Tech
Tech Company Builds its Brand through Sci-Fi Film Competition
This year’s Sci-Tech Film Challenge runs September 20–22. Registration is open until September 6.
What does a global cloud infrastructure provider have in common with science fiction filmmakers? The uninspired may say, “nothing.” But those with an eye toward creative marketing, unique brand-building and innovative partnerships will understand right away that companies seeking new ways of reaching customers are willing to try different approaches. That’s why tech industry leader OVHcloud has partnered with Atlanta Sci-Fi Film Festival to sponsor its 48-Hour Sci-Tech Film Challenge.
Billed as “the free-style rap battle of filmmaking,” this competition is one of the most unique 48-hour film challenges in the world, according to Amanda Ray, founder and CEO of the Multicultural Sci-fi Organization (MCSFO) and organizer of the festival.
Press materials for the contest explain that participants have 48 hours to create a sci-fi short film from start to finish, incorporating cutting-edge technology into creative storytelling.
Tech company partnerships
The festival plans to partner with different tech companies for each year’s challenge in order to support evolving technologies. For two years in a row, OVHcloud has fulfilled that role. Similar to the way innovative tech has been introduced in shows like “Star Trek” over the years, the 48-Hour Sci-Tech Film Challenge enables festival partners to see how their products or services might be integrated into a narrative. This collaboration gives filmmakers experience working with brands in a legal, responsible and respectful manner while still being creative, according to the news release.
Registration is open through September 6 at filmfreeway.com. The competition begins at 7:00 p.m. on Friday, September 20 and filmmakers have until 7 p.m. on Sunday, September 22 to write, shoot, edit and upload their completed film. Films will be judged according to categories such as: Adherence and Best Use of Required Element, Artistic Merit and Technical Achievement according to the release.
There will be a live screening of the finalists’ films during the sci-fi festival, held October 4 to October 6 in Peachtree Corners, with winners announced at the awards ceremony.
From Wu-Tang to AOL to OVHcloud
Sherin Baday, senior director of marketing for OVHcloud, has an extensive history of working with a diverse roster of companies.
“I worked in New York in the music industry for 10 years in marketing, management, promotions, all types of duties around the spectrum, working with a couple of record companies. Then from there, I moved to America Online,” she said.
One of her most noteworthy clients was rap/hip-hop pioneers Wu-Tang Clan.
“That was the hardest transition I think anyone can have culturally. And then from there, it was a string of SaaS companies,” she said. “It wasn’t as sexy as the music industry. … My first job after Wu-Tang I worked at a fixed asset software company.”
Even though it didn’t present the same excitement as working with performers such as Ghostface Killah, Ol’ Dirty Bastard and Method Man, Baday applied some of the same principles of branding she learned back in the late 90s.
“Regardless of the product, it needs a face. It needs that human element, a recording artist, a musician, a film — that’s all a product,” she said.
Unique brand building
In the same way that artists must connect to fans, a fixed asset company needs a way for potential customers to identify with it.
“How do I bring a personality into this product and let people relate to it or find it endearing, or be able to say, ‘Oh, I remember them because of this video that they did about this little mascot that caught my eye,’” she said. “I was always trying to think of ways to humanize it and that’s what I’ve been doing across all these SaaS companies.”
Baday came to OVHcloud when it opened its U.S. office nearly seven years ago.
“We’re in a field where the hyper scalers are huge,” she said. “We have AWS in our backyard here in Herndon. Google is here, so we’re not trying to really compete with them on paper — we know our space. We’re trying to build a name for ourselves, build some awareness and find our own group of customers.”
But building a brand isn’t an overnight thing, she admitted.
“I think working with people like Amanda [Ray of Atlanta Sci-Fi Film Festival] and programs like this help with the memory recall,” she said. “Because you remember programs like this instead of an ad or a website or an email that you get from a company you don’t know or that you’ve never heard of.”
So Baday is looking for different ways to build awareness.
“Whether it’s supporting a Formula One team or an English soccer club, how can we stick out and really get people to know who OVHcloud is and that we are a human company?” she said.
Measuring success
Baday didn’t seek out the partnership with the film festival. She and Ray met at an OVHcloud event.
“I met Amanda, heard about her program, what she was doing, what her plans were, what her vision was for the next five, 10, 15 years and I thought, ‘This is exciting!’” she said. “This is a group of innovators trying to break into the film industry and create these sci-fi films.”
