From the outset, Avatar Secrets was always going to be a digital project – in content, and in form.
For starters, it’s 2014. How can you really explore a story about our hybrid digital lives in a purely linear format?
The theme called for an innovative approach.
Secondly, there was so much that needed to be included — different storylines and perspectives, different media and textures. So, we needed to find a format that would bring everything together cohesively.
The experience also had to be easy.
Technology is everywhere.
Our gadgets — especially mobile phones and touch screens — have become ubiquitous. Infants can navigate a touch screen with ease, and that same ease of use needed to be present in the experience we were building.
The iPad had numerous appeals, as a creative platform.
Our habits are changing.
By 2015, tablet sales are set to outpace PC sales. The challenge of developing narrative content for this new platform — with razor sharp graphics, touch functionality, and portability — adapting the cinematic experience for our changing relationship to screens was an exciting proposition.
With the transition to tablet, the storytelling experience becomes more intimate than ever, as our gaze becomes closer, and as we interact through touch.
One of the beauties of creating a narrative experience for tablet is that unlike a desktop browser-based experience, the narrative tablet experience is totally immersive.
There isn’t the constant temptation of open windows and multiple tabs, the pull of Facebook alerts and email pings.
When you open up the app, you’re stepping into that world for a moment in time, almost like you would dive into a book.
The tablet is perhaps more like a book than it is like a computer or a television screen. It pulls you in, allows you to immerse yourself fully in one experience, and creates a very intimate, one to one experience.
Ours is a story of connection, community, and love, and as such a user experience built around touch and eye contact was the perfect fit.
Once you’re inside the app, the touch screen allows viewers to dive deeper into scenes. And, the immersive full screen experience lends itself to a Z-axis creative treatment.
Instead of only navigating up and down or sideways along the X and Y axis, we can navigate between the layers of the hybrid reality, pulling back and forth between the real and the virtual.
Thus we can begin to explore “the world inside of the machine” by pushing deep into the screen… and touch is the perfect interaction for that experience.