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negatively impact business – including unresponsiveness, slow speeds, bad find-ability, design over functionality, and outdated payment systems – and brings them to life in funny and frustrating real-world retail scenarios to inspire digital businesses to “get it right on mobile”.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