work

PROJECT:

GOOGLE HOLIDAY TAGS CAMPAIGN

PARTNER:

R/GA

CHALLENGE:

R/GA recently launched Google Offers, a social coupon service for local businesses to reach customers en mass. Their campaign, based on the use of colorful tags that match Google's brand, arranged the elements to form various "art" pieces—highlighting the quality and beauty of the products they offer. From bikes to flip flops, the tags were made to hang on string with placards in a museum setting. R/GA initially attempted a photographic approach, but soon realized the creative was best served using a composite method of both photo and CGI process. 

SOLUTION:

Taking the lead from the agency, PacDigital scouted locations, shot back plates, and modeled hundreds of individual tags and strings at various angles and shapes to aid in creating a realistic mobile hanging in space. The composited images, made up of a number of different shots and objects, were given tactile textures and complex lighting sources—built for scalability in both POP and OOH.

RESULT:

Completed in just a few days before the busy holiday shopping crunch, Google and R/GA were able to target their audience with the right message in the right markets, resulting in a highly successful launch of a brand new Google service. 

SERVICES:

– Retouching
– Photography