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title: WWDC2004 Session 716
framework: wwdc
role: article
path: wwdc/wwdc2004-716
---

# WWDC2004 Session 716

## Transcript

Kind: captions Language: en good afternoon everyone I'm Glen bullish on the QuickTime product marketing team welcome to this session hopefully we can fight lunch Acoma this session is a little bit new for us and I hope it works out if you want to feedback either directly to me by email or in the feedback forum or however you'd like to do that there have been some online campaigns to support product sales to support charities to support all kinds of things maybe notably something like you know the QuickTime movie trailer theater and things like that really our promotional assets for driving business and we're lucky enough today to have a speaker who was very very involved in the delivery of probably the most important and one of the most entertaining campaigns that we've seen on the web to date so without further ado I will introduce Chris doc Smith with Fallon Minneapolis and I'll let him tell that story thanks hello can you hear me hi my name is Chris doc Smith and I work for Fallon worldwide and we are an advertising agency our home offices are in Minneapolis Minnesota and we have offices in New York London Hong Kong South Paolo in Tokyo and some of our clients include United Airlines Time magazine Citibank Virgin Mobile and two projects I'll be talking to you about today BMW and the islands of the Bahamas so this session is called quick time sells I'm not necessarily going to be you know going through how to sell quick time to your clients rather I'm going to be doing a couple case studies of two projects that we did that you know I like to think we're pretty successful and hopefully they'll somewhere along the line it'll help help you think about things that you can do for your clients with Quicktime the two case studies will be on BMW films that we did for BMW North America I imagine you know know about that one and the other one is called the island hop tour and it was for the islands of the Bahamas for the ministry of tourism for the actual nation of the Bahamas and I'll kind of go through why we did what we did and and how we did it okay so first a little background BMW at the time in 2000 traditional car advertising had changed quite a bit it wasn't quite as effective as it had been the return on investment was um was down a bit for a lot of reasons and I'll go through those in a second and another thing for BMW that year they had no significant product introductions that year and their whole ultimate driving machine campaign was was kind of being mimicked at the time by their competitors so we took a look at our prospective buyers and what was unique about them did some studies we found that 65% of them were online a lot 45% of them did research for their buying options online so that was all good news for us and they were a younger demographic than then them then in the hole which is really important because you want to leave a positive impression on your product about your product when people are young you know get them to buy early build up a brand loyalty all of that and a good portion of them had broadband access most it worked and some people at home and this is 2,000 so step back in time a bit and they were really receptive to TiVo and DVRs which is another important aspect when we're talking about this and they were watching less TV and when they were watching TV they weren't watching Network sitcom so we had to find a different way to get to our prospective buyers and they were avoiding ads and that's you know one of the nicest things about TiVo is that you can avoid ad so we had to find different ways to get to them so our goals war with these prospective buyers to increase awareness creates familiarity give them a positive opinion you know if they have a positive about BMW and kind of get the whole BMW exhilaration saying through to them I don't know if many of you have driven a BMW i io know a Mini Cooper S which is manufactured by BMW and a little side note it really is quite a driving experience when we first got the car my wife is from I live in Minneapolis we live in Minneapolis my wife is from a litlte in Colorado and the first year with the car we wanted to drive it out for Thanksgiving and show it off and all of that and we're driving across Nebraska and it's kind of drizzling out that day and it was 32 degrees right at rated freezing but the robot insulated from the ground so it wasn't freezing up at all and when you drive a BMW or a mini you can really it's a real tactile feel you can you can feel the texture of the road in the car you know the way I'd almost describe it it's kind of like you know you're on gravel kind of all you know you're on you're on you're on concrete you know you can feel it you can actually feel the texture of the road in the steering wheel and in the pedals and so we're driving across Nebraska and we hit these overpasses would that have no insulation underneath them you know the air was blowing under them and all of a sudden be like oh and I knew right away that that I was driving on ice so you know just I think it's the best safety feature of BMWs and men is that most people don't get is that you know when you're driving on ice you can steal you know you can feel the road so that kind of exhilaration that kind of driving experience we wanted to help get across to the to to our perspective buyers I believe it was gold and I we we had a xiii prominently placed in the film Goldeneye James Bond film and we got really good response from that you know there's a lot of good driving scenes with it and people are really really responded to that so that was another thing we were thinking about when we were planning what we were going to do for BMW and the prospective buyers they weren't intimidated by the Internet you know they were they not necessarily you know techies