Google Cloud
'March Madness'
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.
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Production Company Directors Executive Producer Head of Production Line Producer Director of Photography
Design & Animation Creative Director Executive Producer Head of Production Art Director CG Supervisor Technical Director Senior Producer Designers 2D Animators Cel Animators Model/Texture Artists |
3D Animators 3D Generalists Nuke Compositors Dynamics/FX Flame Artists Storyboards
Additional CG CG Artist
Rotoscoping Toolkit Developer
Editorial Editors
Mix & Sound Design Company Mix & Sound Designers
Client Agency |
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.
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