Old Hat just recently completed video shoots for The University of Illinois' football and men's basketball teams. We were very excited to once again head out to Champaign and work with the Illini marketing staff and their respective student-athletes on a unique video concept.
When we started talking with Illinois about these shoots we wanted to find a way to show their student-athletes and the familiar concepts of a football and men's basketball shoot in a different way. We settled on stop-motion as the method of telling our story.
A stop-motion video is simply a series of still photographs played back at the speed of video which is typically 24 frames per second. That means for every second of video we show on-screen we shot 24 photographs to make that moment come alive.
Let's get to a few of the technical challenges with this video. It was shot with a Canon 7D Mark II, which shoots stills at a maximum frame rate of 10 fps. Obviously this isn't quite up to the speed of 24 fps of shooting video, so you get a unique staccato, strobe-y feel to the video. The 7D is great because it's basically the poor man's sports shooter. Just as many frames for way less than their flagship cameras.
In the photo above you can see the 7D Mark II sitting atop a Glidecam 4000 on a steadicam arm. One of the things we wanted to do on these shoots was to really move the camera around like we would a video camera, even though we were shooting stills. Shooting with a steadicam allowed us to achieve that look.
Here's a reverse angle of a slightly different setup. You can see that two strobes are on stands and the larger octabank is being handheld by light-holder extraordinaire Brad Wurthman, who also happens to be in charge of marketing at Illinois. In several other setups and throughout the day we had a person holding each individual light stand to facilitate movement of the camera and all of the lights simultaneously.
We shot with Profoto B1 strobes. The B1's are battery powered and gave us the ability to move around quickly without having to worry about extension cords and finding power. We could go anywhere and continue to light our subjects. User replaceable batteries meant we could have backups charged and ready to go whenever we were running low. All in all we shot over 8,000 photographs between football and men's basketball, which is a lot of flashes.
Stay tuned for the football video to make its debut in the coming weeks!
No, I'm not talking about Christmas. It's shoot season!
It's the time of year when we get to travel around the country and see our clients in real life! I also enjoy getting to see everyone in their natural habitats on campus.
Recently, Dustin and I adventured out to Salt Lake City to see our friends at the University of Utah. We were on-site to capture football and volleyball photos. The photos we take at this shoot go on pretty much every marketing piece Utah sends out, so we make sure to take plenty to last them all season.
We also caught up with our on campus Old Hat designer, Douglas. It's always great to see him as well.
Here's a few photos I captured on my iPhone while Dustin was capturing photos on his "real camera":
When we got to our hotel, the power was out for most of the evening. All I had were these two glow sticks to light up my room.
Obviously we have to take some diving photos. Always one of my favorites.
Dustin...also very intimidating.
Swoop came by, and before we knew it, we had a handstand contest on our hands!
Dustin and Swoop in deep conversation...not having a handstand contest.
Last Monday I posted an article about the death of the schedule poster as we know it and talked about the need to breathe life back into it through treating it more like an advertisement than an informational tool. Simply informing people of when the games will be played and scattering athlete photos around an 18 x 24" space doesn't do much to actually drive attendance anymore. It needs to be a part of a grander marketing campaign.
So that begs the question: How do we do that?
Answer: Through a research & discovery, internal & external surveys, target audience indentification, strategic messaging, media audits and brilliant creative.
Sounds difficult and daunting, doesn't it? Well, it's not. It's time-consuming and requires expertise in all of these fields. It involves large groups of people working together to provide feedback and input. It requires everyone in an organization buying in to a common goal. But fortunately, Old Hat has the tools and processes in place to facilitate all of it. It's called the Sports180° Process and is our proven, research-based process that gets to the heart of your unique position. Through this approach, we help you clarify objectives, analyze your playing field, and develop a winning strategy.
We just completed the initial phases of the Sports180° with SMU and are entering implementation phase where we will launch an internal and external marketing campaign, a ticket sales website and multiple gameday experience pieces that are united under a common message and goal.
Phase 1: Scouting
The first step in the process is research and discovery. Understanding your internal culture and inspiring your staff can prevent disconnects between your brand promise and what your fans experience. Their weigh-in will produce buy-in.We talk to Senior Athletic Department Staff,Individual Department Team Members, Development, Marketing, Ticket Sales, Sponsorship andSupport Staff as Directed (Team Operations, Coaches, Game Operations, Designers, Interns, Game Day Contractors, Facility Staff, Merchandise, etc.)
