To showcase its latest mobile apps, Yahoo! is taking interactivity to a new level by installing giant phone kiosks in high-profile movie theaters. For this unique engagement, Yahoo! tapped kaboom productions’ directing duo sausage (aka john benson and ward evans) in a dual capacity to write and shoot content for the bigger-than-life phones.
Each phone has a 40-inch touch-screen that plays a series of videos featuring apps including Yahoo! News, Yahoo! Mail, Yahoo! Fantasy Football, and Yahoo! Search. Viewers can interact with the screen to toggle between videos and learn more about the apps. Creating content for this new media posed a number of challenges: In addition to being fun and eye-catching, each piece had to be telegraphic enough to work without audio, and be able to play in a 9:16 vertical format (a 16:9 wide-screen rotated 90º).
In one vignette, geared-up football players surround a bus commuter as he manages his fantasy team; another shows a woman literally & figuratively connected to her friends and family during a day out. A floating news desk follows a dog-walker in a third, and a series of waiters and chefs cater to a young woman who is searching for a place to eat.
Client: Yahoo! Inc.
Dante Lombardi / VP, Executive Creative Director
Julia Mee/ VP, Integrated Marketing
Emily Walling/ Sr. Manager Integrated Marketing
Jennifer Peerless/Senior Brand Creative Services Manager
Robert Ting/ Director/ Mobile Marketing
Carmen Cheng/ Manager, Mobile Marketing
Alison Rowe/ Associate Marketing Manager
Title of Spots: “Football,” “Mall,” “Dinner” and “Dogwalker”
Production Company: kaboom productions/ San Francisco, CA
DP: Norman Bonney
Executive Producer: lauren schwartz
Head of Production: steven sills
Producer: Lisa Tesone
Editorial Company: Idle Hands/ San Rafael, CA
Editor: Jon Francis
Graphics Company: Idle Hands/ San Rafael, CA
Color: Chris Martin at Spy Post/ San Francisco, CA
Finishing: Darren Orr at SpyPost/ San Franciso, CA
Music Licensing: APM Music & Music Orange