New Media

Nike Lance Armstrong "Feed the Warrior" (GO Film) and Jockey "Out of Line" (Union) Among Our Hottest Videos

Sun, 31 Jan 2010 07:44:45 -0800

If Lance Armstrong had beautiful breasts, we'd hit 1 million views.

As of January 29, 2010, our YouTube channel's most popular online video is Nike "Feed the Warrior" starring Lance Armstrong, with 233,307 views. Directed by GO Film's Christopher Guest, the campaign features Armstrong as a Dick's Sporting Goods store manager dispensing training advice to customers and employees.

Close behind is Jockey "Out of Line", which has racked up 158,926 views. Directed by Marcus Nispel and edited by Jay Friedkin of Union, with VFX by resolution, the highly stylized spot imagines a futuristic way-station where people are moved assembly-line style through a chamber that eliminates their individuality and turns them into mindless clones. Judging from the hits, it's not the mind of our heroine that tubers are responding to.

Armstrong is pedaling as fast as he can to overtake Jockey with second ad for Nike, "T-Shirts", which lured 151, 843 views.

The spot to keep your eye on now is "Drop", for Bavaria Beer. Launched on the Raging Artists channel on November 10, 2009, this video is at 28, 644 and climbing. Directed by Matthijs van Heijningen (Bonkers/Amsterdam) via Selmore, and featuring extensive work from Eight VFX, "Drop" has viewers charmed, and craving more than a drop of the lager.

Of course, BMW "Living in the Lights" remains in high gear. Promoted and marketed by Raging Artists and living on Bandito Brothers' channel, the BMW M3 film is a more-than-viable experiment in advertising, with 701,599 views.

Ok, so Lance, in a Jockey push-up, behind the wheel of a Beemer. Now we're talking.

Social Media Agency Amplified State Cuts Through the Chatter

Tue, 06 Oct 2009 08:54:54 -0800

LONDON, October 6, 2009 – In a world where consumers actually create the message and rapidly share their knowledge and opinions, finding out what is being said about a brand, why, and by whom, is a complex yet extremely useful pursuit. “These conversations, whether they come from a blog entry or from Twitter, have turned the marketing process on its head,” said Spencer Friend, Founder and CEO of newly launched social media agency Amplified State. “The power has shifted to the consumer, and we’re respecting and utilizing that reality to the betterment of a brand.”

Brand marketing teams, investor relations, advertising, digital, PR/marketing agencies and consultancies will find Amplified State a valuable resource. Likewise, company stakeholders – employees, customers, business partners, suppliers, and shareholders – can all benefit from the research done by the company.

Amplified State provides measurement, insight and analysis of sentiment expressed through social media outlets such as blogs, social networks, forums, review sites and anywhere else that experiences and opinions are shared. “We make sense of all these discussions and draw vital conclusions that will help maximise our clients’ objectives as well identify potential opportunities,” explained Friend. “We also make recommendations on how to encourage more positive discussion as well as how to harness the power of a customer base through online brand communities and by creating their own user forums.

"What's more, we can monitor and analyze what is being said on any video media on the net. This is very powerful and allows us to offer to our clients a full service of sentiment in any rich media format."

Through its bespoke services, Amplified State can offer its clients anything they wish to know from brand sentiment to intelligent market research about emerging trends. “While some are focusing their attention on measuring the effectiveness of a marketing or advertising campaign, we’re interested in the big picture,” noted Amplified State’s Head of Business Development Michael Goldman. “How many people view a video or visit a website is only part of the information a brand needs – we cut through the clutter. The substance of the comments is what directly or indirectly influences public perception and ultimately affects consumerism and stock-buying activities. A brand image now belongs to anyone who influences that brand – 1000 people blogging has a bigger impact than a corporate messaging campaign, and we measure the brand image on all of these tiers.” As Goldman explained, “It doesn’t matter who the individual(s) or group(s) are that are conveying their opinion or influencing sentiment. One fund manager can influence the financial brand with one blog with a much bigger impact than 1,000 consumers,” he said, adding that “the buzz created can come from anyone, anywhere, at any given moment, is key.”

Amplified State takes a scientific approach to analysis. In development for nearly two years, the company’s proprietary and independent software extracts key data from the various online outlets, and, using a mix of algorithms and human interaction, appropriated a value to data and stores it in a database. This data is then interpreted and converted into a reporting structure for Amplified State’s analysts to work on.

Once the information has been analyzed, Amplified State helps brands encourage positive sentiment and apply the research to improve its customer service, marketing, market valuation and its product. “Unlike focus groups, we’re basing our evaluations on actual conversations,” Friend said. “We are offering clients a clean and direct line to their audience.”

Goldman added that Amplified State and its technologies were designed to accommodate the full spectrum of client needs. “Our clients may be interested in investment analysis, PR checks, and so on, knowing not only what consumers think but what employees, vendors and associates are expressing about the company,” he said. “As such, they are presented with sentiment and insight against their own unique requirements.”

