For us, this project shows the power of digital experiences and our team’s ability to innovate and connect with users.Henry Daubrez, CEO / CCO
Dogstudio
Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?
A: What’s interesting about the process here and the choices we made is how conscious we were about leveraging AI generative solutions (Dall-E and Stable Diffusion) to have an exclusive view on what this could be. This was then used to feed a traditional concepting process with concept designers working their way into production. Technically, we leveraged our own WebGL framework called AstroGL to get the most out of 3D productions.
Q: What were some of your biggest learning and takeaways from this project?
A: Weirdly, our biggest takeaway on this project is that working on a website for a movie having yet to be released doesn’t necessarily mean we’ll have access to assets. In this case, everything being under embargo forced us to envision what would be the right approach while being kept in the dark about the final movie.
Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?
A: We started with sketches and DALL-E rendered visuals, and moved to 3D design. We created reflections for the metals and gold by building our own HDRIs. Graphic language was built on the idea of minimal outlines: GUI shapes and holographic backdrops, mixing Afrofuturism and Art Deco styles. Typography choices were made to fit the approach of craftsmanship in modernistic forms.
Q: How did the final product meet or exceed your expectations? What results did you see?
A: We wanted to create a piece which wasn’t only about marketing but also about inclusivity and diversity. Our process enabled us to emulate crossovers between afro-futuristic vibes, and the different IP involved, making it feel like a huge success to us. Being part of a global campaign visible in Times Square was the cherry on the pie.
Q: Why is this an exciting time to create new digital experiences? How does your team fit into this?
A: This is an exciting time for digital experiences due to advancements in technology and data analytics, making it possible to create more engaging and personalized content. Our partnership with Marvel for Sprite's campaign exemplifies this, using popular characters and interactive elements to drive user engagement. For us, this project shows the power of digital experiences and our team’s ability to innovate and connect with users.
Q: How did you reach a good balance of your own creative ideas and technical capabilities with a fair representation of the client’s brand?
A: Same old, same old: honesty, transparency, dedication. We can only achieve excellence or at least try to have a proper shot at achieving it by applying this religiously. We had a lot of exchanges with the different parties involved to understand exactly what was expected of us, and how to best achieve it.