Picture this. You're the #1 advertiser in the world. You've bought the #1 most expensive ad in the world. But 16 minutes before it airs, you still have no idea what the ad’s final storyline is going to be. That was P&G's "When We Come Together", the world's first interactive Super Bowl commercial.
In partnership with eko Technology and 7 iconic P&G brands, we created a 6-minute interactive film where viewers could make choices to determine the :60 Super Bowl commercial they wanted to see.
Over 82% of people completed the full film and engagement time was over two minutes, something unheard of in today's "shorter is better" media mindset. Consumer interest for the brands featured in the ad skyrocketed by over 2400% and positive sentiment reached an all-time high of over 85%.
This project's multiple storylines meant my greatest-ever work in covering walls in index cards mapped with string. Concepting to post-production looked a whole lot like this.
