Ms.Dewey.com

Microsoft: MsDewey.com

digitalcore is excited to see the success of the MsDewey.com campaign.

What exactly is MsDewey.com? It's Microsoft's search engine. The Chicago Tribune calls it "Web searching with attitude." The site is a viral marketing campaign to promote the new MSN live.com search technology. This new interactive search engine uses both video and web technology to intrigue the user. It uses live video, shot against a green screen and Flash technology to bring it all together. This combination allows a much more personable experience than the average web site. The project was produced by the online Flash company, EVB.

digitalcore founder, Brent Kirsten, turned out 500 compositing shots and created the workflow for the project. Mo Husseini led the shoot as the effects supervisor. Kirsten also aided in this role during a portion of the shoot.

Brent Kirsten commented on the challenges: "We shot in HDCamSR, Sony's new HD format. Having such a high quality camera is inherently impressive, but also poses its own set of challenges. Cameras of this caliber pick up all of the imperfections, which we then need to address in post." To address the huge volume of HD material, Brent Kirsten set up an effects workflow. "Keys were pulled first, and then cropped. We did it in batches of 100 and reduced the file size, enabling easier color correction experimentation. Since we were actually color correcting for the web, various platforms were tried and tested before settling on the project's look." 

Kirsten's experience stems from his background in running digitalcore as a full design firm. This, coupled with his understanding of query searches and naming schemes, provides a unique ability to leverage web and design. Thus, EVB and digitalcore succeeded in communicating their ideas and circumvented issues that typically arise when video and web industries converge. By helping as an Effects Supervisor at times, Kirsten obtained insight into the Ms. Dewey persona, including big picture brand and client objectives. "I was impressed with Janina Gavankaris's (Ms. Dewey's) ability to move through the scripts. Her acting provided a consistency to this unique medium. The final result is her response to web queries amidst the backdrop of a dynamic urban cityscape, which can even change to the time zone you're searching from."  
Producer Tim Rayel's management of the content, and logging of scenes, proved invaluable in maintaining a seamless workflow.

It seems the Ms. Dewey site is generating the buzz Microsoft had anticipated. In fact, the story is being picked up globally. According to Spain's La Vanguardia, "Ms. Dewey appears to be flesh and blood." While Ms. Dewey might not be as extensive as Google, she's definitely more playful.

Media Coverage:

“Ms. Dewey adds spunk, attitude to Web searching”
Chicago Tribune

“Two New Search Engines – Ms. Dewey is Great”
PC World

“Spending time with Ms. Dewey”
NPR, Marketplace American Public Media

“I think Ms. Dewey is coming on to me.”
Phillyburbs.com