Google Glass is yet another brand taking part in marketing’s storytelling trend. “Captions” is a four-minute short film that presents Google Glass as more than just a cool piece of technology. Written, directed, and edited by Joe Sills, this spec ad shows users that Google Glass just might be able to tear down the language barrier.
The video features a photographer in Mexico, originally setting out to snap some authentic nature shots. In the midst of his photoshoot, he comes across a boy bitten by a desert snake. When the photographer realizes they don’t speak the same language, he puts his Google Glass on the boy so he can understand the photographer intends to help, not hurt. They make a trip to the hospital and after anxiously waiting, the photographer learns the boy is going to be okay.
As seen in this video, Google re-envisioned what their product is capable of. It isn’t just a phone in your glasses; it’s a way to solve common problems. Captions, the app featured in the video, is just one of many Glass apps developed to eradicate daily frustrations.
From a marketing standpoint, “Captions” tells the story of the product beautifully. Sills used camera angles and raw filters to give his film a candid, documentary-like theme. This made Google Glass appear more authentic and better portrayed the archetype. As we learned in a previous Bon’s Eye post, these are all key points in visual marketing. By employing these techniques, Sills reveals the stunning work of his own company while also promoting Google Glass.
This ad explains how Google Glass is more than just a map in a lens – how it can change the way we interact with the world and potentially even save lives.