Unthink the things you think are things

 

Google Stadia, the first entrant into the race for cloud gaming dominance, was set to launch in the fall of 2019. Our task was to introduce the world, and a whole bunch of skeptical gamers, to the new kid in town.

Everything about Stadia defies convention, from its console-less-ness to its cutting edge features. With the help of master mind-bender Reggie Watts, we took viewers through a visually stunning journey that entertains and informs by speaking the language of the internet.

After graduating from college, this was the first campaign I ever got to work on, which now seems absolutely crazy. A global campaign, a product launch, and a creative extravaganza all in one, I honed my chops with one incredible campaign.

CDs: Josh Smutko and Raul Montes

ACDs: Ernesto Campabadal and Tiffany Lam

“An eye-popping, mind-melting,
not-so-serious odyssey of Kubrickian proportions.”

— MUSE BY CLIO

Absurdly smart

 

As absurd and wild as the Stadia launch film is, every scene was in place for a reason. The guy who turns into a kayak to take his friends through the magical world of Stadia, shows off how many different screens you can play on. A dog jumping through a wall to “find Stadia” speaks to the platform’s cloud gaming formless-ness. It’s madness, but it’s well planned, strategic madness.

For each of the many product proof points, we made three short form versions that spoke to its benefits. And then each of those versions got translated into a whole bunch of different languages. Out of the eighteen US versions we made, here are three of my favorites below.

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