Cast yourself, family and friends in the music video for the chart topping song “<a href="(http://nothinonyou.bobatl.com)“>Nothin’ on You” by Atlantic Records artist B.o.B featuring Bruno Mars. The hip hop video, directed by Ethan Lader, is an eye-catching piece that cleverly integrates B.o.B and Mars with animated collages of torn-out photographs and a magazine-style, tear sheet look. The production company behind the video, Kleiner Inc., challenged post boutique Therapy to develop an original interactive experience using the video, that would create buzz for the upcoming album release.
Therapy‘s interactive division rose to the challenge by designing and building a micro-site where fans can actually become a part of the music video. The site ((http://nothinonyou.bobatl.com)) is essentially a small-scale application, with a simple four-step process: Fans select any number of their own photos from their computer, upload the photos, then watch them seamlessly incorporated into the “<a href="(http://nothinonyou.bobatl.com)“>Nothin’ on You” video. The site instantaneously creates a personalized video that can be shared with friends via Facebook, Twitter and e-mail. The simplicity of the process most likely added to the site’s great success, which was established with well over 1,000 hits the day it launched.
“It’s a fun site that we built from the ground up,” says Joe DiSanto, Executive Producer at Therapy. “Though the application seems simple, it actually was a complicated build in order to coordinate the different coding languages and the database interaction.” Therapy artists also designed the graphics for the site, and did the rotoscoping work needed for the uploaded photos to fit perfectly into the torn-edge 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. This extension allows the post facility to offer a wider range of services personalized to the client, and helps their clients avoid the headaches and time crunch of facility hopping. It also positions the company to better meet the rapidly growing needs of the non-traditional, and often completely new, online media executions.
“It is a natural progression for our company,” DiSanto says. “Until a few years ago, the high-end editorial, design and finishing work we provide was only seen on a television. Now we are leveraging all those skills to make compelling content for the modern day delivery platform of the web. The interactive work benefits immensely from the creativity of our artists and the coordinated workflow that our shop has mastered.”
ABOUT THERAPY
Therapy Studios is a fully integrated post-production company whose unique, award-winning work spans commercials, features, music videos, and online media. The Los Angeles based company was founded in 2005 by executive producers Joe DiSanto and John Ramsay, and artists Wren Waters and Doobie White. They have since expanded into a collaborative team which includes top artists in all areas of post-production, including creative editorial, graphics,finishing, sound design, mix, and color correction. Therapy‘s facility is located at 2010 S. Westgate Avenue, Los Angeles, California 90025. For more information, call 310.917.1507 or visit www.youneedtherapy.tv.
