WWDC2003 Session 707

Transcript

Kind: captions Language: en quicktime media skin my name is Glen Bullock I work in the course and product marketing group and we're very very very lucky to have the two presenters here today very very very fortunate indeed so many of you obviously know what quicktime media skins are and we really thought that this particular session we could present to you probably some of the largest media event out on the web in quicktime wrapped in media skin and the two people that we have to present today drove the teams that delivered that so what I'll do is I'll just give what we're going to do about 30 minutes for each of them and then we'll do some Q&A and afterward it's really important if we do if you do want to ask some questions of these folks and some of the other people in the audience who supported them that you do walk up to the mic because the questions will be clearly translated and that way we can have it as a record for everyone to use on the DVD and on the VOD afterwards so originally with fallon minneapolis mark Sandow drove the team that delivered the BMW films experience over the last couple of years and we're really thrilled to have him and Lauri Schwartz with venture be partners has driven an incredible amount of work with you know notable companies like reebok from Los Angeles and so we're going to have both of them present in reverse order and we'll start with Lori so thank you for coming and I hope you enjoy so we're going to talk about spins baby soz entropy is an interactive agency where part of McCann Erickson and I am based in the Los Angeles office for about a hundred people and my responsibility at centra p is to look into broadband wireless and emerging technology solutions so i'll never forget today that I first came upon media skins it was a cold day and it was raining and I came upon them a quick time 5 release a couple years ago at macworld and I was really excited about them because zentra me represents fortune 500 companies and I thought these were a great opportunity to showcase brand content so I brought back what skins could do to the company and I got everybody excited about them and we built a couple of demos so what you see up here and I'll show you one of them a little later I took content from GM by power Reebok and also at the time emap which is hot rod and we built some demos and we started to show these to our clients as ways to show off their video content and to get some marketing going and really cool desktop applications now because at the time some of you may have experienced this in the past quicktime used to be a little harder to sell just because the distribution numbers weren't out there now they really were out there but they weren't necessarily out there in a way that we could communicate it to our clients so people were a little shy about diving into media skins when I brought them up at first so we talked about them more or less as a marketing experience because if you talk about something as a marketing experience it can be new cool and funky and it doesn't intimidate everybody but how we're looking at media skins now or more or less as desktop applications as destination applications and almost as prototypes of what will be happening eventually on interactive television as branded channels where you can go and interact with a brand so I'm going to go over to case studies for Reebok and for nautica the first case study Reebok is what we called the Reebok experts network basically reba came to us and said look we have all these master trainers their fitness first and we'd like an opportunity to show them off these are the people that invented def Arriba we've got all this cool video content we have interviews with them we have images we have tax we want to figure out a way to house all this so let's build something in flash because everybody was familiar with flash they were also looking for something that could compete with Nike and some of their other competitors because all they are other competitors were doing really interactive flash sites so because we had done these demos with QuickTime skins are creative group said well why not house all of these really great assets in a media skin it's a perfect place because quicktime is after all a bucket of content to put all this cool stuff so our solution was to build a master trainer skin to have eight eight pieces of trainer information basically so the first thing that we did was we built a pretty intricate and detailed user experience information architecture flow and this was really important because there were there are actually eight different skins within this larger skin and there are actually three pieces of video content each with three bandwidth choices so it was a lot of material to house inside of one piece and could get very complicated in it spilled so we built a user experience chart here and you can just see and I'm sorry the images aren't a little bigger and the final final execution is over here and you can see there was a global naevus tablished so everybody would have a place to go and a real detailed spill down into how this thing would work let me give you a little demo of it okay obese or so and some of you may have seen this this was out about two years ago I think maybe a year and a half ago how many haven't many of you seen this before few of you I know my live stage pro guys did because this was actually built in live stage Pro which I believe has a sale going on right now at the show ladies and gentle man i'm not a live stage employee okay so can we go to the ibook please great okay so let me just show you how that guy launched really simple so this actually lived off of Reeboks website in a special section of their reebok university its branded to Reebok and we have a little flash navigation here with a trainers on here there's a link to go back to this main page there's also a link to go directly to a URL where you could find a trainer in your area by putting in your zip code so the idea here is to create a really cool marketing experience but also to create something that does something so that they wanted to drive people to their trainer website okay so let's click on a trainer here okay so Jin Miller was famous for inventing step Reeboks so we created a skin here that highlights step Reebok