like you and I but they weren't intimidated by it they were willing to download a plug-in they were willing to get new experiences through the web because they were using it you know as a as a entertainment um so the big idea what we called it it was no one we couldn't say BMWs new project we couldn't even say BMW the big idea it was just the big idea and everybody knew all of the big idea you know gotcha the idea was to create a series of short films and to make them only available online or initially only available online and a really interesting thing about this is that in order to do it we needed to flip the traditional advertising model traditional advertising you spend 10 percent of your budget on your production of your ads and your print media and all of that and then 90 percent of it is spent on media paying the networks and the magazines and and whoever to you know to push your message out to who you want to sell feel with the the big idea the BMW Films thing we are going to we took our budget and we're going to spend 90 percent on production and only 10 percent on the media so our goal was to create something really interesting that people would go and seek out online and being that we had a big budget we could go in we could get first-class you know a lift directors so the hire was created and the the talent that we were able to recruit now the whole idea about let me let me step back but the whole idea behind this was is that the car wouldn't necessarily be a product placement as much as a car would be a character in the film so a lot of these films have chase scenes you know the cars are featured prominently but the cars didn't necessarily you know we didn't have to show the new the new glove compartment or you know there was no list from BMW that you have to show this thing this thing this thing just that the cars needed to be a character in the film otherwise we could be as creative as we wanted to be you know kind of carte blanc on that so the first person we approached was David Fincher did Fight Club and seven in a very technologically gifted man and he was going to we're approaching him to originally be a director of one of the one of the films but he really grabbed on to it and to be an executive producer on the series other directors at John Frankenheimer he did the mentoring candidate the original one they're making a new one now and ronan which is robert de niro film got a great chasing in it and actually we used that chase scene when we were pitching the whole idea to BMW so he was kind of a no-brainer and then Angley it just Crouching Tiger Hidden Dragon was really hot at the time and then we to add some authenticity or we had some foreign directors Wong kar-wai and Alejandro Gonzalez in yurt and I always say wrong and Naruto in your alcohol sorry but a couple foreign directors you know young up-and-coming and and then I'm guy Richie and Guy Ritchie had done a snatch and Lock Stock and Two Smoking Barrels and if we can switch to the demo machine I will show you the one that he did for us all right [Music] the first thing you notice physically about this lady is our eyes bright new eyes it's very tight as you see those eyes because they usually covered up but when you do it's worth it the next thing you notice is our hands strong powerful yet feminine perhaps but the real heart-stopper that this woman has in my galaxy of talents is her voice a billion dollar voice she's a legend to the chief giddy heights fewer link on she's on the rivals in the world user come clean right here darling trans get over here when is why is well is here to say you are the pump idiot you are such a moron this is not what I pay you for Glen a manager for seven years no backbone on the man not a promise we are we will work it out okay but it is plain enough not to have one coffee I want my coffee it better not be cold piping piping on I'm so over black take the puff this will do take them to the venue I'm sorry I'm booked for someone else Yeah right just take me to the venue what Brennan I'm gracing this armpit of a town for one night if you also think I'm going to know the name of the venue and el armpit Oh is sadly mistaken you are the driver you are supposed to know we're going through the Tal we listen Mike bone from the neck up driver friend I suggest you put your foot down and next time do your homework okay fun what do you think you're doing I'm coming with you man then get on the roof and hold on tight out out fall down good idea subscribe what are you waiting for get out of here before he gets in the car I don't want him following me don't lose them [Music] why are we going for so excuse me we've desk so let's do this I said why are we going so slow people are waiting for me well mom I wouldn't like to put you in any danger oh man me smarty pants Shane you're driving it's smart of your mouth I thought he told you I don't want that car following me huh the smartest answer that I would you excuse me for a second hello ain't you doing okay yeah yeah she's fine I'll take care of it no rush shower the sights give her everything I paid you for lunch and dinner should be there on time you can't keep your eyes on the road instead of on me we might be getting somewhere let me see what I can do [Music] just hold on tight there [Music] [Applause] [Music] [Applause] [Music] you looks like with Lawson sir let's try again [Music] [Applause] yeah [Music] well we've got you here having good time too [Music] all right so things we can get away with online as compared to on television you know on television the OEC cars raise up to like 60 65 miles an hour and then also the speedometer stops here we could you know push a car in a way we wanted to you know you can't you know show cars getting shot up by machine gunfire and things like that in traditional advertising so we had more liberties that way too okay so that was done so the first season was pretty successful we made a benchmark on what would