Lonely Sandwich Ad Man is the Anti-Billy Mays

Fast Company has a nice piece on Adam Lisagor, better known around the Internet parts as lonelysandwich and one half of the geniuses behind Put This On.

After doing a 2009 promo video for Birdhouse, a Twitter app he developed with a friend, Lisagor found himself in demand to do similar videos for who’s who of start-up tech companies. And now, he’s the tech world’s silent ad man.

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.

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