Amplified State launches with four divisions:

Metric Research – providing extraction and collation of consumer generated media, followed by measurement, insight and analysis of that data. This division helps the client’s internal marketing and communications teams to formulate their own strategic response to the conclusions drawn by Amplified State.

Marketing Strategy & Planning – providing more in-depth strategic planning assistance. Based on the client’s marketing and brand objectives, this division focuses on tactical areas, which aim to increase the amount of positive sentiment being generated online by Social Media (SM) users.

Buzz Maker – reaching out and seeding information about a new product or service, this division applies Amplified State’s knowledge and data to the marketplace.

Online Brand Communities – client linked sites that actually invite users and influencers to be involved with improving a brand’s offering. Be it improved customer services or new products, its the equivalent of having your customer database in your office telling you what and how to improve the company. Totally controllable and real research.

The first agency of its kind to open in Europe, Amplified State is headquartered in London, with strategic relationships in Europe, the Mideast, Africa, and New York. Amplified State currently is seeking investment in the company to take the software and operations to the next level of growth.

Management Team

Spencer Friend, Founder and CEO (pictured, right): Founder of Joyrider, which produces high-end content for commercials, music videos and other branded media. Spencer studied Management Sciences at UMIST Manchester, a leading UK research university with a reputation as one of the best business management courses in Europe. He went on to work in Agency Planning and Buying before being headhunted. Moving into producing, Spencer has worked in design, live action, animation and VFX supervision for film and TV. Developing directors’ careers and producing high-end campaigns for Orange, Playstation, BMW, Tesco and BT Spencer has a proven track record as an entrepreneur.

Michael Goldman, Head of Business Development (pictured, left): A leading sales executive, consultant and thought leader in the finance, asset management and software, Michael started out at NASA Ames. He brings 12+ years of consulting and software experience specializing in building new initiatives within large corporations or emerging start-ups. His strong customer centric background was leveraged by transitioning to Project Management at NASA, continuing into Product Management at ActivIdentity, Product Marketing at Mercury Interactive, Sales at several Silicon Valley start-ups and starting a sole-proprietorship called MZG Information Technology.

Oliver Coey, Chief Engineer: An experienced web developer and database designer, Oliver forged his skills designing and implementing CRM solutions for WorldPay and South African Airways. More recently he has enabled businesses to maximize their customer management systems by designing specialized bespoke data driven websites including building a bespoke code for CS systems for the UK government, which integrates postcode matching to caller addresses. For Online Inventories he designed a bespoke online booking system that cornered the market and led to massive growth and expansion for the business.

Michael Brewer, Senior Analyst/Strategist: Michael has a passion for discovering what drives success in business and marketing, then helping organisations use the resources to meet their full potential. Over many years as an analyst, adviser and strategist he has worked across sectors with clients including BT, Lloyds, Daimler Chrysler, Royal & Sun Alliance, Microsoft and Reed Elsevier. He has researched corporate and consumer markets to seek out customer insights which form the starting point for building new products and propositions, such as preparing the strategy for Egg to enter the investment markets in France and Germany, its first move overseas. Other achievements include research and strategy development for Daimler Chrysler retail, contributing also to its turnaround and growth.

For more information, contact:

spencer@amplifiedstate.com
michael@amplifiedstate.com
+44 (0)207 183 7984

Mophonics Artist Joey Ryan Brings 'California' to the LA Tap Project

Wed, 08 Apr 2009 06:41:22 -0800

"California," a single from singer-songwriter Joey Ryan of Mophonics, proves the perfect fit for this animated spot inspiring the City of Angels to bring water to those who need it. Sponsored by UNICEF. The song appears on Ryan's new Mophonics-produced EP, "As It Must Be," out now.

Agency: TBWA/Chiat/Day LA
Music: Mophonics
Artist: Joey Ryan
Animation: Belief Design
Illustrations: Israel Sanchez, based on the original art work of Geoff McFetridge

Cute Kids: OV Guide Explores the Mystery Behind a Baby Boom on the Web

Sun, 05 Apr 2009 15:49:31 -0800

In this new clip, OV Guide interviews an internet mini-star in search of the secret to her success - and that of babies in general. Our host seeks answers...and he gets some:

New Media Mania: Tom Megalis

Mon, 24 Nov 2008 10:00:18 -0800

Check out the work of Tom Megalis, as referenced in his new column for AdSpoken. We look forward to seeing more of Mr. Megalis, as he bolsters the LA presence of Megalis Studio in 09!

