Shock of the New Powers Online Expo | Adweek Shock of the New Powers Online Expo | Adweek
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Shock of the New Powers Online Expo

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LOS ANGELES Novel applications for flash animation, e-mail and other technologies were among the innovations on display here yesterday at the Online Media, Marketing and Advertising Convention and Expo.

Josh Rose, who heads the interactive department of Interpublic Group's Deutsch/LA, Marina del Rey, Calif., provided what he called "insight" into
the next-generation consumer with the aid of his 6-year-old son Noah, who deftly zoomed through an online children's game and "purchased" merchandise for his avatar with the points he accumulated.

Rose then showed the audience a presentation of the "Marv" curmudgeon created for DirecTV's football package. Interactive components included the ability to customize e-mail videos in which Marv would "talk smack" to recipients about their poor choice of football teams. The campaign garnered
demonstrable results for the client, Rose said.

"All walls have to disappear," he said, reiterating the words of agency president and CCO Eric Hirshberg. "At Deutsch, now we're in an era of integrated people, not integrated departments."

Other highlights:

--Nikolai Cornell, senior designer at George P. Johnson Experience Marketing, Torrance, Calif., and Noah Costello, studio director at Mindflood, Santa Ana, Calif., demonstrated how online media could be brought into the interactive realm by engineering interfaces around standard creative techniques like Flash animation. For Infiniti, at the North American International Auto Show in Detroit, the team created an interactive display from glass panels that resembled the futuristic crime-fighting room in Minority Report, using motion sensors to triangulate user hand motions. They also developed an interactive "oracle" kiosk for four simultaneous users on behalf of Acura.

--Tequila's Paul Nguyen, Justin Prough and Nick Davidge presented case studies for peer-to-peer communication as a form of "disruption" philosophy. Presentations included the Shadow of Colossus spoof for the Sony PlayStation title, in which the agency planted suggestions of real archeological finds of "giants." The team also showed the Second Life character and digital billboards mounted on trucks that were part of its elaborate "Seven Days in a Sentra" program for Nissan.

--Sean Ohlenkamp, now working at Omnicom's Tequila at TBWA\Chiat\Day, Playa del Rey, Calif., demonstrated an interactive representation of his computer online as a calling card for his design talent. He also showed a Pennzoil Web site and re-created the agency's space in which he scooters around landmarks like the basketball court and surf bar.

--Chip McCarthy, creative director at Genex, Culver City, Calif., showed several automotive projects, including Web sites for Acura and a CD for Scion owners. The latter helped reduce customer service calls, McCarthy said.

--Susan Lim, vp, creative director at WPP Group's Young & Rubicam Brands, Irvine, Calif., presented the redesigns of the Range Rover and Hitachi sites.

--Donny Makower, president of Red Interactive, Studio City, Calif., presented his video-game-like interactive redesigns of the Ultimate Fighting Championship and Spectre automotive Web components.

The Los Angeles Creative Club and its executive director Roger Poirier hosted the event.