COOLFIRE PARTNERS WITH NAIL TO LAUNCH THE NEW VIBRAM FIVEFINGER SHOE BILIKA WEBSITE
St. Louis, MO – St. Louis-based Coolfire Media, a digital media production company (www.coolfremedia.com), recently partnered with Rhode Island-based agency Nail (www.nail.cc), to build and launch the website www.youarethetechnology.com for Vibram FiveFinger’s new barefoot running shoe, “The Bikila.”
The site embraces the revolutionizing movement of barefoot running, by educating consumers about the benefits of barefoot running and how it relates to their shoe, “The Bikila.” The site literally “strips away” everything the consumer knew about footwear technology leaving them with the ultimate running machine – the human body.
Nail selected Coolfire Media over interactive giants Barbarian Group and Firstborn to bring their concept to life. Coolfire was chosen because the site was going to require a partner that was capable of highly involved production techniques, post production, audio and Interactive development. Coolfire’s John Dames and Jason Stamp directed the project, while Coolfire’s Interactive Director Peter Dycus oversaw all Interactive development.
Shot on the RED camera in Los Angeles, and using a motion control camera rig, the flash-based site features a video-filled, full screen experience. The concept called for all current shoe technology to be stripped away, so to best exemplify this point one male and one female model were left wearing nothing but their Bikila shoes and their bodies covered in originally designed tattoos - each one illustrating poignant facts about barefoot running or the Bikila. The user can click on the tattoos individually, triggering movement of other body parts, revealing more facts and features of the shoe. Coolfire’s John Vogl illustrated all of the tattoo artwork, working closely with Nail on the design aesthetic. (More of his original work can be found at www.thebungaloo.com). In addition to the tattoo experience, users can control and instantaneously choose different running surfaces for the models to run on with their Bikila shoes.
The last piece of the site was the audio component. Coolfire’s audio composer, Brent Johnson, crafted an original piece that embodied (literally) everything the site had thus far – using only sounds made from the human body (breathing, snapping, footsteps, etc.) to create a completely visceral mood and tone.
“This project could not have happened without the true collaboration between Nail, Vibram and Coolfire,” states Coolfire President David Johnson. “This project literally touched every single discipline we offer – from production, to post, to interactive and audio. We are absolutely thrilled to have been a part of this.”
Nail, located in Providence, R.I. (www.nail.cc), specializes in advertising, design and interactive communications for a roster of clients including Evergreen Solar, GORE-TEX, A.T. Cross, Vibram, Margaritas and Segway.
Founded in 2002, Coolfire Media first positioned itself as a prolific source for creative digital media solutions. As a fully integrated digital production company, CFM offers full-service broadcast and episodic production, audio engineering and post-production services, as well as interactive, mobile application and software development.
Coolfire Media is located at 415 North 10th Street, 3rd Floor, St. Louis, MO 63101. Coolfire is represented on a national level by Chris Jennings of Parq Creative Management. Chris can be reached at 617-678-0318 or via email at chris@theparq.com. For regional/local sales inquires contact Alec Gleason at (314) 421-2665 or via email at agleason@coolfiremedia.com.
