Gorillaz - Saturnz Barz (Spirit House)|短视频|广告营销案例【ADGuider广告指南】

戈里拉兹-土星巴兹 (精神之家)

案例简介：活动描述和往常一样，乐队不想仅仅因为他们可以就使用技术。相反，他们决心为组成乐队的角色找到新的方式，通过虚拟现实与他们的粉丝深入接触。经过这么多年，杰米 · 休利特错过了墨多克、拉面、拉塞尔和 2D 的铅笔造型。这种传统的手绘美学很重要，也是一个相当大的挑战，需要世界第一在虚拟现实中完美执行。这个想法是为了让观众和乐队一起沉浸式的旅程，以新专辑的四个曲目为背景。这些作品使用 ambisonic 声音设计，将您置于场景中。结果 6 分钟的 360 视频在最初的 24 小时内获得了 300万多次观看 (迄今为止，在接近 800万次观看的过程中，线性编辑的 2800万次观看), 创下新纪录，成为 YouTube 历史上最大的音乐虚拟现实视频首播。乐队成功地与他们长期受苦的粉丝重新联系在一起 -- 向世界证明他们的明星力量和创造力并未减弱，并对即将发行的专辑产生了巨大的兴奋。战略在他们竞选前的阶段，乐队开始探索讲述角色故事的新方法。在参加了一个虚拟现实研讨会后，他们对这种形式感到兴奋，以至于他们在歌曲被录制之前就开始构思故事。Gorillaz 的长期生产合作伙伴与他们的技术合作伙伴有着积极的工作关系, 他们一直在发明概念策略和技术，用定制的实时游戏引擎制作和制作没有移动框架的电影。利用这项技术，杰米 · 休利特和他的艺术家团队 (包括来自世界各地的著名 2D 动画师) 开始了他们的工作。策略是在新专辑的同一天发布这段视频，让 Gorillaz 的粉丝们大吃一惊，并为此感到高兴: Saturnz Barz (视频中有完整的特色)，阿森松岛, 仙女座，我们得到了力量。概要 Gorillaz -- 世界上最成功的虚拟乐队 -- 于 2017年4月28日发行了他们的第四张录音室专辑《 human z 》，这是六年来的第一张专辑。作为全球活动启动的焦点媒体，“saturnz Barz (Spirit House)” 被认为是为了重新向乐队介绍粉丝，首播他们的新音乐，并利用他们在全球活跃的粉丝群。像所有伟大的项目一样，Saturnz Barz 从创意开始 -- 标签、管理、技术和创意团队，然后团结在统一的愿景后面。雄心勃勃的团队从头到尾都在合作，以观众从未见过或体验过的方式让杰米 · 休利特的独特愿景充满活力。目标是在相对较短的时间内发布一个视频，打破互动/360 音乐视频的新的创意和技术基础, 相关性 Gorillaz 'saturnz Barz (Spirit House)' 在音乐视频的背景下，为互动 360 度讲故事的娱乐设置了一个新的酒吧。该版本被公认为音乐 VR 互动 360 度视频历史上最大的首次亮相，在最初的 24 小时内获得了超过 300万的 YouTube 浏览量。执行在仅仅 90 天的甲板制作工作中，昼夜不停地在世界各地工作，编写独特的代码来响应创造性的边界推进, 手工绘制四名乐队成员，并将他们无缝地放入一个充满杰米想象中的怪物的立体 CG 世界,该视频作为 360 在 YouTube 上全球首播，并于 3月23日进行线性编辑。视频讲述了乐队参观 “精神” 之家的故事，每个成员都在闹鬼的环境中经历自己的迷幻旅程 (以及更远的地方!), 黎明时分，我们一起睡眼朦胧地回来了。

戈里拉兹-土星巴兹 (精神之家)

案例简介：CampaignDescription As always, the band didn’t want to use technology simply because they could. Instead, they were determined to find new ways for the characters that make up the band to deeply engage with their fans through VR. After all these years, Jamie Hewlett was missing the pencil-drawn look of Murdoc, Noodle, Russel and 2D. This traditional hand-drawn aesthetic was important, and a considerable challenge, requiring a world first to execute perfectly in VR. The idea was to bring the audience on an immersive journey with the band, set against a soundtrack of four tracks from the new album. The pieces uses ambisonic sound design that places you within the scene. Outcome The six-minute 360 video received more than three million views in its first 24 hours (on its way to nearly 8 million to date, alongside 28 million views of the linear edit), setting a new record as the biggest debut for a music VR video in YouTube’s history. The band were successfully reconnected with their long-suffering fans - proving to the world that their star power and creative excellence was undiminished, and generating huge excitement about the forthcoming album release. Strategy During their pre-campaign phase, the band began exploring new ways to tell the characters’ story. After attending a VR symposium, they got excited about the format, so much so that they started working out the story before the songs were even recorded. Gorillaz's long time production partners had an active working relationship with their tech partners, who have been inventing conceptual strategy and technologies with a bespoke real-time game engine to produce and create films without frames for mobile. Leveraging that tech, Jamie Hewlett and his team of artists (including renowned 2D animators from around the world) began their work. The strategy was to surprise and delight Gorillaz fans by releasing this video on the same day as four tracks from the new album: Saturnz Barz (featured in the video in full), Ascension, Andromeda and We Got The Power. Synopsis Gorillaz - officially the world's most successful virtual band - released 'Humanz', their fourth studio album, and first in six years, on 28th April 2017. As the focus media of the global campaign launch, 'Saturnz Barz (Spirit House)' was conceived to reintroduce fans to the band, premiere their new music, and capitalise on their globally active fanbase. Like all great projects, Saturnz Barz started with the creative - the label, management, tech and creative teams then rallied behind a unified vision. Ambitious from start to end, the team collaborated to bring Jamie Hewlett's singular vision alive in a way that audiences haven't seen or experienced before. The objective was to deliver, in a relatively short time-frame, a video that broke new creative and technical ground in interactive / 360 music video, Relevancy Gorillaz 'Saturnz Barz (Spirit House)' has set a new bar for entertainment in interactive, 360 degree storytelling within the context of a music video. The release was recognized as the largest debut of a music VR interactive 360-degree video in history, receiving more than three million YouTube views in its first 24 hours. Execution After only 90 days of all hands on deck production, working around the clock and around the world, writing unique code in response to boundary pushing creative, hand drawing the four band members and placing them seamlessly into a stereoscopic CG world full of monsters from Jamie's imagination, the video was premiered globally on YouTube as a 360 and as a linear edit on March 23rd. The video tells the story of the band visiting a “spirit” house, each member experiencing their own psychedelic journey through the haunted environment (and beyond!), coming back together bleary-eyed as the dawn breaks.