Megalis Studio produced this stop motion puppet campaign for Pizza Pan, breaking through the TV clutter and driving traffic to the 80 locations. It was all accomplished on a tight schedule and an even tighter budget:

Tom's YouTube vlogs caught the attention of an ad client:

Assembling a small crew and producing the entire campaign in a single day on HD video, Megalis Studio produced this highly effective ad for revol wireless:

Web Marketing & Content Agency is Better than Best, More than Spectacular

Fri, 10 Oct 2008 08:37:44 -0800

"This is B.S.!" shouts Steven Best as we arrive on the set of Best/Spectacular, the eponymous series about a Web marketing and content agency rolling with the punches in the New Media age.

Best (pict., top r.) isn't angry - in fact, he's laughing. "This is great, right?"

Most likely, Best - Partner/COO of Best/Spectacular, a Culver City-based firm that provides grass-roots Web marketing - is referring to the huge, bustling office, presently bustling not only with staff but with cameramen, sound people, grips, and PA's.

"I mean, we wouldn't be documenting what we do if it wasn't entertaining," Best asserts, "and Justo thinks it's entertaining, and we put our faith in him every day."

'We' is the firm, launched this year by Best and Partner/CCO Nicholas Speck (pict., r.).

'Justo' is Justo A. Diaz (pict., below), Director of Marketing for B/S and the driving force behind the Web series. "Nobody works the way Steven and Nicky do," explains Diaz, himself an entrepreneur and Web marketing guru to a host of brands. "They make magic first and ask questions later."

Today, Best and Speck are entertaining a pair of new clients whose profiles could not be more different from one another (and whose identities we've been asked to withhold). According to Speck, this diversity is, in part, what fuels the dynamic duo. "We're engaged in a civil war," he says of his relationship with Best, "one that's lacking in civility but one we both win."

A charming Brit with a frenetic energy off-set by an easy smile, Speck stresses that the documentary series is in its infancy, and frets that his partner has probably said too much. In his defense, this was an unscheduled visit; Best chatted us up in the diner down the block and invited us over. "I promise we'll have you back," says Speck as we're whisked to the door. "We can give you an exclusive...Or you can be in the next episode!"

Best and Speck see us off with a case of Function drinks (a sponsor of the show) - in exchange for a signed release permitting them to use any video of us in the series. Looking over our shoulders as we go, we're excited about the impending exclusive - but we can't help wondering if the latter option might be even more fun.

Sportie LA and ACI Team Up for LA Gear Relaunch

Tue, 29 Jul 2008 08:00:00 -0800

SLAM on Board to Handle Marketing and Promotion

BEVERLY HILLS, CA, July 29, 2008 - Top indie retailer Sportie LA and LA Gear-owner ACI are teaming up for a relaunch of the LA Gear brand, with product expected in select stores by mid-September. SLAM, Sportie LA's content and marketing eGency, is overseeing marketing and promotion for the endeavor, which focuses primarily on late 80s product.

For the initial launch, ACI and Sportie LA are bringing back many of LA Gear's signature styles, while updating some colors and materials. Among those styles re-emerging are the Fire High (known for its fiery emblem), the Star Shooter High (B-ball on the tongue), and the K.A.J., which will update the classic Kareem shoe with a striking metallic silver and gold combo. In its second phase, the team will bring back the LA Lights, a trademark of the period, which will be available in kids, mens, and womens sizes.

"LA Gear is one of the classic heritage brands, and we're staying true to that," said Sportie LA co-owner Isack Fadlon. "A few years ago, everyone was coming back, it was the thing to do. With LA Gear, we and ACI have chosen the timing, we didn't fall into the trap of following suit." Fadlon added that the LA-centric theme is no coincidence: "ACI and Sportie LA are both based here, and the timing reflects a boon in fashion in Los Angeles. The city's profile in that regard is rising so quickly, gaining stature in its own right."

"It has been almost 20 years since these original LA Gear styles have been in the market, and we feel like it's time to bring them back," said ACI's Lance Jackson, Director of LA Gear Specialty Product. "It's a project LA Gear is very confident and excited about!"

"We're building our effort around the connection that people have with this brand," SLAM Director of Marketing Justo Diaz stated regarding the outfit's campaign, which will include Web sites, commercials, print components, and events. "Our audience comes to LA Gear from all angles; some connect at a point of nostalgia, while others seize the opportunity to be part of a vibrant era for the first time."

The new LA Gear line will be offered exclusively at Sportie LA for a limited time, before expanding to select retailers.

With four stores in the Los Angeles area, and a clientele that reads like a Who's Who of fashion-conscious celebrities, Sportie LA is considered one of the chief influencers on today's sneaker scene. In 2007, the company was listed #3 among Independent Retailers on Footwear News' Power 100.

