Google: Make sense on mobile by Phantom

Agency: Phantom
Client: Google
Date: May 2019
Your Vote
Overall Rating
Opps, please vote again
6 votes

Bad UI is playfully demonstrated in real life in Google’s humorous keynote opening film about the importance of seamless mobile experiences.

The film focuses on common mobile site pitfalls that negatively impact business – including unresponsiveness, slow speeds, bad find-ability, design over functionality, and outdated payment systems – and brings them to life in funny and frustrating real-world retail scenarios to inspire digital businesses to “get it right on mobile”.

The 90-second film, and five 30-second cutdowns were created by digital creative agency Phantom, and directed by Dan Castella (Hoi Polloi). They will be used by Google to introduce speakers at global tech events, including Conversions@Google in Dublin and Google Marketing Live in San Francisco.


Creative agency - Phantom

Creative director - Jamie Nicholl

Creative lead - Lisa Berenson

Copywriter - Hannah Davies

Art director - Josh Denton

Planner - Dom O’Hare

Agency Producer - Alejandra Ravassa

Production company - Hoi Polloi

Director - Dan Castella

DOP - Carlos Catalán

Producer - Pete Shuttleworth

Production Assistant - Will Burgass

Lighters - Dave Nye

Production Manager - Archie Johnston Stewart

Editor - Chris Coupland

Post-production - Absolute Post

Colourist - Adam Clarke

2D Lead - Lora Nikolaeva

Audio post-production - Clearcut Sound

Sound designer - Ed de Lacy

Music track - ‘You Make No Sense’ by ESG

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.