Sound of Time, and Michael Neuman, director of Research Studios in San Francisco, have announced the introduction of The Sound of Time. It is a new editing technology linking sound and motion. Brand Jordan will be the first company to use it. The purpose will be the creation and production of commercials for the Jordan runner campaign. Brand Jordan is a division of sports good giant Nike.

The Sound of Time is multimedia system which automatically synchronises moving image with sound. So an infinite number of variations in motion, sound can be created. The concept of editing has been redefined as unrelated audio and visual tracks. can automatically be synchronised. The Sound of Time, using its proprietary Itchy technology gives one options for altering motion pictures with sound and vice versa. The Sound of Time has developed a way of fundamentally connecting audio and visual content for direct communication.

The Jordan ads will implement The Sound of Time creative system to develop a distinctive visual design unlike anything previously seen. Award winning director Brian Beletic will be working with Sound of Time inventors Michael Neuman and Michael Grey to create and produce the ads. Research Studios of San Francisco will do the titles and post-production, for the Jordan spots. It is a global studio providing award-winning and innovative creative visual systems for corporate clients including: Macromedia, The Guardian. Films it has been involved in include the Tom Cruise starrer 'Mission Impossible' and Oscar nominee 'The Insider'.

The new technology will be useful for anyone involved in creating multimedia products be it film, commercials, music videos or even home movies. Conventional editing or creative development software available does not allow you to edit multimedia automatically. The Sound of Time considerably reduces time taken to create multimedia works.