SLAM provides nontraditional creative marketing promotion, advertising production and consulting for select brands and since its inception in 2006, has carried out Web-based initiatives for brands such as PF Flyers and Creative Recreation, and had a hand in live events for K-Swiss, Asics Onitsuka Tiger, New Balance, and Reebok.

tight Director Danny T Helms Live-Action for Online Game Promoting Hellboy II: The Golden Army Created by Double Twenty

Mon, 07 Jul 2008 08:00:00 -0800

SANTA MONICA, CA, July 7, 2008 - "Whether I'm working on a broadcast commercial or something in another medium, it's all storytelling, and I like it to feel very authentic," says tight director Danny T, who worked with the project's visionary creator Matt Wolf of Double Twenty on an alternate reality game promoting Guillermo Del Toro's upcoming film HellBoy II: The Golden Army. Danny T, whose spot credits include projects for Nike and Coke, was responsible for directing the live-action segments appearing online via a variety of distribution platforms.

Recognizing the Internet as a vital tool to communicate with people all over the world via video cam, blogging, and websites, the team has incorporated all of these Web sectors to create an interactive, alternate reality game that encourages participants to work together to uncover clues, unravel a mystery, and solve a myriad of puzzles.

An innocent visit to YouTube serves as a portal to the ARG's live action clips, luring viewers through the looking glass with segments that are alternately amusing, intriguing, and startling: a young, amateur vlogger named Lexi gradually finds herself drawn into a world of fairies, trolls, and other things that go bump in the night; video footage of random people encountering a spray painting with secrets of its own; and clips of leaked military training and experiment footage. Each of these videos contain clues to help win the game. The YouTube videos have already received thousands of hits while message boards on other sites associated with the game have become popular tools for players to communicate and to work together to figure out who the characters are and what the clues to unlock the final puzzle - known as the Secret Device - could be.

There are a variety of sites to visit creating various ways to be introduced to the game. Because of this there are three distinct groups of players: Hellboy fans, gamers, and an audience that stumbles upon it either by seeing the YouTube videos or by word of mouth. The main sites introduce you to the Secret Device, where clues are given and received and where the true mystery will be revealed, HETFET, which has message boards, forums, information, articles, and links to the YouTube sites, and finally Panatrog, which is a mysterious organization associated with the game.

Wolf explains, "It combines story narrative and gameplay in one. Designed to entertain diehard fans of Hellboy and new fans alike, our goal was to create a parallel experience for people to get excited about, as the upcoming movie approaches." As the participant becomes more involved with the game and the online characters, they are educated about the upcoming Hellboy movie as well. While the game is fantasy, it does include a real eco friendly message that people believe in and can relate to since there is a concentration around HETFET, Humans for the Ethical Treatment of Fairies, Elves and Trolls, and their environmental safety. As well as the connection with live-action characters that gamers have already formed a rapport with through YouTube and message boards. The players are introduced to various characters and scenarios that will allow them to formulate a relationship with the franchise and therefore create new Hellboy fans without giving away any details of the actual film.

A co-host of the award-winning The Totally Rad Show (referred to by Wired Magazine as "The best weekly podcast-period"), Danny T routinely covers the latest in movies, television, videogames and comic books. "Matt and I are both gaming geeks and through hanging out we recognized that and collaborated well," the director says. "Being part of making a game and the process was very exciting and cool. I am a guy who plays the games, I'm that guy we're targeting. I'm a consumer of other products as well, and I always try to relate to the audience for a campaign. Still, when it comes to the gaming stuff, I was uniquely connected."

For Danny T, the challenge was to grab viewers' attention and inspire an "is it or isn't it real" reaction. "Even in a movie theatre, we're asked to suspend disbelief, if just for a moment," he explains. "We wanted the videos to be just believable enough to have people, for a second or a minute, to question whether or not this is real."

The vlogger, Lexi, for example, had to be "a real person, not a character," Danny T says. "There is a point where you realize she is an actor, but at the same time, when these videos broke, people were emailing Lexi thinking she did not know she was being used as part of a game." For the spray paint videos, we paired visual effects with a very grounded shooting style to strike the perfect balance between credibility and unreality. Danny T shot the "educational film" pieces on Super8, which most closely resembled the look of the old-school 16mm films he studied as references and Wolf really wanted to obtain. "We want people to laugh at it because it's so dead on," he says. "It could have been made thirty years ago, it could be the real thing, something we found in a vault, but it's not." The believability throughline extended to editorial and music, Danny T says. "You don't want it to be so crappy that it's unwatchable, but the artistry can't be too polished."

With increasing views and response, the game has rapidly been gaining momentum in anticipation of the film's July release, and both Danny and Matt are pleased by the reaction to the work. "Hopefully, by avoiding overt stylization that would reveal the hand of the director," Danny T concludes, "I've been able to put my own stamp on it, after all."

To view the game and various websites visit www.thesecretdevice.com, www.hetfet.org, www.panatrog.org. Danny T's live action material can be viewed atwww.youtube.com/user/lexivision, www.youtube.com/user/aSmarmyYeti, www.youtube.com/user/dutchfelines, as well as Tightfilms.com. Double Twenty is located at d20.com The game will wrap on June 4, 2008 and the Secret Device will be exposed to the public. Universal's Hellboy II: The Golden Army premieres world wide July 11, 2008.

