Award of Distinction: Structube - 'Beyond the Product' Campaign
29/11/18
‘Beyond the Product’ is a 10-part web series offering a close look at the cultures behind Structube’s products, with a mission to challenge and dispel the negative connotations often attached to manufacturing in India or China.

Credits

Film Director: Julien Knafo

Art Director, UX/UI: German Moreno

Photographer/Videographer: Claudio Dagostino

Web Developer: Justin Conabree

Graphic Designers: Catherine Gibbard, Alicia Tsui

 

Description

‘Beyond the Product’ is a 10-part web series offering a close look at the cultures behind Structube’s products, with a mission to challenge and dispel the negative connotations often attached to manufacturing in India or China. 

 

A microsite was created to host the footage and interactive features of the campaign. Key considerations included balancing speed with quality and performance, integrating e-commerce features and creating a design that addressed the episodic nature of the series. The marketing team’s strategy was to collaborate closely with the Web Developer and the lead Graphic Designer to ensure the vision aligned with the project’s technical requirements.

 

To execute, track and measure the project, the team created an object-based system for storing information about episodes and used YouTube auto-scaling and YouTube API, plus Google Analytics for tracking video views and page visits.

 

The series is hosted on a bespoke responsive microsite which has amassed over 200,000 visits in its lifetime. The ‘Beyond the Product’ web series is an immersive experience that provides a real glimpse into the sights, sounds and tastes of some of the oldest cultures on earth.

 

Judges Comments

This is a strikingly visual journey into the products used in the daily lives of consumers. It presents an easy-to-navigate visual system and a great story that is meaningful to the audience; a deep and technologically rich experience. Very well done.

– Brian Ready RGD

 

This is an ambitious project with a lot of depth. The user experience is extremely consistent and very intuitive. The design elements build a cohesive look and feel but don’t compete with the content. The quality of both the footage and photography is excellent. Each video does a great job of telling a story, with strong film direction, art direction and editing.

– Michael MacVicar

 

 

 

 

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