and there's three questions that she answered so user would click on one of these questions and it would bring up some video content and of course because my favorite aspect of training now at my age at 45 is to release stress clean I've had a hard day or exited the computer all day or we also had some CAPTCHAs here which was also flash in the things or answers to questions and from here you could navigate out and go to another trainer if you are interested there's also BIOS here so that people could find out more about the trainer now interestingly enough there were a couple of interesting things that came out of building this thing and we can go back to the PowerPoint the client wanted a streaming experience because two years ago streaming was like who's dreaming we were actually pushing for a progressive download experience because we knew that progressive content is better for like one minute to minute pieces of video but they were you know really we want streaming so we went ahead and we built a streaming version of the reebok skin but what happened with the programming was that when the video ended it needed to trigger a snap back to the questions that you saw so the streaming version actually had a terrible user interface because you'd have to wait a long time until that buffer signal ended and it would snap back to the questions so we ended up going back and building another version of it that was progressive and then getting client to sign off on that so it ended up being a lot more production time and a lot of aggravation that didn't need to happen if we could have sold the client originally on the progressive idea and what this really did was it helped me to formulate some best practices that we present to the client upfront you know more officially saying to them look we've looked at streaming and progressive and how to really build this experience in the best light and for shorter pieces of content for things like this it's better to go with progressive for longer pieces of content for things that you're concerned about copyrighting for other longer chapter eyes things it's better to go with streaming so this really helped us educate ourselves and in the future educate our clients and that was a big lesson that we learned here we also learned that we had to have more QA in the progress in the in the project because we had milestones set throughout but we didn't have enough milestones and so sometimes our programmer would go off and do some things then we take a look at it and we'd see he'd gone too far down the path and we'd have to go back a few steps again so it was a really good education for us to schedule in more client reviews more QA and to really get best practices out there let me go forward from here also the other thing that we kind of really figured out is that when whenever we're dealing with media skins and new technology we still have to talk about the brand go over the creative brief provide staff metric for the client so just because we're doing something kind of new and groovy we still have to go back to all the methods that we used for a traditional web development and online marketing and the more that we saturate this process with our traditional practices the more that this stuff becomes real to everybody it becomes safer it's not something scary to go out and build and the client feels more secure so that was another thing that we learned is that we really have to sell this in the same way that we sell in everything and not make it so intimidating to a client these are some of the questions that after this process we came up with whenever we try and sell something to clients what was the original business concept that launched the product or technology concept what business value was it designed to impart in this case it was a marketing experience what is the return on investment while we're trying to drive we're trying to drive clicks to a specific section on the website so that's what that URL was what's the return on investment has it proven successful and when we looked at the numbers and I think specifically when it was listed on the QuickTime site we had about a ten percent increase to the site when this thing first launched and then why are why not and always to do a post partum on it to see you know how you really did on this thing okay so let's jump into the nautica case study nautica specifically is a great example because it shows how we serve how to turn and how we're looking at media skins and also how we're selling media skins to our clients they came to us and they asked us to design and build a website that had the following objectives in mind they wanted something to combine all of their brands and they also had a great deal of offline video footage footage from events from you know models and fashion shows and they also do a lot of them co-branding things with sporting events with failing and things like that so they had all this video content that was just sitting there and wasn't being used and we're thinking will happen we use this so once again we pitched the idea of building a media skin that would house all these assets and put this media skin on the site and we would call the nautica magazine and the ultimate objective for them was to collect emails because they wanted to develop a more robust user database so we consolidated all this content onto one section on a website called the nautica magazine and then we built what they were calling me NS 83 TV which was a customized quicktime media player which house all the assets and we also included a registration box on the home page and we actually ended up collecting about eight thousand emails two months after it launched now the interesting thing about this this skin that's different from the reebok skin is the way we sold it in this case we sold this as a desktop application that could actually grow that you could scale out as more content became available that we could turn into something that lives and breathes and stayed on a on a desktop so that the user could have this persistent nautica experience and one of the ways that we encourage you know the idea of this to the client was to build a flash NAB and so that as as more content became available we could grow out this flash NAB so let me um launch the skin for you so everybody having a good