Below is a small sampling of selected projects created for RJ Reynolds's Camel brand. Building on Camel's intensely artistic, expressive brand identity, which was made prior to any digital considerations, substantial work was done creating digital assets and guidelines from scratch. A particularly strong emphasis was placed on handling the brand's extensive amounts of highly variable content on an extremely technically and legally inhibited platform.
Open Sound/Soundboard
Originally an immersive multi-month integrated campaign, Open Sound was a web-based digital conduit that brought together our own users' creativity with sounds captured on the streets and refined in the studio by producers Salva and TOKiMONSTA. Hundreds of thousands of tracks were created by users over the initial 12-week period. The success of the program saw it evolve into Soundboard, now a permanent ongoing fixture on Camel.com featuring regular add-ons and updates to the original program's content.
Program Imperatives
• How can promotional campaigns feel more personal to our consumers?
• How do we appeal to and give them credit for their creativity?
• Can this program provide a collective form of art back to each user?
• How can we provide the tools users need in a compelling and simple manner?
Participation Mechanics
ACTIVE – Users create music with 1 of 12 original soundscapes, which enters them into the daily instant win and larger weekly grand prize sweepstakes pool.
PASSIVE – Soundscape galleries and B-roll content provide ATCs with passive ways to engage with the Open Sound program online.
Program Introduction
For the initial 12 weeks of the program, there will be a new theme of sounds and beats every weeks produced by Salva and TOKiMONSTA. Each of these weeks includes accompanying in-depth behind-the-scenes video content, featured on the sitewide landing page.
Creation Interface
Each weekly sound theme features a unique GUI for the creation and library sections, with its own theme-specific 3D webGL animations and colors. Unlockable track creation features are added to the interface as users add more tracks to their library.
The Hump
The Hump is an oft-updated blog showcasing a new artist's creations every week. To accomodate the quickly growing amount of content online, an all-new platform has been developed to house the previously created content whilst providing a more visually cohesive and easier-to-manage system for future content.
Content Organization
To handle a large, quickly growing amount of content, here we introduce a new architecture for the index page featuring an endlessly loading and scrolling framework utilizing a new content categorization system. This provides a more intuitive interaction for users to browse content.
Content Layout
Utilizing a visual-focused, responsively modular layout, the Hump article pages place an emphasis on showcasing the substantial visual content of each artist. Also featuring an endless scroll feature, readers can keep scrolling to discover more relevant artists after each story.
