Want to be in a music video? To be in the chart topping song “Nothin on You,” all it takes is a computer and a photo thanks to a cool interactive micro-site and mini-application that post boutique Therapy Studios created for music video production company Kleiner Inc. The micro-site is intended to create a buzz for the upcoming album release. The music video, which was directed by Ethan Lader, features Atlantic Records artist B.o.B and featuring Bruno Mars who flirt with a variety of women who they insist “have nothin” on the beloved they’re singing to.
On the site, the fan types in her name and email address, uploads a photo or photos and hits play: the result is a charming and unique music video in which the fan’s image is seamlessly incorporated in to the video. The resulting video can also be shared with friends via Facebook, Twitter and email. The site has got over 1,000 hits the day it launched, say the creators. The piece is also interesting to look at, as B.o.B. and Mars are animated as if their images have been torn out of a magazine and then made into a collage with the background.
Therapy Studio’s in-house coder had to work with a variety of coding languages, including Flash and XML database coded, to create the mini-app. “That video is being created dynamically so it doesn’t generate a new video,” says Therapy executive producer Joe DiSanto. “Every time you go back to the link, the data base grabs the photos from where they’re stored and inserts them. It’s a simple site and a tricky little mix of things.”
DiSanto reports that Therapy artists designed the graphics for the site and did the rotoscoping work so that the uploaded photos fit perfectly into the “torn-edge” collage look of the video.
While best known for their creative editorial, design and finishing work, post-production company Therapy has been making a conscious effort to expand its interactive capabilities. Projects so far have included microsites, rich media banners, games and virals. “We’re working towards becoming interactive experts,” says DiSanto. “We’re at an interesting juncture of traditional post and new media that’s coming together because of the pervasiveness of broadband. The work is fun and interesting and multi-dimensional as opposed to TV.Â Even if we’re not doing the interative work with the agency, the fact that we understand the workflow and can collaborate with the agency on their interactive needs becomes really valuable.”
â€œIt is a natural progression for our company,â€ DiSanto adds. â€œUntil a few years ago, the high-end editorial, design and finishing work we provide was only seen on a television.Â Now we are leveraging all those skills to make compelling content for the modern day delivery platform of the web.Â The interactive work benefits immensely from the creativity of our artists and the coordinated workflow that our shop has mastered.”
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