How a goof became a phenomenon is a Web-age love story almost as sweet as Donnie is bitter. Many fans believed the video series had to have been made by a professional comedian; Dane Cook was a favorite suspect. But it turns out to be the work of Troy Hitch, 37, and Matt Bledsoe, 39, both of Covington, Ky.--two former ad-agency guys who met while recording a radio commercial in nearby Cincinnati, Ohio. They buddied up, started writing funny bits and launched a new-media-centric creative agency called Big Fat Institute in 2005.
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Hitch and Bledsoe had long nurtured an idea for a character they thought of as the Angry Photoshop Guy. Explains Bledsoe: "We had both been in the agency business so long that after a while we'd seen every kind of person in the advertising world." One of those stereotypes, he says, was the "insane designer, basically. He has horrible social skills and horrible things going on in his life, and the only thing he has going for him is he can out-Photoshop the guy in the cube next to him." It took 2 1/2 hours to complete Episode 1. "The vast majority is improvised by Troy," says Bledsoe. "I hate him for that." Hitch adds, "It was meant to be a one-off thing." But within a few weeks, the blogosphere discovered it, and the series began racking up page views.
In my favorite episode, Donnie shows viewers how to seamlessly remove the wedding band from a picture of his cheating wife's finger. "We actually really put the ring up for sale on eBay, and within four hours, 30,000 people had come by to look or bid on it," Hitch tells me. "The ring was bid up to $760." But eBay shut down the auction after discovering the performance art--a violation of the terms of service, apparently.
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