MY ROLE
In this project I was the experience lead - brainstorming the execution of the design as well as co-ordinating the delivery of the responsive microsite and lead our presentations and feedback sessions with the client. Our Creative Director made sure the execution between the physical mascot, the animatic and the microsite were consistent and played a key part in the brainstorming sessions together with our visual designer and front-end developer.
THE CHALLENGE
CREATE A COMPELLING WAY TO TELL BOROBI’S STORY, ONLINE
Our Creatives, the animators and the costume makers had worked many tireless months on Borobi and the big reveal was getting closer. A few weeks out we were briefed on creating a small landing page that could not only work alongside the reveal, but also tell the creative backstory and background in more depth than the animatic could cover.
We had to work fast, as well as keep true to the creative integrity of Borobi and align with all the work done to date.
THE APPROACH
BOROBI - THE HERO OF HIS OWN PAGE
The animation work had Borobi standing on a plinth while his story played out around him - to keep true to this, as well as taking inspiration from athlete presentation in other sports, we decided to use Borobi himself as the main navigation and present the backstory and background in panels appearing around him as he spun. This was a truly novel way of solving the creative challenge, and I thank our CD for brainstorming with us and keeping us “on track”.
We quickly tested the feasibility of the approach with a POC utilising the rendering from the animatic and then proceeded to map out the panels and their content.
THE PROCESS
We went from this:
... to this:
Whiteboard sketch during ideation session
... to this:
Proof-of-concept to make sure we could use the 3D renderings as the main navigation of our page.
... and finally this:
Visual design of the responsive microsite.
DOING THE NUMBERS
I worked closely with the front-end developer on this one, mapping out the angles that each panel should appear as well as running final testing and colour contrast and code checks for AA compliancy.
Mapping each panel - what angle it should appear and disappear so that each piece of content can have focus.
THE IMPACT
A TRULY SUCCESSFUL REVEAL
The reveal of Borobi as the Commonwealth Games official mascot was a huge success and our quick turnaround and creative execution rewarded us with a stream of other projects with the Commonwealth Games.
