http://work.processlab.com howard pyle Mon, 07 Jun 2010 04:55:14 +0000 http://work.processlab.com en http://work.processlab.com/450067/Photo-Hasselblad-UW-housing http://work.processlab.com/450067/Photo-Hasselblad-UW-housing Mon, 07 Jun 2010 04:55:14 +0000 howard pyle 450067 Back in 2002, I became obsessed with shooting Medium Format cameras underwater. I spent a big chunk of time diving and shooting in Honduras + Thailand with a Mamiya RZ67. The Housing was huge (and I love it) but there are some electronics that have to be set just right else you're doing a dive with a huge paperweight. I wanted a housing that had no electronics, no batteries, no chips - but also shot MF. After a TON of research I found an old discontinued housing that Hasselblad made in the late 60s. It took me a few years to track down old parts, make new ones, and get this housing in working order. I know that most people won't care at all, but I've gotten so many emails from photographers about this that I thought I should post some photos of it. If you want more info, I'm happy to geek out with you.Previous&nbsp;/&nbsp;Next image<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0539.JPG" border="0" width="670" height="446" align="left" /> {image 11}{image 12}<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0527.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0529.jpg" border="0" width="670" height="1005" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0530.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0531.JPG" border="0" width="670" height="1005" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0532.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0533.JPG" border="0" width="670" height="1005" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0534.jpg" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0535.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0540.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0541.JPG" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0543.jpg" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0516.jpg" border="0" width="670" height="446" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/450067/IMG_0520.jpg" border="0" width="670" height="446" align="left" /> http://work.processlab.com/450067/Photo-Hasselblad-UW-housing http://work.processlab.com/449336/Photo-recent-underwater http://work.processlab.com/449336/Photo-recent-underwater Sun, 06 Jun 2010 19:56:09 +0000 howard pyle 449336 These are from a few weeks spent in Thailand in 2009/2010. This was the first trip where I used the Canon 5d in the Aquatica Housing... (previously was shooting medium format film). Previous&nbsp;/&nbsp;Next image<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1591.JPG" border="0" width="527" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1519.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1551.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1572.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1672.JPG" border="0" width="640" height="426" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1688.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_1842.JPG" border="0" width="640" height="426" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_2062.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_2071.JPG" border="0" width="640" height="426" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_2073.JPG" border="0" width="426" height="640" align="left" /> {image 11}<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_2080.JPG" border="0" width="426" height="640" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/449336/IMG_2106.JPG" border="0" width="426" height="640" align="left" /> http://work.processlab.com/449336/Photo-recent-underwater http://work.processlab.com/438936/Icon-Fitness-iFit http://work.processlab.com/438936/Icon-Fitness-iFit Thu, 03 Jun 2010 19:54:43 +0000 howard pyle 438936 Shortly after joining TBWA, we got a RFP that was pretty rare for any agency - to work directly with a brand to develop a new digital product. Icon Health and Fitness (makers of Nordictrac and other brands) had a product in the market called iFit that they wanted to modernize - this new version would allow people to download customized workout profiles directly to their running machine (or incline trainer, etc). With content developed by celebrity trainers, the idea was to allow people to select multi part fitness programs that would be delivered wirelessly to their equipment. The results (pace, calories, distance, etc) would be sent back