Digit 2005-04 - Clevernotions.com

insight
Pretty soon people will access all their home entertainment from one digital device. This throws up a challenge for us. We need to understand how to exploit this creatively.
We have worked within 3D and
broadband limitations to create
an immersive experience of the
GTI as it drives. Users can choose
direction and focus in a collection
of short looping videos embedded
in flash. The site also allowed you
to configure a GTI online, which
proved hugely successful with
21,400 configurations before the
car launched. An interactive TV
addition helped enhance the
famous Singing in the Rain TV
ad and brought elements of the
Web site and TV together in an
62 d
iTV experience.” Phew.
“We make a point of getting
a diverse bunch of people involved
at the early stages of a brief,”
says Clapp. “We run organized
brainstorms and planning sessions
which allow everyone – from media
planners to creatives to techies
– to understand the brief and
to pitch in with ideas.”
Tools for the job
From there it’s down to the knife
throwers, or creatives, who use
Photoshop, Illustrator, FreeHand
Tribal DDB has an impressive list
of clients, including Philips, and
The Guardian (top).
and Flash for design work, Flash
MX 2004, php, and MySQL for
Web development, and After
Effects and Avid for video.
But there’s no laurel-resting
at Tribal. “Things are changing
again and rapidly,” says Buchanan.
“Pretty soon people will access
all their home entertainment
from one digital device. This
throws up a challenge for us.
We need to understand how
we can exploit this creatively,
to produce work that’s innovative
and groundbreaking.”