Have you heard of Stadia? While the Google initiative has been a buzzworthy point of discussion in the video game industry, it hasn’t often broken through into mainstream conversation. That’s something the tech giant obviously hopes to change as the platform launches this week.
Stadia is Google’s newest gaming platform, allowing users to access and play console-quality games on their laptops, desktops, smart TVs or some Pixel phones. In other words, it’s a console-free gaming console. The cloud-based platform simply uses a Chromecast Ultra and a special controller.
The streaming setup is intended to make consoles and lengthy downloads obsolete, which is potentially great news for anyone who has ever been made to wait through long hours of software updates before they could properly de-stress with a round of Rocket League.
Point is, Stadia aims to remove gaming’s more restrictive elements in order to create a space with boundless possibilities, and do that, the brand has summoned the powers of Reggie Watts.
Google teamed up with indie agency Omelet for Stadia’s major debut and global brand campaign. The 2-minute launch trailer stars Watts, of Comedy Bang! Bang! and The Late Late Show with James Corden Watts fame, who serves as the campaign’s spokesperson. In the short film, Watts guides an unsuspecting customer through an explanation of Stadia that is as “logic-defying and mind-bending” as the platform itself.
Together they weave in and out of a colorfully surreal digital landscape, one that is not bogged down by boxes, machinery or pesky downloads.
Omelet is no stranger to the gaming scene. For years it has served as the marketing partner for IO Interactive’s Hitman franchise. However, a landmark project like this has the potential to cement the L.A.-based company as one of the industry’s go-to sources for resonant creative in the lucrative niche of video game marketing.
“As lifelong gamers, it was a once-in-a-lifetime opportunity to work on the launch campaign for Stadia,” said Josh Smutko, creative director at Omelet. “The creative idea leans into the notion that for most people, the idea of playing high quality games without a console is unheard of. The concept captures the impossibility and wonder of the product, expressing the freedom that comes with being able to go right to your games, wherever you are.”
Rick Osterloh, SVP, Devices and Services
Adrienne Hayes, VP Marketing, Mobile and Wearable Hardware
Phil Harrison, Vice President and General Manager, Stadia
John Justice, Vice President Product Management, Stadia
MJ Johnson, Marketing Director, Gaming
Xanthe Wells, Executive Creative Director, Devices & Services
Christian Haas, Global Creative Director
Christine Lindemann, Head of Production, Global Hardware Brand Team
Jayme Figueroa, Brand Marketing Manager, Gaming
Gage Clegg, Integrated Creative Lead
Tim Guy, Creative Lead, Brand Expression
Michael Gross, Senior Creative Producer
Jake Pearce, Consumer Marketing Manager, Gaming
Joe Haldeman, Producer
Maggie Beane, Associate Producer
Thas Naseemuddeen, CEO
Mike Wallen, Chief Creative Officer
Josh Smutko, Creative Director
Raul Montes, Creative Director
Tiffany Lam, Associate Creative Director, Art Director
Ernesto Campabadal, Associate Creative Director, Copywriter
Sarah Crum, Jr. Copywriter
Darryl Hagans, Executive Producer
Gerry Romero, Producer
Pete Talaba, Chief Strategy Officer
Riley Strand, Senior Strategist
Jesse Sinkiewicz, Sr. Business Affairs Manager
Andrew Krensky, Managing Director
Rafik Massoud, Sr. Brand Manager
Anthony Fernandez, Brand Manager
Jazmin Waters, Brand Coordinator
Vania Heymann, Director
Gal Muggia, Director
Caroline Pham, Executive Producer
Richard Weager, Producer
Ian Craig, First AD
Joe Thornber, Production Manager
Menno Mans, Director of Photography
Tal Baltuch, Creative Assistant
Unit + Sofa:
Bára Wochnerová, Production Manager
Tereza Kalová, Producer
CL Weaver, Executive Producer
David Won, Producer
Lorin Aakill, Editor
Nate Gross, Editor
Mitch Goldberg, Editor