Google Tests the Boundaries of Forms and Textures in Project Fi Ads

 - Mar 15, 2018
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Creative director Mate Steinforth tests the possibilities and limitations of physical materials, geometric form and dynamic animation through a hyper realistic CGI campaign that boasts Project Fi by Google. Not To Scale New York and Sehsucht cooperate on an adorable and inherently curious visual representations that presents Google's services with "tactile forms" and "satisfying textures and shapes."

The CGI campaign highlights the phone plan and benefits of Project Fi -- a mobile virtual network operator, developed by Google. The service offers call, messaging and data through Wi-Fi and cellular network by phone companies like T-Mobile, U.S. Cellular, Spring and more.

The hyper realistic CGI campaign features the letter combination Fi in detailed furry textures, splattered paint and even some chromatic feathery designs.