time so far good three o'clock I know it's a sugar is dropping did everyone have some candy to get there in June okay that's important okay so that's just a reference file that we use so this is actually our nautica skin and it's not the sexiest skin in the world I admit but it's still on the nautica site right now and i have the client calling me and asking to put more content on it and i just think that is a tremendous so here's the flash nav up there and what we do is as more fashion shows and content becomes available we just expand this global map so it's they don't have to keep paying for a rebuild of something cool and funky we have something that can grow with the brand and with the client let me show you some content everyone knows that New Yorkers love it so that's some daisy fuentes so that really makes a lot of people happy to see Daisy not and we we did sell this as something that also we could add a chatting functionality to it we could add email collection right inside of this skin we talked about all the powerful things that you can leverage with QuickTime and with XML and the fact that you could dig into a database now we haven't gone there yet with this skin but that was part of the sale and the client really bought off on that we also have the traditional small medium and large bandwidth choices and obviously all these buttons work now the other interesting thing that happened and this is another best practice lesson is that the client discovered iMovie and decided to start compressing their own video which you know is all great for getting Apple products out there but a terrible thing when you receive a 56k file for 56k compression that's 320 x 240 so I had to actually in a good way with the account manager guide the clients for the fact that we can't control you know quality we can't give quality assurance unless we're the ones controlling the access so now the client sends us you know betta or DV cam or whatever it is that they're working with and they let us handle all the compression and again that's the best practice thing that's really educating client on how this process works and the best way to deliver the best experience because they don't want their video looking like crap on their website and this thing can also and I don't know how many of you familiar with it but it's quick time so it can be laid off to cd-rom it be referenced file for this can be emailed out so it's a very viral experience as well and everybody likes to your viral in this community not in regular life but in the sort of like so can we go back to the PowerPoint great thank you so the other thing that I've been finding in building these skins is to really leverage press opportunities because these haven't been done yet the way they should be done I feel and so when we launched one we get great grassroots marketing and I turn to Apple actually to help me do that and so every time I launch an interesting media skin I get help from them and they put it on what's on if they think it's interesting what's on in there What's On section and also in their QuickTime newsletter and I can't tell you how powerful that is for my not exclaiming free press and getting thousands and thousands of consumers out there reading about their skin and then getting driven to their website so it's very powerful and and this some the fact that it's so powerful actually got the global manager the global head of entropy to write a quote in a press release and we found on a press release about this nautica skin and this was huge because this is a guy that two years ago refused to have anything to do a quick time and because one of the things that we're doing as an interactive advertising agency is looking at ways to leverage client assets and to really grow a brand in a lot of different ways he was so excited about this he now sees the potential of it and he's talking about QuickTime all the time so and I just remember the first time he said we could do quick time I dropped whatever I was holding because it had been you know two-year journey for me to get him to feel that way so everybody now is really behind the development of this stuff so where we are right now as a company as an interactive agency is looking into solutions for our clients that really highlight branding that that highlight conversion and what I mean by conversion is if you have a consumer who's never heard of the brand or who's not you know a fan of the brand experiences that attract them that gets them hooked on that gets them seduced and become lifelong members of this brand and also applications that collect data and information and and it stay persistent in a user's mind and perhaps on their desktop so desktop applications and the use of QuickTime media skins for me is it's just an all-around great solution for these ideas also everything that you build can be tracked so for a lot of our clients they want to see numbers on how these things are doing so you can directly look on a daily basis see what people are doing see where in the skin they're interacting what content is exciting them and really leverage all of that information and the other thing also to be aware of is right now what's happening in the living room with cable operators with video on demand and with tivo tivo and other PVR solutions there's pieces of video content is really becoming a much stronger player for advertisers what used to be video that just you know stayed on the cutting room floor is now becoming significant content that people are showing and with with living rooms becoming wireless and the opportunity for a user to have a dual screen experience where maybe they're watching some kind of television show or game show or something in the living room and then they have video on their lap or some sort of experience on their lap on their on their mac or pc that becomes very very powerful so that's why this this the use of video and media skins are so significant to me and lastly I just wanted to mention and this is revisiting this GM demo that we did GM by power which is one of our biggest clients is actually a website that drives dealer leads basically a user goes on there and has a choice of all the different GM cars and they actually get drilled down to a dealer so if we could go over to the ibook again so actually if any of you are