THROUGH THE DARK

Silver Spike

Demo Film

Presentation Image

TitleTHROUGH THE DARK
ClientGOOGLE
Product/ServiceGOOGLE PLAY MUSIC
CategoryA07. Overall Aesthetic Design
EntrantR/GA SYDNEY, AUSTRALIA
Idea Creation R/GA SYDNEY, AUSTRALIA
Media Placement ESSENCE DIGITAL Singapore, SINGAPORE
PR POEM GROUP Sydney, AUSTRALIA
Production R/GA SYDNEY, AUSTRALIA
Production 2 EXIT FILMS Sydney, AUSTRALIA
Production 3 XYZ STUDIOS Melbourne, AUSTRALIA

The Campaign

Google Play Music needed to stand out in Australia’s crowded streaming landscape where there’s little differentiating platforms in the eyes of users. To set them apart, increase brand awareness and position the platform as an innovator, our idea was to create exclusive content that fans would love: an immersive interactive music video. We collaborated with local hip-hop legends Hilltop Hoods. Their track, Through The Dark, is a deeply personal song written by band member Dan Smith (MC Pressure) about his son Liam’s battle with leukemia. Raw and real, the song connected deeply with audiences. Our idea was to bring that to life, translating conflicting emotions into something conveying the sense of a father’s world turned upside down. Users move through simultaneous 3D worlds, The Dark and The Light, by rotating their mobile device and navigating a journey through fear towards hope.

Creative Execution

When a loved one is fighting for their life, your world is turned upside down, your emotions alternating between fear and hope. It’s this duality that we aimed to capture. Our inspiration was a photo by Marcin Ryczek: a man in black on a white, snowy riverbank feeding white swans on an ink-black river. A stunning contrast between two opposing worlds. We meticulously mapped two complete worlds existing in parallel, The Dark and The Light, to represent the highs and lows of caring for someone who’s battling cancer. We created a black and white identity using light poly animation, which we translated from Maya into WebGL for the mobile browser. The result is a personal story transformed into a powerful aesthetic experience: a seamlessly flowing interactive film where users navigate their own path from fear to hope.

Credits

Name Company Position
Hamish Stewart R/GA Sydney EXECUTIVE CREATIVE DIRECTOR
Michael Armstrong R/GA Sydney CREATIVE DIRECTOR
Blake Kus R/GA Sydney ASSOCIATE TECHNOLOGY DIRECTOR
Jess Bateman R/GA Sydney DESIGNER
Shruti Rai R/GA Sydney SENIOR EXPERIENCE DESIGNER
Aaron George R/GA Sydney SOFTWARE ENGINEER
Kate Allan R/GA Sydney COPYWRITER
Justine Cusack R/GA Sydney SOCIAL STRATEGIST
Cory Nicely R/GA Sydney MARKETING SCIENCES MANAGER
Julia Rush R/GA Sydney PRODUCER
Natalie Brend R/GA Sydney SENIOR ACCOUNT DIRECTOR
Jeff Donios R/GA Sydney SENIOR TECHNOLOGY DIRECTOR
Gertjan Leppers R/GA Sydney EXECUTIVE PRODUCTION DIRECTOR
Mike Daly Exit Films DIRECTOR
Kim Wildenburg Exit Films EXECUTIVE PRODUCER
Marco Palmieri XYZ Studios LEAD ANIMATOR
Richard Osellame XYZ Studios SENIOR TD
Stevie Watkins XYZ Studios CG LEAD
Garett Mayow XYZ Studios EXECUTIVE PRODUCER
Eran Hilleli XYZ Studios LEAD DESIGNER
Gina Moore XYZ Studios CG ARTIST
Tim Murphy XYZ Studios CG ARTIST
Heath Pagram XYZ Studios ANIMATOR
Eran Hilleli XYZ Studios ANIMATION DIRECTOR
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