be a you know proper return for the investment you know on all of this we figured three million views would do it you know if we did that we would be happy and BMW would be happy and we all agreed upon that and in the end we have we ended up having 13 million views by the end of season 1 so it was you know pretty successful by by our standards and the best part about it was that we got to do a second season so seeds okay so season one it should be BMW films player not layer we built a player using macro media director so was a standalone piece of software and it would load QuickTime movies into the player and then you would get added features DVD type features like subtitles you could look at the car that was featured in that certain film and it was good for tracking you know we could track if a person who downloaded the player what films they had watched had they watched all the films did they watch them all the way through did they go to BMW and look at a car did they check out the car in the player things like that one of the disadvantages of this was is that people could download the movie and then not necessarily view it in the BMW films player they could actually view it in anybody's player which was you know which in the back of our minds was a little weird but that's where technology was at the time that's what we could do and you know how it is you download something then there's a new file on your desktop and you just you know you pop it open you don't necessarily you know load it into the player the way you learn how to do it the first time and these are coming out every couple weeks you know just to keep hyping them a little bit more rather than all coming out at once and the press was ridiculous especially when you know I'm when that Madonna one broke it was it was a really big deal so for the second season this is where we discovered live state's professional and we realized that live stage was a really really great tool it's a QuickTime authoring software those of you not familiar with it and not only is it great for tracking metrics you know how often people look at films you know sending information back to us about people's viewing habits of these films but it was also great because you could put a flash layer into the QuickTime movie for it you know added interactivity this was great for us because we're you know falen interactive we have a lot of great slash developers and it speaks right to us so in me being a flash developer by trade I was giving the task of you know learning how to use live stage Pro and then I'm incorporating the two together so the second season each movie is actually the player is built into every single movie so if you downloaded the movie you got the skin you got all the added DVD features of subtitles the tracking was built in and they were added car features so you could take a look at the car and the added weight you know was miniscule compared to the actual film because the films were big they were like you know 60 70 80 Meg's and so you know like five to five to six Meg's add it on so we could add all of these other things to help sell the cars to help brand it to help keep the BMW BMW idea there so that was really important to us and to them okay kind of covered all of that alright so I'll show you the player we can switch back to the demo machine I'll show you the player from the second season and how it's kind of different so this is a player obviously let me close this other one hide this so completely branded it's got you know all the Edit information it's got the more I can look down here it's got the credits built right into it plays a movie make a full screen you know volume controls you can you know change a bass treble all of that and then you can turn the captions on and there's directors commentary built into so this is all built into a1 QuickTime file so it's kind of a neat way to be able to put a lot of interactivity into your endear and you're moving okay oh I know what I wanted to show you so the second season there was a new product roll I was a z4 roadster and all three films we did three films of second season all three films had something about the disease or roadster and this is probably one of my one of my favorite ones this is a third film was filmed in Las Vegas and so we we worked with marco favor who's a photographer in minneapolis and we put that car mount on on a v4 and on the other films you know there's a car mouse on the front and then the second one some got qtp hours built into it but basically it's a big car mount unit and then we had to photoshop out all of the added stuff so and this is all you know controlled in live space so it's a pretty neat it's a way to through the car okay so that's kind of how the second season came about okay so can we go back to the slides please okay so the end of these films was pretty successful as I'm sure you've all probably heard of it we figure we got 26 million in free advertising there's a lot of press 250 broadcast stories that we know of you know I'm sure there were probably more but 250 that we actually tracked 750 more than 750 stories in print and 351 350 stories you know in online news sources I guess to date 63 million over 63 million views and people are still downloading this so this was on it's not like a traditional TV campaign where runs until you know they decide they don't want to run it anymore so it's still helping you know put the product forward B&W was really happy about it and we won a ton of awards kind of the two big ones being the one show which is kind of the Oscars of the advertising world we want invest in show and it can for season one we entered can but we didn't win anything and there was a big controversy because every because I mean it was one of the biggest things that happened in the advertising world that year there's a big controversy everybody was like why didn't want anything and the main reason was is that it didn't fit into any