Project Credits

Client: Universal Pictures (The Secret Device Alternative Reality Game)

Agency: Double Twenty
Executive Producer: Matt Wolf
Writer/Director/Game Design: Matt Wolf
Producer: Tania Thiele
Additional Writers: Tania Thiele, David Wohl

Production Company (Live-Action): tight
Director: Danny T
Executive Producers: Rich Carter, Don Block, Elaine Behnken
Head of Production: Annie Hanlon
Producer: Ari Hakim

Editorial: Jigsaw
Editor: David Trachtenberg
VFX: Mark Leiss
Executive Producer: Kirsten Thon-Webb

Editorial: Cosmo Street Editorial
Editor: Asako Ushio
Executive Producer: Yvette Cobarrubias

Music: Finger Music & Sound Design
Composer: Dave Hodge

Silver Cyber Lion Goes to The Viral Factory for Samsung

Thu, 26 Jun 2008 15:00:00 -0800

Los Angeles/London, June 26, 2008 - Digital marketing and media agency The Viral Factory took home a Silver Cyber Lion at last week's 55th International Advertising Festival in Cannes. Competing with top tier agencies worldwide, The Viral Factory was honored in the Viral Video category, for a hugely successful piece created for Samsung Electronics to promote the Samsung G800 Mobile Phone. In the film, stop motion animation stick figures traverse the bodies of a guy and girl falling in love, telling the story of "How We Met." Shot entirely on the G800 and produced in a user-generated content style, the entertaining piece is a "product demo" in the purest sense of the term.

In addition to the Lion, and a Yellow Pencil earlier this year, "How We Met" earned a position on the front page of YouTube and racked up total views of 10.5 million. Upon its release on YouTube, it ranked #1 most viewed globally overall, #1 most viewed entertainment globally, #1 top favorite globally, #1 most discussed entertainment globally, #6 top rated globally, #6 most linked globally.

The awards, accolades, and statistics serve as further evidence of The Viral Factory's uncanny balance of great creative, seeding, and consumer impact. The agency's work has landed on the YouTube front page three times in 2008, delivering its clients views in the double-digit millions from YouTube alone. For the third most popular site in the world, with 150,000 videos uploaded every day, this is no small feat.

"We are thrilled by this honor," said The Viral Factory Senior Partner Don Block, in a statement. "The award for this video in particular underscores the idea that we understand what the online audience is looking for, how to develop and execute creative, how to reach the audience, and how to get them excited about brands and products."

The Silver Cyber Lion comes just as a new video from The Viral Factory, "Drag and Drop," makes its mark on viewers. The video, also for Samsung, has been on the front page of YouTube for six days over the last two weeks, accumulating over 1 million views and counting. Another recent video featured on the front page of YouTube, "Rock Song for My Mom," for Teleflora, was also created by The Viral Factory.

Universal Images and Mediascape Debut New 3-D Display Technology for OnStar

Thu, 07 Feb 2008 11:00:00 -0800

DETROIT, MI, February 7, 2008 - 3-D technology has been making moviegoing experiences more exciting since the early 20th century. Now, Universal Images and Mediascape have devised a way to take that experience out of the theater - and sans those clumsy glasses. This latest technique was applied to a new presentation for OnStar by GM, to promote that product's numerous features. For the 2008 auto show circuit, Mediascape and UI developed technology and content for a multimedia walk-up OnStar display that creates an exciting visual experience with 3-D effects. With years of 3-D display experience, Mediascape was ready to help with MVP Collaborative's production for OnStar.

"We continue to advance the state of the art with screen-popping imagery that escapes the 2D surface, creating a true 'wow' factor with crowds," said Mediascape President Howard Luby. Indeed, the response from the community has been one of excitement - and surprise. From afar, the image seems completely normal and 2-D. However, as the viewer moves toward the display the image is perceived in 3-D, jumping out at the spectator. Each forty-two inch screen used in OnStar's display presents a slightly different image to the left and right eye of the viewer, just like our view of natural 3D objects. Mediascape and UI continue to make strides in stereo video by leveraging the latest hardware, and their own proprietary tools.

"This technology is at the forefront of the industry," said Luby, "We've explored prototypes of this method for years, but this generation of equipment is the first that's been viable for public use."

Etta Menlo, President of Universal Images, added that "part of the success of this project was due to the collaboration between UI and Mediascape during the development phase.One of UI's Senior Effects Artists, Matt Simecek, spent a lot of time shuttling between UI and Mediascape to test and tweak the visuals. As a result, UI is expert at creating content for this specific format."

The new display was rolled out in Detroit during NAIAS and will continue on through the auto show A circuit through March, with an additional dealer show in San Francisco starting Feb 9th.

