Publish date:

Encino, CA, August 11, 2006- AvatarLabs, a full-service motion graphics

and online design studio for the entertainment industry led by noted creative director/designer Rex Cook, has designed, created and delivered the online advertising campaign promoting the Touchstone Pictures feature film “Step Up,” which debuts today. AvatarLabs‘ clients for the project were Jack Pan and Justin Pertschuck, Buena Vista Pictures Marketing. Mr. Cook made the announcement.

AvatarLabs specializes in the creation of online rich ads, and enriched websites, which are designed to offer internet users additional information and interactive features while promoting major movie releases. As a result of the recent surge in social online networking, and the nature and demographic of the film, Disney‘s theatrical marketing team strategically decided to focus the marketing push using Myspace. The address is


AvatarLabs‘ work for the “Step Up” site included incorporating five music videos of contestants holding “dance offs.” The winners of these contests will appear during the end credits of the film, as well as on MTV. AvatarLabs also included TV spots, extended trailer clips, and music videos starring Sean Paul, Keyshia Cole, Chris Brown, Samantha Jade, and Ciara.

The rich expandable ads include several video clips, a soundtrack jukebox, and a dynamic photo gallery. These ads act as minisites, engaging the user with exciting film related material.

“AvatarLabs is one of the very best creative shops we have worked with. They consistently deliver sticky, amazing creative and out-of-the-box thinking, and were great partners helping us build and execute this fresh and original online campaign for “Step Up”, said Jack Pan.

The “Step Up” synopsis: Everyone deserves a chance to follow their dreams, but some people only get one shot. Tyler Gage (Channing Tatus) is a rebel from the wrong side of Baltimore‘s tracks - and the only thing that stands between him and an unfulfilled life are his dreams of one day making it out of there. Nora (Jenna Dewan) is a privileged ballet dancer attending Baltimore‘s ultra-elite Maryland School of the Arts--and the only thing standing in theway of her obviously brilliant future is finding a great dance partner for

her senior showcase. When trouble with the law lands Tyler with a community

service gig at Maryland School of the Arts, he arrives as an angry outsider,

until his skills as a gifted street dancer draw Nora‘s attention.

The film, which features the directorial debut of leading choreographer Anne Fletcher, and stars R&B superstar Mario, DrewSidora as well as rap legend Heavy D, will be released in theaters August 11th.

The AvatarLabs creative team behind the “Step Up” site includes:

Rex Cook, Creative Director

Paul Novoa, Producer/Art Director

Donna Arrogante, Designer

Aaron Buchanan, Lead Flash Developer

James Safechuck, Designer

Rich Ads promoting “Step Up” includes:

Rex Cook, Creative Director

Laura Primack, Producer/Senior Art Director

Paul Novoa, Designer

Aaron Buchanan, Lead Flash Developer

Donna Arrogante, Designer

James Safechuck, Designer

Hardware/software used for this project included:

16 quad and dual g5‘s

Photoshop cs2

Illustrator cs2

Flash 8

After Effects 7



Founded in 2001 by Executive Creative Director Rex Cook, AvatarLabs is a full-service motion graphics and online design studio with solid relationships with the marketing divisions of every major Hollywood motion picture studio. Mr. Cook is the 2006 winner of a DGA “IMAC” (Internet Movie Advertising Creative Showcase) Award for Creative Excellence.

Recent AvatarLabs projects have included creating online theatrical advertising campaigns for “Miami Vice”, “King Kong”, “The Break-Up”, “My Super Ex Girlfriend”, “The Omen”, “Chicken Little”, “Chronicles of Narnia”, “Ice Age 2”, “ATL”, “The Ant Bully” and “The Wild.”

AvatarLabs is located at 16838 Addison Street, Encino, CA, 91436. The phone is 818/728-6778. For more information, please visit




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