@radical.media made headlines earlier this year with the announcement that Fremantle, the global entertainment giant behind shows such as "American Idol" and "The X Factor," had purchased a 60% share of the company. It wasn't that much of a shocker, however, considering the company's expertise in an expanding range of entertainment production. As expected, the shop steered more impressive long-form efforts - among them, Sony's "Rocket Project," a branded documentary out of 180 LA; the soon-to-debut film "Blue Valentine," directed by Derek Cianfrance and starring Michelle Williams and Ryan Gosling; a fifth season of Sundance Channel's "The Iconoclasts"; and IBM's "Watson," a series of shorts documenting the tech company's creation of Big Blue's successor, Watson, a robot designed to compete on "Jeopardy." Now branding itself as a "transmedia" company, @radical carried on further into new territories.
During this year's TEDMED Conference, it premiered the Medica iPad app, a gorgeous interactive collection of rare medical illustrations. Perhaps more impressively, a number of its projects unveiled new digital possibilities in the world of music marketing. Terry Gilliam got on stage to direct Arcade Fire during a live performance at Madison Square Garden and for an online film sponsored by Amex, while artist/director Chris Milk, along with Google's Aaron Koblin, launched a pair of buzz-making interactive music-video experiments. "The Johnny Cash Project" crowd-sourced fans to create an online video for the artist's final studio recording, "Ain't No Grave." "The Wilderness Project" for Arcade Fire, a personalized, interactive music video (produced in conjunction with B-Reel), turned the Chrome Browser into a unique stage for showing off the band's "We Used to Wait" track. And lest we forget, @radical is in the business of commercials, too. Steve Miller introduced Ray Lewis to Old Spice, and sent Dos Equis' World's Most Interesting Man into snow monkey and jai alai territory, while Tarsem brought a little badness to a lush spot promoting Las Vegas' new boutique hotel, The Cosmopolitan.