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Chipotle Video Hits the Mark on Several Fronts

The latest video put out by Chipotle is definitely a winner, with over 5 million views on YouTube just a week after it was published. The storyline is brilliant, taking a big swing at the Big Agriculture industry and the way our food is processed in a not so subtle way. The Fiona Apple version of the song “Pure Imagination” is a perfect fit, while making it somewhat eerie and haunting. The quality and relevance of the content, combined with outstanding execution of a fun and quirky animation all but assured at least some level of viral sharing. I’d say 5 million views more than exceeded expectations!

Probably the biggest home run, however, is the subtlety of the branding (Chipotle is only pictured once at the very end of the ad), yet it is truly branded and unforgettable once you watch it all the way through. It takes discipline and guts to not yield to the temptation of over-branding content like this. The producers hit the balance on the head.

Nicely done, Chipotle!

(created by Chipotle in partnership with the CAA Marketing division of the Creative Artists Agency and Moonbot Studios)

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Acris Website Design

New Website Launched, Branding & Collateral Developed for Acris Technology

Acris Website DesignFireworx Digital just launched a new corporate web site for software developer and cloud IT services company, Acris Technology of Laguna Hills, CA.

Fireworx provided complete web site design and web site copywriting, as well as development project management and a full corporate identity package. We also wrote and designed marketing collateral including data sheets, a downloadable white paper and press release.

The new web site reflects the company’s brand objectives in a clean cloud-themed layout. Acris Technology is the company behind Mortgage VCO, a suite of software and IT services dedicated to the mortgage industry. The challenge in developing the Acris site was to incorporate some of these same products and services for clients outside the mortgage industry, in a site that reflects the family brand of the company’s other products. Borrowing strong design elements from the Mortgage VCO site while giving Acris it’s own unique identity helped achieve the branding goals of the project.

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Mortgage VCO Website Photo

Acris Technology Launches Mortgage VCO, the Mortgage Industry’s First Complete Virtual Office Solution

Mortgage VCO Website PhotoFireworx Digital just completed a full branding, website and collateral development project and launched this innovative new cloud technology company. Here is the press release that went out this morning…

Cloud-delivered software suite allows lenders to slash IT and office expenses and run an entirely paperless mortgage business – including loan processing, customer relationship management (CRM) and integrated telephone communications – in a secure, centrally-managed virtual environment

San Francisco, CA (PRWEB) July 14, 2011

Acris Technology, formerly Acris Solutions, a software development company and provider of paperless technology for mortgage bankers and lenders, today unveiled Mortgage VCO, an end-to-end, cloud-based “virtual corporate office” suite of software applications, IT and consulting services that enable any mortgage lender to run a compliant, scalable, paperless mortgage business without the expense and complexity of on-site servers, software, maintenance and upgrades. The announcement was made at the 39th Annual Western Secondary Market Conference in San Francisco.

Developed and refined over a period of 12 years, Mortgage VCO had been in use privately for years by Laguna Hills, California-based Millenia Mortgage to process over $10 billion in funded loans and is now available to mortgage bankers, regional and community banks, credit unions, and other mortgage lenders. Mortgage VCO’s suite of solutions includes cloud-delivered virtual desktops, sophisticated loan origination and processing software, paperless document storage, digital signature technology, IP telephony, and mortgage-specific consulting and IT services. As a virtual, cloud-based office solution, Mortgage VCO drastically reduces lenders’ IT costs so they can focus on what matters: closing more loans in less time. It also removes all geographical boundaries from a lender’s hiring criteria and integrates all communications among all parties – including emails and phone calls – into the mortgage production process, enabling ultimate transparency and accountability within a lender’s operations. Lenders simply need a high-speed Internet connection to run Mortgage VCO.

“The enormity of the changes sweeping through the mortgage industry is having a fundamental effect on how lenders do business,” said Richard Johnston, president of Acris Technology. “If there was ever a time to reinvent the mortgage office, this is it. For the first time, lenders can have one office solution that does everything they need it to do and more – including a completely integrated communications platform that provides total control over leads and call campaigns, and the ability to run an entirely paperless operation. Simply put, Mortgage VCO makes lenders’ lives easier and more productive.”