traditional advertising category so the next year they they added a new award for something that would be you know kind of breaking new ground groundbreaking I guess you would say they added a titanium lion and we won that for the second season so it's kind of kind of cool when they you know make an award based you know based on something you did so so that's a BMW film the next thing I'll talk about is the island of the islands of the beat of the Bahamas the Bahamas fairly new client to us last year about the time I came to the Worldwide Developers Conference and I'll talk a little bit more about that last year I was at the I came to the worldwide developers counselor guest of Glenn's and I went to a presentation by Michael Schaff I don't know if any of you I'm sure you all know about him he's he's a guy wears a top hat and I think this year he's got the he's got a funky beard and he's got the kind of red mustache you know he's brilliant works for a place called idle hands I think he is idle hands isn't what's that small hands I'm sorry come on sorry good I went to his presentation last year and it was really great he showed this demo of the Los Angeles subway system and the way it work is you had the map of Los Angeles subway system you could kind of scroll through it and you could click on certain stops and when you clicked on a stop a qtvr would pop open and you would be standing you know at the station you know underground like you just got off the train and you could look around and take it all in and then he had nodes built into it and you and you had you know like your exits and you could click one you know one of two exits and you click the exit and you got another qtvr and you're standing on the street above the subway above you know where you would get out and you know knowing where you were and you could look around and it was really really fascinating like wow that that's really a neat use of live stage and QuickTime and flash and really what I thought was I could do that you know so it was it was very impressive so I went back to Minneapolis and I was in a one day I get a call from the Bahamas team and they're like you know we need someone to come down and talk about banners with us pretty much any ad campaign we do there's always banners to go along with it you know I think that's pretty normal so I went down to this meeting to talk about Bahamas banners and they and they they told us the whole idea for the TV spots so if we can go back to the demo machine I'll show you the TV spot that that they were describing to me but you know finally came out [Music] island-hopping visited 700 islands oklahoma okay so we can go back to the slides so that was basically the idea and what the Bahamas was trying to do they have two main islands that pretty much all the tourists go to all the cruise ships stop at but there's actually six hundred islands in the Bahamas and there's 14 main islands that tourists can go to and the outer islands have really unique experiences and they aren't a you know the big tourist traps like the other two islands can be so I was sitting in this meeting I had one of those light bulb moments where everything where where you go why don't we why don't we do something like that subway thing I said why don't we why don't we have a map of the islands and you can click on an island and you can stand at one of the really beautiful places on the island then you can click on another place and it's like a virtual island hopping thing and then what if we had tour guides built into these qtvr so if you were at a unique location someone could tell you specifically about the location you're standing at and there was no money in the budget for it you know obviously you know well we got a couple hundred thousand for banners you know whatever and but you know we had a really good team on the project and that's the thing about Fallon we really try to promote ideas really try to think of things in different ways and if it's and if it's a really workable solution we try to get that in front of our client so my account executive said can you can you build a prototype of it and I said yeah so a day later you know I had a prototype ready and we got it in front of client so let me show it to you real quick um can we switch to the demo machine please so I went online and I found you know I found some QT VRS that I could borrow to just kind of use as a piece of theater so we could get in front of the client so here's kind of a the logo the Bahamas is kind of a map of the Bahamas in theory so click on this island and you know and then there's a location bang you're there so that's kind of the idea you know golf course we're talking about vertical markets you know I mean this is obviously not in the Bahamas but you know gets the idea across and we didn't really have any you know we're in Minnesota so there are many Bohemians around so I just use myself to where the person would pop up and talk about something great about the Bahamas and how I'm a unique person obamas and how you should come here blah blah blah blah blah blah blah blah so that was that was basically the idea so we built this prototype and got in front of a client and you know I mean what a great client they were they've just got super excited about it so they they went back to Parliament and asked for money for it and so that's cool you know when the client goes yeah when they start throwing money at you to do something we can switch back to the slides and I'm at one point the TV you know the budgets were really tight and the TV got postponed and the prank postponed the thing that didn't get postponed was this project so you know right there I kind of considered a big victory when something like that happens so the Bahamas Island hop turret so we started we started putting an estimate together and because this was going to be done with font of money and we didn't know you know they wanted to know how much it was going to cost