Green Works Digital Introducing Dolphin Translator from Critical Mass and Green Works by 21 St Films, Critical Mass

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Introducing Dolphin Translator from Critical Mass and Green Works

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Industry Cleaning Products, Detergents & Wood protectors
Media Digital, Interactive & Mobile
Market United States
Agency 21 St Films
Agency Critical Mass
Released June 2013

Credits & Description

The idea is centered around the company’s theme: ‘You don’t have to be lost in translation to be green”. It’s a mantra that green should be for all and the latest initiative in the brand re-launch strategy recently covered by [ The New York Times](http://www.nytimes.com/2013/04/22/business/media/cloroxs-green-works-aims-to-get-out-of-the-niche.html?_r=1&)).
To create Dolphin Translator as a rich-video experience, Critical Mass combined a bit of creative technology and detailed filming techniques (hours of footage of live dolphins!). Critical Mass was able to pull this off in HTML5 to provide an equally dynamic experience whether on desktop browsers or iOS devices.
Client: The Clorox Company
Agency: Critical Mass
Jared Folkmann – Planning Director
Christiaan Welzel – Associate Creative Director
Ashli Worden – Account Director
Andrew Lavery – Sr Art Director
Scott Malo – Sr Motion Designer
Nik Mihaylov – Sr Designer 
Alan Obando – Motion Designer
Kathryn Whiteside – Sr Designer
Stefan Smith – Copywriter
Grace McCalmon – Copywriter 
Scott Goetz – Developer 
Scott Ingalls – Technology Director
Tamer Elgamal – Technology Lead
Warren Fallwell – Experience Architect 
Amanda Burgess – Project Manager
Thierry Marques – Program Director
Production Company: 21 St Films
Additional Production: The Hangar Interactive