There are other key groups that play a role in the success of your brand, so we meet with a few representatives or request their participation in your survey. This may include groups like Fundraising Club Members, Alumni, Students,Community Influencers,Individual Game Buyers,Premium Customers, etc.
By the end of this phase we’ll understand both your market and your uniquely compelling story, as told straight from the horse’s mouth.
Discovery process on campus at SMU
Phase 2: Playbook
In phase two we analyze the research and develop a playbook to achieve your objectives. This phase involves refining your leadership vision, identifying sales and marketing opportunities, aligning your target audiences with your brand differentiators, and assessing how you can win against your competitors.
Leadership Vision: Review and discussion of the vision shared by your organization’s key leaders.
Research Findings: Presentation of comprehensive research findings and analysis, including key takeaways and opportunities.
Audience Alignment: Development and presentation of profile personas for key current and desired target audiences.
Marketing Opportunities: Identification of opportunities that support your vision, engage your key audiences, and position you for greater success.
Examples of Findings:
Phase 3: Game Day
Incorporating your feedback and our research findings, this is where we execute our recommendations and begin to engage with your fans, alumni and donors. We will present a set of campaign platforms that demonstrate how you will connect with your key stakeholders. You’ll also receive comprehensive reports with our research findings and strategic recommendations plus a detailed brand launch marketing plan.
Strategic Recommendations: Summary of insights and recommended actions.
Brand Platform: Presentation of final creative look, feel, and messaging as a springboard for future tactical elements.
Marketing Communications Plan: Marketing campaign launch plan, including recommended tactics, message channels, delivery, and timing.
Brand Style Guide: Written brand style guide detailing fonts, colors, photo types, brand language and more for internal use in execution. Provided following final approval of brand platform.
The SMU Sports180° is complete and the creative elements will begin to see the light of day in the coming weeks. Through our research, we were able to identify what their most important needs were and how to properly address those needs. Portions of the Sports180° process were also used in the Raise Up Carolina project where we conducted research to identify what was unique about football game days in Chapel Hill and built a site around that position that was targeted at the proper audience.
A brilliant marketing campaign targeted at the wrong audience will produce no better results than a terrible campaign targeted at the right audience. Old Hat has the proper experience, tools and processes that allow us to both identify and target the proper audience and build the creative that will reach them.
The mission of most collegiate athletic departments surround the idea of developing the student-athlete. And we know that's impossible without the financial support that comes from having fans in the stands. Old Hat's mission is to increase attendance at sporting events. Plain and simple. Together, and using this process, Old Hat can achieve our mission while helping you achieve yours.
Here’s an example of one of hundreds of conversations I’ve had over the past 15 years with people I meet:
Person: What do you do for a living?
Me: Sports Marketing.
Person: What does that mean, exactly?
Me: I own a creative agency that works with athletics organizations.
Person: (looks at me blankly) So you like, print t-shirts or something?
Me: No. We partner with universities to help them with their marketing efforts.
Me: Okay, so you know how when you walk down Main Street in your nearest college town and there’s a poster in the local bar window advertising the State U. volleyball team? We design those!
Person: Ahhhhh! That’s cool.
The conversation usually then turns into all the other stuff we do. But it all begins with the schedule poster. Everyone knows what a schedule poster is. And Old Hat was built on the schedule poster. We don’t know exactly how many we’ve designed over the years but conservative estimates put us at more than 4,000.
Four. THOUSAND. Schedule posters.
The Dying Art of the Schedule Poster
Used to be, schedule posters were something people actually looked at in order to find out their favorite team’s schedule. I remember seeing an OU Sooners Football schedule poster from 1985 hanging in a restaurant in Norman. No photos, no crazy photoshop effects, no cheesy tagline. Just the schedule. And the thing about it is, that poster probably did more to get people to the games than most of what is produced these days. People don’t have to walk over to the poster on the wall anymore to see what the schedule is. In fact, there have been times when I’ve had the OU football poster on my wall behind me and I’ve still pulled out my phone to see when the next game is. Because when I do that, I can then tell Google to put it in my calendar automatically and set it to send me a reminder to buy tickets to the specific away games I want to go to. Last time I checked, the poster on the wall couldn’t do that.
