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R/GA Readies Virtual Studio for Nokia

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NEW YORK To introduce the Nseries of mobile video devices, Nokia's interactive agency R/GA has built a virtual studio designed to distribute video captured by well-known creatives and regular consumers alike.

The Nseries Studio on Nokia's Web site was rolled out to coincide with the release of the N93, a multimedia computer that can shoot digital video. R/GA hopes the site will encourage more people to post mobile video clips online.

"We wanted to develop something similar to a movie studio for people to do the content and distribute it easily," said Elyse Epstein, senior producer at R/GA.

New York-based R/GA created the site to highlight the creative capabilities of the N93 and other subsequent Nseries multimedia devices to capture everyday life on video. The Studio will host short films from a raft of "creative visionaries" around a particular theme. It collaborated with sister Interpublic Group agency Lowe London to recruit actor/director Gary Oldman and other creative types to shoot scenes with the N93 of "Amazing Stories."

In addition to professional material, R/GA is tapping into the current trend of user-generated content. This summer the Studio will solicit submissions from users to submit mobile short films according to different themes. Nokia will support the initiative with online and offline marketing, according to R/GA. It is also sponsoring a promotion at the Tribeca Film Festival, where N93-shot documentaries of five directors will be shown.