Gemini

GEMINI INTERACTIVE STORY

Client: Audience Entertanment
Project type: Web

My role:
Concept, Creative direction, UX design, UI design
Agency: Uber Digital
Year: 2014

"A trip to the movie theatre is an invitation to take a journey. Now it's a journey you control".

Audience Entertainment asked Uber to help launch their new iD platform, a hardware system to turn any big screen environment into a collective digital experience.
We developed an interactive story for their website to show users the concept behind the technology: give the audience a tool to control the story and transform the passive cinema experience into an engaging collective activity.

Check the website on www.audienceentertainment.com/experience/

THE CONCEPT

The biggest challenge was filling the gap between the real experience - a crowd in front of a big screen - and our scenario - a single user interacting with a desktop screen. How to deliver the same experience in such a different environment? During the story, every time the users are asked to make a decision, they see on the screen the cursor movement of the previous recorded sessions, so they get influenced by other users' decisions. A bit like being in a theatre and check the movements of people around you.

THE STORY

We wrote a story from scratch, trying to find the right balance between an engaging plot and a simple storyline to be developed into a video not longer than 3 minutes. Noir was the ideal theme: the detective story clichés helped us to throw the audience directly to the core of the story without too much introduction.

PHOTOSHOOT & VIDEO

Noir proved to be the best style possible also for content production: a sapient colour correction and some VFX work turned our photoshoot into a charming black&white story.

THE USER JOURNEYS

The development of the user journeys and the decision point mechanic have been a fairly challenging UX exercise: the story splits into sections that could be combined and overlapped.

The infographics at the end of the story are the surprise & delight aspect of the experience: users can compare their decisions with other user journeys and measure their performance.

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THE WEBSITE

Full control on content, art direction, user experience and development, gave Uber the chance to deliver a well-finished piece of work to the client.

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