in the market for a car please go Jun black power let me show you that so this is something that we built two years ago but it's come up again if something that now the client wants to pay for and that's because GM PI power is really interested in tools that allow the user to interact with different assets that will help sell the car basically and get them interested so this skin was built as a place to look at and say hey I want to look at all of GM's SUVs so here is a basically a content well of all of the content for GM branded TV's so a user could basically you know launch this either on a jam by power site or the GM com site choose an SUV that they're interested in and then we have an application here that houses all the assets so they can find out more about that car so including commercial tiger woods is a new exploit now so we put all the tiger woods where should we go so you think you know this is like a million dollar commercial or you know gazillion dollar commercial how much these things cost and now we're repurposing it and using it in this world which is a great way to repurpose assets also our friend VR so user can really see that car and in the inside of the car so if a major corporation like GM is actually really starting to see the importance of the sexiness of this it's really exciting so look for something like this to be out in the next six months or so and maybe it'll be something that will actually launch off of GM calm which is actually a QuickTime site and that's it my on I need to talk to you about the higher my name is Mark Sandow i am the interactive creative director for an agency in minneapolis called come like a lynch and these two slides were in the example i was set so i just filled in a little overview for objectives of the project creating interface a little bit about the execution of some our ideas and some of the success we found with this project so i'm just going to lead you through one case study go to hear I I never know people know about this or not but sometimes I feel stupid asking the question of the times I don't want to soon but have you ever really seen the films is that something you guys are constantly okay so real briefly then this is a series of short films that happened over two seasons the first season was pretty successful so they came back with three more and they're all about this guy who is the driver and what's kind of interesting to note is there was a different director for each film so there's kind of a different take place on all these and our job was to take whatever they do and get it out to the world my part being purely interactive stuff so here's a quick trailer if you guys haven't haven't seen us with one there is audio on this after all the just imagine it being the best audio you've ever heard [Music] so that was our theater trailer here's a list of some of the directors that we worked with well this is the list of directors who work with so you can get an idea of some of the caliber of some of these people that were working with this is kind of important when I talk about some of the other stuff we tried to ask them what to do the distribution of the films as I mentioned was on the internet but we also had a broadcast it was actually a television channel on directv to get dedicated to BWW for a while even as far as inflight movies and just based media so it kept passed around quite a bit the olden objectives this was our I guess working brief as to what we were going to try to do with season 2 i'm going to talk specifically about the second season of obviously a number one is excellent quality presentation of the film whatever we did was just to present the film we could not mess with that so we also needed to create a really compelling and engaging interface just to you know not to be outdone by the film's we need to make our peace just as engaging another side piece was always increasing distribution of them that talk a little bit about that later and again one of the things I was in the original brief even from season one was unique delivery of a unique piece of content i think in season one meat we kind of did it but in season two I think we did a much better job and of course reliable and stable technology one of the quotes then sometimes they summarizes for you as you get this brief it said must perform like a BMW and I always thought that was pretty interesting I don't know that I'll gets played out but the interface not only the content but the interface is really a brand extension and if this thing doesn't perform very well it doesn't shine very a very good light on BWW TV like controls and special features also Manning here's two sides about season one and things we had changed season one we basically made a VCR and we had all these different tapes so you download the player and you plug in these tank and we thought well that's kind of a neat idea you can collect these things and pretty familiar interface and it looks a little bit like this where we have these little these little Chiclets would fill in with these snapshots of the film if you had downloaded that piece but we had but we had to find out was that wasn't simple enough it got confusing there was multiple downloads so we took everything from that previous statement about what the film thing to do and then we took it all it took all our line from season one and they came up with this we really needed to simplify the player we needed to make this easy to use with no instructions at all i think there's any times we hear that it gets lost so often it it's good to be read that over and over again we need to reduce the physical size one of the things that we noticed as well as things get popular people download them a lot and he ended up paying a lot of server fees trying to distribute this stuff last season was in QuickTime 523 and we thought if we went to or less per season with in quick time for the season was in QuickTime five so we did a little math we also tried to reduce the screen dimensions of the film's to bring them down from this funny size of 800 x 3 40 I don't know if you guys have ever tried to work in anything bigger than like that magical 720 but it's not really worth it he thought we could do it but no one noticed when we went to 720 and then viral distribution is kind of interesting hear you say that