sepoctpreview2004

Interactive Annual 10 I

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September/October 2004 Sixteen Dollars www.commarts .com

interactive annual 10: advertising

FTD + HP ad banner

"The white space simplicity is pleasing. It's also totally

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appropriate and generates the spontaneous response a banner ad requires, and it never tries to

= everything is possible

do more than it should."

-Deb Koch

Overview: An invitation to explore HP technologies is disguised by the friendly act of sending flowers to a friend through this interactive banner. It's a positive approach to showcasing a wide range of real-world applications and how HP customers apply them.

HP technology helps FTD florists connect the world one flower at a time.

• E-mail feature allows bouquet to be sent to friends • Base file is • 2-3

25K,

additional

30K to

load flowers

months, 5 people

"So simple, clean and beautiful.

In a world of blinking banners, the subtle elegance of this viral ad campaign is sure to momentarily take users away

• Reset • Send

• Reset • Send

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from their hectic lives."

- Craig Swann

104

Interactive Annual 2004

Creator's Comments: "The HP interactive bouquet

idea wasn't exactly a stroke of genius. HP ... FTD ...

Bowers. Voila interactive Bower bouquet. It just seemed right as a symbol of the HP + FTD partnership. The morning after getting briefed, a couple of us came into the office with the same roughly sketched idea. =

everything is possible

= everything

is possible Your name

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Cancel

"The bouquet banner was one of a series of concepts that prompted the user to interact and change the advertising space in some form. In this instance, to create a virtual bouquet to send to people.

"Much of the credit for the banner should go to HP for allowing it to happen in the first place. They've always viewed the interactive space as a critical part of their marketing mix, and have been strong proponents of expanding the perception of what online advertising should and can be.

"It was a fun project that took a lot of tinkering. We wanted to make sure that there would be a variety of bouquets that could be created, so we first settled on a number of flowers. Working with Erik Natzke, we reviewed flower colors, shapes and animations-for weeks-finally settling (after endless revisions) on the ones that appear in the banner.

"It was a true team effort, at the end of which, we were able to send bouquets to each other. " -Peter Albores

• Re set • Send

• Reset • Send

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Keith Anderson/Steve Simpson, creative directors Jeff Benjamin, art director Erik Natzke, developer Peter A lbores, writer Goodby, Silverstein & Partners, project design and development/ad agency Hewlett-Packard, Inc ., client Communication Arts

105

interactive annual 10: self-promotion

Francine Zaslow Photography "A bright, easy-to-use site that focuses on the brilliance of the images. The photo album metaphor is a nice clean interface

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that's beautifully executed."

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-Craig Swann

•

Overview: This site has a decided Japanese design

aesthetic, allowing the photographs to take center stage.

It offers strange and beautiful juxtapositions by a photographer whose work comes from the inspiration created by each assignment.

www.francinezaslow.com

• 72 photographs presented • Familiar book-like interface

• 6 weeks, 3 people

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• 180

Interactive Annual 2004

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"The use of the book metaphor is employed well for this portfolio. I especially like the loading transitions. I found myself wanting to turn the pages to see more images."

- Bryan Finke

Creator's Comments: "I was

first drawn to Take Yasui's work because of his amazing ability to combine animation, graphics and sound. After shooting still photography for over twenty years, the idea of having my images come to life through movement and music was very exciting.

ABOUT fresh

"Take and I came up with the idea of showing a book, unlike a typical portfolio, that would incorporate motion, with blowing pages and scrolling images. As a creative director, and someone who spends a lot of time viewing portfolios, Take also wanted to create a different sort of experience for the viewer. With all the distractions and piles of paper surrounding one's desktop, we wanted the viewer to be able to escape to a comfortable and inviting environment.

"As you navigate through the pages, the movement has a natural flow unlike a lot of Flash programming. Take has controlled the individual frames and used Flash animation as a means to combine the images and give each category its own mood.

"But it's the unexpected surprises that help to keep the site fun and the viewer engaged- and searching for what will come next. Each section feels very different from the one before it. Animated graphics (the fan, coffee cup and humming birds) and carefully chosen music fit the tone of each section and help to carry viewers along.

