Warner Bros. Advanced Narratives

The future of storytelling, today
Features & Design / Honoree

Features & Design

Real-time feedback, WebGL, AI, and NFT integration allow for immersive and personalized experiences. Alex Levin, Founding Partner


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

A: L+R designed and built an immersive online experience for Warner Bros. Advanced Narratives, using AI, web3, and emerging web technologies to power a choose-your-own-adventure informational and interactive site. The project drew inspiration from Hugo Münsterburg's "The Photoplay," exploring the interplay between a story's plot and appearance and creating an experience that allows users to play with cause and effect in a generative environment.

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: Our challenge stemmed from our aim to make the web experience feel accessible for first-time visitors while utilizing AI, WebGL, and blockchain to create a novel and personalized digital experience that aligns with the organization's mission of using new technologies to introduce generative storytelling to all. Our approach went beyond previous L+R projects by integrating emerging technologies while educating visitors and encouraging interaction.

Q: What were some of your biggest learning and takeaways from this project?

A: Despite the fact that many of the team members had little experience with these technologies since they are all very new, we were able to combine them in a meaningful way. The results were positive, with visitors spending more time on the site and expressing interest in learning more about the organization and its projects.

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 used a headless CMS, WebGL, HTML5 Canvas, DALL-E 2, Hypermint by Moonpay (to create NFTs).

Q: How did the final product meet or exceed your expectations? What results did you see?

A: We were excited to exceed our own expectations with the final product, successfully combining emerging technologies in a meaningful way. While we expected positive reception from technical audiences, we were pleasantly surprised by the interest from those more experienced with traditional storytelling. Increased visitor engagement and interest in the organization and its projects demonstrated the success of this approach.

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 to create new digital experiences because emerging technologies are opening up new possibilities for truly interactive and immersive experiences. As a team trained on the cutting edge of design and technology, we're uniquely positioned to create experiences that push boundaries and engage audiences in ways that were previously impossible.

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: L+R reached a good balance of creative ideas and technical capabilities by working closely with the client to understand their brand and mission. We approached the project with a user-first mentality, while also incorporating the client's vision and values. Regular feedback sessions and an agile development process ensured that our ideas were aligned with the client's expectations while pushing the boundaries of what was technically feasible.

Q: What did your initial moodboard, wireframe, or prototype look like? How did those ideas change throughout the design process?

A: L+R's initial moodboard showcased a futuristic and cutting-edge style, while the wireframes were complex due to the decision trees needed for personalized experiences. Prototyping was crucial to get a sense of what was possible and to gather feedback from the target audience. As the design evolved, ideas moved from highly conceptual to pragmatic, and the team focused on striking a balance between creativity and technical feasibility.
© 2024 The Webby Awards. All rights reserved.