New York-based rhinofx is game for business as evidenced by its ongoing endeavors for ATI’s video game cards, the latest effort being the fourth installment of a webisodic mini-series launched in 2004 to showcase the client’s product features and graphic technology.
The mini-series spawned Ruby, now the global branding icon of ATI (a company which was purchased by AMD in ’06). In the newest two-minute webisode, once again directed and written by rhinofx’s Harry Dorrington, Ruby is involved in a high-action snowboard chase, demonstrating the power and flexibility of ATI’s 3D gaming accelerators.
Ruby has gained fans outside the Internet as well. Over the past few years, ATI merchandised Ruby dolls for Europe, Asia and the United States, t-shirts, hats, screen savers calendars and wallpaper. ATI also sponsors “Miss Ruby” contests, where women compete to be Ruby at international videogame conventions. And real women, dressed as Ruby. have even popped up on YouTube singing the song, “Don’t You Wish Your Girlfriend Was Hot Like Me?”
You have to wonder, since Ruby was designed in the form of a video game, might her next role be starring in her own game someday?
Rick Wagonheim, partner/managing director at rhinofx, admits that other ways to take Ruby from a brand to a piece of entertainment are being explored. He notes that Ruby could work on multiple platforms such as mobile media, video games and movies. “ATI is no longer looking at us as just a vendor–but as a strategic creative partner in the continued effort to brand Ruby and expose her around the world,” he says.
Oscar Producers Preview What’s In Store With New Wrinkles From 1st-Time Host Conan O’Brien
"I'm Just Ken" is a hard act to follow.
Last year's Oscars was by all accounts a successful show, with memorable performances and unscripted moments (thanks in part to Emma Stone's dress), and a winning movie that most people had seen. But the team behind last year's show is "aiming for the stars" once more.
"We're feeling the pressure," said Oscars executive producer and showrunner Raj Kapoor. "But we're not ones to rest on our laurels. We always want to push the envelope."
With just days to go until the three-and-a-half hour live broadcast, airing on ABC and streaming live on Hulu Sunday, March 2, the team behind the show provided a little insight into what to expect.
"We want people when they watch the Oscars to be inspired by the films but also be inspired by the broadcast and feel something like it's a show that you can watch with your friends and your family and debate on who should have won and who is winning," Kapoor said. "We want people to have all the feels when they watch the show."
Conan O'Brien has some surprises in store
One of the major things that the producers are excited about this year is their first-time host, Conan O'Brien.
"That alone brings this fresh, invigorated energy," Kapoor said. O'Brien, he said, has been a "wealth of ideas and imagination" since he accepted the gig and that he and his team are going to keep writing up until the show — and as a veteran of live television, he's skilled at in-the-moment improvisation as well.
"He is going to be this great, exciting, warm hug and guide us through the night," said Oscars executive producer Katy Mullan. "He's got some surprises up his sleeve, which is fantastic because we love to keep people... Read More