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Take Yasui, art director/Flash programmer/project design and development Masahiro Manabe, programmer Francine Zaslow, photographer James Lee IV, Vibesearch, sound designer Francine Zaslow Photography, client

"The feedback has been fantastic. It's proved great as a selfpromotional piece and has already brought in several jobs."

-Francine Zaslow Communication Arts

181

interactive annual 10: advertising

Levi's Washing Machine

ad banner "Just the right amount of cool and clever. And hey, we can all relate."

-Grace Stanat

Overview: This banner was part of the online launch for the Levi's 501

Re-Born campaign across Asia. The banner showcases the four different finishes available with this new jeans cut.

• Animation was created using frame-by-frame photography • Initial load is

30K,

subsequent loads are

50K

each

• 9 days, 8 people

"Simple yet cleverly considered and executed.

This strong, conceptual, interactive piece manages to convey the tone of the brand and provide purchasing information - and it does it all with very few words."

-Deb Koch

110

Interactive Annual 2004

ODDO

FIV E

Ten Years of nteract v ty I

I

I by Joe Shepter

T

he numbers may seem small today, but when the first Communication Arts Interactive Annual attracted 382 entries, few saw it as a disappointment. In fact, the total came as a surprising vindication for a field that was largely considered a pastime rather than a profession.

It was 1995, and no one was exactly sure where interactivity was going. But there were plenty of indications, and most of them good. Already companies were starting to clamor for interactive work, and a nascent industry was scrambling to fill their needs. In a column written that year, Wendy Richmond went so far as to describe the situation as a "frenzy. "

"It's as though thousands of companies decided all at once that they needed a marketing piece," she wrote.

And that was just the beginning. Over the next ten years, interactive media would produce a communications revolution that changed everything from the way people do business to the way they learn about the world. It would be a story with many sides: social, business, artistic, personal and, above all, technological.

Of course, the Interactive Annual didn't cover everything. Instead, it focused on excellence in design. Year by year, it provided a snapshot of a growing industry as it struggled to maintain high standards against a backdrop of hype, chaos and expectation.

VizAbility CD-ROM : MetaDesign San Francisco

Burton Snowboards CD· ROM catalog: Resource Marketing

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Herman Miller Virtual 3-D Aeron Chair sales tool : Clement Mok designs

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CSA Arch ive Line Art Sa mpler CD-ROM : Wanganui Polytechnic School of Design

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Hamin Lee

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3 Location: Toronto, Ontario, Canada, and www.monkeywerks.ca.

Duration : Two-and-a-half years.

Myself, we also have a retoucher, a producer/rep, a studio manager, assistant and fi lm and video editor.

Staff:

Four years photography at the School of Image Arts at Ryerson Polytechnic University. Four years of philosophy at York University.

Education:

My wife, Julie, and our son, Jonah. My folks and my brother.

Friends. Coworkers. Canadiana, Americana and healthy sprinkles of other "ana's" from the four corners of the world. Food. The mountains. The ocean. TY. Magazines.

Film. Theology. Mythology. Bossa nova, funk, hip-hop, jazz, lounge, rock, trip, et al. Gabriel Garcia Marquez. Alexander Dumas. Hunter S. Thompson. Angst.

Ontology. Abstract Expressionism, PostPost Modernism . Photoklub. Eugene Atget, Nan Goldin, Larry Clark, Irving Penn, Albert Watson, Jeff Wall, Edward Burtynsky, Bernd and Hilla Becher, Don Snyder, Marra Braun, Doug Clark, Poet Farrell, Per Kristiansen, Don Dixon.

Cultural Influences:

Environment: We have two studios, two digital platforms, a digital editing suite, a film and video editing suite, several offices, a network of G4S, G5s and laptops, a darkroom, a full kitchen and meeting rooms.

All in the heart of Toronto's Film District.

Philosophy: One step backward, two steps forward . Existence precedes essence.

Nothing is still something. And, always, aspire towards the paradigm balance between work and play.

190

Interactive Ann ual 2004

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