Baday thought about the OVHcloud motto, “innovation for freedom” and realized that building new technology to help its customers fit perfectly with the vision of new technology that could be presented in science fiction films.
“A lot of these tech companies just try to target other tech companies right now, but everyone needs technology — the music industry, the arts industry, literature — they all need to put their films somewhere. They all need to back up their music,” she said. “So, when I spoke with Amanda, I realized … [the short film competition] could give us a face to show that we’re all about technology and improving people’s lives with it.”
OVHcloud is donating technology for the challenge and at the same time it’s building awareness about who the company is. The filmmakers get a demo of sorts of the technology that will keep their creative works safe.
Last year’s winner went beyond simple product placement to show how a service like OVHcloud fits with future tech. We won’t give away the plot, but those who are curious can check out the three-minute video online.
Beyond the traditional RoI model
At this early stage in the partnership, OVHcloud isn’t looking for a dollar-for-dollar return. It’s much more subtle than that.
“You don’t really realize the impact of a partnership or sponsorship like this until someone from a newspaper reaches out saying, ‘I want to do an interview because I think this is amazing,’” she said.
Of course, her bosses are looking to add to the bottom line.
“They’re like, ‘Well, what do we get from this? Did we get any sales? How many people came up and said they’re going to buy a server from us?’” she said. “To me, it’s not about that. It’s about building the awareness and partnering with this film community and growing our name as a supporter of the arts. And that’s a whole different level of return I can’t show, but I think it’s important when we do get interview requests or as the media grows around it.”
Right now, she’s asking her superiors to be patient. “I would say it’s going to all be worth it in the end.”
The Atlanta Sci-Fi Film Festival takes place October 4-6 and is FREE with advance registration. Visit atlantascififilmfestival.com for more information.
How NetPlanner Systems powers businesses with tech-forward services and solutions
Anyone who’s been in business for more than a decade — maybe even less than that — can attest to the changes one must make to stay relevant. Such is the case with NetPlanner Systems.
During a discussion recently with Southwest Gwinnett magazine, CEO Clint Bridges explained that NetPlanner was an outgrowth of another company he started in 1983, initially in Mableton and later moved to the Peachtree Corners/Norcross area in 1985.
The first company manufactured printer and modem cables, which were in high demand during the early personal computer market boom. The company transitioned from manufacturing to providing networking services in 1987 due to the shift in the market and the desire to stay in a service-oriented business.
“Those cable assemblies sold for higher margins in the early days of the PC market. Rapidly, a lot of that manufacturing went offshore, and the margins went down, and a number of my competitors decided just to become brokers in that field,” said Bridges. “I didn’t really want to become a broker. I am very technical, very hands on, and so I sold that first business in 1986.”
Services and market reach
The contacts and trust he’d built with customers prompted him to go another route.
“Local area networking was starting to come into the marketplace, and so instead of manufacturing cable assemblies, we started to do networking, which involves putting network cabling and related hardware into commercial buildings,” he said.
NetPlanner built some of the earliest networks in the area.
“This was back in the days before there were any standards for this,” Bridges added.
Today NetPlanner provides complete design services, installation and ongoing maintenance of all communication systems in commercial buildings, focusing primarily on hardware. The company also runs a network services division that offers help desk support for small businesses without their own IT departments.
“That’s what really caused NetPlanner to be formed in 1987 — the desire to be in a service business and to provide a service that was still working with the same sorts of clientele in the computer marketplace,” he said.
NetPlanner works with a variety of commercial enterprises, as well as K-12 schools, colleges, universities and large hospital systems.
“Everything that wasn’t on the IP network in a commercial building before 1990 started to fall onto the IP network,” said Bridges. “Things that we never anticipated, including telephone systems, which were totally separate back in the 1980s, now all operate over IP-based systems.”
In addition, things like security and access control, video surveillance and similar systems all work on IP networks.
“So as time has gone on, NetPlanner has received requests from our customers to install these other systems, and we’ve embraced the other technologies that are now a part of almost all commercial buildings,” he added.
The company is now expanding its services to include nurse call services for hospitals — one of the newer markets for NetPlanner.
Security and access control systems
With ever-changing business technology needs, NetPlanner successfully keeps current with trends. With heightened security concerns everywhere, the company installs biometric readers and smart camera systems for access control.
“We provide a wide variety of smart camera systems, where they can do recognition, license plate recognition, facial recognition — all those kinds of intelligent systems for commercial spaces,” he said.
Building relationships with a wide variety of manufacturers who provide different types of software systems is how NetPlanner meets the needs of its clients.
