Google Play has launched a new mobile gaming product, Google Play Games, and L.A. agency Omelet has pulled in social influencers and a former Silicon Valley star to promote the launch.
The campaign is targeting players who love casual puzzle games, and the hero spot features actress and social media personality Caitlin Reilly. The effort is directed by The Office and Silicon Valley alum Zach Woods.
The long-form spot shows Reilly inviting someone into her home for what the guest thinks is a celebrity home tour. Instead, Reilly is way more interested in showing off her prowess at three popular Playrix titles: Homescapes, Gardenscapes and Township. She shows off the homes, gardens and towns she’s been building since her mobile games landed on PC through Google Play Games, and she loves that she can switch easily back and forth between her desktop and mobile devices.
The campaign, “Mobile Games are Going Big,” brings awareness of the Android mobile gaming experience to an audience that may be new to playing on mobile gaming emulators on PCs with Google Play Games.
“We all have a favorite mobile game we find ourselves playing after a long day to wind down. Google Play Games is providing players the opportunity to experience these games in a new and exciting way,” said Raul Montes, creative director at Omelet in a statement.
The product launch campaign targets loyal gamers by showcasing a squad of wildly different and beloved characters working together to venture across a player’s room to reach a PC gaming station. The mashup includes Gingerbrave from Cookie Run: Kingdom, Rose Knight and Frostwing from Lords Mobile: Kingdom Wars, and Wind Panda Warrior from Summoners War: Chronicles, all characters from mobile megahits with hundreds of millions of downloads.
Omelet worked with Oscar-nominated director collective Illogic to bring the spots to life with feature film-quality animation, as well as with Human Worldwide to craft an original track with lyrics that underscore the campaign messaging.
“We’re proud that this campaign celebrates mobile games with the same reverence usually reserved for big budget AAA titles. And now that they’re on PC, we’re excited to see more people enjoying them in more ways,” said Jimmy Barker, creative director at Omelet in a statement.
Brand: Google Play
Director: Zach Woods
Editorial: Cut and Run
Music & Audio: Barking Owl
Talent: Caitlin Reilly
Google Play Games Campaign
Brand: Google Play
Production: Illogic Studios
Music: Human Worldwide