The branding partnership between rhinofx and ATI Technologies Inc. (pre-AMD acquisition) once again delivers with the recent release of COLD BLOODED. This is the fourth installment of webisodic mini-series that spawned Ruby, the global branding icon of ATI. Ruby's adventures continue in this effects-driven to-minute animated webisode depicting a high-action snowboard chase sequence to showcase the new product features and graphic technology of ATI's video cards. By creating a series of characters and storylines that have been highlighted online and at videogame conferences around the globe, rhinofx has helped ATI develop an identifiable branding icon that drives recognition and awareness for the company and its products.
Director Harry Dorrington leverages his extensive creative and branding background to continue the story in COLD BLOODED, noting that "we have been able to push the visual envelope with ATI, combining creative storytelling with new technologies to continue to breathe life into these identifiable characters." Originally conceived in 2004, Ruby has been a hugely successful branding and merchandising vehicle for ATI. The company is the leading developer of 3D video acceleration hardware and was purchased by AMD in 2006.
The project is emblematic of rhinofx's focus to consistently explore new ways to implement cutting edge visual effects into emerging media platforms. Rick Wagonheim, partner and managing director of rhinofx, notes the importance of this type of creative relationship, "Our work with ATI and the development of Ruby is a great example of the real benefit of character development in branded entertainment. Here we are able to promote a product and its features, while at the same time entertaining their target audience with both a topical and iconic character and storyline." Showcasing the power and flexibility of ATI's 3D gaming accelerators, COLD BLOODED is at the forefront of global branding iconography.
In 2004, ATI Technologies approached rhinofx to create an innovative corporate icon to help re-brand and re-define their core business. From that initial meeting, Dorrington developed a concept that evolved into a three-year global launch of an icon-inspired webisodic mini-series. Ruby was born. Dorrington also created the content, characters, scripts, and has directed each installment of the mini-series highlighting new product features and technology. ATI, which was purchased by AMD, a publicly traded company with a market cap exceeding $7 billion, manufactures high-end computer chips and graphic cards for videogame developers, publishers, producers and players.
Since its launch in 2000, rhinofx (www.rhinofx.com) has created award-winning visual effects, design, and animation for commercials, VFX for feature films, episodic television, webisodic mini-series and videogame cinematics. The company's principals and artists have also led the industry's exploration into the untapped potential of branded digital content. By cultivating extensive relationships with key brands, advertising agencies and film/TV studios, rhinofx utilizes its creative directors and artists to develop and execute powerful branded entertainment to build both identity and awareness.
AMD and ATI (www.ati.amd.com) joined forces in a transaction that combines AMD's technology leadership in microprocessors with ATI's strengths in graphics, chipsets and consumer electronics. The result is a processing powerhouse: a new competitor, better equipped to drive growth, innovation and choice for its customers in commercial and mobile computing segments and in rapidly-growing consumer electronics segments. Headquartered in Sunnyvale, California, with centers around the world, the new company has a combined workforce of approximately 16,000 employees.