Tool of North America receives a creative web award

On Friday 16 July 2010, Tool of North America was nominated as the site of the day and received a web award for its creativity and its web design excellence. Showcased on Design Licks, Tool of North America is recognised as one of the web awards winners for year 2010.

Tool of North America at a glance

Tool of North America is known as the rare production company that can handle live action, interactive content, and digital development; a unique skill set that is on prominent display in the company’s new website. Following up on its award-winning Cold War Kids and Starbucks Love Project interactive campaigns, Tool has launched a new website that features its portfolio of work from its impressive roster of live action and interactive directors. Continuing Tool’s experimentation in producing interactive live action content, the site opens on either a live action clip of a businessman, or a rambunctious monkey - shot by Tool director Erich Joiner uniquely for the website. In collaboration with Amsterdam-based phenom Olivier Otten, known for his acclaimed project Self Control Freak and a leader in the field of interactive character experience, Tool then created multiple user engagements for each video character. These include the ability to fire an arrow at the man’s head by clicking on it, slapping his face back and forth with the movement of your mouse, or letting the cursor linger over the monkey so it can grab it out of the air for a snack before giving you your cursor back. Tool leveraged its expertise in video compression technologies to offer visitors the most streamlined video experience possible without a pre-loader. "We wanted to do something that was both playful and groundbreaking-something that managed to be fun, while showing off our digital, interactive live action storytelling abilities," noted Tool Digital EP Dustin Callif. "We love Olivier’s work and enjoy working with him so much - we knew he was the perfect collaborator for this project." Once users click on the Tool logo to enter the site, they find a collage of content that promotes Tool’s expertise in producing high-end broadcast and interactive advertising projects, from its AICP and Webby award-winning Cold War Kids interactive music video to the Emmy nominated Bud Light Magazine Buyer spot. The site features a Papervision3D interaction model that has content flying in from different points on a 3D axis, custom sound design and an integrated WordPress blog to help achieve higher search engine rankings for its news stories.

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