Have you ever wondered how the “Got Milk?” campaign was started or what it was like to work with the celebrities and the celebrity photographers who helped make the campaign? Well, Bernie Hogya can tell you all about it because he was there from the beginning, all the way to the last frame. And that campaign reversed a 30-year decline in milk sales and became a pop culture phenomenon. In his career, he has worked with celebrities like Taylor Swift, Elton John, Van Halen, Tom Brady, Steven Tyler, Harrison Ford, The Rock and so many more. He also worked with photographers like Annie Liebowitz, Richard Avedon, David LaChapelle, Herb Ritz, and more. Bernie is one of the elites when it comes to being an Art Director and Creative Director in Advertising. Led creative on The Foundation For A Better Life, cited by the OAAA as “The most successful public service campaign in the history of outdoor advertising.” We discuss his band in High School being the first Kiss tribute band ever, how he started out working at Marvel Comics and hid names of friends in the pages of the comic books, what it took to get Annie Liebowitz to agree to be the first “Got Milk?” photographer and what her process is like for a shoot. He also has some great advice for up-and-coming art directors, or anybody really, and we talk about what he’s doing now, plus so, so much more. There are some really great stories and behind the scenes information in this episode.
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