so again try to save a little money by letting other people hoster Kenta so we came up with this great idea that we thought the film is the player so each player will he its own so many film will be its own player and people want to collect and they could do that but it won't be this VCR type of system so when we end up at this basically what i'm trying to say as we entered with a QuickTime solution the first version was director and we had a flash layer when barleys quicktime films in but it just wasn't the system that we needed this system ended up just being so much less complicated develop and this is kind of my little plug for for quicktime and for Apple because it just worked up then tactically well force we had one environment set of two because we had a binary file we had such less technical support there was just something that you could really measurably pets in too much I can't release but I wish I could give you could just see it drop so much but number of emails and and you know he was from the client like how did this work or what happened to this film or where these films go after i download this was such an easy simple solution that you just had one file and you keep track of that and then a less compressed interface and I'll talk a little bit about how we came to to the interface as you'll see that another thing I don't know if you guys have run into this but we had a lot of trouble with people trying to download these at work because you know they have their broadband connection at work and it's lunchtime and but it would not make it through these firewalls are a little director solution here basing on quicktime it's all part of the browser however the end get the information it's not a fat her fault anymore we don't have to handle that ever again that was that was a lot of time spent just on that a federal distribution we made a real contraceptive this time to make smaller files because they're easier to send again binary file so people don't have to post it as a macro TC and then any viral distribution is free distribution in our mind so we really encouraged it we nobody could quote up a branded site that try to take take control the content but certainly if it was pastor on it was fine with us and then I'll talk a little bit about how we tracked our viral film days later so here's the demo sinker the dental machine I will play for you what our skin under the light [Music] there's our peace with our music right down here is where the slider will develop these are our play controls and then a little bit of navigation that's about all we had everything will happen in the same interface you're not really moving to different pages or anything like that we hope that the play button was pretty obvious clicking on play tasty right to the film over here's our volume control we had this neat little system that we just had one fire but it had multiple functions we change it to base and now I'm controlling the Vegas she change of treble in our changing the treble again really trying to simplify this interface over here you can see we had scanned backwards and we had scanned for words if I hit pause now the trend of step again trying to really simplify this interface and not have a lot of controls we found this just to be much more used for people who used in season one that we had that he had to download the piece here we're going straight to it we were one click away from watching the summit anytime little section about the roadster and I'll show you some of the cool stuff later and then the analyst section in here for credits where you could click on people's names so we had accomplished everything that we had done in season one but this was all done through skins players back to the slides for me please and those are still out to download it being that we filmed commoners all the films are out there now for season one ends with season two so here's a brief rundown what we had we had a we had to do everything in that that great cinema format 2351 we had a full screen video option so clicking on clicking on the full screen option the corner would black out the entire screen and play the video in the center which was a great accomplishment thanks to a few people looking very hard like first bag geek we had directors commentary in there we had biographies and filmography we had our sound control we had a whole gallery section we had closed captioning in there which is a really amazing and we had web links that all exist in that little piece which I just think is a lot of content for that executing the idea here's here's a little process that that we go through it sounded pretty similar to what we had talked about we start with the schematic if it's not appropriate in this situation go to a wireframe we do things that are called mood boards and I'll show you what those look like and of course we have to take into consideration now that we have those done what load our thoughts and our colors and what our graphic standards and finally at that point we go to creating a layout I think that's really important that you do all these steps before on before you start working into the layout my first time user testing will get to the final to you here's our version of a wireframe this is something we present to the client to give them idea of what the content is on the page and sometimes it presents this idea and people have never ever seen before and other people have like different names for interviews but oh yeah do people usually such as curious like you guys do this is there a center once in a while but I find it really helpful especially some clients are just not able to absorb those three different pieces of information if you can just say okay this is purely the buttons and the switches and controls it'll be on your hair patients all you have to worry about don't think about fonts colors content anything just just look at this for me it's really helpful second step is these mood boards that we call them this is us collecting pieces of information to give the client an idea of what this thing is going to look like I had a picture of the room and I should have brought it that just has hundreds of these things clip to the wall this is just a few stuff these are kind of an exempt III skins that we have found that we liked but they might be just little