“We work with whatever software system the particular enterprise feels is most appropriate for their needs, depending on whether they want to do license plate recognition or face recognition,” said Bridges. “We do a tremendous amount of security camera work in schools all over the southeast. And that is becoming more top of mind in school systems now.”
But there’s more. NetPlanner also provides distributed antenna systems (DAS) to improve cell phone coverage in commercial spaces.
“Cell carriers are concerned about not just signal strength, but also channel capacity — the ability to have a much larger number of users that might be around a particular cell tower at any given point in time,” said Bridges.
When installing a DAS, NetPlanner’s proficiency in coordinating with the carriers ensures compliance with carrier requirements and optimizes signal strength and coverage throughout the building.
Evolution of the technology-driven company
Anyone who knows Clint Bridges shouldn’t be surprised that he’s right in the thick of the technology boom. He started his first company at 19 and attended Southern Tech for a while before focusing on entrepreneurship.
“My passion for technology goes back to my earliest years. I’ve been fascinated by electronics and computers since I was very young. And I always had a home laboratory in the basement of the house as I was growing up,” he said. “I knew when I was in high school that I wanted to be an entrepreneur. During my time at Southern Tech, I started my first company and realized that’s what I wanted to do more than be at Southern Tech.”
NetPlanner is not only a local company. It operates fully-staffed branch offices in Augusta, Columbus and Savannah, as well as in Nashville, Tennessee; Raleigh, North Carolina; and Tampa, Florida. It has also provided services in every U.S. state, as well as parts of the Caribbean, Canada, London and Puerto Rico.
“We do projects all over the country, including some that are for companies that need to do national rollouts,” Bridges said. “A lot of our customers want to see the exact same approach used consistently throughout all their facilities across the country. So they’ll look to a company like NetPlanner to go and provide that consistent installation of all their communications technology needs in all their facilities across the country.”
Community commitment
Whether it’s working with manufacturing facilities and distributors, some of the largest big box organizations in the country, small retail businesses or anything in between, NetPlanner never loses sight of the local community.
With a home base in Peachtree Corners, the company has strong community involvement — including adopting a roadway section for clean-up efforts and participating in local chamber of commerce activities. NetPlanner has been active in several community events, such as shoe drives, food drives and charity walks, demonstrating its commitment to giving back.
“Since 2018, we’ve adopted a roadway section in the community through Gwinnett Clean and Beautiful,” said Michelle Bruck, marketing specialist at NetPlanner. “We go out about five times a year, clear debris off of that roadway and just make sure that it’s beautiful and that it’s safer for people who are walking or driving in the area.”
Nationally, NetPlanner participates in Toys for Tots and Walk to End Alzheimer’s.
“Not only [do we give back] in our headquarters location, but all of our branch offices look for ways to help, get involved and support our communities that we’re part of,” Bruck added.
NetPlanner’s marketing efforts include social media, direct marketing and trade shows, with support from Vox-Pop-Uli for branded materials and printed media.
“When we first started using Vox-Pop-Uli, we had just a straightforward vendor relationship, but they very quickly became a partner to us,” said Bridges. “Vox-Pop-Uli has actually set up a company store on our behalf where our employees can purchase branded material, branded clothing, ball caps and those sorts of things. And they also handle printed media — things that we would use at trade shows.”
Looking forward
With technology moving at a warp speed, NetPlanner relies on a lot of repeat business.
“Bandwidth requirements are increasing year after year,” Bridges said. “Fiber optic cabling that we might have installed 10 years ago won’t support the data rates that are needed today, so it needs to be changed out in many cases.”
Many of the customers that he’s been with for several decades use NetPlanner’s services over and over.
“We’ve gone into the same building and re-cabled it over and over again as the different category levels of copper cabling have advanced,” he said. “The demands on fiber are now way beyond what they were even five years ago because the capacity has increased so much.”
And as everyone is embracing artificial intelligence, Bridges said he’s working to keep up.
“Everyone is well aware of what’s happening in the artificial intelligence space. And what’s really amazing to us is the number of new data centers that are being built across the United States by all the major players,” he said. “It’s kind of hard to imagine even being able to keep up with all that. We do a lot of data center work ourselves, and are trying to engage with more of our customers to help build some of these newer data centers.”
He added that the artificial intelligence boom is causing so much additional strain on the network infrastructure across the country, there are concerns about how it’s all going to be powered.
