attackers, one of whom has a nasty sharp killing instrument.

The friendly face of your average assailant.
















It’s a realistic fighting scenario – taking into account your fear – and the fight or flight that comes from first encountering extreme danger.

Palm strikes double as eye gouging opportunities!





















The techniques and tactics they’ll drill into your head over four days come out sloppy when you are so overwhelmed. But they’re there. And looking back at it – you survive. It works because it’s simple. There are only 65 moves, compared to thousands in martial arts.

'Uncle' ain't gonna cut it on the street.
















For the last month and a half I have been training with Wolfes Combatives as an Immersion. Last weekend, I completed a four-day CORE course. The objective was to make me a “hard target” by immersing me in the hand-to-hand and knife defense fighting used by Special Ops units in Canada.

Nothing worth having comes easy!
















If you want to learn how to fight for your life, you need to make it realistic.

Wolfe calls it Tachy-Psyche – how you train is how you react. And that’s what I learned.

I found out how to defend myself from men 30 to 50 lb bigger than me, and from threats wielding knives – using WWII armed forces tactics in real-life scenarios.

That's one way to do it.
















Bill Wolfe believes in going full-force in the training. We were burning 800 calories an hour over 6.5 hours a day. I don’t think I could eat enough to make up for the weight I was shedding. I sweated so much my name went from “Sweaty Mike” to “Slimy Mike”. I was disgusting. But it was actually a tactical advantage… I was hard to grab!

Wolfe's got a grip
















But it’s not all physical. During the CORE experience, beyond the non-stop fighting, there are lectures. These are given by Bill Wolfe and are incredibly insightful. They discuss everything from legalities, to confidence, to how to turn your fear into power.

As well as the advantages of having no hair.

















Case in point: There are certain patterns to look for before an assault and ways to handle them. We learned go-to maneuvers for everything from defending against the traditional Canadian hockey grab (strike the elbow, then the throat) to the bar-room push (lock the elbows and attack) to the classic choke (grab, shake, strike the knee). Seriously, there’s something for everyone.

Hey, watch the shirt, pal.
















It was probably the most physically and spiritually challenging thing I have ever done. It was harder than a marathon. More demanding than P90x. It made digging ditches seem easy and Tough Mudder like a walk in the park.

I hate it.... But I LOVE it!




















CORE is designed to drill in a series of fighting techniques used by JTF2 and other special ops units. They call it Hard Target Training because once you know even the basics, you become exceptionally dangerous to your assailants.

Mullets & Snake Fighting optional.
















It’s a style of fighting known as Defendo. It was designed for WWII soldiers and has since been adopted by other elite tactical units.

Even Centurion soldiers used this effective little number.
















It’s all about attacking the eyes, genitals, throat, liver and kidneys with kill-or-be-killed fighting moves. No nonsense. Nothing sporting about it. It’s dirty, nasty, survival fighting that works.

Still scary 70 years later.
















Wolfe’s system is designed for war. Or any apocalypse coming our way. His mantra is K.I.S.S. – Keep It Simple and Savage.

Prepared for anything?
















This is Bill Wolfe. He is a Canadian Special Forces Commando who has served all over the world. Since then he has been an ERT (Emergency Response Team) officer and police officer in New Westminster. He learned Defendo from the source, and has been practicing it for over 40 years.

Even the suit says badass.






















After the course, I feel ready to defend myself effectively in life-threatening situations. I feel less threatened by men much bigger than me. And I know I have tactics to bring them to their knees instantly.

I tell ya, this one really works.
















It’s reassuring to think that, as a medium sized guy, with bird-like wrists and ankles, I could still be taught to eliminate threats, immediately and effectively with tactical force and violence. It’s one thing to know what to do, and a whole other thing to be comfortable striking & kneeing someone as hard as you can, repeatedly, so you are ready when the time comes.

How you train is how you react.

Wolfes has been a life-changing experience and a skill set every soldier & civilian should possess.