STUDIO EXPLORATION
Fuel Industries - "Branded Entertainment Evolved"
Fuel Industries, http://www.fuelindustries.com, describes themselves as the "intersection of advertising and entertainment - where enjoyment meets solid business strategy". They incorporate strategists and creatives with an army of in house experts in the fields of animation, design, film and video production, sound design, music and online
programming.
Headquartered out of Ottawa, Canada, Fuel Industries creates entertaining experiences around client brands that resonate with the audience and create lasting impressions and consider themselves "branded entertainment evolved".
Created in 1999 by four creative and technical partners who saw the potential of the web for marketing, Fuel's client list has grown to include some of the world's largest brands. Some of their clients include Suburu, Microsoft, and Nokia. The company's portfolio has grown to include a full HD and film production division called Karbon Arc, and its sound design division, Fuel Sounds, all of them focused on evolving branded entertainment online and pushing the boundaries of the web to new limits.
The following are two examples of Fuel Industries work. You can view the case studies of these sites and many others at http://www.fuelindustries.com/casestudies/
http://www.the-passenger.com/
The Passenger uses Flash / video cut scenes to set the viewer in the murky ‘film noir’ world of night time Paris. Filmed using a car-mounted camera on location by Karbon Arc, Fuel’s film and post-production brother company, players look through the windshield at actual Parisian back-alleys during gameplay.
Scroll through the MP3s made in-house by FuelSounds to select the perfect driving track, answer calls to find out your next job, and use the GPS to navigate to your target.
This site was visually appealing, easy to navigate, had interesting and fun content, and was fun to play.
http://www.sexysubaru.ca/
The theme of the site would be a sexy sumo photo-shoot taking place in, on, and around a 2009 Forester. Users step into the shoes of a photographer and get behind the eyepiece of a camera for a hot photo session. The model? None other than the current and two-time world Sumo champion Byambajav Ulanbayar. The site would be video based, so in order to capture the assets needed, Fuel Films orchestrated a shoot of its own in an old airplane hangar. Their video team converted the space into a pin-up style automotive shoot.
With the video captured, they built a site allowing users to control the camera over-top of the footage. Upon arriving on the site, the user is briefed about the shoot and invited to select an area of the Forester on which to get started. Once the feature of the vehicle is selected, the site opens up, the model walks into the light and the shoot begins. Able to position the camera as they wish and zoom in and out with the mouse wheel, users snap as many photos as they like while the model continues to pose. Once each shoot is finished, users may review their photos on a light board and digitally alter the pics to create unique works of art.
Once happy with their shots, users can post the pictures for other visitors to see, or submit their favorites for a shot at a prize package including a Canon Digital SLR, a Macbook Air, and a copy of Photoshop CS3.
This site was visually appealing, easy to navigate, had interesting and fun content, and was fun to play.
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