Interactive Design | T2 + Back Alley Blog - Part 2

Interactive Design

October 19th, 2010
by T2 + Back Alley Team
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Experience Design – Driving Engagement And Sales

We spend a lot of our time focused on experience design. The goal is always to create content that engages consumers and provide experiences using video, mobile, location-based technology, digital billboards and other experiences. That those experiences be memorable is key and always what the creative team is charged with bringing to the table. That the experience design drives sales and compels people to action, is even more key.

Mobile and location-based experiences are on savvy marketers’ minds these days, as they are great at helping create buzz and compelling consumers to do something. Jimmy Choo’s Foursquare scavenger hunt during London’s fashion week is a great example of a location-based initiative that not only created a ton of buzz, but also drove sales as women ran all over London in search of the current “it” shoe.

We worked with the folks at PRNewswire to create a scavenger hunt experience based on QR codes for use at the PRSA annual conference held in Washington, DC this past week. This created not only excitement for conference attendees, but also doubled as an experience (and a competition) that served to make the event even more memorable. Additionally, it created a lot of buzz for the PRNewswire brand and, ultimately, got a lot of PR and marketing pros thinking about how they could use experience design in innovative ways for their clients.

Want to know more about how companies can use strategic media placements and a variety of new and emerging channels to engage their audiences? Join us for a FREE webinar sponsored by PRNewswire this Wednesday, October 20th, at 12 PM Central.

The panel will be moderated by Michael Pranikoff, PRNewswire’s Director of Emerging Media, and he’ll be joined by T2+Back Alley Films’ Interactive Experience Designer, Garrett Fuselier and the very smart Amy Webb of Webb Media Group.

For more information and to register, click here.

October 14th, 2010
by T2 + Back Alley Team
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Augmented Reality – It’s Out of This World

Alright, so it’s only imaginary ‘out of this world’ but new augmented reality technology is being used much more by advertisers to blur the line between the real world and the virtual world. If you’re not hip to augmented reality (or AR), blogger Nick Brucher explains that AR is “based on holding a 2D image up to a webcam and then seeing a 3D image on screen.” Advertisers initially began offering consumers AR experiences through specially designed micro sites. For example, BMW developed this site so their consumers could experience using a Z4 coupe painting a canvas in a TV spot.

AR is now being integrated into both mobile and print executions, too. Mobile applications include things like AroundMe which allows consumers to locate restaurants, bars, museum etc., wherever they are simply by holding up their smartphones and VegasReality, designed by MGM Mirage, which merges real Vegas and virtual Vegas and delivers new ways to explore hotels, restaurants etc.

Print publications are making their magazine issues more dynamic by integrating AR. In the most recent issue of UK’s Grazia – readers were not only able to read about the dynamic front woman of Florence + Machine they were also able to make her sing and dance around.

One of the most dramatic integrations we’ve seen recently is being executed by JC Penney in partnership with Heart’s Seventeen.com to create a virtual dressing room. The days where consumers have to roll the dice and gamble on a piece of clothing they’ve purchase online are, in some instances, a thing of the past. Shoppers will automatically be fitted during the live-video stream (no symbols or pieces of paper here), and motion capture technology then enables users to “try on” different clothing articles they like by simply pointing at the screen. Here’s a video on how the dressing room will work:


Demo via Nick Burcher

Innovative magazine publishers and brands are turning to AR more and more and we think it’s awesome. AR allows readers to go beyond the pages and actually interact with the content. And, especially when it comes to the fashion industry, we’re seeing more and more of the players in the industry not only creating clothes, but creating innovative web content – and consumer experiences – as well. Teri Rogers wrote about that over here, and if you’re interested (and she’s always interesting), go check it out.

Bottom line, any time you can engage consumers on a deeper level it’s a big benefit. In the context of online shopping, AR enables consumers to better visualize what an item will look like on them – and can actually enhance the shopping experience – and most, important, help close the sale.

Teri Rogers
October 14th, 2010
by Teri Rogers
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Fashion Industry – Creating Content and Clothes

T2+Back Alley Films, Fashion Week, Chanel

The fashion industry has embraced the web and social media in a variety of ways. And, for an industry that has a rep for pretty much being the snotty girls in high school that don’t really want to let anyone who’s not the “real deal” into their tight little clique, the industry as a whole has really done a 180.

