SHOWCASE
SurĽoh
The Dime Trap album project enabled users to embark on an interactive journey through the world of hip-
hop artist TIEvert_45 (evert45.com) is a digital
storytelling campaign designed to fuse
online and offline worlds, and
communicate historically important
accounts to a new generation whose
experiences are part-digital, part-real.
Evert is a 13-year-old boy: he loves his
mother, playing practical jokes and
vlogging every minute of his day on social
media. The only difference is it’s 1945,
and he’s about to go on a journey across
The Netherlands – with smartphone in
hand – to find his missing brother. You
can follow Evert’s journey in an
immersive and captivating online
experience, through imagined Instagram
and YouTube content carefully crafted
from interviews with World War Two
veterans, historians and teachers.
The Next Rembrandt (www.
nextrembrandt.com) tells the story of how
a painting that looked like a 17th-century
Rembrandt was unveiled to a bustling
auditorium in 2016. In fact, it was created
by a computer, using deep-learning
algorithms, facial recognition techniques
and data pulled from Rembrandt’s body
of work. This website lets you discover
how the painting was brought to life,
move through interactive chapters and
experience the process behind-the-
scenes; from first stroke to final pixel.Having a strong team from a variety of
disciplines allows us to ideate and
collaborate, to create something that’s
beyond the expected. Bringing our
combined skill sets and knowledge
together, we’re able to create those
‘unforgettable’ moments.
JA: As with any other human-human or
human-machine interaction, everything
boils down to triggers and emotions. If an
experience doesn’t cultivate a deep
emotion, a ‘wow’, or simply pure delight,
it will probably be forgotten. In practice,
we have to make sure people discover
those moments every single time.What kind of tools and technologies do
you work with?
AG: There are no rules when it comes to
choosing what tools or technologies we
use. It gives us the flexibility to
experiment, find new ways to tackle
problems and improve work processes.
Generally, if it’s a good fit for a project,
we’ll give it a go. I’m constantly
experimenting with new tools, whether
it’s a prototyping tool or a platform to
collate inspiration. I tend to share my
findings with the team and if it’s
interesting for people we’ll integrate it
into our toolkit.
Typically, I’ll use Sketch and more
recently Figma, as a core design tool. But
I will also usually have Photoshop,
Illustrator and Principle open, working
across all tools at once.
JA: It depends on the project we are
facing. By default, tools do not dictate our
work. We use technology to enhance our
desired outcome. So for example, you
might see us working with 3D models,
Lens Studio and After Effects one day,
then Sketch and Craft CMS the next.What are some of the key projects you’ve
worked on recently?
MM: Dime Trap (dimetrap.com) gives users
an interactive journey through hip-hop
artist TI’s world, enabling them to
explore what inspired his tenth album,
but also the man himself. As you explore
the album art, you hear first-hand
accounts from TI, including stories about
the Trap and the major events that have
impacted his life.You’ve also been doing some interesting
work with AR: can you share an example
of that?
MM: For the introduction of the 2019
Porsche Macan S, we partnered with
Cramer-Krasselt to create a one-of-its-
kind Facebook Spark AR effect. People all
over the USA were able to see a Porsche
Macan ‘come to life’ via coordinated
Macan S OOH billboards and print
magazine ads.
Using their cameras, they could project
their own faces right into the driver’s
seat and see exactly how they’d look
driving around in a Macan themselves.
In addition, people were able to fully
customise their Macan using a bespoke
Spark AR user interface; changing the
paint colour and choosing from an
assortment of wheels and rims. And they
could share their experience on social
networks via a downloadable and
shareable video and image.What’s the secret to a good interactive
experience in a physical location?
AG: Oh, that’s a good one. I’d say
something that feels natural and fluid to
engage with; nothing that requires a big
learning curve. Also, being mindful of
how the experience interacts with the
environment around it.