Google — Nest Virtual Stage

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Google

Nest Virtual Stage

Background

Italy is one of the countries that have been most affected by the COVID-19 pandemic. With a lot of restrictions in place many aspects of our life radically changed. Music makes no exception. Social distancing has basically put an end to live events, and the public massively turned to home entertainment. Stars from all over the world connected with their fans in the only possible way, through a screen. But nothing stood the comparison with actual live events.

Challenge

The challenge was to break the distance barrier without breaking the rules.
We wanted to convey the genuine vibe of a concert in people's living room thanks to Google’s new smart speaker technology.

Idea

We partnered up with rap icon Ghali, whose tour had just been canceled due to the pandemic, to create an interactive music experience.
We launched a YouTube video designed to trigger the immersive features of Google Nest Audio in the homes of the fans. While the artist performed on stage and changed the setting and the soundscape around him through Google Assistant, the same happened in the homes of his fans watching the video. Google Nest Audio put the home environment in sync with the on-stage atmosphere through smart lights and sound effects, letting fans enjoy the concert as if they were a few steps from the stage.

Year: 2020
Role: Art direction and Design Lead

Case study

The case study of the project

The show

Ghali performed on stage 4 songs from his last work DNA Deluxe. One of the tracks Mille Pare Bad Times was played on the stage for the first time. Every song had its own scenography with colors and effects designed to be prolonged in the home of the fans.

Above the concert Ghali performed for Google

Visual identity

We wanted to have a visual language tied to the new Google speakers, so we started from their simple but iconic shapes. From the Nest Audio rounded rectangle to the simplicity of the Nest Mini these shapes became the building blocks of the project visual identity.

To convey through the visual language the energy of live music we used the shapes to generate sound waves that propagate through the artworks. Photography also played a big role bringing to life in a stylish way the brand colors.

Launch

The activity has been advertised as an actual concert, with Ghali announcing a massive tour reaching thousands of Italian cities, all on the same date, and keeping up the hype on his social media.
We also produced “Front row kits”, special bundle packs containing everything needed to enjoy the show, and sent it to fans, influencers and key personalities. And we dropped a merchandising collection with items designed to match the concert vibe with a comfy mood.