Brett Minieri Talks Pin Up Girls & iPhone Apps

1.   Wow – you created an application for the iPhone… what is it called and how did you come up with the concept?

The concept is pretty simple, really. We wanted to create something fun and provocative to leverage the accelerometer technology that makes iPhone so unique. The first thing that came to mind was the old style nudie pens. We were lucky enough to get Jessica Dougherty to do the amazing pin-up girl illustrations which make it more premium feeling than kitschy. They’re pretty amazing.

Naming it was a project in itself. It was originally going to be called iTease, but the application process with Apple is notoriously subjective and it was declined – because it was “too risqué.” Um, really? So we decided on HOTTi, keeping that whole small “i” thing that seems to be integral to all things Apple. Works for me.

2. How long did it take you to create that application? How does one get started if they have an application idea?

Well, the idea came about pretty spontaneously. But the development, not so much. The entire process was quite the learning experience and I wont say it wasn’t maddening at times. Even for a simple app like this, my developer Andy Stepan and I used different vendors from all over the world. So, it’s not unlike being a general contractor with no shortage of hiccups along the way, which can really prolong the process. All in all, it took about six months – before the approval process. But obviously it was worth it.

3. So when you are not creating super rad iPhone apps, what is your day job…

I’m a creative director at a digital ad agency. Aside form the hours, it’s a pretty fun job which allows me to work with some really talented people while working on some pretty cool brands. Plus there’s a pool table, so…

4. What are your favorite places to chill out + what cities are they located in?

I’m comfortable anywhere with good food, good friends and a beer or three. But I love the water, so the Jersey shore (not from MTV’s reality show – the other part of it) and Newport rank highly in the summer months. My travel itinerary isn’t what you’d call “exotic.”

5. Do you believe in past lives and if so what/who were you in your past life?

Ha. I don’t really. This current one’s been keeping me pretty busy and mildly entertained for a while though.

6.What was your best trip ever and where do you want to travel next?

Hmm… I went to Sundance a few years ago which was absolutely amazing.  I partied like a rock star (with a few of them too). And I really enjoyed wine country. Northern Cali is just amazing. For my next big trip I really want to go to Italy. I hear the food’s somewhat decent.

7. So you are in advertising, where do you get your inspiration?

Anywhere and everywhere really. It’s part of my job to be up on pop-culture and what’s new in every medium. I watch an inordinate amount of TV and spend a good part of my day online. For work, of course.

8. I hear you play the guitar… how did you learn and what are some of your favorite bands?

I’ve been playing for 20 years and it’s one of the best things I ever did in my life, honestly. I’ve always loved music and the guitar has always come very naturally to me – I’m largely self-taught. I love a lot of different music but as a guitarist I listen to my heroes like Hendrix, Page, Van Halen, etc. I’m also a bit of a metal-head. Anything that rocks. Metallica, NIN, Alice in Chains and most 80’s hair bands fill out my iPod.

9. How much money do you want to make with your application?  Are you going to create more iPhone applications?  Do you encourage other people to create them?

It’s hard to say really. There’s what, like 30,000 apps available now? That’s a lot to compete with and can be a daunting proposition considering the costs incurred with making one. At the same time it’s fulfilling to contribute to pop-culture, however minimally, regardless of your net sales. I’m fairly confident we’ve got a cool little app here and we’re hoping it will appeal to a large enough audience to make a buck or two. Hoping this article helps too.

10. What is your favorite iPhone application?

There are so many good ones. I’m not much of a “gamer” so most of the ones I use are more functional and have to do with sports or music. Shazam is a really cool app. And of course there’s Facebook.

11. Who inspires you fashion wise – what is your staple uniform?  If you had to live in one piece of clothing for the rest of your life, what would it be?

I have a lot of HUGO Boss in my wardrobe – love the style and fits me well. Paul Smith is really cool, too. And whatever I’m wearing, it will always be with jeans. I live in jeans.

Bonus question:
12. Leave us with a quote – something you make up or a quote that you just love to repeat?

“Anyone who lives within their means suffers from a lack of imagination.”
Oscar Wilde said it. But I can relate to it.