Company: Sony Music Entertainment
Location: London, UK
Role: Ideation / Digital Project Lead
Website link: madeintheam.com
*Lovie Gold Award Winner 2016*
*Lovie People's Lovie Award Winner 2016*
*Webby People's Voice Award Winner 2016*
Syco and Modest Management came to me for help with a digital campaign brief for the band's forthcoming album, Made In The A.M. The requirement was for a website that rewards fans daily with exclusive content for two weeks until the album is released.
When I learned that the album artwork would be the 1D guys chilling on a leather sofa in a cool bachelor pad, I suggested we find a similar location, photograph it and create an interactive room in which to hide that content. We'd execute it by taking multiple photos of the room, each one with a new object placed in it such as a wall print or a record player, and each day the site would update with the next image and corresponding content.
It had been my intention for a while to produce a 360° room for music fans to explore and unlock never-before-seen archival content, and we knew that 1D would attract high quality partners to work with. We were very fortunate in this regard to have the Google Street View team come down to the location and shoot the room, enabling fans to walk around the whole space and get right up close to the room's contents.
I commissioned We Make Awesome to develop the site and with the help of Google Street View, they turned our idea into something amazing.
As an added bonus, we won a Webby Award and two Lovie Awards, and in the video below you can watch my boss James' speech on the night.