Schedule posters are going the way of the dodo bird as a promotional tool. They have some value in recruiting but let’s be honest, 18-year-old student-athletes are probably way more interested in the multi-million dollar weight room and the 64-foot wall graphic than the idea that when they’re a senior, they might get to be on a poster.
Once upon a time, just putting your schedule on a poster was enough to get people to the game. The art of the schedule poster has come a long way since then. Some of the posters we produce here are truly works of art. But these days, they have to be so much more than that if you want them to actually result in a fan taking action.
I’ve talked a lot about how we are fighting for people’s attention unlike ever before. The world has changed more in the past decade than it did in the 50 years preceding it and that has resulted in people having a lot more options in entertainment. And that’s not changing. In fact, it’s going to get worse for those of us whose job it is to get people to the stadium. Stadiums aren’t doing multi-million dollar renovations to create more premium seating areas just for the fun of it. They’re doing it to compete with people’s couches. Because more and more people are finding it hard to convince themselves to go sit on a hard bench crammed in with thousands of other people in the September heat when they can watch from the comfort of their recliner.
Stadiums are upgrading to appeal to fans more. It’s time schedule posters do too.
Breathing Life into the Schedule Poster
Your schedule posters can be one of three things: 1) A valuable sales tool. 2) An ancillary recruiting tool. 3) A waste of time. You’re going to have to decide which you want yours to be.
If you want your schedule posters to be a valuable sales tool, what can you do to make them have more of an effect on driving game attendance? For one, you can remove the schedule.
The biggest mistake we can make is assuming that putting the schedule on a schedule poster has any relevance anymore. I’m not saying you have to remove it. I’m just saying that its presence is pretty irrelevant. If you make people want to come to your games, they’ll find the schedule. And probably not by looking at a poster.
So that’s the key, right? Making them want to come?
What we have to start doing is treating a poster more like an advertisement than a schedule poster. The poster, like an ad, has to be positioned properly. It has to target the right audience. It has to deliver a message. It has to inspire action.
You have a built-in passionate fan base already. You have fans that wear their school colors every Friday before the game and then watch it from their living room the next day. The passion is there. You just have to reignite it. You have fans that want to be reminded about what they’re missing out on by not being there.
Advertising works. That’s a fact. But it doesn’t work without being based in research and strategy. The most amazing looking schedule poster that delivers the wrong message to the wrong group isn’t as valuable as a very basic poster that delivers the right message to the right group.
We are currently working with a number of universities to help figure out what that message is and to whom it should be delivered. And the research we’re doing to base our strategy on is truly fascinating. Who are the decision makers in your market? What are their other choices for entertainment? What are they doing instead of coming to your games? Why? What drives them? Dig deep enough and you’ll find the answers. And you’ll find your message. And you’ll find your fans. And they’ll find the stadium.
A few years ago, an acquaintance of mine decided he was going to start a sports apparel company. Like most new businesses, he was starting with nothing. He had no facility, he had no customers, he had no product. He just had an idea.
Oh, and he had one more thing. He applied to a program through the SBA that provided him with a steady stream of potential customers with built in brand loyalty to his new company. He didn't have to do a single thing to create that brand loyalty. This program was revolutionary. The government would take large groups of young people and spend four years slowly building an affinity within them for this guy's brand. They'd give these kids free product, they'd surround them with this company's logo and they'd teach these impressionable young minds songs that furthered a love for this guy's company. And every year, after spending four years instilling passion within these potential customers, the program would release thousands of them into the world where they would make more money than nearly half of the population.
Needless to say, my friend's company was set up to be a smashing success. Every year from the start of his company until the end of time, he had 5,000+ people who automatically loved his brand. All he had to do was supply them with a good product. Some of these people were more passionate than others, of course. And he couldn't retain them all. But what he found was that for the rest of these people's lives, they had at least some affinity for his product. On top of that, their ability to afford his product was better than average. So of course he was incredibly successful…how could he not be?
What was the name of this company? It doesn't matter because I made it all up. That is, I made up the idea that this was someone's company that couldn’t help but succeed. The rest of it happens every year at hundreds of organizations.
