“So using our internal resources, Matt’s team of writers and voice talent, we put together ‘How to Animate the Sweet J Way,’ a tutorial that teaches users how to physically do stop motion animation. We created an in-browser (the presentation part of it was done in Flash), but in the presentation itself, there’s a demonstration that shows you how to move the puppet, take a picture, etc. and play back the animation.”

“The ‘Animate the Sweet J Way’ activity and tutorial closed the loop of the Screenblast core value proposition. This means that an entry way to Screenblast is to watch something that’s really hilarious, then you can use our tools and guidance to make your own version of it to share with your family and friends. And with us, you would see the piece that we did and one that one of our users did.”

Nathan: Nice promotion.

Mike: “True, but I like to think of it as inspiration. As soon as you can make the thought click in the user's head that they can do it too, then creation becomes a much easier thing. Everybody can create. Not everybody is what we refer to as a big ‘C’ creator, but everybody is capable of creating, especially with today’s technology. But people are often intimidated, thinking that they have to be that big ‘C’ creator. We want to demystify that and to get people to create, share, and express themselves in this digital world.”

Nathan: One last question, where did the name “Sweet J” come from?

Mike: “(Laughs). I don’t have a definitive answer on that. It’s a name brought to the table by Seth Green, who was the Executive Producer of the project, from TV’s Buffy and now Greg the Bunny. The name was based on a t-shirt that Seth wore. I don’t know how often he wore it, but it was enough so that his action figure has the t-shirt on. It’s a picture of a crying baby and underneath the picture is ‘Sweet J.’ It’s very strange.”

Nathan: What does it mean?

Mike: “I don’t know. It’s a mystery. It’s not drug related, we went down that road. But when I asked, Seth very coyly said: ‘Don’t worry about it.’”

Nathan: That sounds a bit like his TV personality.

Mike: "It’s something that we’ll never know. (Laughs)."