Optimus Santa Monica and United Online Launch Visionary Memory Lane Spot
March 24 2011 - 10:51AM
Business Wire
Leading post-production house Optimus Santa Monica announced
with United Online, Inc. (NASDAQ: UNTD) this week’s launch of a
national spot for MemoryLane.com, a website inviting visitors to
relive the past through 60 years of Americana and over 100 million
pieces of content dating from 1940 through 1999. The spot, “Time
Machine” – which is part of a larger marketing campaign – features
a man scrolling through thousands of artfully displayed images and
clips of nostalgic moments. Optimus Santa Monica Editor Justin
Amore cut and finished the spot.
“Time Machine” entices viewers to visit www.MemoryLane.com, the
website that includes a growing collection of vintage magazines,
historic newsreels, classic sports highlights, movie trailers, song
samples and cover art from memorable albums, timeless photos, and
the most extensive catalog of digitized high school yearbooks
online.
“The Memory Lane spot was an enormously collaborative effort to
develop and edit every component to create a fluid piece,” said
Amore. “We leveraged a set with a gray screen and LED and digital
markers to create the many provocative, nostalgic images scrolling
throughout the spot. The outcome is such a unique and imaginative
piece of work.”
The actor and the elaborate chair are the only tangible items in
the spot. The creative team worked with computer generated imagery
(CGI) to create the rest, making for a complex editing process.
Amore worked closely with United Online Vice President of Creative
Service Bry Antonio and Director and Visual Effects Supervisor Gil
Baron from Method Studios to precisely time the images creating
seamless transitions.
“Once we developed the concept for the Memory Lane spot, we knew
that editing it would be a complex process,” commented Antonio.
“I’ve worked with Justin and Optimus Santa Monica several times,
and had a comfort level with the caliber of their work. Justin was
challenged with fitting the puzzle together before all the pieces
were developed, as he had to cut the spot without the images. Once
the spot was cut, we worked with Gil at Method to build the 3D
images around those edits. The finished work is a testament to the
collaborative spirit of this group.”
“Time Machine” began to air on Monday, March 21 on national
cable, syndication and network TV.
To view “Time Machine,” please visit www.optimus.com/sm.
Credits Follow:
Agency/Client:
United Online/Memory Lane
Creative Director - Bry Antonio
Production:
Method Studios
Director and Visual Effects Director – Gil Baron Executive Producer
– Robert Owens Lead Compositor and Colorist – Claus Hansen
Editorial:
Optimus Santa Monica
Executive Producer/Managing Director – Therese Hunsberger Editor –
Justin Amore Assistant Editor – Giselle Murillo
Sound Mix: Pop
Sound
Sound Mixer – Mitch Dorf Director of Photography – Conrad
Hall (The Skouras Agency)
About Optimus and Optimus Santa Monica
Optimus is a leading post-production and production house
headquartered in Chicago with an editorial boutique in Santa
Monica. Optimus Santa Monica offers award-winning post-production
services for clients across industries. For more information,
please contact Therese Hunsberger
at therese@optimus.com or
visit www.optimus.com/sm.
About United Online
United Online, Inc. (Nasdaq: UNTD) is a leading provider of
consumer products and services over the Internet, where the
company's brands have attracted a large online audience that
includes more than 60 million registered consumer accounts. The
company's floral and related offerings include products and
services for consumers and retail florists, as well as for other
retail locations offering floral products and services, in the
U.S., Canada, the United Kingdom, and the Republic of Ireland. The
floral business utilizes the highly recognized FTD (www.ftd.com)
and Interflora (www.interflora.co.uk) brands, both supported by the
Mercury Man logo that is displayed in more than 40,000 retail
floral shops worldwide. The company's Content & Media services
include online nostalgia services in the U.S. and Canada
(www.memorylane.com) and a number of European countries as well as
online loyalty marketing services (www.mypoints.com). The company's
Communications services include value-priced Internet access
provided by NetZero (www.netzero.com) and Juno (www.juno.com).
Headquartered in Woodland Hills, CA, United Online operates
through a global network of locations in the U.S., the United
Kingdom, Germany, and India. More information about United Online
is available on the company's website located at:
www.unitedonline.com.
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