M&C Saatchi’s Google Play campaign launches The Presets’ new single on Google’s Cube
The newest single from electronic dance duo The Presets has been released along with a special music video made for the Cube, an experimental platform for interactive storytelling developed by Google’s Creative Lab in Sydney.
The track launches in a campaign created for Google Play by M&C Saatchi (Sydney), with web development done by Potato (London).
Utilising WebGL and HTML5 technologies, the Cube creates a viewing experience which allows the user to explore six unique audio-video streams across six sides.
Viewers are able to toggle between the related stories playing out on any one of the six sides or multiple sides simultaneously depending on how they rotate the floating Cube.
The campaign, debuting The Presets’ new track “No Fun” will roll out online with rich banners that feature an interactive Cube ad, built using Doubleclick Studio and HTML5.
The music video was directed and produced by Barnaby Roper (David Bowie, Kanye West, Banks) and Black Dog Films.
Each of the Cube’s six sides will stream a different audio and video iteration of the track to showcase its ability to re-imagine video.
Or, as Google puts it in a blog post: “it wraps synth-bass, trance melody, and bold sounds around the six sides of the cube in an awesome and mind-bending way.”
M&C Saatchi Group innovation director Ben Cooper urges anyone to have a go.
Says Cooper: “It’s not until you truly interact with It that the Cube’s brilliance comes to life. Seamlessly switching between sides gives each user a truly unique experience.”
Says Tom Uglow, Google Lab creative director: “Music videos have long been a creative canvas for awesome directors and forward-thinking artists.
“It’s a thrill to team up with The Presets on what we think might be the world’s first six-sided music video, using our new experimental storytelling platform, the Cube.”
It’s easily embeddable too – users can just hit the share button to embed on their own blog or website #nofun.
No Fun is available exclusively on Google Play for the next 24 hours.
Client: Google Australia
Creative Agency: M&C Saatchi/LIDA
Web Development: Potato
Film: Black Dog Films
Media Agency: PHD Australia
Universal Music/Modular Records
‘No Fun’ was written and produced by Julian Hamilton and Kim Moyes in Sydney’s inner west
8 Comments
That’s really quite fucking cool. Fun to play with, big ups M&C, Google, Potato, Black Dog etc
er what part of this did M&C do?
Yes its cool, but do i want to hear the track without the parts meant to be there?!
I reckon this is pretty bloody cool. Nice one M&C. Again.
when M&C had another Agency do the dev work for the Lego job. right?
Exactly like the ‘The Cube’ at Semi-Permanent in May this year.
https://www.semipermanent.com/attraction/21
http://www.wired.com/2014/06/google-cube-player/
Good work M&C Saatchi.
Original.
So exactly like the Jay Z x Samsung release last year? Except much less exciting?
Because ‘cube’ is a creative idea, my mum told me.
@It’s just like…
That comment is monumentally stupid. Every decent agency uses external suppliers when it makes sense, particularly on big digi jobs. Clems worked with Tool for the Remote Control Tourist, DDB outsourced Track My Macca’s, and that’s just two examples. Bagging an agency for being smart about delivering a project kind of demonstrates that you’re pretty naive. If I was a client of yours, I’d get pretty frustrated pretty fast if you tried to do everything in-house. Or I’d know you had limited ambition.
Also @Looks familiar… that’s an amazing piece of detective work, to discover that Google launched a cube then worked with their agency to deliver a consumer-facing project with that technology. You should be on CSI.