1st Ave Machine

Grey and 1st Ave. Machine’s “Piano” for Gillette.

In terms of clever advertising, Grey and1st Ave Machine got it right on with this spot for Gillette. This is a really nice way to do a product demo, and totally memorable. The crew rigged up 88 of Gillette’s new Flex Ball razors to piano keys, tied them to a matrix which ran to an alternate keyboard played by composer Son Lux. Lux plays a an elegant composition as the camera moves throgh various angles, details and close ups of the product. This is some really nice work that goes way outside the box for advertising a razor and blades.

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The Google Maps Game.

Venable Bell & Partners and 1st Ave Machine, have created a giant urban maze game in the shape of a six foot cube for Google Maps. The gigantic yellow cube, uses two players to navigate a blue ball across the urban maze by rolling and tilting the cube. It’s hard to get a sense of the size this until the camera pulls away at the end. This is a fun little video to promote the new “Maps Game” from Google.