The Shy Kids and the creatives at Droga5 had done a great job of bringing together a simple idea of setting a story and fleshing it out to get a more complex emotional result.
The Mill worked hand in hand with Droga5 to make these videos as natural as possible and bring their experiences to life. By exploring different computer and mobile gestures through animation, paired with good tunes, the use and point-of-view of a real person was simulated in this interface-based world.
In 'Brothers' a guy flips through his estranged brother's Facebook photos while listening to Weezer's 'Say It Ain't So' using Spotify to share the song and reconnect with him.
Creative director Mario Stipinovich adds "The key was to keep the animation feeling naturalistic, reflecting the real world, as if it was a screen capture of a real person using the application. The audience needed to fully understand the emotional story only through the screen and the movements of the mouse. It was an incredibly collaborative process with Droga 5, who created the storyline and script while The Mill brought it to life."
The spot feels quite real, creating the impression that you're eavesdropping on our main character's emotional experience. And while the ending is a bit ambiguous, we can only hope that the brothers are now reunited.