“White” by LIGHTS from a herr on Vimeo.
It took long enough, but now we’ve finally received the first official campaign from San Franciso-based shop DOJO, which was launched last December by Geoff Edwards and Mauro Alencar just months after they left Fancy.
The end result is an interactive music video/AR effort for LG and the brand’s new dLite phone. The video is for the song “White” by Lights and lets people customize their own clip by clicking and dragging elements of the music video onto a timeline. As an added bonus, if you have a webcam in tow, you can take part in an AR experience that lets you make music with your hands and then share with friends and family. Since the “White” track is licensed, the audio’s missing in the clip. You can take part in the whole experience on the LG dLite site.
Seeing as there’s a “Convince Your Parents” option, it’s not hard to guess who the demo is for this phone, which includes “bubblegum” colors and programmable light features. At the very least, whether this campaign is a hit or not, the DOJO camp has finally shaken the cobwebs off. Credits after the jump…
More: “Lipton’s Beard Still Haunts LG Spokespeople
Project title: LG dLite Brilliant Together
Client company name: LG Electronics
Agency:
DOJO
Executive Creative Director/Partner: Mauro Alencar
Executive Creative Director/Partner: Geoff Edwards
Art Director: Chris Masse
Copywriter: Michael Leibowitz
Senior Producer: Annie Uzdavinis
Partnerships: Audrey Santamarta
Production Company:
PARANOID, US
Director: Sophie Gateau
Executive Producer/Partner: Claude Letessier
Executive Producer/Partner: Cathleen O’Connor
Head of Production: Matej Purg
VFX / Animation:
Paranoid Design Studio
Head of Post Production/Producer: Guillaume Raffi
Lead Artist: Vincent Rogozyk
Music:
“White by LIGHTS
Mix:
Lime
Santa Monica, CA
Mixer: Sam Casas
Asst. Engineer: Jeff Malen
Executive Producer: Jessica Locke
Color:
New Hat
Santa Monica, CA
Colorist: Bob Festa
Website:
Website Sound Design: HiFi