Microsoft Film CREATURE CREATOR by Cole & Weber United

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CREATURE CREATOR

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Industry Software & Multimedia Productions, SaaS
Media Film
Market United States
Agency Cole & Weber United
Director Justin Bakse
Executive Creative Director John Maxham
Art Director Scott Fero
Copywriter Jonathan Helfman. Jeff Siegel
Producer Danny Rosenbloom, Madison Brigode, Devin Brook
Production Brand New School
Released March 2011

Credits & Description

Category: Interactive Film
Advertiser: MICROSOFT
Product/Service: OUTLOOK
Agency: COLE & WEBER UNITED
Production Company: BRAND NEW SCHOOL, Santa Monica, USA
Date of First Appearance: Mar 10 2011
Executive Creative Director: John Maxham
Copywriter: Jeff Siegel
Art Director: Scott Fero
Agency Producer: Pete Anderson
Producer: Danny Rosenbloom/Devin Brook/Madison Brigode
Director: Justin Bakse
Post Production: Brand New School
Animation: Brand New School
Editing Company: Brand New School
Other Credits: Nteractive Developers Greg Schomburg/Matthew Cooley Designers Adam Wentworth/Justin Fines Produc

English Description
Brand New School has designed and created a fun new new facebook application for Microsoft Outlook called Creature Creature.

The Outlook Creature App is a playful, interactive creature, visually representing your Facebook information and activity and allows the viewer to change the way it looks and presents your information (name, interests, status updates, posts, etc.).

The Creature’s face, legs and arms are determined by its owner’s name (a relatively unchanging aspect of the Facebook profile), while being ever-modified by Facebook activity. The stable elements are meant to provide the creature with a recognizable identity.

The transforming moods are based on status updates. Using a process similar to Bayesian inference (word identification), it picks out expressions like “cool,” “good,” “nailed it,” “stupid,” to select an appropriate mood.

There is also an add-on feature. These represent the user’s most recently “liked” music, books, movies, etc. Again, these have the capacity to change, but will be more stable than other aspects of the creature.

The creature’s body is built from wall-posts. Thus, an active wall creates a large body, while a lonely wall will create a tiny character.

The color of the creature is determined by colors mentioned on posts. When color key words are not found, the default, Outlook palette is chosen.

A selection of Outlook’s features will be re-imagined in the context of the app. Clicking a feature will have an effect on the arrangement of the creature’s body.

The Creature Creator is a fun, interactive way for you and your friends to view your facebook activity.