Responses by Hello Design
Background: For those who want real cheese sauce and a homemade taste in a flash, the Tillamook Sauce Starters site shows that real cheese sauce can be easy to make. With a deliciously addictive scroll-to-make experience, the site walks users through all three steps: mix, melt and enjoy.
Highlights: The scroll-to-make experience puts users into the kitchen and shows how it comes together. We used a motion control rig with a robotic arm to capture one smooth shot of the process from start to finish through three different camera angles. As users scroll, they watch actual videos of Tillamook Sauce Starters being cooked. Throughout the process, we sprinkle in educational content, explaining why real Tillamook cheese makes for the best melt.
Challenges: We needed to get the timing of our film precisely right in order for everything to work seamlessly. This setup was quite involved, but allowed us to capture every detail of the process in one seamless shot.
Favorite details: The Tillamook Sauce Starters experience is entirely “show don’t tell.” It can be easy to default to video as a passive way to educate users on a new product, but we wanted to make something less traditional and more interactive. Scroll-to-make puts users in control with a highly visual experience that comes to life, and we built it to work equally well on desktop and mobile.
Navigational structure: The site is designed to lead users through a process that educates and inspires them. First, they learn how the Tillamook Sauce Starters come together, and a call to action at the end of the experience brings users to the recipes page, where a curated collection of dishes shows Tillamook Sauce Starters’s versatility. Finally, users get a colorful rundown of the different flavors, integrated with our Where to Buy tool so they can see the local stores that carry it.
Approach: The original concept was to create more of an illustrative story rather than relying on the “Step 1, Step 2” format used in most directions and recipes. We envisioned one seamless shot of the “mix, melt, enjoy” process. Also, we initially wanted to build a manually controlled rail rig, but we ended up using a computer controlled robotic arm.