Google Play partners with Elizabeth Rose and R/GA to create interactive music video
Google has partnered with emerging artist Elizabeth Rose to create an interactive music video for its entertainment service Google Play.
Created in collaboration with R/GA, the video is for Rose’s new single Playing with Fire featuring Remi, allows fans to influence her emotions by tapping, swiping and tilting their mobile.
https://www.youtube.com/watch?v=Y7ZogEY5LSs
Sophie Hirst, Google Play marketing manager, said in a statement: “Elizabeth has a really strong sense of visual style and it comes through a lot in her music. Adding digital to this felt like a natural fit and we loved the idea of transforming a music video into something that her fans can hold in their hands and interact with.
“It was important for us to co-create this experience with Elizabeth and the whole process was extremely collaborative between Inertia Music, R/GA and Google.”
The interactive video combines a range of technologies including video, physics libraries, animated GIFs and webGL. It was shot in-house by R/GA’s content studio and was directed by creative director AJ Musial.
“The project was a true team effort,” said Hamish Stewart, executive creative director at R/GA.
“We worked closely with Google and Inertia to get under the skin of the song, and when Elizabeth shared what she was trying to convey we thought that literally playing with her emotions would make a really fun interactive idea. Bringing it to life across devices has been a real challenge technically, but also really satisfying.”
The Playing With Fire interactive video is available on mobile, tablet or desktop via www.elizabethrose.com.au/play
Credits:
- Client: Google Australia
- Artist: Elizabeth Rose
- Label: Inertia
- Agency: R/GA Sydney
- Video & Digital Production: R/GA Sydney
- Video Production Partner: 82p
- Post: Method Studios
- Media: Bolster Music
- PR: Poem
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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