Bonfire Labs’ :30 Spot for RICOH THETA 360˚ Makes Heads Spin During Women’s British Open

Creative content agency Bonfire Labs’ new :30 television spot, “Beauty Is All Around,” created for RICOH THETA 360˚ camera, made its U.S. debut this past weekend during the Women’s British Open on ESPN.

San Francisco, CA (PRWEB) July 17, 2014

Creative content agency Bonfire Labs’ new :30 television spot, “Beauty Is All Around,” created for RICOH THETA 360˚ camera, made its U.S. debut this past weekend during the Women’s British Open on ESPN. The spot, which debuted as a digital 3-minute concept video on Sept. 5, 2013, made such an impact that Ricoh chose to take it from online to broadcast. The spot has already aired in Japan, and now begins its national American run.

The :30 spot can be viewed and embedded here: https://www.youtube.com/watch?v=_tDT6-m4BAY&feature=youtu.be.

Ricoh first approached Bonfire Labs in early 2013 to help launch their amazing new camera called the RICOH THETA, 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, to express his art. 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-lapsed image capture of the artistic process.

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 live action "concept" video, the animated "how to" video and continuing with a responsive design for the micro site, Bonfire's campaign tagline "Beauty Is All Around" informed all the creative for the launch.

“The original digital creative for this spot resonated with Ricoh’s target audience,” said Carey Crosby, Executive Producer at Bonfire Labs. “Our team worked to hard make sure the broadcast creative made as much of an impression on audiences as the longer online version did.”

The original online creative for “Beauty Is All Around” can be found at: http://www.youtube.com/watch?v=E9Q6ac5NVgU.

Credits

Client: Ricoh
Agency: Bonfire Labs
Executive Producer: Carey Crosby
Editor: Mahoko Kuramasu
Creative Director: Marcus Park
Studio: Bonfire Labs
Producer: Stephanie Hornish

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.

http://www.bonfirelabs.com


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