✔✔ CREATIVE | EXPERIENCE | ART ✘✘
Not Your Father's Browser
Internet Explorer doesn't have the best reputation. We used that to introduce the new IE 10, and his out-of-touch father, IE Senior, as a mini-series all shot on 6-second Vines. The premise was to explain how modern, fast, rebuilt, and different the new IE is from the old one. Below are some of my favorites. See them all here.
Not Your Father's Browser was well received. Not only did the general public love the new approach that Microsoft was using to advertise, the medium and content were playful enough to resonate across the web. In one episode, we announced a new feature of the new IE, which spurred another round of PR for our series.
HOW DID WE SHOOT THE IE VINES?
All voice acting was done by the incredibly talented Raul Villalobos. Once the scripts were written, I recorded him and arranged each 6-second sketch in a timeline on Logic X. Music and sound effects were added. When it was time to shoot, we needed a way to directly send this audio to the iPhone to shoot these vines. An external audio mixer and a 3-RCA to 1/8 inch jack (usually used to connect old camcorders to televisions) was used in the workflow. This 4 channel jack allowed us to send audio from the mixer directly into the microphone channel inside the headphones port on the iPhone. An auxiliary channel of this audio was also routed to our photography studio's speakers, so our puppet actors could react to the audio cues. The 6 second audio would loop, enabling us to time our shot cuts, cues, and dialogue. The entire first round were shot on an early version of Vine, forcing us to start from the beginning if we made any errors on later shots. Some of these 6-second vines took hours to get perfect.
“I actually enjoyed these.
More please!”
“This is pretty cool to see a company poke fun at itself. I like to see a competitor focus on its own short comings rather than talking about the competition, and show us how things have changed for the better.”
“Aww this are cute. I want more of this from MS.”
“The seriously need to get whatever marketing team is working for Internet Explorer and sick em’ on some of Microsoft’s other products.”
ROLE
Sound Design / Music Production
Shoot Workflow / Grip / Puppetmaster
Video Direction
AGENCY / CLIENT
TEAM
David Mikula, creative director
Jessica Katona / Raul Villalobos, creatives
Kevin Walsh, writer