and and we didn't want to you know say you know two million dollars we wanted to be really careful about it because we really wanted to produce it we thought it was really something special and kind of groundbreaking hey well I shouldn't say that but you know I like to think it is you know there's I'm sure there's other things out there that are that are cool too but so we really wanted to do it so we started thinking about how we were going to do it and I'm a filmmaker so I've got kind of experience in independent film and you can so we use that to our advantage you know I was going to direct all of the interviews and we were just going to have a cameraman with us in a sound guy and we talked to mark low favor who had done the the motion cue to the motion be are we called it on that wmw films I just showed you you know in Las Vegas in the back of the car thing he had done that for us and he'd been doing stuff for with us and BMW for like 10 years you know tons of cute TVRs he's just a great photographer and he's the kind of guy who really embraces qtvr seeds got a really nice relationship with panis can who are they make a queue to be our camera so we talked to him and he started putting an estimate together for us so we started picking locations we found the you know for the bigger islands we wanted to do two locations on each island and for the small islands we just would do one location so 22 locations all together we figured out and we needed to coordinate all the interviews so this was kind of a kind of a challenge and then we had to put together a crew and we had to coordinate travel and lo favorite pictures marco favor and his team came in real handy for that because they're used to traveling around the world but this was kind of unique because we were going to go to really 16 islands that we you see they say 14 islands because Harbor Island and Eleuthera right next to each other so they kind of considered was you know one entity but really 16 different islands and we had to put together a schedule and we had hit 16 islands and we figured it would take about 23 days and that's with no breaks so we didn't get any days off and I tell people that you know we worked every day we worked so hard and we were in the Bahamas for 23 days and nobody seems sorry for me you know nobody has much sympathy but really you know you would work a really long day but at the end of the day when you can go out and hang out on the beach for a little bit you know it really you know recharges your batteries pretty quick okay so so what's hard work and I'll tell you about just one of the days we had we were on Long Island and we were scheduled to shoot at two places on Long Island in the morning we're going to shoot at a place called dean's blue hole and a blue hole is basically a big pit in the ocean I think it's created by glaciers or you know I am sorry I don't know how it's creating but Dean's Blue Hole is a deepest blue hole known to man 660 feet we had to do an interview with my dive master who was going to be there with us so we had to set up the location for the qtvr shoot that do the interview shoot a lot of footage so we can splice stuff together and that day later on in Hershey we were doing some underwater shooting we were doing some underwater qtvr s we're going to be cubic there were a linear QT VRS that we used an underwater s digital SLR and a housing and on a tripod underwater and we were also shooting video underwater so we need to do tests are cameras in like two weeks we were going to actually shoot that I mean the cameras have been tested but not in the field so we had to do that and then later that afternoon we were going to a place called Max's conch check I don't know if you know what conch is but it's that that big-ass shell that you put up to your ear and you can hear the ocean that's that's conch and they and they and they prepare it in so many different ways in the Bahamas because they're everywhere and it's really good the first you know dozen times but everywhere we went everybody is like aw you know Americans you know a given conch you know and that I'd never need to eat conch again I mean it's great but I never need to eat it again I've had quite a bit of it so we had to go to Max's coffee Shack and we're going to shoot a qtvr there and we were going to do an interview so it was a really busy day so I'm let me just show you some of the stuff we ended up shooting at the Blue Hole so if we can switch back to the demo machine please oh so first I'll show you the this is the Blue Hole and you know it's really dark because it's 660 feet deep and the guys actually guy actually dove to the bottom of it believe it or not he was down there for like all of a minute and then he spent the rest of his time you know decompressing coming up and but it's still amazing to me that someone actually want that deep now there's like a 60-foot cliff right here that you can jump off of and I'll show you the video where someone's actually jumping off it but we all jump into it you know cuz how could you not so it's kind of neat you know you can you can go right there and bang you there and start looking around you know taking it all in I'm sorry making you dizzy okay so that is the qtvr shot we shot and then here's the interview my name is Joel trees behind me you Dean screw hole it is the deepest measured known blue hole in the world the ledge actually you can sign up on the rocks and jump right into the Blue Hole diving in Blue Hole is unique as if you were diving in a tunnel going straight down we have a large variety of diet from the Blue Hole here to call reef dive to wall dies and shark feeding guys so divers we invite you to come to Long Island and do some diving with us so you know we shot all of that stuff and then we had to do thee and we went he's a dive master so he took us down to do the camera test underwater I didn't go personally but we were we were kind of running behind and you know it's