Author: Aiste Juozaponyte

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SkullMapping – Le Petit Chef

Dining at restaurants is a pleasure: all you have to do is sit and patiently wait for your delicious plate to be served. But have you ever wondered that you actually (almost) never meet the master chefs behind the tasty creations? Artistic collective SkullMapping (Filip Sterckx and Antoon Verbeeck) thought of just that and took the latest technology to impress a couple of restaurant goers. Say hello to Le Petit Chef – the world’s tiniest chef! Created using a combination of 3D animation and motion capture, this projection mapping project takes spacial augmented reality and turns it into a creative, funny and overall entertaining digital story. Le Petit Chef appears from a manhole and quickly turns an empty dinner plate to grill a juicy steak. He chops the broccoli (with a chainsaw), adds some potatoes and tries to get rid of an annoying fly. Not only is the animation superb, the life-like sound effects are gripping, perfectly adding up to the witty storyline. It looks and feels so lifelike; it is hard to believe that it’s …

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TSN – Favela United

Brazil might be in your top destination list for its exotic nature and radiant culture. It is, however, also one of the highest crime-ridden countries in the world. In Rio de Janeiro fifty thousand murders were committed in 2012 only, mostly appearing in the capital’s slum neighborhoods. This accounts to 25.2 murders in Rio compared to only 6.9 globally per 100,000 inhabitants. Rio is the place with one of the highest concentration of slums within urban areas – called favelas in Brazil. Survival is the main concern there, but young, motivated and talented youth wants more than to survive. Young women are embracing soccer – Brazil’s first religion – to get by, move on and maybe even be somebody. Canada’s national sports channel TSN sent a team right to the heart of the favelas to bring a captivating story about courage, passion and inspiration. TSN documents the impact of soccer on a group of young women in Favela United using stunning photography, videos, and visually engaging scrollable content filled with heart-rending in-depth interviews. The story unfolds …

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Eater – One Night at Kachka

Ever wondered what a day in a life of a restaurant looks like? Or how many vodka shots it serves per night? A team at Eater (your go-to source for delicious food news and dining guides) created a very creative and interactive piece on a Russian food restaurant in Portland. “One Night at Kachka” offers more than just a glimpse of what goes on in a restaurant throughout one day. The narration goes deeper and combines customer interviews, staff impressions and anecdotes with great storytelling, photography, videos, playlists and gifs. The piece starts off chronologically, depicting the start of a working day at Kachka. As the piece develops further, and more people come in for appetising eastern specialties, the left-hand side shows calculates how many guests are dining, the number of pelmeni (delicious Russian dumplings) consumed, vodka shots ordered and even the bucks earned. This simple, yet innovative way to present a restaurant and its authentic kitchen is not only excellent for a brand’s identity, it is very handy for all the foodies (making us want to …

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The New York Times – In Flight

Opinion pieces in news media can reveal a different side of the story – not influenced by the editorial team. They are more raw, more open and possibly have the power to connect to the readers better. Topped with moving illustrations it can moreover strengthen the desired core message. The essay ‘In Flight’ in the New York Times Opinion column, written by a senior first officer for the British Airways, takes full advantage of the NY Times’ passion for great storytelling combined with the impressive technological possibilities. The story is presented in a very subtle format: the text on the white background appears slightly blurred out from beneath, and brightens up as you scroll down. The background changes to night mode and the slow floating clouds embellish the text even more. We can’t help but recall the NY Times’ much-celebrated scrollytelling triumph Snow Fall, which back in 2012 received more than 3.5 million views just in its first week. Although, “In Flight” is not dominated by the outstanding interactivity that “Snow Fall” has so widely …

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Peugeot – Graphic Novel

Peugeot’s take on digital storytelling is greatly known for its graphic novel inspired by the HYbrid 4 technology. The story of a female hero is presented in a digital comic-strip style, and embeds scrolling with interactive storytelling. As one scrolls down, four different Peugeot travel modes and their capabilities are highlighted. Moreover, each and every one of these is reenacted by the heroine, creating a suspenseful storyline . Built responsibly to fit any screen, this graphic novel signifies a great example of interactive storytelling. Moreover, Peugeot was actually ahead of its competition when this digital story was created in 2012, as it showcases the most important elements used for similar projects today – such as scrolling, great sound effects and immersive narratives.

