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Google introduces us to the newly redesigned Google Play with this cool new web video ad campaign created by Studio G. Check out more of how Google Play puts everything in one place here. The film was a combination of practical, and post production effects. According to producer Yovel Schwartz, the contraption that stars in the film “did in fact work. It required five or six people to puppeteer on set, all of whom were also involved in building it.” The shoot actually required two cases–”one with the functioning guts and one slightly smaller one that we comped the mechanical innards into during post,” Schwartz says. “Most of what you’re seeing at its base is from a continuous take–take 15 to be precise, with the Rubik’s Cube section being stitched in from take 14.”

Agency: Studio G Client: Google Writer/Director: Jonathan Zames Producer: Yovel Schwartz Production Company: Studio G Production Company: Camp Creative Line Producer: David Dranitzke Fabrication and Practical Effects: White Room Artifacts Visual Effects: HOPR Director of Photography: Adam Santelli Art Director: Garret Lowe Motion Control: Camera Control Product Marketing Manager: Paola Veglio Music Composition: Headquarters Music Sound Design and Mix: Sound Lounge Sound Design: Marshall Grupp Mixing: Tom Jucarone