to the server and tracked along with other fitness info to give users a complete picture of their health and progress. Think Nike+ with custom designed workout programs programs that can magically talk to any fitness equipment. We worked directly with the product team at Icon to develop the product concept, invent the core user experience, plan product features / roadmap, and create the design and branding. We also authored all the flash and mobile interfaces that provided a front end to Icon's backend systems. var s1 = new SWFObject("http://processlab.com/cargo-assets/includes/flvplayer.swf","mpl","640","380","7");s1.addParam("allowfullscreen","false");s1.addParam('allowscriptaccess','true');s1.addVariable("file","http://processlab.com/cargo-assets/newcontent/iFIT_EDIT_V07-FINAL.flv");s1.addVariable("image","http://processlab.com/cargo-assets/newcontent/iFIT_EDIT_V07-FINAL.jpg");s1.write("player2"); Previous&nbsp;/&nbsp;Next image<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438936/ifit-home_panels_0004_05.jpg" border="0" width="640" height="400" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438936/ifit-dashboard_panels_0012_10.jpg" border="0" width="640" height="400" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438936/ifit-dashboard_panels_0014_12.jpg" border="0" width="640" height="400" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438936/ifit-iphone_screens.jpg" border="0" width="640" height="480" align="left" /> http://work.processlab.com/438936/Icon-Fitness-iFit http://work.processlab.com/438959/Nissan-Zero-Emissions http://work.processlab.com/438959/Nissan-Zero-Emissions Thu, 03 Jun 2010 19:54:36 +0000 howard pyle 438959 While I was at TBWA in the Digital Arts group, we were fortunate enough to work on one of Nissan's most ambitious initiatives: their transformation into a company focused on electric vehicles and zero emissions. Working directly with their marketing and PR directors in Tokyo, we were tasked with creating a cultural movement that associated the concept of zero emissions vehicles with the brand. Our group developed a wide and sweeping campaign called Journey to Zero - the idea was to tell the story about the cultural transformations leading up to the future of mobility. var s1 = new SWFObject("http://processlab.com/cargo-assets/includes/flvplayer.swf","mpl","640","380","7");s1.addParam("allowfullscreen","false");s1.addParam('allowscriptaccess','true');s1.addVariable("file","http://processlab.com/cargo-assets/newcontent/NISSAN_JTZ_CASE-STUDY_V2_Edit5.flv");s1.addVariable("image","http://processlab.com/cargo-assets/newcontent/NISSAN_JTZ_CASE-STUDY_V2_Edit5.jpg");s1.write("player2"); <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438959/nissan-marcus_eriksson_canvas_final.jpg" border="0" width="640" height="488" align="left" /> http://work.processlab.com/438959/Nissan-Zero-Emissions http://work.processlab.com/438965/Roger-Waters-The-Wall-Live http://work.processlab.com/438965/Roger-Waters-The-Wall-Live Thu, 03 Jun 2010 19:54:28 +0000 howard pyle 438965 In Sept 2010, Roger Waters (ahem, Pink Floyd) is going to be launching a new tour for The Wall - it's the 30th anniversary. In addition to revising the look / graphics of the tour, Roger has recast the meaning of the tour to revolve around an anti-war message. I started working with Roger and his team (via the esteemed Sean Evans who's developing the revised graphics for the tour) to take the new political messaging into digital, social and guerilla media. I worked with him and his team to use the publicity around the tour to get people to talk about the concepts - good or bad. We launched a new site (rogerwaters.com), developed and curated a new facebook page, and took part of the tour budget to develop a guerrilla media campaign just about the political message. Previous&nbsp;/&nbsp;Next image<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438965/rw-web.jpg" border="0" width="640" height="402" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438965/rw-gallery.jpg" border="0" width="640" height="310" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438965/rw-poster.jpg" border="0" width="640" height="427" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438965/rw-projection.jpg" border="0" width="640" height="425" align="left" /> http://work.processlab.com/438965/Roger-Waters-The-Wall-Live http://work.processlab.com/435871/Yellow-Arrow http://work.processlab.com/435871/Yellow-Arrow Thu, 03 Jun 2010 16:48:19 +0000 howard pyle 435871 