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The Boat

‘The Boat’ is an interactive online graphic novel about escape after the Vietnam War. Written as a short story by Nam Le, the storyline centres around a teenage refugee Mai who is sent on the boat by her parents after the fall of Saigon. New York-based Australian artist Matt Huynh (whose parents fled Vietnam to Australia) created the illustrations using traditional Vietnamese bamboo calligraphy brush, paper and Sumi ink. These were then transformed by Matt Smith to impressively convey the depth of the story’s message on a screen. To top it off, Sam Petty engineered the incredibly realistic and even haunting sound effects, creating a true exploration of history using superb innovative storytelling. The entire project was produced by Australian broadcasting company SBS in commemoration of Vietnamese forty years resettlement in Australia. The story is divided into six chapters, embedded with either manual or auto-scrolling function. The plot is immersed with four-side stories and archival content, celebrating captivating narration topped with important historical context. While ‘The Boat’ slightly reminds us of ‘The Vanishing Game’ by …

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Bacardi – Our Story & The Spirit of Bacardi

When you think of rum, the brand Bacardi will be probably the first one to pop up in your mind. It is indeed one of the most popular alcoholic beverages, but not so many are familiar with its fascinating history. Bacardi is actually the largest family-owned spirits company in the world. It was founded by Don Facundo Bacardi Masso, who was an active fighter for Cuba’s independence in the late 1800s. His son, Emilio Bacardi, was arrested, exiled and imprisoned twice for fighting against the Spanish rule in Cuba. His real goal was to change his country and introduce the world to the true taste of rum. Bacardi’s ‘Heritage: Our Story’ is an interactive audio book presenting the history of the Bacardi family and their most memorable moments in creating the drink and positioning it amongst the most popular alcoholic beverages in the global marketplace. It is part of the “Bacardi: Untameable Since 1862” campaign. The interactive story is embedded with real audio recordings of Bacardi family members recounting on the start of the company …

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How Fashion Brands Use Digital Storytelling

How can a brand go from a self-made online auction store to one of the fastest growing retailers in less than a decade? Is a moving picture worth more than a thousand words? The two magical words – brand and storytelling – seem to be inseparable today in 2015.  Marketers’ radars are all directed at finding more innovative ways to let their brands speak, tell their unique stories, and utilize innovative technology to achieve that. Combined with social media, the brand’s story lets you tap into consumers’ emotions and create a direct link, which ideally leads to brand awareness . Today we take a look at four popular fashion brands that use immersive digital storytelling and promote not only shopping, but also lifestyle experiences. Nasty Gal When a fashion brand is not even 10 years old but is already a multimillion dollar business, you know it does something right. And that might just be almost everything – from selling clothing directly to consumers at high gross margins (without fixed retail costs) to communicating with its customers and …

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Crème de la Mer – Through Their Eyes & #EyesLightUp

Luxury-cream brand La Mer recently introduced two promotional campaigns focused on the consumers to launch its newest eye gel treatment. The first, “Through Their Eyes” consists of short videos titled Illuminating Moments that show high-society stylish couples in New York, Seoul and Paris using La Mer’s newest product. The brand aims at connecting its image with the people who are considered to be trendsetters. For example, the first video of the couples-series features American socialite Olivia Palermo and her German husband Johannes Huebl. They apply the new La Mer eye gel and gaze endlessly in to each other’s eyes. Although an emotional appeal is aimed to be triggered, the videos lack a representation of reality. Consumers can watch the videos on the brand’s website, as well as on YouTube. La Mer, owned by Estée Lauder Cos., has been spotlighting its products (which are, let’s face it, not affordable to every consumer group) and how they can make a difference, therefore appealing to consumers. The second campaign for the new product manages just what the first one does …

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Chanel – Inside Chanel & The One That I Want

A strong narrative is by far the most essential element for a good content. The iconic high-fashion house Chanel is no stranger to good storytelling. Its creator, the legendary Gabrielle “Coco” Chanel has become the brand’s strongest symbol, along with the actual signature logo of two interconnected C’s. Coco’s legacy also plays a major role on the company’s interactive website. INSIDE CHANEL is a content-centric microsite created in 2013, which features 12 chapters of Chanel’s most distinguishing fashion pieces and faces, along with embedded videos. The microsite is a digital story by itself, a visual ride, submerging the user straight to the core of Chanel’s history and values. Every chapter tells a success story of a product or the life story of the brand’s ambassadors, such as Marilyn Monroe and the iconic Chanel No°5 perfume in chapter 2. Moreover, INSIDE CHANEL takes the brand’s history and presents it in an interactive chronological timeline, celebrating each milestone with grace, style and sophistication. Great narrative is also at the core of the company’s recent campaign “The One That I Want”. …