THE GOOGLE PLAY MUSIC BLOCK

CLIENT
Google Play Music

ROLE
Associate Creative Director

DISCIPLINES
Brand Experience
Music Festival Activation

AWARDS
2017 Gold Ex Award, Best Consumer Environment
2017 Bronze Reggie Award, Experiential Marketing

2017 Gold Jack Award, Innovation

 

The Google Play Music Block is a reactive, 3-story, interactive experience that debuted at Panorama Festival in NYC. The Block is a physical manifestation of Google Play Music: it interprets its surroundings and reacts with an ever evolving playlist of music, art, and culture that best express what festival go-ers are doing, feeling, and wanting in each moment. 

To generate 36 hours of original content (for three 12-hour days of the festival), we created anticipatory animations, short films, and artwork then feed them out in real time to react to what was happening at the festival throughout each day. The Block also served as a live feed of the headlining performances and as a social aggregator, featuring attendee social posts with the hashtag #playtheblock.

PROCESS & ITERATION

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Animations
        

Snapchat Geofilters
        

 

Bandanas
        

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