On average, about 1.8 million people receive bachelor's degrees from colleges and universities in the United States. The vast majority spent about four years being surrounded by that university's brand every single day. They walked past hundreds of signs, pole banners and trash cans all bearing that institution's logo. They sat next to thousands of other students wearing t-shirts with that university's brand across the front. They were taught the history of their school, songs they will never forget, and traditions that reinforced their love for their school. And then, after four years of this indoctrination, they are released into the world with the ability to earn an average of $18,000 more per year than those who did not attend college.
Can you imagine what Nike would do for that kind of exposure? What do you think Nike would pay to have their logo on every banner, trash can, building and sign on a college campus? The value of that level of exposure to a brand is incalculable. As a business owner I can tell you that I would have killed to have been able to start my business with a group of customers that already loved my company.
Those of us who work in collegiate athletics are spoiled. We’re playing with a stacked deck and we’re still losing. We have something Nike would pay millions of dollars for and that businesses everywhere dream about. I've used the number 5,000 in talking about the number of graduates that come out of a university each year. Some are less, obviously. But some have double or triple that number. The point is that collegiate athletics departments have four years of free marketing opportunities handed to them on a silver platter, and there are thousands of people graduating from universities every year who have will have some level of affinity for their alma mater for the rest of their lives.
No other industry in the world has this advantage. No one ever says, "Well, I wear Adidas because my grandpa wore Adidas and my dad wore Adidas." Even professional sports teams have less of an automatic fan base and less built-in loyalty than collegiate athletics.
If you have empty seats at your stadium or arena, you have no excuse. Or at least you don't have nearly the excuse that organizations in every other industry has if they're failing to bring in customers. If alumni aren’t coming back to support your athletic program, it’s because the product you’re asking them to support isn't good enough.
Winning Isn't Everything
The argument can be made that fans would come if the team would win and that as marketers, we can't control the product on the field. But the decrease in attendance among collegiate athletics isn't isolated to losing programs. Winning teams are losing fans too. The product on the field is great but fans are still choosing to stay home.
At home, the beer is cheaper, the couch is more comfy and the temperature is always a nice 72 degrees. That’s hard to compete with, but not impossible. Because we do have an advantage: they already love us. They spent four years seeing our logo, wearing our clothes and singing our songs.
We might not be able to control the product on the field, but there’s a lot more to the home-or-stadium decision than that. We can control ticket prices. We can control advertising. We can control strategically targeting the fans most likely to attend and understanding what makes them tick. And we can control the gameday experience.
So what about my theoretical friend and his theoretical business? Was success really that easy for him? Of course not. He had to work at it. He had to realize that he couldn’t rely on the same old tricks to get fans to the stadium. He had to stop taking his steady stream of brand loyalists and their disposable income for granted, and start doing more to give them a product that is better than staying home. That was when he started succeeding. And if he didn’t do those things and ended up failing even when the deck was stacked in his favor, then he had nobody to blame but himself.
For the first time in our 12 years of existence, Old Hat entered a few things in the 2016 Oklahoma Addy Awards. I was under a tight deadline to get things entered and ended up failing our print division by not entering anything that required a hard copy (i.e. anything print related). I only entered 5 videos and our SMU environmental graphics project and they all won awards.
So on Saturday night, we got all dolled up and went downtown to the awards banquet. Here's a pic of me and my wife looking all perty before the show:
And now, without further ado... The projects for which we won Addy Awards:
Well, it's official. Today marks the date that the merger we've been talking about for the past few months finally takes effect. Truth be told, Old Hat Creative and Third Degree Advertising have been working together for many months now in preparation for combining into a single company. But today is the day that we no longer exist as separate entities. Old Hat and Third Degree are one.
What does that mean, exactly? Well, on one hand, not much. And on the other hand, it means a lot.
What is NOT changing?
Primarily, Old Hat will continue to be the company you know and love...
2. You'll continue to be the life of the party by being able to quote random facts that you found by viewing our email signatures.
• When hippos are upset, their sweat turns red.
• Banging your head against the wall burns 150 calories per hour.
• Billy goats urinate on their own heads to smell more attractive to females (female goats, I assume).
3. You'll continue getting the most amazing creative to help you engage your fans, improve the gameday experience, sell tickets and increase fundraising.
4. Our dedication to ridiculously good customer service will never fade. We'll continue to always be available, always be responsive and never miss deadlines.
What IS changing?
Well, we're getting bigger...
