Advertising's quiet pitchman  AUG 10 2011

Fast Company has a nice piece on Adam Lisagor, known around these parts as lonelysandwich. After doing a well-received promo video for a Twitter app he developed with a friend, Adam found himself in demand to do similar videos for a growing roster of technology companies.

But his tone is his real strength. "I try to identify that thing in a product that matters most to me," Lisagor says. "I'll glom onto that element and try to recreate it in this linear story I'm telling." That calm, Billy Mays-free approach conveys an inherent trust. It assumes that the viewer is the kind of person smart enough to appreciate the product's value. That's exactly the kind of customer tech startups want, which does much to explain their love for him: Lisagor is sui generis -- "the best and only one doing what he does," Dorsey says -- and his promos blend "the aesthetics and techniques of advertising with the storytelling of an instructional video,"says Malthe Sigurdsson, Rdio VP of product design.

He's got himself a web site on which you can view his work. Congrats on all your success, smell great!

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