Dropped inside and bursting out of the Play logo are everyone from The Minions to Katy Perry and even Scooby Doo's Mystery Machine.
Director and creative director Clarice Chin, Mill+, led the team in promoting Google Play, one platform that allows you to find millions of songs, books, movies and apps using any device. Clarice explains: "This was a really fun challenge for us as we wanted to re-appropriate classic and current forms of media that people know and love with the Google branding of the prism Play logo, keeping it recognizable yet creative and entertaining.
We started off with strong, clean designs that establish the Google prism, then strategically picked moments to break the prism compositionally and incorporated quirky animations to add interest. Initially, some of the content of the prisms are not as obvious, but it engages the viewer to try and figure out what each of them represent.
We all had a blast! The team worked really well together and also with the agency, building a strong, trusting creative relationship that I feel is evident in the final product."