suitcase gadgetry video introduces google play

‘google play’ advertisement by studio G

advertising firm studio G has developed a video demonstrating ‘google play’, the newest product from the internet corporation. expressed in terms of antiquated technologies, the ad begins with a hand-crank in which a series of events are set into motion. these actions represent each facet of the new website as shown through the archaic gadgets — for example a rubik’s cube, reel-to-reel film project — meant to act as surrogates for today’s modern versions.

to make the video, two suitcases were assembled, one with functioning parts, and a smaller one housing the mechanical components, that were were compiled in post. in order for all the devices to function, six people puppeteered the suitcase behind the scenes during filming. the gadget-packed valise stands as a metaphor for the luggage of multimedia which we carry around today, and how we share it with others.

freeze-frame of projector and rubik’s cube

freeze-frame of flipping pages

video © google play

credits: client: google agency: studio G writer/director: jonathan zames producer: yovel schwartz production company: studio G production company: camp creative line producer: david dranitzke fabrication and practical effects: white room artifacts visual effects: hopr director of photography: adam santelli art director: garret lowe motion control: camera control product marketing manager: paola veglio music composition: headquarters music sound design and mix: sound lounge

via ad week