hints and pieces of things that you see it could be clips from movies it could be magazines book whatever you find a newspaper and we just keep collecting stuff you know you get it on a napkin hey that was kind of cool the way that thing move just keep collecting stuff and in the end you kind of color down to three different pieces and this is a great way of quickly showing it's like kind of some ideas of what this thing might look like without you spending a real lot of time and actually making layout yet here's just a couple quotes that I like it simplify simplify make everything as simple as possible but not simpler it's a quote that we use quite often again that my credo and when looking at work that's presented me by my desires I think hierarchy of information is pretty important I think we did a really good job in the situation that that we didn't have to have our step forward and our scan but invisible all the time we fought complying the movie then you probably don't wanna click pause and step forward you probably want to scan and vice versa and I think it's important a fundamental of design is to only present the information that's really important at that moment that you know what to leave out I don't know Steve Jobs actually said that but first but I've heard his mentioned in this time interview that he had about OS 10 I oh I thought that was a great way of putting it these conventions found an interactive language is on it's really helpful just to you know make that play but in a triangle even though even though other people had tried a lot of different things I think I've kind of like to worry about and I think I might just go with some of those so I could move on and then we outside to make a template that was appropriate for a film that I thought that was kind of interesting challenge that not only did we have this piece for one film but we had to make it work for eight different films being different directors different types of movies so we started with those two things we had shown them a mood board we had that sign up on some of these things we knew some of our standards we kind of knew what the posters look like so we moved to the flame surface quicktime skin which was based on the shapes of the BMW z4 the car that was featured in those three films we tended to call this the movie theater that's part of the reason when it goes black when you get to the movie and you're actually watching the film the kind of interesting note there's all concept was done in 3d but were never able to achieve exactly what we wanted to do so we ended up creating the whole thing in Photoshop this photographer I'll have these URLs that later if you want to look for some of these guys they're just amazing it created this whole thing with photography here's what the sea floor looks like notice the rondell the side marker light with the BMW logo isn't and how that's shaped and kind of notice the tail lights the way they sculpt it around on the tail lights so we had taken some of those ideas along with extra dark where the backlight is cowling system where the gauges are and here's our player you can kind of see some of those same tones and ideas making their way into our piece music I think that's really important i thought i'd just plays a little clip of news that we had I think sometimes you run into these scans of these other pieces and they just have this little for second loop you know they keep going over again opening it up notice and this is this is such a great little piece of music that I think sometimes doesn't get appreciated again based on this [Music] Oh [Music] okay and yeah I just thought that was kind of above above the standard and I think sometimes those things don't show to the surface but those attention to details eventually when you get them all right Lily makes for really nice piece motion vr is this is this great idea we came up with where we took a 50-second movie clip of the Z far before and made a basically a traditional BR but in this case of equals in motion there were zero two DRS created there was a front angle during the daytime in a rear angle at night and we were able to take this content and talk about what Lori had mentioned about because it was quick time we were able to use this piece on it and the DVD and we had a self-contained QuickTime movie for this minute was also embedded in the de Fe and i'm going to go to the demo right now and show you what that looks like so switch me over to the demo machine please here is the standalone version turn that down so here we are moving to Las Vegas at about four o'clock in the morning and it's still about 108 degrees and we're so we're shooting this and the user can watch this v foremost we just thought there's something really beautiful about watching this car move and watching the lights dance across the hood so you can move through this all these different angles on demand and even out of sequence just like a VR but in this case it's an ocean exactly yep yeah yeah yeah it's very much a work on in the background but very much the live stage and a lot of work again from D and those guys helping us find a system that we can stream all these run all these things at the same time be able to switch in between back to the slide show please that's also on the DVD you can get a DVD of all these films and that pieces on there and it's perfect full screen and it's big and beautiful and use your angle button which you know you never get to use on your DVD I I love that piece so r z for motion vr was 82 still cameras and those are all still cameras that we shot we we didn't drive very fast and we reread love the kind of steel frame they were mounted to this customer a gonna have a picture that I sure looks like we had a chase car falling behind in the end we shot the 64,000 frames of the stuff ended up for just these two fifty second clips each pitched we call it stitched into these QuickTime movies and we example Chris NVR studio which i believe is still in nine I don't know if there's any chance so you're moving at 210 that would be nice and they were retouched with Photoshop to try to take the bottom of the rig out and we use live stage and cue script to control the layer switching and here's what that rig looked like that as long as the car kind of a close-up big huge CF cards and those camera