kind of a big deal locally I guess because people kept showing up and checking out what we are doing and one of the guys that came out on this old guy named Leonard Cartwright went to my producer Julie and said you know you guys should really come on check out my cave you know my cave is really cool you should check it out you probably want to shoot there it's it's really cool and he was really nice and he hung out all day chatting with everyone and I was kind of like well we could maybe swing by there but you know we're running out of time when we really got to get to this Max's conch Shack and we're about two hours behind schedule and I'm and I said to Julie okay forget it we can't we can't go then she goes I already told him we would please can we just go by there so the qtvr team was you know tearing down and packing up all the underwater camera housings and things like that and I said okay yeah I was really mad you know because you know if we failed if we didn't get our next our next shot done that day we would only have one shot on a Long Island and the out island promotion board would be pretty mad if that were the case so we I said to Julie all right it's on the way let's just take a video team we'll go there and we'll check it out so we went there and can we switch back to the slides please when a current no no okay we can switch back to the demo machine sorry so we went there and we walked into the place and it was you know we had to walk through the caves for a little bit for like you know 10 minutes and it was like that scene in Indiana Jones with the big ball you know the cave was just beautiful and there was this light coming in through these holes in the ceiling and it was it was simply gorgeous one of the most beautiful places we had been there yet and I said I turn to Julia said you got it you got to call the qtvr team and get him over here we got to try to shoot three things today Edie so she there was a ladder like a rickety ladder going up into one of the holes and she's like my cell phone won't work so she had to climb up the ladder went up there called them up game directions they came by and Mark walked in go and he said yeah we got to shoot this we got to shoot this so we did our interview we interviewed Leonard and then and then we left we went to the contract to start our interview there so then mark the favor could join us later with the qtvr team and shoot the qtvr there so we shot the interview I'll play the interview for you quickly so yeah this is it yeah Travis came in Hamilton these kids were found that Indians and we found pieces of Indian pottery and markings on the walls we are used as tears as a hurricane shelter and in the early cities he could go out the whole community in here and you could hardly tell that there's a hurricane going on outside except for you could see locality trees moving which spend days on it sometimes we had a lot of fun we would I was a kid at the time and they take catches and hide-and-seek and you know yeah a lot of fun my name is novice Kathryn this is my playground so yeah you see he's a sweet old guy he was just wonderful so we shot that and then we moved on in marklar favor and his team an interesting thing about these cases that they're filled with batch just still fill filled with that and so of course they're filled with bat guano bat poop you know and back in the 30s they used to take the guano and shovel it out and send it to the United States gets a really tight power it's a really good fertilizer so there's brown soil everywhere and it's basically bat guano so the favoring it and his assistant when they were shooting it they were shoot the panis gang camera I'll talk more about it later but it's basically a glorified scanner with a big Momaya medium format wide-angle lens on it and they would scan a certain area and there was this light coursing in but you couldn't really you know capture the light and Lester was like dust in it so they took their shirts off wrapped them around their faces and then went around the place you know picking up all of this bat guano so there's all this bat guano floating in the air and then they got really beautiful I they call the god light you know these beams of light like shining through so they had to do that all through the other throughout the throughout the case I'll show you that real quick so this is the qtvr they shot and there's a there's the god light so right there that's their bat poop and right up there you know they when they were down there for the Hurricanes they would see the trees moving and all that sir so they shot that and they really had to haul ass over to the over to the to the con Shack where we were and we showed up at the con Shack and you know it's it's cool but you know the thing about qtb ours is that you know it's all the way around so pretty much the you know the whole panorama was was beautiful and then there was like a car up on blocks and no various things like that and it's not necessarily what you want to and you know what I'm sure the Ministry of Tourism was looking for in promoting the Bahamas was the car up on blocks you know and maybe Kentucky but you know not the Bahamas there I'm sorry I'd never been to Kentucky I didn't even anything bad about Kentucky for anyone's from Kentucky so we're thinking maybe we can maybe we can you know Photoshop that out we're going to shoot inside of the contract and the contracts just a big round shack with with like stools all the way around it and they chopped up the conch they made conch salad there which is chopped up comp with like lime juice and peppers and really good you know the first dozen times and another thing that was in the shot you know the jockey you know they had these like windows that open up like that so then you get like shade and but on the inside of these like plywood kind of things hanging over their head there were centerfold you know I Playboy centerfolds all the way around and because