Google came to us with a challenge: create a simple, powerful, memorable way to launch its new Premium analytics solution for enterprises. One that mirrored the simplicity and power of the product itself.
We came back with an execution that would not only get people talking about Premium, but about the very vehicle that launched it.
Using novel kinetic typographic animation created in Adobe® After Effects® and quirky original music, we set out to create a video that relied, not on fancy graphics or stock imagery or tons of screen grabs of product features, but on the actual experience of Google Analytics Premium.
Every decision we made was made with this in mind: use only what you absolutely need to tell the story.
With such a stripped-back approach, we knew that success would lie in finding the exact right balance between type, weight, animation style, movement, transitions and color. And music. Oh, the music.
Without a voiceover (a very purposeful choice we made at the very beginning) it was really up to the music to give this thing personality and life. So, once the animation was pretty tight, we began composing a piece directly to the rough cut, letting the story drive the rhythm and tones and sparkle that would really make it ‘speak’.
Highlighting real feedback from real customers, and not much more than simple type and color, minimal animations and an incredibly infectious little ditty, we introduced Premium to the world.
The result was one minute and 41 seconds of pure Google. Simple. Clear. Fun. The video lived the Google brand and, without ‘saying’ a word, spoke to potential customers about the benefits of Premium.
Within 24 hours of launch, the video had been viewed nearly 26,000 times. Seven days on, and there were more than 66,000 views, including those who caught its reposts by PCWorld.com and TechCrunch.com. Not to mention the YouTube comments that followed:
“Amazing video on google analytics premium version for the enterprises.”
“How can I create a video with this style to present a new product?”
“I just love the music and kinetic typography used. Whoever did the graphic visuals is awesome.”
“Amazing presentation.”
“…I love this ad.”
We think that really says it all.
Well, now how awesome is that? The font, color and animation of the text is inventive, often unexpected and just cool. It is so engaging! And the music is the perfect complement. Nice work, everyone!