Google was launching a new feature to their app called Feed. Feed allows users to see all of their interests in one place. At Tool we produced a campaign that showcased this product. The campaign consisted of several spots. The hero spot of the campaign was a 60 second piece that used the iconic "Favorite Things" song from "Sound Of Music" while showing various interests in the feed that reflect the lyrics of the song. We also created several 30 second spots that used the artists Tasha The Amazon, Jay Prince & Empress Of. Each artist created their own version of the song and we created new spots around these covers.
Another portion of the campaign was centered around the idea that Google's Feed is the only place certain things would ever be together in the same place. We built those spots to be more abstract and feel like meme's reflecting internet culture. I was the Creative Director on this campaign and oversaw the creative, design, copywriting and music for the spots.
-AGENCY: TOOL -CLIENT: GOOGLE -ROLE: CREATIVE DIRECTION, DESIGN & ANIMATION