Get ready to experience JAM with Chrome, a first-of-its-kind online music experience that shows off the latest Web audio capabilities of the Chrome browser. The project was conceived by Google’s Creative Lab and was brought to life by Tool, Dinahmoe and Rob Bailey.
Google Creative Lab’s Creative Director Steve Vranakis says, “We asked ourselves if it were possible to turn a browser into a music player. Through the power of Chrome and HTML5, we created a selection of instruments to allow people to play music live online with their friends. From kids to adults, from amateurs to pros, now everyone has a place to play music.”
“Google is always looking for new, fun ways to connect to their audience, which is what makes them great partners for a project like this,” explained Tool Interactive Director Ben Tricklebank. “It really speaks to the power of great collaboration, with Tool combining our interactive expertise with Google’s creative powers and Dinahmoe’s audio expertise. We were really thrilled to help them take an exciting concept and use the power of Chrome to create something really special.”
Bringing the project to life required a choreographed effort from Google Creative Lab, Tool, interactive sound professionals Dinahmoe, and UK-based illustrator and designer Rob Bailey. As the architects of the original concept, Google Creative Lab Creative Director Steve Vranakis and Creative Xavier Barrade took the lead on the project, providing overarching creative direction and working with Tool’s Interactive Director Ben Tricklebank. Tool handled the creative execution, including the UX, design, motion and front-end development. Dinahmoe created the original compositions and sounds, programming them so that they played in real time as users plucked the instruments. Bailey handled the unique illustrations for each instrument.
In summing up the inventive new project Tool EP Digital Dustin Callif remarked, “What better way to promote the audio capabilities inside the Chrome browser than to allow people to play music and jam?”
Client/Agency: Google Creative Lab
Creative Director: Steve Vranakis
Head of Strategy: Indy Saha
Creative: Xavier Barrade
Head of Production: Louise Trethewey
Team Lead: Emma Turpin
Senior Producer: Mark Curtis
Producer: Alex de Castro
Creative Technologist: Joao Wilbert
Digital Production Company: Tool
Interactive Director: Ben Tricklebank
Executive Producer: Dustin Callif
Executive Producer: Brian Latt
Executive Producer: Oliver Fuselier
Creative Director: Johan Belin
Technical Director: Oskar Eriksson
Illustration: Rob Bailey
Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.