The Mortgage VCO suite begins with the VCO Desk platform, which delivers a Windows desktop environment to any computer, laptop, thin client, iPad or tablet PC with a high-speed Internet connection. VCO Desk also includes the Microsoft Office® suite and MS Exchange® Server. Any third-party or proprietary software can also be hosted and delivered through VCO Desk’s secure Citrix® environment. Each of the five separate components described below can be added individually or together as part of the integrated suite:

VCO Lend – Loan origination and processing software that lets lenders enjoy increased productivity from their sales and processing teams, get real-time visibility into their operations and staff, reduce errors and ensure complete, compliant loan files. Designed for a compliance-driven marketplace, VCO Lend features highly-advanced task parsing and file queuing technology, custom rules-based workflow management, real-time performance reporting, incentive-based compensation, lead tracking and distribution, and comprehensive secondary marketing tools. VCO Lend allows multiple people to collaborate on the same file at the same time, improving turn times from application to funding. VCO Lend is packed with features yet can be fully customizable to a lender’s unique business needs.

VCO File – An easy-to-use paperless document management and hosted storage solution that integrates seamlessly with VCO Lend and other loan origination systems, VCO File saves time, money, and eliminates the need for on-site servers and file cabinets, enabling instantly-searchable digital file sharing anywhere, anytime.

VCO Sign – A digital electronic signature tool that uses public key encryption to ensure security, turbo-charging a lender’s pre-disclosure and document signing processes.

VCO Link – Provides seamless integration links with a variety of title, escrow, flood, credit, appraisal management, compliance and other settlement service providers – plus the ability to integrate with most pricing or automated underwriting engines.

VCO Voice – Based on IP-PBX technology, VCO Voice integrates call center phone service capabilities into the mortgage production process, with features such as a CRM-driven dialer that provides click-to-dial capabilities directly from a borrower’s file and the ability to have a borrower’s loan file appear on the loan officer’s screen when the borrower calls. Integrated call reporting ensures company-wide accountability and performance monitoring.

Mortgage VCO also provides a full range of integrated IT, technology and managed services, infrastructure support, customer training, and software customization, all tailored specifically to mortgage lenders. Mortgage VCO was originally developed by Millennia Mortgage, which has been processing loans in a paper-free environment since 2003. Acris Technology was founded to market the continually-developing proprietary software technology to the industry.

“It’s important to understand that while Mortgage VCO is new to the market commercially, it is a tried and proven platform that benefited from full-time developers and mortgage banking professionals, working side-by-side for many years – with innovation and process improvement as two of our primary core values,” said Martin Williams, CEO of Acris Technology. “We believe it’s the ultimate complete office solution for mortgage lenders that want to minimize overhead costs and IT complexity, increase efficiency and improve business processes.”

For more on the Mortgage VCO story, visit

About Acris Technology
Founded in 2005 and headquartered in Laguna Hills, California, Acris Technology is a technology provider offering custom software development and a full range of IT services and infrastructure support. Its flagship product, Mortgage VCO, is a virtual corporate office solution that provides all the necessary software and tools to run a completely paperless, cloud-based mortgage office, enabling clients to realize increased productivity, shorter loan life cycle times and reduced expenses. The virtual suite includes loan origination and processing software, paperless electronic document management (EDM), digital e-signature tools, IP telephony, virtual desktops with Microsoft Office® and Outlook®, plus software customization and development services, IT, telephony and Citrix® virtual office consulting. For more information, visit

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New Interactive Website Launched, Branding & Collateral Developed for First Release Homes

thewarren_dropshadowFireworx Digital launched a new website, along with branding and marketing collateral development for client First Release Homes, a new home marketing company and listing provider located in San Francisco, CA.

The project,, is a trendy new $40 Million condo building in predevelopment located in midtown Sacramento. Fireworx Digital provided the project’s brand development, project site signage, marketing flyers, postcard mailers, and email designs, as well as the design and development of the website itself, which includes 3D virtual tours and interactive floor plans, developed in conjunction with Focus 360, a leading provider of 3D architectural animation services, also located in Laguna Niguel.

First Release Homes’ goal is to provide ‘next generation sales technology’ and virtual reservation services (VRS™) to pre-sell new homes and condos online at a fraction of the cost of traditional sales and marketing methods, through a combination of Focus 360’s robust digital animation, real time unit availability, and First Release Homes’ online auction technologies, being developed by Fireworx Digital.

thewarren_floorplateThe new site allows a visitor to get information about the project, fill out an advance interest form, watch a 3D virtual tour of the building, and view each unit’s floor plan through an online interactive interface. The visitor can experience the views from each unit’s approximate location in the building, and view a 3D virtual unit tour, all within the same interface. They can then interact with a salesperson through a chat button and even reserve their preferred unit by pressing the reserve button, filling out the form, selecting a face to face appointment date, and downloading their reservation certificate to bring to the appointment, all without leaving the screen. The location section includes a Google map, transportation information, and a compelling video portraying life in Sacramento.

Fireworx Digital’s close working relationship with Focus 360 is what makes this type of project possible, integrating best practices across a wide range of disciplines, from design, to technology, to digital marketing.

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