The Skinny
Axe projects pose a dilemma. They aren’t the ideal project to have up on your screens when a potential new client comes strolling through the office. On the other hand, it’s far from the type of project you want to lock a developer off in a room to work solo on. Fortunately, once we had reviewed the scope of work from our agency partner BBH, we realized this was too big an undertaking for a solo mission.
The team was assembled and locked off in the safe room. The mission code named “AXE Shock & Awe” was now in progress. As steamy footage flowed in from our agency partner, we worked hard to come up with the decision engine that turned this from an ordinary short film to a soapy, chose your own adventure, body-washing bonanza. Visual enhancements and motion graphics were added for extra “oomph.” As well as an interactive bonus scene as the climax; for those who chose wisely and held out till the end.
And visitors we’re certainly awed. Engagement was off the charts, with viewers spending more time on the site than we’d ever seen. Was it simply the content? Perhaps. But we like to think we had a little to do with it. And with this launch, the interactive movie genre had officially secured a spot in our hearts.
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