Critical Mass Create Dolphin Translator

Critical Mass have recruited Flipper and friends to create a new Dolphin Translator app for Green Works, The Clorox Company’s line of eco-conscious cleaning products: new Dolphin Translator app.

 
The idea is centered around the company’s theme: ‘You don’t have to be lost in translation to be green”. It’s a mantra that green should be for all and the latest initiative in the brand re-launch strategy recently covered by The New York Times.

 
To create Dolphin Translator as a rich-video experience, Critical Mass combined a bit of creative technology and detailed filming techniques (hours of footage of live dolphins!). Critical Mass was able to pull this off in HTML5 to provide an equally dynamic experience whether on desktop browsers or iOS devices.

 
Test it out: type in any message you want to hear/share and a dolphin will “translate” it (i.e. cutting out all the eco buzz and showing that each eco-friendly action has). The messages are shareable via Twitter, Facebook and email.

Check out the website here.

Green Works ‘Dolphin Translator’
Creative Credits List

Client: The Clorox Company

Agency: Critical Mass
Jared Folkmann – Planning Director
Christiaan Welzel – Associate Creative Director
Ashli Worden – Account Director
Andrew Lavery – Sr Art Director
Scott Malo – Sr Motion Designer
Nik Mihaylov – Sr Designer 
Alan Obando – Motion Designer
Kathryn Whiteside – Sr Designer
Stefan Smith – Copywriter
Grace McCalmon – Copywriter 
Scott Goetz – Developer 
Scott Ingalls – Technology Director
Tamer Elgamal – Technology Lead
Warren Fallwell – Experience Architect 
Amanda Burgess – Project Manager
Thierry Marques – Program Director

Production Company: 21 St Films
Additional Production – The Hangar Interactive

 

 

 

Green Works ‘Dolphin Translator’
Creative Credits List

Client: The Clorox Company

Agency: Critical Mass
Jared Folkmann – Planning Director
Christiaan Welzel – Associate Creative Director
Ashli Worden – Account Director
Andrew Lavery – Sr Art Director
Scott Malo – Sr Motion Designer
Nik Mihaylov – Sr Designer 
Alan Obando – Motion Designer
Kathryn Whiteside – Sr Designer
Stefan Smith – Copywriter
Grace McCalmon – Copywriter 
Scott Goetz – Developer 
Scott Ingalls – Technology Director
Tamer Elgamal – Technology Lead
Warren Fallwell – Experience Architect 
Amanda Burgess – Project Manager
Thierry Marques – Program Director

Production Company: 21 St Films
Additional Production – The Hangar Interactive