The business of advertising is a tricky game. You need to keep one step ahead of the competition, constantly create memorable and unique advertisements, develop those ideas across an ever expanding horizon of channels, and constantly create something new for your client. One agency that seems to do this with ease on a regular basis is W+K and when they team up with Grow and Google they produce something really unique that shows just how the world of advertising is changing in clever new ways.
In a campaign for Nike, W+K and Grow created a series of Real-Time ads that were designed to let fans celebrate, remix, and share customized posters, and images within 10 seconds of a sporting event happening live. “Phenomenal Shot” uses a Nike sponsored player rendered in 3D along with a series of prewritten headlines, phrases, stickers, and filters, that allow fans to remix that moment and share with friends across a variety of digital networks.
The Real-Time Ads are rendered with a 3D-Engine and then distributed via the Google Ad Network across all devices creating an immersive experience powered by HTML5, CSS, and java script. Using the gyroscope that is built in to smartphones and tablets fans can spin the Nike athlete in 3D space to create the perfect shot before embellishing with ad-ons. Since the entire experience is rendered with WebGL the experience happens within the browser and there is no need for plugins or a dedicated app. Pretty damn slick, and a great way to promote your brand without being overly pushy or doing a hard sell. For more info on #ArtCopyCode click here.
Here is a little bit of Monday inspiration. If you use Chrome as your browser I suggest you take some time and check out this new immersive, interactive film from the Creators Project and Evan Boehm from Nexus Interactive Arts.
The video below is the trailer for the WebGL and HTML5 film called ‘The Carp and the Seagull‘. This short 3D environmental film was made using the WebGL standard that allows you to be immersed in a world where you embark on a dark journey.
Rendered in a wire frame polygon style The Carp And The Seagull’s look is reflective of the characters emotional and spiritual states, which takes place in a cube that the viewer can rotate. This allows the viewer to switch between the characters physical and spiritual worlds as the story unfolds in real-time.
This is a great example of where the web is going as designers and storytellers take advantage of HTML 5, WebGL, and other emerging technologies.
It’s Monday, and that means a link to a fancy schmancy infographic. This one comes to you from the people at Evolution of the Web, and the reason I am posting a linked image is the infographic is interactive.
This goes all the way back to the internet dark ages with browsers like Mosaic, and rolls forward to the latest versions of Chrome, Firefox, Safari, and IE. If you are curious about what is possible and plays well, this interactive image shows where things like HTML5, CSS3, WebGL, and Flash are supported.
The color bands in this visualization represent the interaction between web technologies and browsers, which brings to life the many powerful web apps that we use daily.
Click the image below to see the full interactive graphic on The Evolution of the Web site.