Google “Wanting Glass” by Hazel Baird and Elastic

Posted on Tuesday, November 10th, 2020 Leave a comment

Elastic Creative Director Hazel Baird in Los Angeles: “Google Creative Lab asked us to help design the opening title for the documentary using Google Search.

“This mixed media short had to convey how long King Louis XIV would go to get information on a subject he was curious about.

“We wanted to bring this to life by manipulating the images, splitting up certain images and animating them in a dynamic way, and using 3D to show how big and long his journey was.

“It was a big challenge to put these pieces together seamlessly and hopefully get the viewer's attention. Obviously King Louis would have used a search engine these days. "

Client: Google Creative Labs
Creative Director: Josh Rosen
Producer: Dorian Dorian Douglass
Main producer: Anna De Castro

Production: elastic
Creative Director: Hazel Baird
Art Director: Diego Coutinho
Designer: Diego Coutinho, Jean Hwang, Paul Cayrol
2D artists: Arley Cornell, Michael Relth, Peter Murphy, Steven Biggert, and Ashley Bacerra
3D artists: Andy Hahn, Steven Biggert
Producer: Jazeel Gayle
Coordinator: Mitchell Fraser
Pitch producer: Ashlie Iacocca
Executive Producer: Luke Colson
Production Manager: Kate Berry
Managing Director: Jennifer Sofio Hall

Music: Vivaldi "Viloa d’amore Concerto in A minor, RV 397: I"