Google Film, Digital Through The Dark [video] 3 by R/GA Sydney

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Through The Dark [video] 3

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Industry Software & Multimedia Productions, SaaS, Against Cancer
Media Film, Digital, Interactive & Mobile
Market Australia
Agency R/GA Sydney
Production Exit Films
Director Mike Daly
Released December 2016

Awards

Ciclope Awards 2017
Digital Craft Interactive Film Gold

Credits & Description

Brand: Google
Production Company: Exit Films
Director: Mike Daly
Advertising Agency: R/Ga
Country: Australia

Website URL: https://throughthedark.withgoo...
Campaign Description:
Google Play Music needed to stand out in Australia’s crowded streaming landscape where there’s little differentiating platforms in the eyes of users. To set them apart, increase brand awareness and position the platform as an innovator, our idea was to create exclusive content that fans would love: an immersive interactive music video.We collaborated with local hip-hop legends Hilltop Hoods. Their track, Through The Dark, is a deeply personal song written by band member Dan Smith (MC Pressure) about his son Liam’s battle with leukemia. Raw and real, the song connected deeply with audiences. Our idea was to bring that to life, translating conflicting emotions into something conveying the sense of a father’s world turned upside down. Users move through simultaneous 3D worlds, The Dark and The Light, by rotating their mobile device and navigating a journey through fear towards hope.
Execution:
When a loved one is fighting for their life, your world is turned upside down, your emotions alternating between fear and hope. It’s this duality that we aimed to capture. Our inspiration was a photo by Marcin Ryczek: a man in black on a white, snowy riverbank feeding white swans on an ink-black river. A stunning contrast between two opposing worlds.We meticulously mapped two complete worlds existing in parallel, The Dark and The Light, to represent the highs and lows of caring for someone who’s battling cancer.We created a black and white identity for our digital illustrations using light poly animation, which we translated from Maya into WebGL for the mobile browser.The result is a personal story transformed into a powerful visual experience: a seamlessly flowing interactive film where users navigate their own path from fear to hope.