T Brand Studios

Allbirds
The View
From Above

Best Branded Editorial Experience / Nominee

T Brand Studios

Best Branded Editorial Experience

Nominee

The power of digital storytelling to make connections across regions and physical divides has never been more important and potent than right now. Our team is guided by a culture of creating meaningful impact in the world through our storytelling. - T Brand Studios Team

Q: Can you briefly describe your project and the concept behind it?

A: Birds are an invaluable component of our ecosystems, but their exact role is a story that is often overlooked or misunderstood. Allbirds as a champion of sustainability and environmental protection, asked us to highlight both the impact that birds have on our world and Allbirds' own conservation initiatives. We created a vibrant and reactive experience using layered parallax, transparent 3d video and sound.

Q: Talk about your initial prototypes. How did those ideas change throughout design and execution?

A: Our prototypes stayed pretty on the mark from day 1.

What breakthrough or “a-ha” moment did you experience when concepting or executing this project?

Many visual forms were considered to best represent the page and the birds themselves. We considered WebGL generative particles, animated papercraft, and other approaches, but in the end we realized that the most natural and photo-real image of the bird and their environment would be key. Playing with depth of field and the layered videos gave life to the page.

Q: What web technologies, tools, or resources did you use to develop this?

A: Cinema 4D, Transparent WebM videos

Q: What influenced your chosen technical approach, and how did it go beyond past methods?

A: We wanted our readers to understand how interwoven birds are to our own survival and why Allbirds’ mission is so imperative. The sound of bird calls is such an integral part of our sensory lives, but it is a sound that may be on the brink of being lost forever. We knew that bringing this looping, immersive audio to the forefront of the piece, along with multilayered, interactive animations would establish a personal connection with our readers. We wanted them to feel like a Scarlet Tanager could literally hop off the page and into their homes.

Q: How did you balance your creative and technical capabilities with the client’s brand?

A: From day one, Allbirds trusted and pushed our team to find the best storytelling, visual, audio and technical approach to tell the story. The birds selected for this page tie directly back to individual Allbirds products from last year.

Q: How did the final product defy your expectations?

A: I think the clarity and realism in the birds surprised everyone on the team. The depth of focus and motion blur effect makes the overall composition hypnotic.

Q: Why is this an exciting time to create new digital experiences? How does your team fit into this?

A: The power of digital storytelling to make connections across regions and physical divides has never been more important and potent than right now. Our team is guided by a culture of creating meaningful impact in the world through our storytelling. The potential for what can be created in the digital age is expanding everyday and we are excited to uncover stories that matter, and work with partners to create new experiences to tell them.

Allbirds The View From Above