Ricoh Brings Bonfire Labs’ Digital Creative For RICOH THETA To Broadcast
Ricoh and Bonfire Labs Take the Unique Approach of Leveraging Web-first Marketing Creative Strategy
San Francisco, CA, March 18, 2014 --- Creative content agency Bonfire Labs reverses the common trend with its inspired online video, “Beauty Is All Around,” created for the RICOH THETA, a new 360˚ camera. The spot, which debuted as a concept video on Sept. 5, 2013, has renewed life; having made such an impact that Ricoh is choosing to take it from online to broadcast. Bonfire has been awarded to cut both :30 and :60 second versions from the original (1:50s) for television audiences both domestically and in Japan.
Ricoh first approached Bonfire Labs in early 2013 to help launch their amazing new camera, which shoots a 360˚ (spherical) image.
The agency’s assignment was to engineer a tagline, website, concept/inspirational video, and a how-to video for the worldwide launch. Working with the Ricoh product team in both the U.S. and Japan, Bonfire was challenged with introducing the product in a way that was as innovative as the product itself.
Bonfire rose to the challenge by incorporating the street appeal of freestyle public art in a 360˚ environment. Bonfire secured a large studio to provide a blank slate for acclaimed muralist, Sirron Norris. Over a two-day period, Sirron prepped and painted the space. The process was seamlessly captured using the RICOH THETA, with the assistance of a tiny robot, the “roboTap 3000,” that Bonfire Labs created to generate a time-lapse image capture of the artistry that unfolded.
"The creative behind our concept video revolved around capturing time-lapse images with the Ricoh product, but the product didn't have the capability to do that,” said Bonfire Labs Creative Technologist Phil Spitler. “I needed to find a way to automatically capture moments in time as the mural developed. So I designed and built the ‘roboTap 3000’ to allow us to achieve our creative vision.”
The resulting video displayed the ease of use and visual appeal of the camera, while piquing the interest of its intended target audience with cool, creative subject matter.
Starting with a responsive design for the micro site, and continuing through the live action "concept" video, and the animated "how to" video, Bonfire's tagline "Beauty is all around" informed all the creative for the launch.
“To have a successful digital-only product launch lead to an expanded broadcast campaign turns the traditional migration from broadcast to web on its head,” said Jim Bartel, Managing Director at Bonfire Labs. “Our team will assure the broadcast creative makes as much of an impression on audiences as the longer online version did.”
The broadcast creative is set to launch in the US and on domestic channels within Japan in Spring 2014.
The original online creative for “Beauty Is All Around” can be found at: Click Here
ABOUT BONFIRE LABS
Bonfire Labs is a Creative Content Agency in San Francisco, enriching the value of brands by creating powerful content across all media platforms. The company boasts a unique capability, combining leadership in concept as well as project execution, with a solid foundation in technology. This results in exceptional content creation from beginning to end. Bonfire’s capabilities include ideation, brand development, live-action production, editorial, finishing, motion design, post-production, web design and digital signage. Recent clients include Google, Apple, Facebook, Ricoh, Salesforce, LinkedIn, Motorola and Meyer Sound. www.bonfirelabs.com
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