OOH Uncut Podcast: Paul Whitney
Paul Whitney, Executive Producer, bluemedia, joins host Rick Robinson, CEO, PJX Media, on OOH Uncut, the podcast featuring leaders in the Out of Home media space.
May 26, 2023
Paul Whitney Discussion on OOH Uncut Podcast with Rick Robinson
Rick Robinson: Hi everybody. Rick Robinson here, with PJX Media and I'm with a special guest, Paul Whitney, Executive Producer of bluemedia. Just so you know what bluemedia does are these epic gigantic out of home experiential installations most well known for several of the last Super Bowls and recently, last week, I think for Formula One in Miami, say hello to everybody Paul.
Paul Whitney: Hi everybody. Thanks for having me, Rick.
Rick Robinson: Yeah, absolutely man. So I've been looking forward to talking to you. So you know we're we're in this podcast series, we're talking about the things that out of home can do that no other media can do and specifically with what you do with Super Bowl and bluemedia are these these gigantic moments and I just wanted to recollect on the story you were sharing where you talk about, how you you plan it and present the idea to your client, the NFL, in this case, on the computer screen, on their laptop. And then when they see it and realize it's like, Oh my God. Look at that. Look at that epic giant moment. Can you share that experience?
Paul Whitney: Absolutely. So it starts at the planning knowing, you know, going to the space seeing what we're what we're going to utilize. Where the advertisement is going to go on. But, you know, it's utilizing at a home in a way, where we structure it to where we know our audience. Our people are coming into the experience, and we want to, wow them. That So it starts at the planning stage and knowing what the NFL wanted which was something really large and grandiose on the stadium. We want to utilize one of the biggest out of home techniques which is our building wraps and then how do we extend or or build on that building wrap and utilize it and bring in our technology. We knew that bringing in our video mapping technology within a building wrap, could really elevate it to the next level, which is really exciting. So, during the planning process, obviously we're going through the different videos and the storyboarding and everything else. But to kind of cut a long story short, you know, the clients during the, the animation process. They really didn't understand how grand of an idea, this is until they showed up on site and saw it on the building for the very first time, it was absolutely massive. So you can imagine what people think when they first see something. Well, yeah, hey, you know, we say, building wrap, nothing new. It's really big. It looks big and gorgeous on the stadium, but to bring it to the next level utilizing video mapping technology was something that people never even thought could be possible.
Rick Robinson: So I I know the NFL is always challenging at the Super Bowl, like you can never do the same thing twice, right? And there's always this pressure on you to reinvent. And I guess, you know, they're looking at it on their laptop and they see it in real life. And it's like, Wow, you know, this thing is giant and it's a huge wrapped wall projections on top of it. And that's, you know, this unique power of out of home to to tantalize people and captivate them and freeze them in their tracks with something. So epic and large. How do you, how do you go about trying to pull that off again and again, and again?
Paul Whitney: It's a great question. I keep saying You know, I keep asking myself that same question. A lot of people are every year who know familiar face, always ask that same question. What are you doing next year? Paul. What are you gonna do next year? So it really comes down to utilizing at a home as our platform. We know that within the at home world that you know that the the out of home itself, creates impact interaction and you're naming lights type of Platform, which is what the NFL always looks to do. So in planning, we always look for the biggest type of assets that are available, that are tension grabbing but it's also what's up to us on the creative side to take that canvas and kind of create that moment that's going to create excitement for the people that are seeing it.
Rick Robinson: So, out of home conserves the platform, right? The foundation, the skeleton of something giant and epic. And, and it seems that people kind of expect this, right? A big moments. Now, have we taught the public that it big sporting events, big culture events. You're gonna see something huge in the, in the out of home language and And and by doing that, it sort of certifies that it's a big moment.
Paul Whitney: Absolutely. It's you know you look at World Cup. You, look at all these other Big activations, you know, speaking to F1 last week I mean it's unbelievable. The amount of brands that are going to be on site these days through sponsorship, through the use of at a home. With that enables, the brand to do is really kind of stand out of the clutter of what's existing in the marketplace. So, utilizing what's in the marketplace? Using the largest opportunities possible combined with the most unbelievable, creative, really lends itself to one, unbelievable out of home execution. So, out of home is a huge and a very big part of our, our platforms, when we're presenting our ideas to the clients,
Rick Robinson: All right, you heard it here out of home is the foundations for something. Epic grand tantalizing mind-blowing When a brand wants to make itself known and in a big way at a sponsorship event at a F1 Race at the Super Bowl at you name it right? You name it. Out of home as a foundation for it. Thank you, Paul for your time. It's awesome to have you. I hope you have a great day and take care.
Paul Whitney: Thank you sir. Appreciate the time.
