UX / UI / Art Direction — Francisco Juarez

Overview

A new OneRepublic album is a big deal! Fans had been patiently waiting for new music and it was a perfect chance to reward them for their patience and bring them along a journey across different cities that inspired the new album, Oh MyMy.

Campaign Intro

Fans were encouraged to explore and unlock exclusive content on the site.

Destination Pages

The UX provided fans a fun and unexpected way to navigate to the different locations that inspired OneRepublic's album. Users could tap/click and hold to cycle through the many locations.

BTS Content

Each destination page had unique and rich content that was specific to the location. The page layout utilized scroll-based animations to provide an engaging experience. Users would also accrue miles as they reached the bottom of the destination page.

Digital Takeaways

At the end of a destination page, fans were presented with an opportunity to register or collect their passport stamp and postcard. Registered fans had access to a digital passport that stored their collected stamps, user profile and mileage, which allowed fans to unlock more content.

Modals & Tings

L: Share Modal, M: My Passport (a collection of acquired stamps), R: My Profile

My Guide

An alternate, big-picture approach to navigating between destination pages.

Buttons & Input Fields

UI Components

Fans Were Stoked!

It was great to see the positive reactions from fans across the globe.

Destination Animation Prototype / Password: OneRepublic

Intro Animation Prototype / Password: OneRepublic

Boarding Pass Animation Prototype / Password: OneRepublic

Project Credits
My Role: Art Director + Lead Designer
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Agency: Engin Creative
ACD: Maggie Gardner
Design Support: Sam Lee
Motion: Jesse Weeg
Tech Director: Lee Ritter
Front-End Dev: Everyday Odyssey
Back-End Dev: Mac Eisenberg, Chappy

Summary
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Maverick, OneRepublic’s management company, partnered with ENGIN Creative to create an immersive experience that would take users along a unique journey through cities that inspired OneRepublic's new album. The goal was to evoke a sense of exploration and discovery amongst fans while offering the ability to unlock exclusive BTS content, and opportunities to collect "passport stamps" to share on their social channels. The digital experience allowed fans to connect with the band in unexpected ways and rewarded fans for their engagement.

Key Takeaway
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It was important to remember the end user throughout the entire creative process, from concept to execution, because fans have the ultimate say on whether or not the site's experience was a success or not. I was glued to my Twitter feed during launch and was relieved to see so many fans have positive reactions to the site and new music.