Apple / Verizon 1s
Why did we create thousands of animated 1s ?!?!
Verizon and Apple wanted to create buzz leading up to the release of the iPhone 11. When a clock strikes 11:11 it is the magic time to make a wish. In the days leading up to the release, anyone could go to Verizon’s website and type in a wish for the new iPhone. R/GA created an application that would extract keywords from the entered text, which were associated with pictures and animation that we created. The system would then generate a custom made 11:11 for that users wish. Essentially each user got a bespoke animation which they could then post on social media. They were entered into a drawing for the iPhone 11.
I led the team creating 32 custom animated 1’s for the most important keywords. We found artists with a variety of artistic styles and animation techniques from 3D animation, 2D motion graphics and hand drawn cel animation. R/GA created thousands of other ‘1’s’ graphics for many of the most commonly used words. It was a great project and great client. We were allowed a significant amount of creative freedom to interpret these keyword animations in any way we felt was right. The team loved working on the project and the final result was excellent. The clients requested a separate online gallery of our work and printed posters to hang in their offices. See the case study video below.
All animation created by Akira Thompson, Wing Luo, Gavin Shapiro, Sean Latrell, Frankie Principe, Nate Rodriguez, Cristina Kuong, Calvin Lee, Robert Paynter, John Robert Clark Moore, Georgios Cherouvim, James Dick.
