How KUAMP is Bringing Google Fiber’s Journey of Continuous Improvement to Life
Global internet provider, Google Fiber, has re-enlisted New York-based full-service agency and creative production studio, KUAMP, to direct the second instalment of their latest brand work. True to their goal of continuous improvement, GFiber and KUAMP collaborated on a series of new spots that make good on the learnings of phase one.
Highlighting the many benefits of Google Fiber’s renowned fibre-optic broadband speed and award-winning customer service, this campaign features three spots that showcase relatable scenarios that could put a strain on customer's wifi. From the zealous streamer who is gaming online in multiplayer mode, to the sports fan that is adamant on streaming in 4k, to the virtual exercise class that stretches the capabilities of a normal home wifi.
Hoping to capture the humour and heart of the creative brief, GFiber looked to KUAMP to effectively illustrate how these everyday scenarios are no match for the power of the all new Google Fiber Wifi 6E.
LBB caught up with KUAMP founder and director, Antonio ‘Tronic’ McDonald to learn more about the continued creative partnership and the process of crafting commercial content for one of the world’s biggest tech brands.
LBB> This is a continuation of your work with GFiber – when did you first start working with Google and how did you get introduced?
Antonio> We started working with them in 2022, with a brand film for their recruitment team. After knocking that out of the park, they asked us to collaborate on some product launch work, which also was a hit. Then we crafted the first phase of their 2023 brand work that was also very successful. This culminated with the spots featured in this campaign which have already been well received, and on par to have high engagement numbers for them too.
LBB> Why do you think this is a productive partnership? What does KUAMP bring to the table?
Antonio> It's been super productive because our roles are clearly defined, so we’re able to collaborate effectively and efficiently. GFiber trusts us and welcomes our thoughts on everything. We play different roles with different brands or agencies, but with GFiber we work across creative development, production, and post-production. It is extremely collaborative!
LBB> What kind of ideas came to you when you first saw the brief for this campaign? How closely do these ideas resemble the finished spots?
Antonio> Our final spots are very close to what I envisioned. Working so closely with the brand team meant we were able to keep the core of the idea intact. Certain choices had to be made in order to accommodate certain asks from team players, but in the end we are proud of the work we crafted.
LBB> Can you describe the collaborative process of working with Google on this project?
Antonio> It is extremely collaborative, and I would argue, the best model for brand and agency partnerships moving forward. The brand team works internally to gather all key info and put together initial scripts. We help them develop those scripts into filming boards and bring the idea to life. We collaborate on everything from casting to colour, we go back and forth while crafting it all.
LBB> In what ways did this project help you hone your craft/skills?
Antonio> It's always a good time when we work with our GFiber partners. We are all constantly striving to do the best work while adhering to the framework the brand needs. I’m constantly learning new things and ways to work through the process. We all check our egos at the door, let loose and just create!
LBB> Was any cutting edge technology used on this shoot? If so, how did it elevate the creative?
Antonio> We used a Supertechno crane for the shoot which meant we got some really dope bird’s eye angles of the PC gamer character. The crane meant we could gain a perspective that we don't normally see in a spots like this, creating an added element of surprise.
LBB> What were the biggest challenges or technical difficulties of this project? How did you overcome them?
Antonio> Budget was a bit of a challenge on this one since we had to create three :30’ spots plus cut downs, along with a bunch of additional social deliverables. We also had to account for travel, so this was no easy feat.
LBB> If you had to pick, which of the finished three spots is your favourite and why?
Antonio> I really like the way the ensemble spot came together. It was actually crafted after we got halfway through post, when the client decided to go that route. We were able to take the highlights from each vignette and craft a piece that really sets up the campaign in a fun way.
LBB> If you had your time again, is there anything you would do differently?
Antonio> I would spend more time on music. It's challenging to make some of the non original tracks work perfectly. If we had more time and budget I would have loved to get something custom made!
