“Rock, Paper, Scissors” is a story about being together despite your differences, told with a sweet, humorous twist.

Working with Nexus Productions Director, Conor Finnegan, we used a combination of 2-D and 3-D animation, puppetry and live action to create a visual narrative in which three inanimate objects—Rock, Paper, and Scissors—are envisioned as deeply human characters who, instead of fighting each other because of their differences, bond over them.

Paper shows up on his first day of school scared and friendless, surrounded by nothing but pairs of scissors. When he spots some other sheets of paper he tries to befriend them, and they start bullying him. An unlikely ally comes to Paper’s side—Scissors. Their friendship then strengthens when they stumble upon Rock getting teased by other rocks. Paper defends Rock, and the trio walks off triumphantly, all set to the song “St. Elmo’s Fire (Man in Motion).”

The Android brand promise of “Be Together. Not the Same” was not only the inspiration behind creating the film “Rock, Paper, Scissors”—it influenced when and where we decided to share it.

The film debuted during the one event when we knew we’d get as many different eyes on it as possible: the Oscars. The film was strategically placed in the media pod straight after the “Best Animated Film” winner was announced, and was supplemented with contextually relevant social posts.

Beyond launch, we continue the trio’s tale of togetherness through premium placements that allow it to live and be consumed as content, including a targeted cinema, TV and online video buy as well as animated Snapchat shorts.

Designed to hug its way into the fabric of pop culture, the “Rock, Paper, Scissors” campaign has sparked a whirlwind of discussion around Android and the “Be Together. Not the Same” work.

After the launch, YouTube searches for “Android” saw a 34% increase as viewers rewatched and shared the spot. Meanwhile, mentions of #BeTogether #NotTheSame on social grew by 18 times.

After a month, the campaign had 40,000 mentions on social media, 115 mentions in the press and the #1 highest volume of “Be Together. Not the Same.” mentions to date. That’s 5x more positive mentions than the brand average. So far, the video has seven million views, 428 million potential earned impressions, and 619 million total impressions.