we had almost no budget we didn't have the budget to scout this beforehand and and we're standing there more like so we did the interview anyway and a favor showed up and I said we got to go with the cave because you know you can't airbrush out all of these centerfolds and I'm not going to ask him to tear them down and you got the Carson in there so worked out really really well for us I mean we were very fortunate that that we didn't have to you know scrub any shoots the weather was beautiful the whole time there even though we were in hurricane season so it we were very fortunate that was just a typical day so then we we had a little extra time so we offset around at click and some conch salad so we can go back to the slides please okay so yeah this is a pan of scan camera just kind of the head of it and it ran into he had a 17 inch PowerBook but basically it's got like that periscope so the so the lens is always right at kind of the pivot point and it spins around and it takes about a minute and a half to two minutes to scan all the way around so if you have someone in the shot it's like you know photography of days gone by they had to be real still and this kind of rent most cases this wasn't a problem but we we did run into one situation where it did become a problem NASA one of the biggest tourist places and NASA is something called straw market and it burned down about two years before so they were in a temporary housing while they build the new straw market which should be done you know 2008 or something like that and it's basically this big industrial sized tent and you know we tried to find the most picturesque place to shoot there but you know we it was going to be hard to polish up that turd you know it wasn't it wasn't really that beautiful so that was the nice thing about we about having a qtvr and a corresponding video to go with it because you could you could kind you know if one turned out fabulous then you know the two of them together you know kind of raised the whole sum of the parts but I'll show you the qtvr for the for the straw market so if we can switch back to the demo machine thank you and it's funny because we were there all afternoon and we were setting up all afternoon and this guy right here he was everybody was kind of following his lead you know everybody had to sign a release to be on this thing and we even had someone there from the Ministry of Tourism kind of strong-arms people a little bit this guy didn't want to didn't want to sign a release and once he signed a release everybody signed a release and I think everybody got like you know fifty dollars out of it but they all wanted to be paid basically but here's a you know one of those situations and panas cans working on a new camera well updating the firmware so it shoots much faster so you know people only have to be still for a second rather than for like the you know 15 seconds while it's going past them but you can see we kind of get into some areas where people are a little blurry and you know they're the blue tarps I was telling you about and we made this one more of a linear qtvr I don't know why I'm sure I'm sorry I don't know why I'm showing you the worst of all TVRs it's still good but you know we really had to go through a lot to make it and to make it you know what it is but I'll show you the I'll show you the interview that went along with it and I think it's the best of all the interviews it's my it's my favorite by far so I kind of you know compensated for good morning darling are you doing can I help you [Music] like a real delight my favorite thing about being in a market is meeting people I enjoy talking and doing some ran over you I just love it it's hard to be here a normal day is actually fun all of the frass baskets are mania and they just buy the scrubbin is as you can see I'm working on one right now my name is Virginia come on down and visit all of a sudden famous worldliness our lawyers spent some time trying to figure out if we could have Mickey Mouse on there and I guess it was okay now you probably noticed that most of these videos are only like you know 30 to 60 seconds long and there's a there's a reason for that because we are building this as one big QuickTime movie with all of these things incorporated into it so we really had to edit them down to be to be small and still get the point across you know the original cuts were like you know two and a half minutes but so we really had to work that out so if we can go back to the slides for a second okay so we were done shooting all of our content so we came back to Minneapolis and put our team together and 1/8 hence he was a designer on BMW films the second season and I worked with him they were a gym park a flash developer and elem a another great flash developer I'll probably talk a little bit more about them we hired our director of photography Ben Kruger to be the editor because he was familiar with the footage Marko favor did the retouching on the Qt VRS and then Russ and and myself so the flash and quicktime put together in the live stage one thing there's right now the Flash plugin is flash six inside of QuickTime the Flash plugin is flash five so we all had to step back about a year and a half and develop for Flash five to incorporate the you know we'd have to produce a flash five swift to incorporate into the QuickTime movie so it's kind of like jumping into a time machine and the intro for the island hop Angela may he's a one of our one of our really gifted flash developers he's a PC guy and you really really gifted so he built this really great intro that's got like them you know map of the Bahamas and you know a little bouncing art and then clouds kind of moving independently and their shadows and shimmering water really really impressive and I'll show that to you quick so if we can go back to the demo machine you make sure Oh the flash plugin is not on here let's see if it still works well I can't show it to