Jumper Presentation at AIMIA Connect 2009

The making of Jumper

The execution

What was the objective?
To drive hype for the movie launch online and create a rich digital experience without a website destination.

Who was the target market?
Heavy movie goers ages 14-25 and the casual movie goers between 25-35. People interested in big blockbuster films and sci-fi.

How did we target this audience?
We tried to make the media as spectacular as the film. It’s not often people would “send a banner to a friend”. We wanted to create something that people would pass on but still clearly demonstrate what the film was about.

The idea
Utilising existing online portals (Ninemsn in the end) we looked to recreate a scenario from the movie but contextually utilise the site’s content for the story to play out.
Put simply characters would be able to fight and teleport in and out of online content.

The draft
Early scamps

Concept mocks
Concept
Final

The timings
Concepts Nov 26th – 28th
Presentation Dec 5th
Script revisions (FIM) Dec 6th
Client approval Dec 27th
Casting Jan 2nd
Test shoot Jan 5th
Script revision (Ninemsn) Jan 8th
Shoot Jan 9th
Everybody freaking out Jan 14th
OTP delivery Jan 16th
WWOS approval Jan 18th
Music added Jan 19th
File size reduction (@9.5 mb) Jan 20th
Jumper Live Jan 21st

The production
Core to the production were 3 key stages:
The script
The shoot
The animation (after effects)

The script
The initial script began with a multi page animation that saw the story come to life across a number of publisher websites.
In the end due to time and publisher buy in the script had to be tailored to work solely on Ninemsn. The new script saw the story teleport from the Ninemsn homepage to a recreated Wide World of Sports news page.

The shoot - Casting
When casting for a person to play Samuel L Jackson we were extremely lucky to find someone the week of the shoot that almost identically matched when viewed online.
The part of Hayden Christianson we got away with using one of our developers who at 20 pixels high passed.. just

The shoot - test
Prior to the main shoot a test shoot was done to trial the script and the footage required to execute the animation.

The shoot – green screen
Final shoot was conducted at MCM studios. We have since set up our own green screen studio in St Peters for these types of projects.

The animation
The After Effects required for animation was packed into approximately 2 full weeks once the script was signed off and the shoot conducted.
The animation was fitted to 1024x768 screens and streamed half of the video rather than preloading the entire thing.
The creative for the initial media, an OTP on the MSN homepage needed to be delivered a week prior to the live launch which then drove users to the full experience on our dummy WWOS web page.

The results
The Jumper execution was the first huge leap by a local client and publisher to invest in high impact contextual rich media.
The execution’s impact was not only seen through the natural eyeballs visiting Ninemsn but then exponentially with the viral spread it created as the link was emailed on mass, internationally.
In the launch week the jumper animation saw 365,000 visits with an average time spent of 4 minutes.
The online execution was also later picked up by both the French and South American 20th Century Fox offices.

The after effect
The success of Jumper has seen a significant shift from all our clients towards high impact entertaining rich media creative. With the increased need for quality video executions following Jumper, Soap has now set up its own green screen studio to cater for more online video production.

Thanks.
josh@soap.com.au
www.soap.com.au