Mediascape was recently granted the Ambassador Award and the Innovative Media honor with Presentation Works at Detroit's D Show. The awards were in honor of Mediascape's work with VW Caraoke, an in-car "Caraoke" system for use during 2007 international auto shows to promote new cars by VW.

Project Credits:

Mediascape
Hardware and Software Development: Howard Luby, Josh Dady

Universal Images
Senior Effects Artist: Matt Simecek
Effects Artist: Henry Birdseye
Senior 3D Animator(s): Eric Brown, Mike Gregg

GO'S CHRISTOPHER GUEST PUTS INTEL BETWEEN HARD ROCK AND A SOFT TOUCH

Wed, 12 Sep 2007 15:12:07 -0800

Via GOON Media, Christopher Guest & GO Film Provide Intel with Musical Tech Support

HOLLYWOOD, CA, September 12, 2007 - GO Film's Christopher Guest is no stranger to the synthesis of music and comedy...in fact, he's an iconic presence in this arena, achieving cult hero status as a member of Spinal Tap and as a director, writer, actor, and composer on numerous films.

Guest now brings his talent to two Web-based spots for Intel, "Everything Has Changed" and "Set I.T. Managers Free".

Created by MRM Worldwide and McCann Erickson, the spots function as music videos of sorts, driven by tracks Guest composed with CJ Vanston.

The pieces are featured on a specially created website, and tout Intel's "Hard Meets Soft" campaign.

Dan Finnerty (soft rock-software) of The Dan Band and Rob Giles (hard rock-hardware) duet on both songs, conveying the changes afoot at Intel, changes that marry hardware and software technology like never before.

The project originated with Duncan Mitchell, SVP Creative Director, MRM Worldwide, who approached GOON Media about crafting a musical piece that would get the message across.

"When you create advertising for the Internet, the work has to be worth people's time, it has to charm more than sell," said Mitchell. "Our task was to tell the story of a complex and breakthrough new Intel technology for IT managers. We decided to tell the story of this powerful product in song, with a soft rock singer representing software, and a hard rock singer representing hardware. At the end of the song they come together, rocking harder than either could on their own. We wanted this to be smart and funny, and because it involved music, Christopher Guest was the prefect choice."

The product is a suite of hardware that is embedded into PC's, which enables network management software to do much more than ever before. This entirely new way of hardware and software working together makes IT manager's jobs much easier.

While Guest helms traditional spots through GO Film, GOON serves as an incubator for alternative and new media pursuits, bringing nontraditional marketing and creative development together.

After composing the songs with Vanston, Guest devised the visual elements of the ads, which bring Finnerty, Giles and their band members into an office setting where they perform their respective parts.

"Chris was drawn to the project because of the music element," recalled GO Partner/EP Gary Rose. We were given a laundry list of computer terms, which CJ and Christopher used to craft lyrics and a song that not only made sense to IT guys but was great musically."

Who would have ever thought one could create a singable lyric out of the term remote manageability? Even the multi-talented Guest admitted the task was challenging.

"I'm computer literate but would not consider myself a Mac genius," said Guest. "We had to write music and lyrics about things most people have never heard of."

Spots Titles: "Everything Has Changed" and "Set I.T. Managers Free"
First Air Date: 7/23/07

Client: Intel
VP, Sales and Marketing Group/Director, Integrated Marketing: Nancy Bhagat
Integrated Marketing Manager, Business: Sandra Lopez
Integrated Marketing Program Manager, Business Client: Travis Hockersmith

Agency: MRM Worldwide and McCann Erickson
SVP Creative Director, MRM Worldwide: Duncan Mitchell
Senior Copywriter, MRM Worldwide: Andrew Payton
EVP Executive Creative Director, MRM Worldwide: Michael Jacobs
SVP Executive Producer, McCann Erickson: Jonathan Shipman

Production Company: GO Film
Director: Christopher Guest
DP: Jeff Cutter
Executive Producer: Gary Rose
Producer: Leah Fleischmann

Music and Lyrics: GO Film
Christopher Guest, C.J. Vanston

Editorial: Red Car
Editor: Charlie Cusumano
Editorial EP: Jennifer Lederman

Telecine: Nice Shoes
Colorist: Ron Sudel

Shoot Location: Los Angeles, CA

Featured Client From the World of Latin American Commercials Production: ULTRA FILMS SEEKS THE ULTIMATE BEER FOR BELIEVE MEDIA AND MILLER LITE

Fri, 10 Aug 2007 20:11:29 -0800

MEXICO CITY, August 10, 2007 - One of the most distinguished production service companies in Mexico, Ultra Films recently collaborated with US-based Believe Media and directors Vogel Villar-Rios on an off-beat ad project for Miller Lite.