1. Old Hat is currently headquartered in Norman, Oklahoma with remote employees in North Carolina and Utah. Starting today, we will have talented employees working from offices in Oklahoma City; Durham, NC; Greensboro, NC; Salt Lake City, UT; Charlottesville, VA and Frederick, MD.
This is me outside the OKC office with the downtown skyline in the background:
And, we're getting better...
2. Old Hat has a long history of producing amazingly awesome creative. This merger puts us in the position to make that creative even more awesome by adding research, media planning/buying, digital strategy and implementation, content creation, repositioning, media audits, copywriting, marketing automation and much more. We're taking our creative and making it smarter.
The UNC Ticket Sales site is a perfect example of taking our current offerings (web design and development, video production, on-site video shoots) and combining that with the expertise of our new partners (research, strategy and marketing automation).
So to summarize, nothing that you like is going away. We're just going from ridiculously-awesome to far-more-ridiculously-awesome. And just for fun, here's a photo tour of our OKC office.
This is a map with doorknobs showing all of the locations of Third Degree's clients from all over the United States. It's rad.
This is a cool yellow couch. The wall behind me says, "Elevate."
This is a really big pencil we use write all of our really big ideas down with. It's bolted to the wall so no one will steal it.
This is the room where we keep a guy named Richard.
Just kidding. The men's room says, "Dick" and the ladies' room says, "Jane." How clever is that?
This is a cool red refrigerator where I get to keep my Diet Dr Pepper.
Last year was a solid four seasons of hard work in the Capture department. Per usual, more than a few thousand miles in the air and on the ground.
We shot plenty of jobs for old clients and quite a few for new ones. We made a lot of good pictures and videos and definitely shot some bad frames and setups along the way as well. That's just kind of par for the course when it comes to this crazy gig of shooting. The photo leading off this post is a good metaphor for this whole photography gig. Sometimes the way forward can look a little hazy, but it always manages to clear up in the end.
I'm sure you used a lot of photographs in your marketing this past year. I bet you also took hundreds or thousands of them in your personal life for Instagram or Facebook or whatever it is you like. We look at so much imagery nowadays, it's easy for it to get tossed to the wayside.
This year I took a lot of photographs. No surprise there. I also lit and shot a lot of videos, some of which I have pulled frames from for use here. It's good to look back on a full year of work, or just life for that matter, and be proud of some of what was accomplished. So here are my Top Ten Photographs/Stills of 2015, in no particular order:
- Illinois Football -
This was a still from a shot we did up in the Colonnades Club at Memorial Stadium. It's just such an impressive view with all of the columns receding into the distance that I knew I wanted the team framed up for a shot there. Does it make sense that they're randomly walking around up there? Of course not, but it looks good, which is the primary focus of any intro video.
- Kennesaw State Football -
Another still pulled from a video shoot. This is the first year that Kennesaw State has had a football team, so there's pressure there to show people what they're all about. I liked this frame because you can see how intensely he's keeping his eye on the ball. It feels like he could be stepping out onto the field any minute.
- Utah Football -
I took this frame during a shoot where we were primarily looking to capture action. But I caught a glimpse of the gold teeth and I knew I just had to show them a little more closely. I also love how his helmet is slightly crooked. He's a linebacker anyway, so to me it feels like he could be celebrating after just laying a big hit on someone, cockeyed helmet and all.
- USA Softball -
We shot a lot of individual photos for USA softball, all of the ladies by themselves, posing in various ways. But I loved the interaction when they got together, playing off of one another. The frame before this one was very serious and then they couldn't help but laugh at how 'tough' they were trying to be.
- SMU Basketball -
I really enjoyed the contrast of this one. The subject is 6-9 and 250 lbs but he brought his very new, very tiny puppy to the shoot and really wanted to get a photograph together.
- Illinois Basketball -
Here's a still pulled from the video we shot for the Illinois men's basketball team. All of the lighting was from continous lights setup around an indoor gymnasium. I light a lot of setups for video that I think are often more impressive than the setups we get to do for still shoots and this was one of them. We smoked up the whole gym and then brought in icelights really close to light his face. It's a wide angle lens pushed in close, so not the most flattering angle, but a cool shot I think.
- SMU Basketball -
Another one from SMU basketball, but taken during a different shoot. They wanted to highlight their fans on some of their ticketing materials so they put a call out for "superfans". I just really like the look on her face as she goofs around with her husband of many years.
