SYDNEY - Working with Google Play, M&C Saatchi Sydney has released a music video in an intriguing online format that invites the user to experience a story through the six facets of a cube.
The video, for an electronic dance duo known as The Presets, plays in 'the Cube', an "experimental storytelling format" developed by Google Play in Sydney (explore it below or full screen here, but only if you are using the latest version of Google Chrome or an Android device).
The format presents six audio/video streams on the six faces of a cube. As the user rotates the cube in three dimensions, the audio streams mix and transition smoothly according to which face is most in view. There's also an option to view and hear all six streams at once.
The gadget uses WebGL and HTML5. The campaign, which debuts The Presets’ new track “No Fun”, will roll out online with rich banners that feature an interactive Cube ad.
“It’s not until you truly interact with It that the Cube’s brilliance comes to life," said Ben Cooper, M&C Saatchi group innovation director.
Barnaby Roper (David Bowie, Kanye West, Banks) and Black Dog Films directed and produced the video. The track is available exclusively on Google Play for the next 24 hours.
Client: Google Australia
Creative Agency: M&C Saatchi/LIDA
Web Development: Potato
Film: Black Dog Films
Media Agency: PHD Australia
Universal Music/Modular Records
‘No Fun’ was written and produced by Julian Hamilton and Kim Moyes in Sydney’s inner west
Update, 4 July: We have adjusted the headline of this article, removing the word "debut" because the Cube actually made its debut as part of a Sydney Design Show in June. Thanks to Matt Porter of M&C Saatchi for getting in touch with the clarification.