The Spot: A guy walks into a "Convenience Store" to buy beer, and heads over to a huge ice container stocked not with bottles but with five guys dressed as different brands of beer - Coors, Heineken, Amstel, Bud Lite, and Miller Lite. The hippest of the bunch, Miller Lite ("The Coolest Beer") is chosen, and becomes the beer of choice at a party that night.

On Location: The commercial was filmed at an Oxxo market and at at Estudios Churubusco, both in Mexico City.

Production Notes: The production sought different Latin looks, resulting in a Brazilian, Argentinian and Mexican cast. "There is such a diversity of talent and looks in Mexico, that casting is always a strong asset," noted Ultra Films Executive Producer Sara Calles (pict., r.). Additionally, studio and art department costs were saved by shooting in Mexico. Practical production elements included large blocks of ice made of plexiglass and special effects were used to create condensation and ice steam.

Credits:

Production Company: Believe Media/LA
Producer: Hani Selim
Client - Miller Lite, Hispanic market
Director(s): Vogel.Villar-Rios
Production Service company: Ultra Films/Mexico City
Executive Producers: Rodrigo Herranz, Sara Calles

About Ultra Films

Jean Michel Lacor's Legacy Lives on at Ultra Films

Stuntman, assistant director, and - as founder of Ultra Films - a pioneer in movie production services, Jean Michel Lacor passed away over two years ago in his adopted country of Mexico.

A native of France, Lacor first visited "the harsh, the rugged...but the very beautiful" land he would eventually make his permanent home as a 17 year-old foreign exchange student.

Upon return to France, Lacor began working in movies as a stuntman. By 23,he had traded performing stunts for behind the camera work as an assistant director supporting notable filmmakers such as Luis Malle and Federico Fellini.

By the 80s, frequent visits to Mexico seduced Lacor into making the country his home for half the year. Lacor, in turn, lured his friends into shooting movies there. Ultra Films was born out of Lacor's realization that a company was needed to service his friends' productions.

Within two years, Lacor, enamored with the excitement and culture of Mexico, chose Mexico City as his - and Ultra Films' - permanent home. Soon Ultra Films was producing major US and European commercials such as the breathtaking "White Diamonds" spot shot in Acapulco. The ultra-glamorous commercial, starring Oscar-winning film legend Elizabeth Taylor, utilized ultra-tight security. Diamonds in tow, Ms. Taylor traveled from hotel to set via helicopter and Rolls Royce while a private U.S. security company and a crew of Mexican policeman guarded both the star diva and her star jewels.

Throughout the 80s and 90s, Lacor excelled at producing commercials for major auto manufacturers such as Peugeot, Renault, and Volvo. These technically complex spots challenged Lacor's creativity and resulted in memorable footage such as dropping a car from a Hercules plane into the desert to be left as a sculpture.

A Cacherel perfume commercial directed by Jean Paul Goode and featuring beautiful girls clad in dresses made of roses emerging from an endless body of water was one of Lacor's favorite 90s spots.

Foreign producers loved working with Lacor. His keen attention to detail coupled with his acute sense of humor made for enjoyable working experiences. Lacor also worked his talent as an executive producer on feature films including: Bandidas (2006), Blueberry (aka Renegade - US) (2004) Jour et la nuit, Le (1997) (aka Día y la noche, El - Mexico) (aka Day and Night - US).

Sara Calles and Rodrigo Herranz have taken over the helm at Ultra Films. Calles began working with Jean Michel in 1991 as a production manager and line producer. Lacor's ability to really know his clients and their needs impressed her as did his diplomatic and effective ways of working with foreign crews.

When Calles reminisces about Lacor, two character traits that leap to mind are honesty and integrity. Calles also admired Lacor's obsession with the details which enabled Lacor to stay true to his artistic integrity. Herranz joined Ultra Films as a producer under Sara. In time he proved his talents and was invited to be an executive producer alongside Sara.

Together, Sara Calles and Rodrigo Herranz keep Jean Michel's legacy alive by providing outstanding service to the international film community. Ultra Films is one of the only production service companies in Mexico to not only survive since the 80s, but thrive.

PRESS - ARTISTAS RABIANDO - JUNE 2007

Fri, 29 Jun 2007 08:14:57 -0800

shots - Raging in Latin America - June 2007

SourceCreative - Announcing Artistas Rabiando - June 2007

ART WITH MENACE: THE SNUDGE BROS. STORY, PART I.

Wed, 13 Dec 2006 10:32:27 -0800

from the unpublished files of Liam Greenlaw, c.2006

In art circles today, at gallery openings and film premieres, you will often hear the question "Who are the Snudge Bros.?" Aside from one or two in the know, who likely would not be attending gallery openings or film premieres, the question remains legitimate.

As deadly as a silent one, the Snudges have been all around us for years and now for the first time have consented to an interview about their early days in art and cinema. The Snudges were conceived in a Butlin's Holiday Camp. Their mother, Olive Snudge, struggled for years to advise the boys who their father might be (but sadly) to no avail.

