Client: US Air Force
GSDM’s team approached us to get our take on how to carry 3 sci-fi based commercial spots over to a robust online experience. Given the target demographic of intelligent young men, we felt strongly that the best language to use was based on gaming, specifically a combination of FPS (first person shooter, see Modern Warfare franchise) and RTS (real time strategy, see Starcraft franchise) styled visual language.
From our creative treatment we handled design, production and development under GSD&M’s creative direction. This project started life as a landing page/microsite and evolved into the homepage of airforce.com because everyone was so excited by what they were seeing. We also had to create environments, content and 360 views of key elements from the Broadcast post team’s CG and Post assets.
We were responsible for design, UX, 3D asset dev, flash development, and deployment.
It’s a Deep experience based on 3 30-second broadcast pieces for the “Its Not Science Fiction: Its What We Do Every Day” campaign. The goal of AF.com is recruitment. As such, we based our designs on what the audience would find interesting: a first person shooter. It’s immersive and complex – 3 sections, 10 scenes, full of easter eggs, videos, games, and ability to chat with a recruiter; as such it has a cool nav to cross from section to section.
We also made some nice rich media banners: Air Force Bolt roadblock, Thermal page takeover. It was very successful - hit rates and length of viewer engagement skyrocketed.