Kingston - Wi-Drive

An Apple style spot for Kingston Technology's Wi-Drive.

An Ideal World partnered with Kingston Technology, the world’s largest independent manufacturer of memory products, to create videos for Kingston’s new device: the Wi-Drive. The Wi-Drive is compatible with Apple’s iPad, iPhone, and iPod Touch, and allows these devices to share content simultaneously. Kingston approached An Ideal World to work alongside their internal ad agency Marcomm to create Apple-style videos to unveil the device and show people how to use it. The catch? Kingston needed this highly technical 90 sec produced and ready for the world to see in ten days. The main challenge was being able to capture the activity on the screens of the iPad, iPhone, and iPod Touch while they were in use for the demonstration. One solution that worked really well was to use the AJA ioHD to capture output of what was taking place on the iPad’s screen. In addition to coming up with a solution to the technical obstacles of the shoot, An Ideal World had to cast, create props, and find a place to shoot the videos on very short notice. Thanks to the casting website Breakdownexpress and “real” people they knew, An Ideal World was able to cast the videos in a day! They were also able to secure a location at the beautiful new Pfinix Stage in Orange – only a few miles from their own facility – where they were lucky to find the owner, Chris, who had extensive props expertise and was able to find or build everything An Ideal World needed for their shoot in a weekend. Point being, they were able to utilize local resources and relationships in a pinch to make the shoot happen. An Ideal World seems to have found a new niche – partnering with companies’ internal ad agencies, like Kingston, to lend their production and visual effects expertise. Robb Hart thinks this is a mutually beneficial situation because, “The communication is direct and the process is very streamlined.”