Responses by Maryam Akhunova, creative director, Possible
Background: To launch Colgate “Ancient secrets,” a unique range of oral care products based on ancient Chinese recipes developed exclusively for young Russians searching for new experiences and self-development, we invited users to join Natalia (Nataly) Osmann, the star and cofounder of the Follow Me To photo project, on an immersive online journey through China to unravel the ancient secrets of five ingredients.
Highlights: The way users are immersed into different journeys through five different locations in China. Users can read the stories, check out the photo and video content that is shot on location and even change the stories. Besides the beautiful photos and videos, the site has a modern front-end stack, contemporary back-end stack and cutting edge animation tools. The digital production work was also done by Beta.
Challenges: To turn all the beautiful materials we had into five immersive stories that users will find interesting. Favorite details: Combining the video and photo production from China to work in a “just-in-time” concept. Whenever we got photos or videos, we immediately implemented it into our design and coding process.
Navigational structure: The main point of the navigational structure was to support the storytelling. In all the chapters, we allowed users to customize their virtual journey to China. And we reached our goal as most users have reached the final points of the stories.