Bonar Bulger

Nike did a whole content marketing thing called Breaking2 quite a while ago and they treated it like an F1 team treats a race every variable is optimized. You know the course conditions the pacing system…a rotating squad about 30 world class. Pacers ran information ahead of the athletes to block the wind and keep the exact pace to see if they could break a two hour marathon and this week it was done not with any science as far as pacing and an optimal route, but really just the shoes and of course they were Adidas. So Adidas is making a meal of this at Nike‘s expense. I still think the Nike content marketing thing they did with Breaking2 was really great but it’s interesting to see how Adidas can take advantage of the fact that their shoes were the ones being worn when that was broken in its natural environment.

Apple released a behind-the-scenes video for their MacBook Neo showing how they did some of the effects and I’ve been thinking about this for a while that in the face of all the AI content that’s been created brands are going to lean more and more into behind the scenes videos to show the practical effects that they created. They will want to signal to the consumers or viewers that real work and effort and a human touch went into it… So videos that are produced by brands will almost require behind the scenes component as well.

ICE MAKERS - a documentary about outdoor ice rinks and their struggle in the face of climate change. Supported by - it’s a story of how Canada is loosing one of its most iconic pastimes due to climate change.

Perhaps I’m old, but I prefer a hidden lab, Mike… But I know the kids these days love to hold these things and attach them to different things (like shoes, or fish or whatever) - it’s interesting that this has become a thing.

I was watching the launch video for the Porsche 911 GT3 S/C … and I thought it was really good… Brands need to think of themselves as media companies as much as companies that sell whatever products they sell… You’ve got to entertain your audience and they did a great job with this video. 👏👏👏👏

I’ve been going down the agentic coding rabbit hole for a couple of months now and… it’s pretty incredible what these tools can do. It’s not quite as easy as I think a lot of influencers or content creators might have you believe… it really is like arguing with your drunk uncle.

Aboard the S\V Linden. A 1920s replica schooner…off the coast of Eastern Greenland. 🇬🇱 with . You can visit the Arctic in a “Small“ cruise ship, which would normally have about 200 people aboard… In the case of this boat there was about eight of us plus the crew… Far more intimate… And immersive.

1500m today for a total of 3,100m towards my November 5KM swim in support of the Canadian Cancer Society!!! Thanks to everyone who have donated so far…I originally set my donation goal at $350 —- and that’s been blown away! We’re sitting at about $800 now. Thank you, thank you thank you. 🙏 - link in bio for anyone looking to lighten their wallet in support of a great cause.

Both my grandfathers flew during World War II… This is one of my grandfather’s logbook you trained pilots in Vulcan Alberta right up until 1944 at which point he served overseas during D-Day and in Lancaster’s afterwards.