Goodby, Silverstein & Partners' work for Got Milk? has always set a high standard, particularly in the digital arena. When they asked us to collaborate on their latest campaign featuring an insanely-talented milk-magical rock band called White Gold, we were all over it. We answered with a video-driven web experience that pulls people into the fog-filled realm White Gold calls home part Graceland, part dreamtime.
The microsite is the central pillar of a campaign that sprawls across the web and into the world. Like any superstar rock band, White Gold has Myspace and Facebook pages for their fans, an album available on iTunes, music videos on YouTube and Hulu, and interactive banner ads, in addition to the TV spots and posters.
The star of the site is definitely "Is It Me, Or Do You Love My Hair?": an interactive music video concepted, directed, edited, composited and programmed by Odopod. We combined several techniques: parallel video tracks, real-time generated effects and game logic to create a video that users can play with - changing what they see and unlocking multiple endings.
Another highlight is Vanity's Lens, a rock & roll photo shoot. White Gold and Calcium Twins strut while you play paparazzi, changing backdrops, outfits and props - finally downloading your favorite shot as high-res photo.
Other things youll encounter: a milk-river, a talking guitar, rockstar dreams, music videos, a white tiger, magic medallions and a Chill-atorium. The end product pushes Flash, video and storytelling to its limits.
The content is so entertaining, I was constantly cracking up when I got new footage to put into it.