Wednesday, February 21, 2007


Filmgraphics has become the first Australian production company to launch a new, interactive website which is designed to help lead the company into creative branded content production under new Chief Executive Officer Chris Moore, who is fresh from his producer role at the world's most innovative agency, Crispin Porter + Bogusky, Miami.
The new website at
  • Filmgraphics
  • will offer a suite of branded content opportunities under the new Hitchhike® portal and will be fully interactive and include forums for content ideas. Filmgraphics director Steve Pasvolsky has been directing the idea and construction of the site for a number of months now.
    Earlier this month, Filmgraphics announced the appointment of Moore and signalled its intention to move into branded content production, including live action and animated television series, viral campaigns, mobile and web-based.
    This content could take the form of drama, comedy and animated mobisodes, information services, games and interactivity. The company has already in place technical and creative ability to achieve this.
    “Hitchhike® will have a dual role: it provides a forum for new work and content ideas. Filmgraphics can then help agencies develop ideas for clients, or, if we believe the idea is strong enough, we will invest our own money and resources to realise the idea in the most creative way,” Moore said.
    “Hitchhike® will also develop, produce, market and distribute original mobile content and TV series.”
    Hitchhike® will be divided into two key areas:
    LAUNCHED - a gallery of concept clips, characters, short films and TV commercials which have already been launched as viral content.
    PRIMED - a YouTube-style forum for clients and agency creatives to discover
    original concepts, scripts, characters and films by writers, directors, actors and animators.
    “Hitchhike® offers agency creatives access to undiscovered, innovative material which can potentially be licensed for clients,” Moore said.
    The site was designed by award winning New Zealand company, RESN.
    “Hitchhike® is an exciting new addition to Filmgraphics productions. It is a
    platform for new emerging ideas in branded entertainment, matching up agency
    creatives with new writers, directors, animators and performers,” Pasvolsky said.
    “Clients and agencies will now also be able to view the commercials that
    Filmgraphics have produced for them. It has been a labour of love but we wanted to make sure we had something really innovative for the market and I think we have achieved that.”


    Anonymous Anonymous said...

    Is this Chris Moore the ex-Saatchis Sydney TV producer who left to work in London a few years back, and brother of Moose? Or a different Chris Moore?

    6:14 PM  
    Anonymous Anonymous said...

    Yes, it is that Chris Moore....

    7:24 PM  
    Anonymous Anonymous said...

    I have to say something.
    Film Graphics as a company is strong. No denying that. David Deeneen as a Director is one of the best, No denying that.
    BUT MAN!..that has to be the ugliest, most confused web site I have ever seen. I hope it doesnt reflect the work they are wanting to create.
    It quite seriously scares me off.
    Maybe get the director doing the site of it and get a proper web designer to do it.

    Sorry guys, Just sharing what a few of us in the office are thinking. Thought you'd appreciate some honest feedback from your past clients.

    8:09 PM  
    Anonymous Anonymous said...

    What does the site do again....ill have to read the CB news clip again.
    Way to difficult to nav, let alone play interactively in it.
    No ones got time to play in things like this. Even though its probably got some merit.

    I spent 10mins in the site and never worked out what the hell Hitchhike was.

    Sorry guys, Im just a typical agency creative numpty and film graphics fan.

    8:15 PM  
    Anonymous Anonymous said...

    To hard Basket

    8:23 PM  
    Anonymous Anonymous said...

    sorry this site is all talk - and no inter-reaction...

    8:21 AM  
    Anonymous Anonymous said...

    I am on a fast connection (20mbit) and this site took forever to load. It is totally confusing to navigate and is laid out like a dogs breakfast. I does not reflect the quality that you associate with Filmgraphics.

    Oh yeah, and where is this Hitchhike business that is mentioned in the article?

    I gave up looking.

    2/10 see me

    10:02 AM  
    Anonymous Anonymous said...

    Yes, Chris is Moose's nicer and more successful brother.

    And the site as a navigational mess.

    11:27 AM  
    Anonymous Anonymous said...

    Apart from offering more stuff that YouTube already has... what's the point? What do production peeps think of this? Obviously this company is excited by this, but what the? I'm lost. Nonsense.

    7:02 PM  
    Anonymous Anonymous said...

    Come on David, Show some leadership, loose the messy site.
    Less is more.

    You've never needed gimicks in the past, why now?

    8:57 PM  
    Anonymous Anonymous said...

    Ok. So why's this site suck? It's nice looking, great colours, great animation, doesn't take itself too seriously... and has decent quality work that isn't 200x100 sized. Why all the animosity?
    I think the press release is a bit wanky - this site isn't going to revolutionise the industry - but it is a pretty good forum for some nice spots. Shiteloads better than a lot of other company sites.

    Don't really know what all the fuss and confusion is about.

    3:56 PM  
    Anonymous Anonymous said...

    8.15 said "No ones got time to play in things like this. Even though its probably got some merit."
    Yet we spend all day reading these critical blogs.
    I think it's a cool looking website, I notice it has changed a bit since I first viewed it. Obviously has a few teething problems...but the navigate bar is as simple as any website. It's good how you can hit the space bar to choose another option. Neat.
    It opened as fast as any site on my Mac too.
    Heaps of good stuff to look at.
    We can't resist the future, so get used to it I reckon.

    4:45 PM  

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