On My Radar: Jonathan Notaro

Brand New School is the creative design and production studio behind a new Nike campaign for the brand's latest SB Free skateboarding shoe that boasts flexibility, control, and cushioning for riders.

The brand enlisted the help of pro-boarders Sean Malto and Shane O’Neill for an interactive short film, Nike SB Free (below), that sees the duo showcasing their skills sporting the new gear.

Executive creative director/director Jonathan Notaro worked on the interactive project and below offers industry opinion and his inspirations beyond.

What’s the best ad campaign you’ve seen recently?

Well it’s not too recent, but the Old Spice campaign by Tom Kuntz still wins here stateside.

What website(s) do you use most regularly and why?

Google – the breadth of the world’s knowledge is at our fingertips. I’m a bit of a news junkie and can also be found procrastinating on Huffpost.

What’s the most recent piece of tech that you’ve bought and why?

Sony camera A7s. A DP friend turned me onto it. It’s a full frame mirror less camera with 4k capabilities. The sensor is incredible and has a very high ISO so you can shoot in the moonlight and get an exposure.

Social platform of choice?

Instagram. I’m not a member of any other social networks oddly enough.

What’s your favourite app on your phone and why?

Sunrise – it’s a beautiful and a functional calendar app that aggregates all of your calendars from various accounts.  Without it, I wouldn’t know whether I’m coming or going.

What’s your favourite TV show and why?

I really don’t watch TV shows.

What film do you think everyone should have seen?

I really enjoyed The Imitation Game.

Where were you when inspiration last struck?

Walking down Varick Street in Manhattan in single-digit temperature, freezing my ass off. It’s such a frequent occurrence, hard to keep track.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The technology we work with has improved exponentially since I started. Things now take a fraction of the time that they used to. As tech has advanced, schedules have tightened. I remember being down for days due to tech issues, crashes, etc. Things are so much more stable.

If there was one thing you could change about the advertising industry, what would it be?

I think we could use more loyalty, patience and trust. It seems a lot of creative decisions get made with the short term gains in mind. Sadly, that’s partly why I don’t have a fresh answer for your first question.

What or who has most influenced your career and why?

My dad for sure. He was a film guy on the production side of things. He just had passion for what he did, surrounded himself with talented people who were also friends and made work part of life. 

Tell us one thing about yourself that most people won’t know…

I value the process more than the end product and find a way to be incredibly self-critical on almost every project I’m a part of. Sure, I like something for a while, but in the end I’m fondest of the memories I have of working with people.