"He looked like a young Cliff Richards," she claims of her bingo-induced holiday tryst. "But beyond that I'm completely at a loss." Despite this parenting set back, the Snudge Bros. remain particularly devoted to their mum and keep her surrounded with Formica and corrugated metal to help spark her memory.

Poor and not necessarily right in the head, Django (pictured, l.) and Juan Baptista (pictured, r.) Snudge (named after their mother's favourite writers, Ian Fleming and J. B. Priestley) began their lives on the war-ravaged streets of London's East End.

"We did all the normal things boys from the East End did," claims Django. "Played in bomb sites, sold scrap metal, wanked off Francis Bacon -- nothing out of the ordinary." But ordinary was not to be the legacy of the Snudges. Driven by the damp chill of poverty and their uncanny sense of line and composition, the Bros. commenced their lives of 'art with menace.'

Their first successful enterprise, while still young men, was to create a protection racket for sidewalk chalk artists, a mainstay of London streets at the time. "Most of these guys had done their duty returning from war with awful visions in their heads and no materials. The lack of materials was a national disgrace. We decided to do something about it," remembers Juan Baptista. "At first, we'd go up the West End, the tourist areas and keep the tourists from walking over their work. Then, after a while, we started pointing out perspective to the passersby, how the artist was capturing the flight of the birds etc. Their profits went up tenfold. We knew we were on to something." "Then," adds Django, "we met this geezer with a line on French chalk. We started bringing it in. Supplied the artists, at a fair price, with the stuff. It went a bomb. The colours were really nice, you had to admit."

Soon the Bros. had created an empire, expanding their artistic control from Soho to Camberwell. Nobody put chalk to concrete or paintbrush to brick without consultating the Snudges. This ever-expanding empire required muscle, however, and soon the Snudges formed a gang, a gang they called the Royal College of Art (East). Following the example of the other Royal College of Art, the gang enforced taste, style and dramatic form on the humble citizens of London.

Joined by 'Cubist' Jim McGonagall and Frankie "the Sculptor" Fraser, the Snudges bullied, threatened and designed their way to the top of the artistic heap. Their exploits became the stuff of myth. One never knew where fact ended and fiction began, however it is known that Frankie "the Sculptor" was sentenced to three years at Wandsworth Prison on a charge of Grievous Bodily Harm for his reproduction of "Nude Descending Staircase." The canvas, as one would suspect, was a philistine art critic, who according to Frankie "just wouldn't give it a rest."

With techniques such as these, London became the Snudges 'Manor' in just a few short years. But art knows no bounds and soon they took their art to the international market. Underground connections with the IRA took them to the burgeoning graffiti market of Northern Ireland.

"PRODDIES OUT, that's one of ours." Exclaimed Django. "Our slogan, our creative, our design--course we could never take credit for--but it was our first attempt at branding. It's done well, still there today."

With this success under their belts, the Snudges unveiled plans to carpet an unsuspecting Scotland. Thwarted only by the Amalgamated Weavers strike of 1966, their design plans remain the most ambitious art takeover ever attempted (The plans, unsigned, are on display at the Victoria & Albert Carpet Museum.)

To be continued in Part II., coming soon...

THE VIRAL FACTORY USA AND JAMES ROUSE SPLIT HAIRS FOR REMINGTON

Sat, 30 Sep 2006 12:41:33 -0800

So spot-on and genuine is this film in its regard for its subject, the term "mockumentary" just doesn't seem to fit. Nevertheless, as this 3-minute "Fashion Show" unfolds, it becomes clear, sort of, that someone has orchestrated the proceedings. Commissioned by Grey Worldwide and directed by James Rouse with The Viral Factory, "Fashion Show" purports to chronicle the latest work of fictional designer Stefane Monzon, whose canvas is hair - specifically pubic hair. Staged in LA, the piece has a grounded, realistic tone, despite the outrageous styling choices (including Ostrich-like plumes as well as flame-streaked hair, because, as Monzon exclaims, "fire burns everywhere, it doesn't just burn it the tips."). Edited by Justin Trovato at Jigsaw Editorial, the film jumps from backstage to center stage, and the crowd was wowed by the show, which they perceived to be real - only the models, actors, and production staff knew it was a setup.

Client: Remington
Spots Title: "Fashion Show"
First Air Date: September 18, 2006

Production Company: The Viral Factory USA
Director: James Rouse with The Viral Factory USA
Agency: Grey London/The Viral Factory USA
Creatives: Sam Hibbard, Grey London/The Viral Factory USA
Editorial: Jigsaw/ Santa Monica
Editor: Justin Trovato
Sound Design: Eleven Sound/Santa Monica
Music: NAPT (Sub Frequency Funk Records)
Song: Rock Your Style
Shoot Location: Los Angeles