so we could try to snap as many friends as possible before with the switch amount we had rented every d1 camera they had in Los Angeles for this that's a great question we shot we shot the test and video and it ended up looking a lot like video and I don't know exactly how but the still just looks so much more beautiful we know we could use the still friends there we also found out that hanging as many cameras as we wanted to need off the back of that rig was really a pain with their batteries and everything that the still cameras were so much more lighter and flexible that man is going that Shelly ward is the name of coming that's built that rig if ever you need a research center stuff again I think that's at the end my presentation those guys are amazing obj will do anything you want I think so but I think it'd have been a lot of work okay I'm getting pretty close now into VR I don't know how many people just work with interior I'm sure you're all familiar with it but I said I just show this real quick the photography was done on a soundstage and the lighting is fixed as the car rotates or as the camera rotates which is kind of interesting here we are shooting at Nash soundstage I think that's kind of a fun photo people probably don't realize how much lighting is done on these cars you think you have just one light but that wasn't even a complete set up going to show that real quick just because I think it they can be this one I want switched over mark with favor photography shot this and I just think it's some of the nice to see our workers paying and then he had went out and shot this bridge is in one of the films that we shot at and so we did a lot of work to try to marry up the film with this environment again like that Las Vegas shot was I don't think I mentioned this was used in in one of the films too so we tried to do as many things because this whole thing felt like a unified piece and back to the slide so I just goes without saying but so much of the stuff was done in live stage but just to reiterate it was we used a flash layer really for all our graphics and animation we used it to control the user interaction we used it to pass the the user request queue script and we really use Q scrip really to control everything that was that was quick time level and I think that worked out really good making that decision which we didn't quite make right away but when we did I think it really worked out well that we said hey everything graphics everything that's these interaction will handle a flash everything that goes to the workings of this whole thing we end up we need to do in cusco and just by notes it's all new technology requires a lot of experimentation i think a couple times we had given up on that motion we are thinking we just we can't get this thing to work and we had tried turning off layers or enabling layers or bring them to the front and it was 20 different ways to skin that and we finally end up with something network so i guess my advice he was you know trying a few different things because sometimes these combinations of the newer technology don't always work out and compression i think you'll know this too is that the compression Julia craft and good results come from a lot of experiment and experimentation and and also the original source material really helps if you can have them try to shoot something that that's able to compress and that's why kind of show that directory lists before because we had have a few conversations with some of these directors trying to tell them like you know you need to shoot this way so it's compressed as well as kind of interesting conversation to have and you have you know people like Angley on the end of the phone he won an Academy Award I'm like wow you got it just a little less of it would be helpful that whip pan was really bad and then we're just going from 3 mp3 audio in here six this is well back here's our success I think this is kind of our great little tail tail we had 40 million views is the official number so far and you know the media that we had here's is my favorite slide there's season one our director test and I love director I grew up on Directorate that's that's all I did it was a video works or whatever on a fresh peanut and that was that was my idea but we had twenty nine percent of the people actually downloading the piece and seventy one percent streaming season two we went to the QuickTime solution and now we had 75 percent people downloading these pieces and twenty-five percent streaming and I think that's amazing testament to some pretty unique technology that's very stable and make sure it works looked very good then my last film notes about the dynamic player we didn't get a chance to get into this at this piece but I wish we would have we did a little metrics collection so if these things even got passed around it would call home just to let them know that the film had been dude and that's how we got an idea of how many films reviewed we didn't do any serial data collection so we don't really know who anybody was just kept track of the film bees and how long they had the player on which is some really interesting information for you and your client but you could have got a lot farther that we could have got an idea of who's watching at what time of day and what type of cpu they have and there's a lot of information you can gather and I think it doesn't have to be malicious it just helps you build a better piece next time knowing you know what these people are using to view your stuff the one keeps that we did do is we did did the help online which is kind of nice that we didn't have to worry about updating our player how low we could have but there was just a help page on a website that we could update immediately and we never got to streaming trailers but that have been another parade use of this is to have the trailer stream in each time a new trailer would come online you could still have season one or season two skins and the co trailer coming up for season 3 i'm sure i've gotten that far and then system URLs ec mediator and talk to g just tremendously helpful the favor photography we had used to shoot all that photography element music and the Christian is the he's not really this is a photographer but he was the piece he was a guy who helped build their skin you