| Title | PLAYING WITH FIRE |
| Brand | GOOGLE AUSTRALIA |
| Product / Service | GOOGLE PLAY |
| Category | E03. Innovative Use of Technology |
| Entrant | R/GA SYDNEY, AUSTRALIA |
| Idea Creation | R/GA SYDNEY, AUSTRALIA |
| PR | POEM GROUP Sydney, AUSTRALIA |
| Production | R/GA SYDNEY, AUSTRALIA |
| Production 2 | 85P Sydney, AUSTRALIA |
| Production 3 | METHOD STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Hamish Stewart | R/GA Sydney | Executive Creative Director |
| Gavin McLeod | R/GA Sydney | Executive Creative Director |
| AJ Musial | R/GA Sydney | Creative Director |
| Xuan Pham | R/GA Sydney | Art Director |
| Ben Spooner | R/GA Sydney | Design Director |
| Kate Harrison | R/GA Sydney | Designer |
| Shruti Rai | R/GA Sydney | Senior Experience Designer |
| Blake Kus | R/GA Sydney | Associate Technology Director |
| Aaron George | R/GA Sydney | Software Engineer |
| Miles Disch | R/GA Sydney | Associate Software Engineer |
| Kate Allan | R/GA Sydney | Copywriter |
| Justine Cusack | R/GA Sydney | Social Stategist |
| Alex Weetch | R/GA Sydney | Senior Strategist |
| Cory Nicely | R/GA Sydney | Marketing Sciences Manager |
| Margo Lowry | R/GA Sydney | Content Producer |
| Julia Rush | R/GA Sydney | Producer |
| Natalie Brend | R/GA Sydney | Senior Account Director |
| Alex Cerbelli | R/GA Sydney | Executive Producer |
| Jeff Donios | R/GA Sydney | Senior Technology Director |
| Gertjan Leppers | R/GA Sydney | Executive Production Director |
To launch Elizabeth Rose’s new single, ‘Playing With Fire’ and drive music fans to Google Play, we used the chorus as inspiration: “You know you play with my emotions / But you know I’m stronger / I said, “Don’t fuck up again, you’re playing with fire.” The idea: a game-like interactive music video that let you play with her emotions. You could mess with her head, make her cry, spin her out of control, ignite her anger, and more. Nine interactions, nine ways to play with her emotions. At the end of the experience, users could listen to the full album for free with a Google Play Music trial.
Playing With Fire is a track from Elizabeth Rose’s debut album, INTRA. It’s about giving a dysfunctional lover one last chance. So the idea was an interactive music video for mobile, which literally allowed the user to play with her emotions. The experience is unique in that we effectively created multiple video layers to enable interaction, from foreground elements, to her performance layer, to the background animations. It combines game mechanics with a range of technologies, including HTML5 canvas, Web Audio API, physics libraries, real-time video sampling and playback, and a custom algorithm to animate PNG images to achieve video quality playback, creating an experience that works across Android, iOS and desktop. It was supported by a behind-the-scenes video, YouTube TrueView and social posts shared by Elizabeth through her social channels, teasing users to try playing with her emotions.