Art Director & Integrated Designer
Client: S7 Airlines
Shortlist - Digital Installations & Events
Kyiv International Advertising Festival:
Digital & Mobile:
Branded Content & Visual Storytelling:
Silver - Live broadcast / Live streaming
Gold - Innovation in visual storytelling and branded content
Silver - Use of special events, sponsorship, promotions
Bronze - Use of non-traditional and ambient media
Bronze - Out of home craft: Art Direction
Shortlist - Production Design / Art Direction
Site of the Day - Awwwards
I was a part of establishing the visual language for the campaign across all media - from early stage to final execution. Including researching old HUD/GUI's and setting the motion language.
Working with developers and other vendors, making sure that the interactive experience wouldn't only look good - but also work on the day of launch.
From the moon to Mars, for decades, humanity has sent out rovers to explore the places we couldn’t. But for most people, the real undiscovered planet is our own. To encourage people to explore the best planet we know, we created Earth7 – a planetary rover destined for Earth.
Revealed in Moscow as part of an interactive experience, Earth7 combined cutting edge space technology with simple gesture control.
Seated in front of a huge screen transmitting Earth7’s secret location thousands of miles away, participants were able to remote control the 75kg aluminum machine with just a flick of the hand thanks to a high-speed data connection and kinetic armband.
Each user had the opportunity to win return tickets to any S7 destination, if they could collect three samples of life on Earth. From jamón to kite-surfing, over 50 samples were rendered on top of the rover’s live video stream in a dynamically generated gaming interface to encourage players to explore the terrain.
Randomly generated, these samples of life on Earth reminded participants that there are so many amazing things to discover on our own planet when we travel.
In the very beginning of the process, I studied both old and modern HUD (head-up display) for aircrafts to better understand how a pilot navigates through an interface when in control, operating a machine.
"With no real visual points of reference, pilots sometimes need to rely entirely on the information from their instruments to understand where they are. While flying through clouds or at night, these instruments become even more important, as they can be the only source of information available to pilots."
Knowing that our interactive experience would be completely new to our pilots, I had to use the right 'instruments' to help guide and navigate the pilot by design. After all, we didn't want people to go home empty handed - we wanted as many people as possible to actually win tickets to explore our world.
A small selection of explorations in the early stage of the project. I explored different ways in motion to better understand how the experience would work.