if I took $10,000 for ta ooing now, I’dnever
get more than that for something bigger
later on.” Nike came around and Cartoon
was officially in the sneaker business, cre-
ating shoes for the company and pu ing
onmajor events designed to appeal to the
urban community.
Other companies were quick to view
Cartoonas a conduit to that same lucrative
but elusivemarket.When, for example, the
iced-tea brand Brisk was having trouble
landingEminemfor aTVcommercial, Car-
toon dropped in and worked it out with a
phone call—a er all, he had just finished
inking the volatile Detroit rapper. The
resulting claymation ad helped his firm’s
advertising arm win a cultural branding
gig with Pepsi, Brisk’s parent company.
Tying that story back to Sanctiond, Firey
says, “How much be er can it be than to
have the guy who Fortune 100 companies
hire to help reach urban markets?”
Back downstairs in his garage, amid
more than a dozen customized autos
and a trophy case jammedwithawards for
first-place finishes at car shows across the
country, Cartoon half jokes that it might
be “intervention time” vis-à-vis the car
collection. But there is an upside.
“
Now that I have a wax company, it
makes sense forme to have all these cars,”
Cartoon says. “It used to be that people
thought I was crazy.”
MICHAEL KAPLAN,
an entirely untattooed
writer living in Brooklyn, writes for
Wired
,
Details
and the
New York Times
.
NOVEMBER 2012
•
HEMISPHERESMAGAZINE.COM
appreciable biases between the out-
comes when subjects were given time
to deliberate, but when they were asked
to make an immediate choice, or were
immediately given a test of unconscious
preference, they picked the first option
more often than not.
So consider this another reason to
take your time on important decisions.
There’s no telling what might happen if
you drink that French vanilla coffee.
—
JACQUELINE DETWILER
