Tomorrow Awards February 11, 2015
Tomorrow Awards Winner: Google Creative Lab’s “Just a Reflektor”
Tech wizards take Arcade Fire's hit song to a new, very personal level
The ADC Tomorrow Awards is known for providing a glimpse into the future, but you don’t have to look too far ahead to know that the deadline for this year’s entries is just around the corner. All entries must be submitted by Friday, February 20, leaving you less than two weeks to gather up your most game-changing technological and creative innovations and enter them.
One of the many unique things about the Tomorrow Awards is that the Monster Judges don’t just select the winners, they also explain what made those entries stand above all others. This way, we can all learn the lessons behind these trailblazing winners and employ those lessons in our own work.
Today’s feature is perennial Tomorrow Awards winner Google Creative Labs. This hotbed of innovation within the tech giant’s walls has won top honors nearly every single of the awards, and last year was no exception. “Just a Reflektor” is an interactive short film set to the Arcade Fire song “Reflektor” that embraces mobile technology and harnesses its creative potential to transform the experience of watching a music video into a new kind of storytelling.
Title: Just a Reflektor
Client: Arcade Fire
Agency: Google Creative Lab
Interactive Producer: Amelia Roberts
Lead Developer: Maciej Zasada
Developers: Renato Formato, Fábio Azevedo
Production Company: AATOAA
Director: Vincent Morisset
Technology Lead: Édouard Lanctôt-Benoit
Artistic Director: Caroline Robert
Visual Effects: Brandon Blommaert
Country: United States