The year in fashion thus far in 2010 has proven that the industry not only gets its consumers but, in a surprise move, it actually wants to attract even MORE of them. As a result, brands are incorporating innovative ways to reach them into their marketing efforts. Jimmy Choo was not the only brand to use Foursquare, but it might have been the most creative – and resulted in women running all over London on a shoe treasure hunt. I expect we’ll see lots more location-based focus as brands work to actually drive foot traffic to brick and mortar stores.

By the fall of 2010, the majority of the labels live-streamed their shows (up from only two in the spring) and Fashion Week moved beyond the realm of exclusivity and into the worlds of consumers around the globe.

In addition to live-streams and other tactics, many brands released short films like this one, produced by Chanel’s Karl Lagerfeld.

Brands used Facebook, Twitter, Twitpics and even a variety of iPad apps to stay in touch with and, even more surprising, actually listen to their respective audiences. Ann Taylor’s Aloft campaign was a great example of how the brand took consumer feedback posted on their Facebook page, immediately acted upon it, and really took the words “community” and “engagement” to new levels.

Online retailers have upgraded their online catalogues to create more of an “experience” for shoppers and also to include high quality video and other content. In fact, during London’s Fashion Week, Burberry’s Christopher London noted on Twitter that Burberry is “now as much a media-content company as [it is] a design company because it’s all part of the overall experience.”

I think that just about says it all — the fashion industry as content creators. When you think about it, aren’t we all trending that way?

Teri Rogers
September 15th, 2010
by Teri Rogers
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8 New Faces at Kansas City’s T2 + Back Alley Films

Jennifer Paine, T2 + Back Alley

Jennifer Paine

Jennifer Paine – Smoke Artist

Jennifer grew up in Indiana – hating the winters. Being forced inside to avoid the snow, she watched a lot of movies, MTV and was thoroughly entertained by TV commercials. Some of her childhood favorites include Madonna’s ‘Like a Prayer,’ Tim Burton’s ‘Pee-Wee’s Big Adventure,’ and any ground-breaking graphic treatments used in the infamous 90s Bubble Tape ads.

She took a semester abroad in sunny Australia during college – ultimately moving back after college – to pursue motion graphics and post production – and to pursue her soon to be “husband.” Jennifer worked in television in Sydney and, after four years moved back to the states, ultimately landing in Chicago. There, she worked on both Smoke and Flame at Film Workers and then at Optimus, before deciding to head to Kansas City and join Kansas City’s for yet another amazing opportunity.

Paul Schneider, T2 + Back Alley Films

Paul Schneider

Paul Schneider – Sr. Producer for Motion Design/Interactive/Experiential

Born in New York City and raised in Lawrence, Kansas, Paul graduated from KU and then headed back to NY, and then on to LA, where he honed his chops as a motion design/interactive producer at New Wave. After a decade in LA, he wanted to move back to the Midwest – and so he surfed the Web looking for agencies who were doing great things in multi-media and that’s where he found T2 + Back Alley Films.

He liked us and we needed his talents – so he joined the company in August 2010 doing the same thing he did at New Wave – producing motion design, animation and interactive elements. With the design department growing at the speed of light, Paul turned up at just the right time. He also recently published his first book – and is working on his second. We think that’s pretty cool.

Ethan Downing

Ethan Downing

Ethan Downing – Sr. Producer – Back Alley Films

Ethan grew up in Kansas City and graduated from KU in 1998. He liked it here and decided to stay. We’re glad that he did And glad that he found us. He brings over 12 years of production industry experience — having worked with almost every production company in Kansas City and throughout the Midwest. And the cool thing about that — Ethan knows just about everyone who’s ever held a camera, a boom mic, carried a scrim, or ran a teleprompter in this part of the country. Bonus! He’s super organized – which is a good trait in a producer, so he tries to relax by fly fishing. When that’s a bust, he just goes back to hanging out with Ella, his yellow lab. And that works, too.

Matt Blume, T2 + Back Alley Films

Matt Blume

Matt Blume – Sr. Producer/Writer/DP/ Editor

Matt hails from the middle of the Midwest, Hays, KS. He studied Film and English Lit at the University of Kansas and the University of Stirling, Scotland. Matt is truly a Renaissance guy in this industry. Refusing to specialize – Matt can conceptualize, write, shoot and edit. He is that rare combination of creative talent and technical expertise –and he’s all about telling a good story. Which, coincidentally, fits in perfectly around here! On any given day, you might find him shooting professional athletes on green-screen, writing a script or directing an interview from behind a monitor. So what doesn’t he do? We haven’t figured that out yet.

