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 defied convention, from its console-less-ness to its cutting edge features. With some full throttle mind-bending, absurdity we took viewers through a visually stunning journey that entertains and informs by speaking the language of the internet.
A global campaign, a product launch, and a creative extravaganza all in one, Stadia was released into the world through 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 seemingly absurd and wild as the Stadia launch film is, every scene had a purpose. Sure a man turns into a kayak and takes his friends through the magical journey, but he does so while showing off how many different screens you can play on. A dog jumps through a wall to “find Stadia” and highlights 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. And then each of those versions got translated into a whole bunch of different languages, airing all over the world. Out of the eighteen US versions we made, here are three of my favorites.