{"71915":{"#nid":"71915","#data":{"type":"news","title":"Ga. Tech TV Spot Showcases Innovation and Tradition","body":[{"value":"\u003Cp\u003EWhen thinking of the Georgia Institute of Technology, two key attributes consistently come to mind - innovation and tradition. A recent challenge for Georgia Tech\u0027s communications team was developing a television spot that would demonstrate, in just 30 seconds, the Institute\u0027s long tradition of being a technological leader, while also capturing more than 100 years of school spirit.\u003C\/p\u003E\u003Cp\u003EAs with most public universities, resources are limited and tackling such a project in-house creates additional challenges. However, Georgia Tech\u0027s communications and marketing team approached the project like most Tech students and faculty - by applying a creative approach with the latest technology.\u003C\/p\u003E\u003Cp\u003EFrom the start, the team was determined to avoid typical images found in university promotional spots often featuring idyllic campus scenes, students studying and labs brimming with test tubes. Instead, the team selected imagery that exemplifies one of the Institute\u0027s many flagship technologies - robotics. Georgia Tech\u0027s Center for Robotics and Intelligent Machines, for example, is helping to position the university as a global leader within these promising, revolutionary new technologies.\u003C\/p\u003E\u003Cp\u003EThe next challenge was figuring out how to use robotics to capture the spirit and legacy of Georgia Tech. With one of the country\u0027s most recognized fight songs, the communications team knew that including, \u0027The Ramblin\u0027 Wreck from Georgia Tech,\u0027 would do just that. The idea was to introduce the fight song by showing a robotic arm and hand tapping out ringtones on a phone which eventually transitioned to a traditional recording of the fight song sung by the Georgia Tech Glee Club.\u003C\/p\u003E\u003Cp\u003E\u0022We designed this spot to capture the viewers by opening with dramatic music and imagery, then hold them with the \u0027Ramblin\u0027 Wreck\u0027 song for the message,\u0022 said James Fetig, associate vice president for Georgia Tech\u0027s Institute Communications and Public Affairs.\u003Cbr \/\u003E \u0022While there are several robotic arms in research labs on campus, none have the dexterity to play the song on the phone like we were envisioning,\u0022 Fetig explained. \u0022To improvise, one of our Web developers created a computer-generated version of a robotic arm. Though the final version of the spot may make the robotic arm seem simplistic, development took more than 90 hours to render.\u0022\u003Cbr \/\u003E The spot does not feature people and immediately captures attention with compelling music and close-up imagery of the robotic arm - so close that the viewer might not initially know what the object is. With such a captivating opening, viewers are easily drawn into a futuristic environment. There are no voiceovers, just concise text at the end of the spot displaying the message, \u0027Legendary Heritage, Limitless Future,\u0027 along with the Georgia Institute of Technology logo.\u003C\/p\u003E\u003Cp\u003ETo add a hint of humor, the spot cleverly ends with the robotic arm gesturing the \u0027No. 1\u0027 with its index finger and \u0027dancing\u0027 to the tune of the fight song. \u0022The humorous ending helps illustrate how much fun students can have at Tech,\u0022 said Fetig.\u003C\/p\u003E\u003Cp\u003EThe spot, which debuted during the Georgia Tech-Notre Dame game, will be used to promote Georgia Tech during the football and basketball seasons.\u003C\/p\u003E","summary":null,"format":"limited_html"}],"field_subtitle":[{"value":"Robotic Arm Unexpected Component of New Tech Spot"}],"field_summary":[{"value":"\u003Cp\u003EWhen thinking of the Georgia Institute of Technology, two key attributes consistently come to mind - innovation and tradition. A recent challenge for Georgia Tech\u0027s communications team was developing a television spot that would demonstrate, in just 30 seconds, the Institute\u0027s long tradition of being a technological leader, while also capturing more than 100 years of school spirit.\u003C\/p\u003E","format":"limited_html"}],"field_summary_sentence":[{"value":"Robotic Arm Unexpected Component of New Tech Spot"}],"uid":"27281","created_gmt":"2007-09-12 00:00:00","changed_gmt":"2016-10-08 03:02:18","author":"Lisa Grovenstein","boilerplate_text":"","field_publication":"","field_article_url":"","dateline":{"date":"2007-09-12T00:00:00-04:00","iso_date":"2007-09-12T00:00:00-04:00","tz":"America\/New_York"},"extras":[],"groups":[{"id":"1214","name":"News Room"}],"categories":[{"id":"129","name":"Institute and Campus"},{"id":"132","name":"Institute Leadership"}],"keywords":[{"id":"2016","name":"PSA"},{"id":"667","name":"robotics"},{"id":"2275","name":"TV spot"}],"core_research_areas":[],"news_room_topics":[],"event_categories":[],"invited_audience":[],"affiliations":[],"classification":[],"areas_of_expertise":[],"news_and_recent_appearances":[],"phone":[],"contact":[{"value":"\u003Cp\u003E\u003Cstrong\u003EGeorgia Tech Media Relations\u003C\/strong\u003E\u003Cbr \/\u003ELaura Diamond\u003Cbr \/\u003E\u003Ca href=\u0022mailto:laura.diamond@comm.gatech.edu\u0022\u003Elaura.diamond@comm.gatech.edu\u003C\/a\u003E\u003Cbr \/\u003E404-894-6016\u003Cbr \/\u003EJason Maderer\u003Cbr \/\u003E\u003Ca href=\u0022mailto:maderer@gatech.edu\u0022\u003Emaderer@gatech.edu\u003C\/a\u003E\u003Cbr \/\u003E404-660-2926\u003C\/p\u003E","format":"limited_html"}],"email":["matthew.nagel@comm.gatech.edu"],"slides":[],"orientation":[],"userdata":""}}}