you but I'll show it to you in QuickTime I'll show you the newer version trust me it was really cool but we had built it and once we put it into QuickTime it worked fine on the PC did not work very well on a Mac which is weird because then almost in a QuickTime movie kind of clunking along on a Mac but the reason for that is is Macromedia doesn't build a really it's kind of the bane of as a flash developer of our existence set Macromedia doesn't really have a great plugin for flash for macs so so we had to strip a lot of the really neat stuff out of there so basically the clouds all moved together and there's just one hopping arc so but let me let me show you the finished piece here or can we go back to the slides for a second make sure I'm getting everything okay okay yeah I'm sorry come on with you so here's the finished piece [Music] so that's basically the intro we wound up with and it was kind of a last-minute decision because we couldn't get it working properly on the old IMAX you know we couldn't get a plane you know and you got to develop for everybody so but um so it has kind of a great interface you know you've got the whole roll overs here you can select an island and just go to the island for the Abacos and then you can choose another island and jump there let's go back to the island menu well let's get here and then you've also got you know the specific location you can go to and just look at things so here's the whole town lighthouse and you notice that we've scripted the the qtvr then when you first get there here I'll do this so you can take it off you're jumping somewhere else and here you are landing somewhere else so let's go back to the lighthouse and then we've got the sound built in so you can hear the wind up there and it was kind of scary up there that's my favorite part right there and then here's our interview and you notice when the kid to be our first opened we we have it so it's automatically panning so people realize that it's not just a still image and then the interview to go along with it my name is Vernon Malone I live here in Oaktown I run a grocery store and a bakery I'm a Hodge officer and a lay preacher in the Methodist Church one favorite thing about my life I guess living here being fortunate enough to live in this part of the world I think that would be one of my favorite things no matter how much money you have when you live on an island there are things that you can't buy I will have a nativity it's not for sale but people were sharing with you so the true Island experience is here the hope town lighthouse is one of the last three in the world that are fired by kerosene it's 120 feet above sea level at 101 steps the keepers have to line the mechanism every 90 minutes so the light is visible for 19 miles there are five flashes and then a risk and that would be the only lighthouse in the world that would do that and that's why you can identify from 19 miles right so that was a pretty good day you know as you can tell so this is a quicktime movie this is nothing more than a QuickTime movie I mean flash is already built into a QuickTime movie this is interactivity that you can get into one piece if they have the QuickTime plug-in it's all there for you you know using live stage it's just an incredible tool to put all of this stuff together so there anything else I wanted to show you in here oh if you are online that's what the temperature is right now you know so that that's all dynamically built into and we were going to build more dynamic things into it but we just didn't we didn't have the infrastructure you know in place that we could leverage and the bomb had run a deal with Travelocity so if you wanted a book you had to go to Travelocity and do all of that but we're going to build in a booking engine and we're going to have things automatically update like specials at local restaurants and things like that but the infrastructure just wasn't there and the budget wasn't there so that would have been pretty cool but but again this is just a QuickTime movie with some really cool flash in it and some great content so I don't think this would have happened if I if I didn't know what we were capable of doing and I guess that's the biggest thing I want to get across to people today is that there's a lot of stuff here you can do and it pains me to think of all the flash developers out there who want a skill that makes them unique because there's a ton of flash developers out there they want they want something that makes them look at me you know I've got I've got this real great thing in my toolbox that that I can do that no one else can do and live state's professional is that tool because it's not that complicated of a program you know it's complicated but it's not that complicated but it really helps you leverage your leverage your flash experience coupled with quick time you know I mean it's so much greater than the sum of the parts so if we can go back to the slides please okay Oh as far as the editing goes again we hired a Ben Kruger who had shot the stuff he's a film student we were film students together we hired him to do all of the editing and we and we did all the editing in Final Cut Pro now at Fallon we have avid suite so we had avid Suites available to us but they bill out pretty you know they're pretty expensive so Ben could basically just work on his laptop and because all of the source footage was already mini DV we weren't you know losing anything by working in Final Cut Pro so and it also great support for the camera we used we used a Panasonic 24p camera so and also great for the budget so in conclusion you know we've got all these incredible tools live stage QuickTime Flash Final Cut Pro you put them together you can really do some incredible stuff and I guess that's what I'd like to leave you with Guillaume is here from totally hip and he and he can help answering any questions you may have about live stage and I guess we'll do QA now