CAT

YOUTUBE: HIT PAUSE VOL 3 by DEVICE

Client
YouTube
Director
Device
Services
Social Media Campaign
2D Animation
Characters
Commercial

Pausa. Flip. Play.
Una història sobre saber quan cal mirar dues vegades.

Nomint va demanar a Device que ajudés YouTube a llançar una nova etiqueta. Una que marca el contingut fet amb IA, ja sigui parcial o totalment. Un pas cap a més transparència, confiança i una mirada més afinada sobre allò que és sintètic. Però Device no es va limitar a explicar-ho. Ho va patinar.

Coneix l'Alex. Adolescent. Skater. Somiador amb energia de pizza.

Viu prop de la platja, escolta Bad Brains i Tyler en bucle a tot volum, i té en Nyjah i la Lizzie a la paret. Per a elli, patinar no és una etapa. És EL pla.

El recorregut comença quan alguna cosa estranya apareix al seu feed. Els clips semblen guais, però hi ha alguna cosa que no encaixa. En lloc de continuar fent scroll, l'Alex hi aprofundeix. Perquè, per a ell/ella, saber què hi ha darrere del truc forma part d'aconseguir-lo. Així que això no és només detectar una etiqueta. És arribar a la veritat. Els creadors tenen més poder que mai, i el públic es mereix saber què està veient. Real, sintètic, o alguna cosa entre les dues coses.

Device es va mantenir fidel a l'esperit de la campanya, sense clixés de gènere ni valors predeterminats racials, centrant-se en canvi en personatges agosarats impulsats pel color i el moviment. Un món estilitzat pensat per parlar a tothom. En aquesta nova peça van construir una narrativa més afinada, es van apropar a un llenguatge cinematogràfic, i van donar més mordent a l'animació. Moviments de càmera juganers, un to més dur, i un pla final que fa un guiny a clàssics de culte dels 80 com The Warriors.

En un feed ple de scrolls, girs, soroll i deepfakes, el veritable truc és saber quan aturar-se, mirar més de prop, i detectar què és real. Un cop ho fas, ja estàs a punt per rodar.

Crèdits del projecte
Client
YouTube
Production Company
Nomint
ECD
Christos Lefakis
EP
Marilena Vatseri
Directed by
Device
Executive Producer
Ibran Trassierra
Creative Director
Guille Comin
Head Of Production
Victoria Ventura
Producer
Mailén Gayoso
Co-Directors
Dante Zaballa & Ester Dus
Art Direction
Eudald Salarich
Animation
Guadalupe Vyleta, Bujor Stefanescu
Illustration
Bitasi Santos, Eudald Salarich
Clean Up
Julieta Culaciati, Guadalupe Vyleta, Virginia Fillol
Compositing
Alberto Pozo
Music & Sound Design
Mophonics

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