“I think everyone’s concerned,” he said. “Everyone that’s involved in this is wondering how we’re going to meet the bandwidth demands, the capacity demands, the power demands to make all this work.”
Staying ahead of the curve
With decades of experience, Bridges offers advice for all types of businesses starting out — put technology needs into your business model early on.
“The companies that struggle the most with technology are the ones that wait until after everything with the building is developed and completely built before they realize that they need Wi-Fi or some other network installation done,” he said. “It’s just a much more efficient process if we’re involved as early as possible to help design the network, along with the building structure itself.”
He also emphasized the importance of staying ahead of technological advancements to avoid falling behind.
“As fast as technology moves, if you get behind the power curve, it’s really hard to catch up,” he added.
The Local Thread: This business profile series is proudly supported by Vox-Pop-Uli, championing local stories and the communities we serve.
Peachtree Corners marks May Mobility’s third driverless operation in the US and first commercial driver-out deployment
May Mobility, a leading autonomous vehicle (AV) technology company, recently announced the launch of its first commercial driver-out autonomous transportation service in the City of Peachtree Corners.
The company has transitioned its Peachtree Corners service to driverless operations, marking May Mobility’s third driverless deployment in the United States, following successful demonstration deployments in Sun City, Arizona and Ann Arbor, Michigan.
In partnership with Curiosity Lab, T-Mobile and the City of Peachtree Corners, May Mobility has been offering public rides in its autonomous Toyota Sienna Autono-MaaS (mobility-as-a-service) to visitors of Peachtree Corner’s Curiosity Lab — one of the country’s first smart city environments powered by real-world connected infrastructure and T-Mobile’s 5G — since September 2024 with safety drivers in place.
Now passengers will be able to ride the service without anyone behind the wheel. The service zone includes eight pre-determined stops along Technology Parkway at popular destinations such as hotels, restaurants, retail shops, office spaces, the Innovation Center at Curiosity Lab and Peachtree Corners City Hall.
“Peachtree Corners will be our third driverless operation, and we are excited to debut our first publicly available driverless service in the City of Peachtree Corners,” said Edwin Olson, CEO and founder of May Mobility. “This launch reinforces the importance of working with cities and communities everywhere to solve real transportation challenges.”
About the vehicles
May Mobility’s vehicles are equipped with its patented Multi-Policy Decision Making (MPDM) technology that leverages in-situ AI reasoning models to continuously learn and adapt to new, complex and even unpredictable driving conditions to create a safer, more comfortable ride.
In doing so, MPDM solves the industry’s biggest challenge — adapting to unexpected, dynamic conditions or “edge cases,” and allows the company to scale quickly and efficiently to new environments.
“Curiosity Lab’s real-world, smart city ecosystem has provided May Mobility with a unique environment to both continue to develop and improve their operations over the past six months, which has only further prepared the May Mobility team for its third driver-out operation and first commercial operation in the U.S.,” said Brian Johnson, Peachtree Corners city manager.
“T-Mobile’s 5G is a key staple of our ecosystem and the driver-out transition, as it provides May Mobility with low latency, high bandwidth connectivity for a smoother rider experience and enhanced safety operations.”
“This will continue to be important as we work toward expanding the route towards Town Center to provide additional means of transportation for city residents and visitors,” he continued. “It is incredible to see how the May Mobility team has been able to achieve driver-out operations within six months of the initial launch in our city, and we look forward to having our residents and visitors experience it for themselves.”
The details
May Mobility’s driverless operations in Peachtree Corners are open to the public Monday through Friday from 9:30 a.m. to 3 p.m., with each vehicle accommodating up to five passengers at a time.
Riders will be able to easily book trips to any of the service’s eight stops on-demand through the May Mobility app, powered by transit tech company Via, available in the App Store and Google Play. The app guides users on how to book a ride and access the vehicle, answers questions and more.
May Mobility is working with the City of Peachtree Corners on future expansions and has plans to launch autonomous vehicles in other parts of metro Atlanta in partnership with Lyft later this year.
Additional driverless operations in the U.S. will be announced throughout 2025.
May Mobility extended its leading portfolio of AV use cases with its recent announcement at CES 2025 of a partnership with Tecnobus, an established European electric minibus manufacturer, to introduce a new AV minibus platform able to seat up to 30 passengers, including wheelchair accessibility.
For more information about May Mobility, visit maymobility.com.
For more about the City of Peachtree Corners and Curiosity Lab, visit cityofpeachtreecornersga.gov and curiositylabptc.com.
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