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Project:

Google Cloud 'March Madness'

Type:

Recent, Animation, Live Action

When the folks at Eleven Inc. came to us with the opportunity to collaborate on the design and storytelling campaign for Google’s latest technological innovation, we put on our headbands, pulled up our socks and we went hard in the paint. This is March Madness babayyy!

The execution of this campaign required a comprehensive approach in design. The team was tasked with the challenge of adapting quickly and tackling a range of design styles as concepts continued to develop. Knowing that mixed-media and creative thinking are our strong suits, we tapped into every brain cell available to create exciting bursts of visuals whose styles ranged from quirky animation to polished CG and clever live-action. All of this needed to come together, coalescing into fun and engaging moments that proved the tech in a fun way. With less control over exactly which shots were chosen to air, we needed to ensure our toolkit of design was stylistically balanced, and would always capture the mixed-media essence of the Google style.

Credits

Production Company: Scholar
Directors: William Campbell & Chris Finn
Executive Producer: Jo Arghiris
Head of Production: Tyler Locke
Line Producer: Richard Kaylor
DP: Tom Banks
Design & Animation: Scholar
Creative Director: William Campbell
Executive Producer: Jo Arghiris
Head of Production: Tyler Locke
Art Director: Chris Finn
CG Supervisor: Tim Hayward
Technical Director: Matt Lavoy
Sr Producer: Nikki Ferrara
Designers: Cristina Barna, Ana Chang, Cam Floyd, Macauley Johnson, Jina Kwon, Christina Liang, JP Rooney, Hana Eunjin Yean, Brad Arnold, Naomi Bensen, Gautam Dutta, Nick Iluzada, Sam Kim, Anthony Maiuri, Angie Son, Logan Sprangers, Javier Tommasi, Vincent Wang
2D Animators: Kenny Kerut, Vin Kim, Michael Tavarez, Sam Bachman, Jeffrey Jeong, Peter Lee, Wu Hyun Lew, Henry Pak, Andrew Tan
Cel Animators: Tristan Balos, Regis Camaro, Lyuben Dimitrov, Matt Everton, Taik Lee, Sarita Nevarez
Model/Texture Artists: Allan Bernardo, Jacques Clement, Travis Mangaoang, Jessica Ramirez
3D Animators: Josh Kalinowski, Evan Mayfield, James Lane
3D Generalists: Carl Bogan, Clint Chang, Kevin Ferrara, Ryan Kaplan, Herman Kim, Mike Ko, Kevin Kolodinsky, , Andrew Ortiz, Mike Papagni, Patrick Warner, Kim Zhu
Nuke Compositors: Rachel Choi, Ryan Kaplan, Kevin Njoo, Chris Russo
Dynamics/FX: Yates Holley, Mohammad Adnan Hussain
Flame Artists: Karen Heston, Jameson DeSantis, Federico Saccone
Storyboards: Bryan Deloach
Additional CG: Léon Studios
CG Artist: Javier Léon
Rotoscoping: Rotomakers
Toolkit Developer: Zack Lovatt
Editorial: Scholar
Editors: Jason Webb, Miki Gilmour, Brenden Mendez
Mix & Sound Design Company: Lime Studios
Mix & Sound Designers: Michael Anastasi, Jeff Malen
Client: Google Cloud
Agency: Eleven Inc.

Toolkit

We developed a toolkit to work in tandem with Cloneless technology in order to create responsive live ads that adapt in real-time to reflect the statistics and outcomes of the NCAA Basketball Tournament.verted-space"> Our achievement was a living, breathing commercial, capable of producing thousands of iterations to account for any number of possibilities.

Knowing that mixed-media and creative thinking are our strong suits, we tapped into every brain cell available to create exciting bursts of visuals whose styles ranged from quirky animation to polished CG and clever live-action.

The Tech Behind the Madness

Before we handed off our assets to grow into full-blown spots, we developed a visual toolkit to work in tandem with the technology of data analytics in order to create a collection of responsive live ads that adapt in real-time to reflect the statistics and outcomes of March Madness. As the tournament went on, the stats became more accurate and the machine learning technology used our concepts, animations and clever stories to create a living, breathing commercial, capable of producing thousands of iterations to account for any number of possibilities.

This new technology reinvents data access via the Google Cloud interface, allowing users to distill massive amounts of information into relevant, usable results in real time. It also needed to look good, which is where we came in. Our toolkit meant that even though the quirky vignettes were developed ahead of time there was always a hint of real time polish. Every little detail came from the games themselves, so fasten your couch seat belts and prepare for the ride. This new data-driven approach may just revolutionize the world of state as we know it.