Pick Your Side Of The Cube

Pick Your Side Of The Cube

The newest single from electronic dance duo The Presets has been released along with a special music video made for the Cube, an experimental platform for interactive storytelling developed by Google’s Creative Lab in Sydney.

The track launches in a campaign created for Google Play by M&C Saatchi (Sydney), with web development done by Potato (London).

Utilising WebGL and HTML5 technologies, the Cube creates a viewing experience which allows the user to explore six unique audio-video streams across six sides.

Viewers are able to toggle between the related stories playing out on any one of the six sides or multiple sides simultaneously depending on how they rotate the floating Cube.

The campaign, debuting The Presets’ new track ‘No Fun’ will roll out online with rich banners that feature an interactive Cube ad, built using Doubleclick Studio and HTML5.

The music video was directed and produced by Barnaby Roper (David Bowie, Kanye West, Banks) and Black Dog Films.

Each of the Cube’s six sides will stream a different audio and video iteration of the track to showcase its ability to re-imagine video.

Or, as Google puts it in a blog post: “it wraps synth-bass, trance melody, and bold sounds around the six sides of the cube in an awesome and mind-bending way.”

The experience is viewable in Google Chrome and on Anroid devices. Have a play.

M&C Saatchi Group Innovation Director Ben Cooper urges anyone to have a go.

“It’s not until you truly interact with It that the Cube’s brilliance comes to life. Seamlessly switching between sides gives each user a truly unique experience.”

Google Lab Creative Director Tom Uglow said: “Music videos have long been a creative canvas for awesome directors and forward-thinking artists.

“It’s a thrill to team up with The Presets on what we think might be the world’s first six-sided music video, using our new experimental storytelling platform, the Cube.”

It’s easily embeddable too – just hit the share button to embed on your own blog or website #nofun.

No Fun is available exclusively on Google Play for the next 24 hours.


Client: Google Australia

Creative Agency: M&C Saatchi/LIDA

Web Development: Potato

Film: Black Dog Films

Media Agency: PHD Australia

Universal Music/Modular Records

‘No Fun’ was written and produced by Julian Hamilton and Kim Moyes in Sydney’s inner west

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]