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/435871/ya-site_sm.jpg" border="0" width="520" height="224" align="left" /> Yellow Arrow (yellowarrow.net) was a mobile / online community and publishing platform that let users develop mobile maps of their own worlds. As an early (2004) example of location-based content, it was ultimately a mix of user generated content, content projects we developed and themes that we designed for users to participate in. <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/435871/ya-arrows.jpg" border="0" width="520" height="195" align="left" /> Yellow Arrow map content included both single points of interest input by users and professionally curated tours through cities. Arrows were ultimately placed in 395 cities and 37 countries, with a user base made up of designers, academics, developers, community organizers and urban explorers. Users marked locations using SMS text messaging and a Yellow Arrow sticker. The site then merged the entries with maps, photos and videos to create “geographical blogging," as the The Washington Post described it. Originally conceived as a wide-scale art project, the site evolved to include many "curated projects" (developed by the user base, then shaped and edited by our content team), as well as several large in-house projects. The best-know project was called Capital of Punk and was made up of mobile tours and documentary videos about the early punk music scene in Washington, DC. It features candid interviews with Ian MacKaye (Fugazi), Dante Ferrando (Ignition, Black Cat), Ian Svenonius (Nation of Ulysses, Make-Up) and others.var s1 = new SWFObject("http://processlab.com/cargo-assets/includes/flvplayer.swf","mpl","405","290","7");s1.addParam("allowfullscreen","false");s1.addParam('allowscriptaccess','true');s1.addVariable("file","http://processlab.com/cargo-assets/images/yellow-arrow/ya-cop-intro.flv");s1.addVariable("image","http://processlab.com/cargo-assets/images/yellow-arrow/ya-cop-intro.jpg");s1.write("player2");<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/435871/ya-capitolofpunk-side.jpg" border="0" width="130" height="309" align="left" /> We also had a partnership with Lonely Planet, and developed a series of prototype concepts for mobile retail products. The idea was to allow people to purchase interactive mobile experiences that would serve as a guidebook. (Meaning, no more lame and bulky books to carry around.)<img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/435871/ya-publications.jpg" border="0" width="574" height="106" align="left" /> http://work.processlab.com/435871/Yellow-Arrow http://work.processlab.com/438831/Nokia-Nseries-2008 http://work.processlab.com/438831/Nokia-Nseries-2008 Thu, 03 Jun 2010 16:47:08 +0000 howard pyle 438831 Integrated campaign + content for web, mobile and broadcast (w/ Local Theory). The goal for year two of our integrated content campaign for Nokia was to present their Nseries line as the ultimate creative tools to a global audience. Our campaign was made up of a lot of moving parts working together. We challenged young creatives from all over the world to create 60-second viral videos shot with the Nokia N95 in two days at the Cannes Lions festival. Film crews captured the action with another batch of N95s. We wound up with over a hundred videos, which we seeded to targeted web audiences all over the world. A global audience voted online for their favorite teams, and we spun all the content into a TV show for MTV International. <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438831/wide-n95-sm.jpg" border="0" width="220" height="159" align="left" /> var s1 = new SWFObject("http://processlab.com/cargo-assets/includes/flvplayer.swf","mpl","332","260","7");s1.addParam("allowfullscreen","false");s1.addParam('allowscriptaccess','true');s1.addVariable("file","http://processlab.com/cargo-assets/images/nokia-nseries/2008-videos/LIONS_SUBMISSION_long-H.264.flv");s1.addVariable("image","http://processlab.com/cargo-assets/images/nokia-nseries/2008-videos/cannesoverview-081024.jpg");s1.write("player1"); One other cool piece: We modified 50 N95s with custom-attached Holga, wide-angle and fisheye lenses. Jaded advertising creatives could check them out in exchange for shooting to something from our brief (that we then used as b-roll for our TV show). We knew it was successful when they kept trying to steal the phones… we had to take credit card numbers to make sure we got them back. http://work.processlab.com/438831/Nokia-Nseries-2008 http://work.processlab.com/438838/Nokia-Nseries-2007 http://work.processlab.com/438838/Nokia-Nseries-2007 