Magic and Mojitos
Magic and Mojitos

Yesterday I performed for the lovely people over at Waggener Edstrom, an innovative PR firm, in their West Village offices. The mojitos were flowing and there was a real warmth from everyone present; a really fun bunch.

After the magic, we chatted about the creative process of conceiving a magic effect and how the same thinking can be applied to advertising a product or brand.

When creating magic effects, I love the challenge of coming up with something that I know will completely floor an audience because of its sheer impossibility, and then actually making it happen. For me this is much more rewarding than learning a particular technique or "move" and figuring out how to build an effect around it. The interesting thing about working this way is that despite something seeming unachievable, there can often be an incredibly simple solution. It may not be necessary to use a complex self-gratifying method to achieve the effect when an elementary alternative will do the same. If the end result looks and feels EXACTLY the same to an audience, shouldn't you choose the method that allows you to focus on presentation?

Good magic, like a good mojito, should be cleanly and simply presented with the focus being on the lasting impression it leaves on the clientele.