2021 Winner

CASE SUMMARY

Challenge
Gaining attention in the mind-boggling clutter of today’s frighteningly-fragmented media environment is tough enough. The mountain becomes even steeper when the objective is to stand out in the fiercely-competitive world of video gaming, live streaming and content creation.

That was the challenge No Fixed Address (NFA) faced when asked to launch Twivi, which is a content platform like no other. It’s a hybrid of TV and Twitch, with a raw mix of ingredients like gaming, sports and celebrity.

This soon-to-be launched content platform needed a website as bleeding edge as its target. It needed to be a digital destination designed to capture attention and connect users with the vast universe of gaming and streaming influencers, celebrity and creators. And visitors needed to be intrigued enough to email to learn more – and thereby generate leads.

Insight
The tech and online community is fuelled by innovation. Nothing turns people on more in this Black Mirror sub-culture than a bit of tech wizardry. And because Twivi is about pushing the possibilities of content, the launch platform needed to push boundaries on what a site could and should be, and deliver something the target had never tried before.

Execution
NFA tapped into mixed-reality tech to pop off the screen and create a site navigated and commanded via the blink of an eye.

The site was designed with a first-ever immersive experience that uses facial recognition as the functionality and navigational device. This creative fusion of new technology, original content and gaming didn’t just introduce users to the brand, but invited them to engage with Twivi in a distinctly 1:1 manner.

To customize the tech approach to fit Twivi’s innovative brand, WebGL (ThreeJS) was used to create a 3D environment in which to play.

Visitors could explore the site’s original animation and video content without lifting their fingers. Upon landing on the site, they were invited by a 3D-modeled head, which followed their cursor, to enable their cameras. Once they accepted, users were able to change Twivi ‘channels’ by simply blinking their eyes.

Each channel featured custom animation and video content, which was displayed on a 3D plane to allow for a 3D parallax when users explored the page. The use of WeGL also allowed for a glitch shader effect, which followed each blinking channel change.

Desktop and mobile users had the option of using a more traditional “click”, but the facial recognition engagement was too enticing to resist.

Results
The blink-controlled site navigation concept succeeded in intriguing the target demo.
- 76% visited the site directly (knowing url)
- 16% of visitors from social
- 80% of visitors enabled their cameras
- Average of three ‘channels’ viewed per visit
- 43% of visitors clicked ‘Let’s Connect’ or ‘What’s Twivi?’
- 28% of visitors clicked through to email

Credits

Chief Creative Officer - Josh Budd
Chief Creative Officer - Dave Federico
Creative Director - Trent Thompson
Creative Director - Martin Szomolanyi
Copywriter - Matt Miller
Account Executive - Abby Tile
Project Director - Annekatrin Mueller
VP, Product + UX - Andrew Succi
VP, Technology - Radek Zajkowski
Full Stack Developer - Doug Glover
VP, Analytics - Sean Froese
Manager, Analytics - Lara Tutton
VP, Content - Will Dempster
Producer - Sam Hall
Creative Direction + Motion Design - Thomas Bove
Creative Direction + Motion Design - Luis Torres