Thu, 03 Jun 2010 16:45:23 +0000 howard pyle 438838 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438838/nokia_2007_small_3.jpg" border="0" width="250" height="193" align="left" /> Year one of our campaign for Nokia’s Nseries line of phones had a simple brief: Make Nokia’s formerly no-frills sponsorship of the Young Lions Film Competition at Cannes Lions 2007 into a larger content campaign. We came up with an integrated concept documenting the competition, including online content, print-mobile activation, over 90 viral web/mobisodes and a 30-minute branded MTV special that aired in more than 150 countries. Nokia’s sponsorship package included onsite signage, print ads, and the right to shoot documentary footage of the competition. We bent a lot of rules with Nokia and Cannes Lions organizers to transform simple sponsorship into a global integrated content campaign with an audience of millions. At the festival, we created a mobile-active, 80-foot installation and used that along with print ads to lead viewers into mobile content about the teams and the phones they were shooting with. To generate awareness beyond the festival, we cut 90 short viral webisodes (shot with the mobile phones and edited on-site) telling the story of each team’s progression and then turned them into a 30 minute TV show aired as part of the MTV Switch campaign (their pro-social initiative to combat climate change).var s1 = new SWFObject("http://processlab.com/cargo-assets/includes/flvplayer.swf","mpl","332","260","7");s1.addParam("allowfullscreen","false");s1.addParam('allowscriptaccess','true');s1.addVariable("file","http://processlab.com/cargo-assets/images/nokia-nseries/nokia_60-spot.flv");s1.addVariable("image","http://processlab.com/cargo-assets/images/nokia-nseries/norway-clip.jpg");s1.write("player1"); http://work.processlab.com/438838/Nokia-Nseries-2007 http://work.processlab.com/438842/WWE-Wrestlemania-XXIV http://work.processlab.com/438842/WWE-Wrestlemania-XXIV Thu, 03 Jun 2010 16:43:54 +0000 howard pyle 438842 World Wrestling Entertainment asked us to come up with mobile concepts for WrestleMania XXIV, and we developed two concepts that extended existing media buys. <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438842/wwe_imagegrid_08.jpg" border="0" width="264" height="136" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438842/wwe_imagegrid_11.jpg" border="0" width="264" height="135" align="left" /> <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438842/wwe_imagegrid_06.jpg" border="0" width="264" height="135" align="left" /> The first built off the live press conference at the Hard Rock Cafe in Times Square featuring Floyd Mayweather, Jr. and Big Show, the stars of that year’s show. WWE had purchased an all-day block on the Reuters and NASDAQ boards, so we streamed the press conference live on the video boards and allowed the crowds outside to listen in live via their mobile phones. The best part was watching crowds of kids who couldn’t get into the press conference sitting on the corner, staring the boards for hours with phones pressed against their ears. The second concept was based around a media buy on the DIRECTV Starship blimp flying over the Wrestlemania event, which was held at the Citrus Bowl in Orlando. We broadcast video from the blimp that promoted sweaty tailgaters to enter an SMS-based, real-time sweepstakes to win backstage access. http://work.processlab.com/438842/WWE-Wrestlemania-XXIV http://work.processlab.com/438852/Voodoo http://work.processlab.com/438852/Voodoo Thu, 03 Jun 2010 16:41:33 +0000 howard pyle 438852 <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438852/voodo_image1_2.jpg" border="0" width="275" height="236" align="left" /> The Voodoo Music Experience is a 2-day festival that takes place each October in New Orleans, LA. We (Counts Media) created a mobile content experience that allowed fans to start interacting with bands like Red Hot Chili Peppers and Duran Duran months before the festival it actually started. The program also provided information about the band line-up before it was available anywhere else, then gave users the ability to sign friends up, too. The mobile and web programs let users enter to win custom content from their favorite bands before and during the live event – say, a sailing trip with Simon LeBon. Or Flea’s sock (ha ha). <img src="http://c0573862.cdn.cloudfiles.rackspacecloud.com/1/0/26968/438852/voodo_image2.jpg" border="0" width="569" height="92" align="left" /> http://work.processlab.com/438852/Voodoo