ROME: "WebGL: The Technology Behind '3 Dreams of Black'" for Google

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ROME: "WebGL: The Technology Behind '3 Dreams of Black'"

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Industry Internet, Business equipment & services
Media Film, Digital, Interactive & Mobile
Market Sweden
Released May 2011

Awards

One Show 2012
One Show Interactive Interactive Advertising / Other Interactive Media - Single Gold
One Show Interactive Online Films & Video / Music Videos Merit

Credits & Description

Advertiser GOOGLE
Product WEBGL
Entrant NORTH KINGDOM Skelleftea, SWEDEN
Type of Entry: Craft
Category: Animation
Title: ROME 3 DREAMS OF BLACK
Advertiser/Client: GOOGLE
Product/Service: WEBGL
Entrant Company: NORTH KINGDOM Skelleftea, SWEDEN
Advertising/Web Design Agency: NORTH KINGDOM Skelleftea, SWEDEN
2nd Advertising/Web Design Agency: GOOGLE CREATIVE LAB New York, USA
3rd Advertising/Web Design Agency: MIRADA Los Angeles, USA
CREATIVE CREDITS
Name Company Position
Chris Milk Chris Milk
Mr.Doob Mr.Doob Technical Director
EMI Music
Brief Explanation
Written/Directed by Chris Milk, “ROME - 3 Dreams of Black" is the first WebGL film ever created. It is a lucid dream-like narrative for Danger Mouse and Daniele Luppi's album ROME, using WebGL to weave film with 2D-cell and 3D interactive animation, while showcasing the power of modern browsers such as Google Chrome. This interactive music video has been set to the song 'Black' sung on the ROME album by Norah Jones. ROME got 2M page views within first week and 60% of our visitors used Google Chrome. The Wall Street Journal praised a project that "reinvents the music video".