Optimus Santa Monica and United Online Launch Visionary Memory Lane Spot
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Memory Lane takes a look back with "Time Machine" spot
SANTA MONICA, Calif.--(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.
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 email@example.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.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6653380&lang=en
Outlook Marketing Services
Michelle Meek, 312-873-3424
Therese Hunsberger, 310.917.2761
United Online, Inc.
Scott Matulis, 818.287.3388
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