In 2014 I collaborated with Saatchi & Saatchi LA to produce an interactive digital experience that aligned the Toyota Tundra with DIY home enthusiasts and home improvement content from HowStuffWorks. Featuring 360-panoramic views, the experience offered a deeper understanding of backyard creation and tips for improving your home experience. Leveraging WebGL and original photography, consumers would pan and navigate to an idyllic patio, pool, and backyard where users explored curated content in the form of video, galleries, and articles. The experience included an information architecture that spanned several different verticals of HowStuffWorks content where I oversaw the creation of branded editorial pieces custom-written for the campaign. Topics ranged from landscaping tips, to how to build a fire pit or erect a gazebo and shed, while also enabling viewers to uncover a unique view inside the all-new 2014 Toyota Tundra.
The Interactive Backyard was recognized on AWWWARDS.com for an honorable mention and the work on the project led to subsequent renewal business the following year. The video below details the user experience and partnership details.
interactive DIGITAL EXPERIENCE
The Interactive Backyard experience is accessible across desktop and tablet devices. We provided messaging on mobile directing consumers to experience the content from a larger device.
The UX is simple and clean leveraging 3D animated icons for easy navigation to immediate surroundings. Leveraging 360º panoramic custom photography we enabled users to engage in unique ways to uncover and explore content they were passionate about. Below are several screens of the user experience.
Panoramic View Inside the 2014 Toyota Tundra
MAP NAVIGATION
A map system offered users an alternative way to navigate the experience. We crafted and illustrated an overhead view of the entire backyard geography. A mini map experience offered a more focused view of immediate surroundings.
CONTENT strategy
Users may browse and navigate to different backyard topics where they explored curated content in the form of video, galleries, and articles. The experience included an information architecture that spanned several different vertical categories and I oversaw the creation of branded editorial pieces custom-written for the campaign. Below are screens of the editorial experience.
