The Compassion Journey
digital experiential marketing concept
* creative direction * user experience * marketing strategy *
—THE BRIEF—
Create an online version of a popular, live experiential event series to grow awareness and fundraising for a $1-billion, multinational NGO combatting child poverty. This project was needed to provide continuity of events in a pandemic environment and to provide a foundation for future digital experiential work.
—THE PRODUCT—
An online experience that tells the true story of a child who grew up in poverty in Uganda during the AIDS epidemic, featuring explanations of the barriers the children faced in overcoming poverty along with the solutions that enabled them to become thriving adults. Each story subject was involved in the development to ensure accuracy and gave permission for their story to be shared.
It was important to create an experience that felt more immersive than a standard video presentation. To accomplish this, extra attention was paid to user experience and the story format.
—PANDEMIC CREATIVITY—
With no ability to travel and gather additional media, a previously recorded audio story was used as a foundation for the experience. This audio was paired with various b-roll video footage from previous trips to Uganda and stitched together to form a coherent audio/visual story.
—USER EXPERIENCE—
Full-browser window video was used to provide a more immersive experience without having to switch to full-screen mode.
Minimalist navigation was embedded into the video to provide movement through each chapter, identify which character is speaking through a simple photo, and show the time remaining.
Discussion questions at the end of each story segment were overlaid on b-roll footage representing the topic to provide a chance for conversation among a viewing group and create a less passive experience.
A serial-style story format was used to create momentum through long-form content, allow for easier navigation and provide plot intrigue.
—THE FINISHED PROJECT—
See an example of a completed story chapter below
