5gum - THE SWITCH

Live Music from unexpected places

LIVE EVENT | FILM

“The Switch” is a YouTube musical experience where you can choose musical acts based on your mood at the time - energizing or relaxing. A dynamic background thematically adapts Instagram images to the videos. The Switch included 4 live shows recorded in unconventional places (warehouses in Downtown LA, lofts in Brooklyn) and featuring Theophilius London, the Givers, Other Lives and Childish Gambino.

The Switch was awarded with a FWA Site of the Day, a Web Marketing Award and was an official nominee for the Webby's.

Matthieu Lorrain was the creative director and executive producer for the Switch. This project was an incredible collaboration between Google (Charles Jang, Karyushi Casper, Kim Gross and Yenie Ra), Energy BBDO and the crew from La Blogotheque. The interactive experience was developed by the production company Rehab Studio.

Brand: 5Gum (Wrigley’s)

Partner: La Blogotheque

Platform: YouTube

Production Company: Rehab Studio

Role: Creative & Production Lead