The Briefing Room

The award-winning editorial team from New York’s Outside was asked to the Cannes Lions Advertising Festival in June by production company Local Theory to help promote the Nokia N93i via an integrated marketing campaign. MTV was so impressed with the project, that they requested a 22-minute version to air on the cable network tonight, December 20, 2007. The 22-minute piece was edited by Outside’s Jerome Wilson with Assistant Editor Greg Payton.

“The sheer volume of the project was the biggest challenge,” explains Sila Soyer, Executive Producer for Outside. “But we did several run-throughs before leaving for Cannes, and that was key. We didn’t have one glitch once we were working on the project, which considering the crunch-time, was pretty amazing. Our team had done a similar project for MTV Art Battles, so they knew exactly what kind of footage the client would like in order to create engaging and interesting content for viewers to log in to see.”

According to Local Theory’s Howard Pyle, Outside’s contribution was “critical.” “Not only did they manage the footage that we were shooting on site, they also pulled out story themes, and helped plan out segments, under a tremendous timeframe. They were great to collaborate with on this unique marketing initiative for Nokia,” concludes Pyle.

To check out the campaign, go to: http://www.nseries.com/cannes

The Outside team at Cannes, led by Senior Editor Jeff Ferruzzo, included Editor Jerome Wilson and Assistant Matt Jacob, and was supervised by Executive Producer Sila Soyer.

The 20 creative teams involved with the Young Creatives Competition were given the Nokia N93i, which shoots high-quality MPG4 video. They were asked to shoot footage and execute a project over a 48-hour period based on a particular creative brief, using the Nokia device.

Following these 2-person teams, drawn from around the world, was a production crew documenting their progress, as well as shooting mini-documentaries on each duo. Outside edited the behind-the-scenes footage, which was posted to the Nokia Nseries website, so that viewers could be kept up to date on the exciting, 2-day competition as it unfolded. Video segments were also posted to YouTube for maximum viral distribution.

The behind-the-scenes footage was shot on both the Panasonic HVX-200 camera onto P2 cards, as well as with the Nokia N93i. The footage was edited on Final Cut using 4 laptops brought from Outside, which included 3 edit stations, and 1 loading station. The Outside team edited and posted 75 30 second to 2 minute clips during a 72-hour period.

www.outsideedit.com