Three Mobile's Sing It Kitty
Integrated advertising campaign 'Sing It Kitty' celebrates the power of sharing silly stuff online.
The campaign kicked off with a TV advert where we see a young girl cycling around with her cat singing along to Starship's We Built This City. Users are invited to create their own personalised 80s-inspired music video and share it via social media.
The site, created by Stink Studios, uses face-morphing technology that seamlessly portrays fans and their friends singing along to the song. Using a face detection API to identify the user’s facial features, the app transforms still photographs into fully animated and emotive lip-synching video.
My role
At Wieden + Kennedy I worked with the creative team to review concepts, find and shortlist digital production partners, reviewed their proposals on behalf of Three and managed the production process from start to end. On this job I worked alongside a TV producer to pick up the additional elements required for the interactive part.
Agency: Wieden + Kennedy, London
Production partner: Stink Studios
Production partner: Stink Studios
By uploading a photo the user was able to personalise the video
Facial recoginition automatically found the key features in the still image, which will be transposed onto the kid and made to move in the final film.
And the film would be rendered in near real time, ready to be viewed on desktop and mobile devices and ready to be shared.
Example of a video with three friends
