Scare PewDiePie Campaign

Objective

Create an experience to promote Scare PewDiePie, the Youtube Red series starring PewDiePie, the comedian/producer behind Youtube's most subscribed channel.

Planning and ideation

This project was initially inspired by a sequencer/soundboard project my company built on a hack day. The idea was that there would be a set of screams that users could layover beats and create a track. However, when we brainstormed about how an interface like this wouldn't clearly lend itself to a shareable asset, we pivoted to think more about how to let users make something worth sharing.

This evolved into project that let users play with sounds over funny weird videos of PewDiePie getting scared. We hired a composer and animator to bring these videos to life, all while keeping in mind considerations like the 15 second limit to instagram videos, consistent key signatures as well as the overarching question: "is this cool?"

Here's an example from an early whiteboarding session. This simple flow was the first pass at capturing how a user would move thought the landing page and into the UI.

Once my wire got into the hands of the design team, things really began to come to life. When users click on the keyboard, the little PewDiePie heads yelled along with the sound. These small easter-egg interactions add up to site that's a lot more f… — Once my wire got into the hands of the design team, things really began to come to life. When users click on the keyboard, the little PewDiePie heads yelled along with the sound. These small easter-egg interactions add up to site that's a lot more fun to play around with.

Problem solving in action: These videos had pretty significant processing times, so we decided to use it as an opportunity to show the trailer to the show.