Chris Waner, T2 + Back Alley Films

Chris Waner

Chris Waner – Lead Designer

Chris is an art director and technical director who started his career as a visual effects artist in New York City. He has a decade of experience in concept development and visual effects for commercial, broadcast, short format and feature film projects. He’s done motion graphics, branding, print design, web development, and both graphics training and graphics curriculum development with industry-leading art institutions. Chris combines artistic vision with technical expertise to craft ground breaking creative solutions for each and every project. Now you know why he’s our Lead Designer. He’s one heck of an artist – and one smart dude.

Nick Stout, T2 + Back Alley Films

Nic Stout

Nick Stout – Jr. Editor

Nick is proof that being an intern can sometimes turn into a real job. Nick started his internship in early spring – and we hired him at the end of the summer. He was just one of those guys who made the other interns look not so good. He came from Oklahoma City – surviving with BMX freelance work and waiting table. Nick wants to be an editor at T2 – but he’s also a darn good shooter. He’s just starting out – so who knows.

Cassie King, T2 + Back Alley Films

Cassie King

Cassandra King – Interactive Design Developer

Cassie grew up twenty minutes from the windy city of Chicago, which explains her easy, breezy attitude in life. She graduated from the Kansas City Art Institute with a BFA in Graphic Design – with a strong emphasis in technology. Her expertise is in typographical explorations and interactive design. Cassie is one of those GenY’ers who grew up on technology – and doesn’t understand those who didn’t. She’s a geek. We love that.

Brooke Kistler, T2 + Back Alley Films

Brooke Kistler

Brooke Kistler – Assistant Accountant

Brooke was born and raised in Kansas City and never found a good reason to leave. That totally makes sense, because Kansas City is a killer place to live. She is currently working on an AAS degree in business with an emphasis in accounting. Her favorite pasttime, besides being with her family (husband and 2 boys) is sand volleyball — where we hear she is quite the competitor. Is that a good trait in an accountant? We think perhaps so.

Teri Rogers
September 15th, 2010
by Teri Rogers
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Michael Ong Takes On Hallmark

Nobody stays in the same place for his or her whole career. Right? Michael Ong has been at T2 for almost half of his. He started in 1994 as an intern and, since then, he’s built T2′s reputation in design-driven production and post-production. Next month, Michael will move to the corporate side and join Hallmark to head up their multi-media department — following in the footsteps of his good friend, Suba, who joined Hallmark earlier this year.

After 16 years, this was an emotional decision for Michael — and will have an emotional impact on all of us at T2. Professionally, it is the right time for Michael to take on his next career challenge — and, over the past few months, Michael has helped us develop a deep bench strength in the Motion Design team, unlike any other time in T2 history (see the 8 New Faces blog post for more deets). Chris Waner just came on as Lead Designer — teaming with Cody Beltram as Lead CGI. Garrett Fuselier leads the group in Interactive and Experiential Design, assisted by another newcomer, Cassie King. Claudia Chagui is growing into a huge force on both sides — Design and Animation — while Darton Simons continues to excel in Motion Graphics and 2-1/2D. We enticed the talented Jennifer Paine to move from Chicago and join us as our Lead Smoke Artist — and Nick Balda assists her as a Jr. Smoke Artist. And the glue holding this amazing creative team together is Paul Schneider, our new Motion Design/Interactive Producer, fresh from New Wave in Los Angeles.

So, it isn’t entirely accidental that we have added all these new faces and much broader design talent inside the T2 + Back Alley Films group over the past year. We’ve realized that the key to success in business these days is accepting that change is inevitable – and being adept at change not only makes all of us stronger, but makes what we can deliver for our clients more powerful. And so, our recent beefing up of the bench is fortuitous indeed, but not at all accidental.

Thanks to Michael for 16 years — and for building one of the best design collectives in the business before he moved on. Time will tell whether or not Michael will like the “big corporate machine” and we can’t wait to sneak over and see what he does with his cubicle (haha) but, one thing is for sure, we’ll miss him a lot. Thankfully, he’ll be nearby and we can grab coffee and beers on a regular basis! Not to mention that we’re excited about the idea of getting to work with him again soon on some really big Hallmark jobs!

All of us at T2 + Back Alley will miss him — but we wish him the very best in this new endeavor.

***Check out Michael’s blog post for his own perspective on his upcoming move to Hallmark.