Columbia Records Design & Branding LISSIE CUCKOO WEATHER VIDEO by Sony Music Creative Services

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LISSIE CUCKOO WEATHER VIDEO

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Industry Culture, Leisure & Sport, Publishing, streaming & media
Media Design & Branding
Market United Kingdom
Agency Sony Music Creative Services
Creative Director Steve Milbourne, Phil Clandillon
Art Director Ed Butcher
Creative Wilf Eddings, Luke Wicker
Producer Simon Poon Tip
Released August 2010

Credits & Description

Category: Online Digital Design
Advertiser: COLUMBIA RECORDS
Product/Service: INTERACTIVE MUSIC VIDEO
Agency: SONY MUSIC ENTERTAINMENT UK CREATIVE
Date of First Appearance: Aug 1 2010
Entrant Company: SONY MUSIC ENTERTAINMENT UK CREATIVE, London, UNITED KINGDOM
Entry URL: http://www.lissie.com/weather
Creative Director: Phil Clandillon (FOAM / Sony Music Creative)
Creative Director: Steve Milbourne (FOAM / Sony Music Creative)
Creative: Luke Wicker (FOAM / Sony Music Creative)
Creative: Wilf Eddings (FOAM / Sony Music Creative)
Producer: Simon Poon Tip (PTE)
Art Director: Ed Butcher (PTE)
Director of Photography: Dominic Bartels (PTE)
Ryan Boucher: Editor (PTE)
Developer: Omar Malik (Half Cyborg)
Developer: Silke Jahn (Half Cyborg)
Media placement: Interactive Music Video - Website - 1 August 2010

Describe the brief from the client
Our consumer insight work revealed that audiences were really charmed by Lissie once they actually saw her play. Our brief was to find a creative and innovative way to get footage of Lissie performing in front of a potential audience of 25-35 year old men and women.

Describe the challenges and key objectives
We wanted to create a performance that could be personalised, so we decided to see if we could use live data to show Lissie and her band playing in the correct weather conditions, anywhere on the globe.

The idea was to create an interactive application which was simple to use, looked beautiful and showed off the video of Lissie playing in the best possible light.

We wanted to make use of new (optional) location sharing features available in the latest web browsers. We also had to provide a prominent plug for Lissie's album without impinging on the app's usability.

Describe how you arrived at the final design
We wanted a really cinematic feel to the video element so we shot at 16:9 and then letter-boxed the video to an ultra-wide format.

We wanted to show the footage off while also maintaining ease of use on the interactive map side of the application. As a result we went for a clean, fluid layout which expands to the user's screen size and makes the most of available real estate.

Style-wise ended up taking the aesthetic of a Mexican cable TV station, and crossing it with the clean and usable nature of a modern web app.

Give some indication of how successful the outcome was in the market
Lissie was a new artist at the time and so we needed a piece of work which would introduce the audience to her by virtue of being interesting in itself.

The project was newsworthy because it uses live weather data in an unexpected and charming way. The personalised nature of the experience, combined with clean design and well shot video footage meant that we had over 35,000 people interact with the video, a really good result for a brand new artist.