Mixtape Club and Google Creative Lab celebrate Android’s whimsical world in a new multi-platform animated campaign.
New York, NY -- Integrated production and animation studio Mixtape Club recently partnered with Google Creative Lab to help produce a multi-platform campaign for the Android mobile operating system. From broadcast and web to out-of-home executions, the campaign revolves around an entire world of diverse characters who bring to life the brand’s new tagline, “Be together. Not the same.”
“We worked very closely with the Creative Lab on the exploratory phase of the campaign before they landed on the final direction,” explains Chris Smith, Executive Creative Director/Partner of Mixtape Club. “We collaborated with them to develop the movements and sounds of these characters, and helped evolve the initial idea into the larger campaign”
Mixtape Club created five :30 spots and one :15 for TV, as well as a multi-screen animation for ten digital out-of-home installations on newsstands throughout Manhattan. The effort was a welcome opportunity for Mixtape Club to not only continue its longstanding relationship with the Creative Lab, but also to utilize its complete in-house creative pipeline. Mixtape Club worked side by side with Creative Lab on many phases of the campaign, from early concept development and character animation to music and sound design. Mixtape Club teamed up with its integrated partner, Huma-Huma, for all things sound and music, including the music that plays during the title card sequence at the end of the spots.
“What we loved about this project was collaboratively building such a cohesive campaign from the ground up, working closely with Google Creative Lab and their creative partners,” says Smith, who is also a Composer/Partner at Huma-Huma. “It was rewarding to help build the ‘rules’ of this world. Rather than taking an exaggerated and cartoon-like direction, we landed on realistic sound environments and character movements to contrast the hilariously stylized characters.”
Always looking at the creation process as an opportunity to experiment and innovate, Smith says the Android campaign is a great example of what Mixtape Club’s all-inclusive creative hub can achieve.
“Our entire studio is designed around this concept of A-to-Z filmmaking, and this campaign really allowed us to tap into all of our strengths,” concludes Smith. “Working with Google Creative Lab truly felt like a team effort versus a client session.”
Source: Mixtape Club
Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.