- North Texas Football -
A still pulled from a video shoot here. We shot this video at night, right as the sun was going down with the stadium lights on. There's some supplemental lighting coming in from either side here as well. I really like the stadium name filling the dark area at the top of the frame, the hand in the back making a number one sign and the eagle statue in the front. Lots of little things going on in this frame which is why it made my favs from the year.
- Texas Tech Football -
Another one from a video shoot and a total contast in style to the last photo. This one was all about the action and the captured moment. No supplemental lighting or setup really here. Just me backpedaling through obstacles on the ground with a steadicam in my hand and trying to stay out of the way of a very fast, very strong athlete.
- Tulsa Football -
There's something about the look in his eyes that gets me here. I also love the tape on his knuckles and the little scowl that's starting to creep onto his face. Not someone I'd want staring me down from across the line.
Well, that's if for this post. Thanks for stopping by and check back soon for more Capture news.
2015 was busy! It was filled with lots of projects for a wide variety of clients. When I was asked to share a few of my favorite projects from 2015, I knew it was going to be challenging. Every project is fun and unique in its own way. A few of the projects from 2015 that stick out to me are:
1. Towson Women's Basketball Intro Video
I enjoyed this project because the Towson Women's Basketball coaching staff had a clear vision of what they wanted this video to be. We traveled to Towson to shoot footage of the women's basketball team and Baltimore to bring their vision to life. It was the first video shoot I'd been a part of where we captured footage off campus. My favorite part of the video is how our video crew was able to show the movement of the team and basketball through the iconic locations in Baltimore.
2. Army Football Videos, Graphics and Animations
We had the opportunity to do 6 different videoboard projects for Army football. I really enjoyed these projects because each one was so unique. We had the opportunity to do a high end 3D logo animation, a Make Some Noise crowd prompt animation, a Shuffle game, a Derby game, a hype video and an intro animation for Army to use prior to their own video features. Stay tuned for some awesome new projects for the Army / Navy basketball game on January 23 at Madison Square Garden.
3. Delaware Custom Font and Wordmarks
This project was great because we had the opportunity to create a custom font for the University of Delaware and then used that font to design wordmarks for Delaware and all of their sports. Since Delaware was getting a new uniform supplier, all of these marks were then used on their 2015 team uniforms. It was really cool to see our work being worn by all of the Blue Hen athletes.
4. Duke Social Media Graphics
I enjoyed this project because we were able to work with Duke to create a consistent brand across all of their sports. This included creating profile pictures and cover photos as well as a wide variety of templates and holiday graphics for each sport to use. We based the social media profile and cover images off of the Olympic sport poster template design to create an even more cohesive look.
2016 is already off to a flying start with some exciting projects underway. I'm looking forward to another year of memorable projects!
Obviously, I don't have favorite clients...I would never...I love you all the same! However, when it comes to projects, even though I love everything that comes from our designers, I have a few that I could call favorites from this season.
So, without further ado...away we go!
In no particular order:
Illinois Football Intro Video:
This was our first trip out to Champaign for the season to see our Illini friends. Deb and Dustin worked with Brad Wurthman to create a visually appealing concept, and we used orange and blue gels to cover the lights we set up to give the video an intense orange and blue look.
I love how we incorporated their Victory Badge logo into our transition effects.
My favorite part of this video is the music...its so dramatic. Gets me everytime...
And that stare at the end...my goodness.
Mizzou Women's Basketball Intro:
I love this whole concept. The song is "I put on for my City" and we used campus and city b-roll, and even incorporated those into the silhouettes of the girls.
While this silhouette concept was trendy this year, I like this one because we used city footage instead of highlights.
Colorado State Basketball Commercial:
Deb had an idea, and Nick at CSU let her run with it. Inspired by American Horror Story, this commercial scares me a bit. It definitely makes me want to come experience the Moby Madness. If not for basketball, at least for this guy:
Presbyterian Men's Basketball Poster:
Simon at PC wanted to highlight the one senior on the team this year.
In years past, the designs we did had a darker look to them. This one is lighter and just stood out to me among our posters this season.
Syracuse Template Posters:
This design started as a unique poster for women's ice hockey last year.
They liked it so much, they decided to use it as the starting point for the template for most of the Orange sports this season.