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Selfridges Project Ocean

Selfridges wanted to take a more proactive role in protecting endangered fish stocks whilst increasing awareness of the threat within the public domain. Together with 18 Feet and my company Clusta, we developed a number of digital touchpoints for the campaign, including a dynamic website, iPhone app, and interactive digital ocean, installed in the window of Selfridges on Oxford Street, London. A custom physics engine was built to animate the fish, which are spawned into the ocean each time a user makes a donation. The 4m x 2m interactive window was an epic combination of hardware, custom software, digital display systems, and the latest "Displax Touch Foil" technology. Users are able to engage with the ocean scene at street level, make donations via text, and watch their fish being spawned in real time as their donation is received. I designed and directed the UX for web, mobile, and interactive touchscreen as well as developed the concept for the interactive screen itself. I also managed the entire campaign project alongside 18 Feet and raised the bar for those who did the above-the-line advertising campaign.

Project Roles
Animator, Art Director, Designer, Executive Producer, Interactive Producer, UX/IA Designer
Company
Selfridges
Skills
2D, Adobe Illustrator, Adobe Photoshop, After Effects, Android, Art Direction, Creative Direction, Design, Digital, Flash, Interaction, Interactive, iOS
Media
2D Animations, App Design, Desktop Apps, Interactive Installations, UI Design, UX Designs, Web Apps, Websites
Project Industries
Advertising, Fashion, Non-Profit
Selfridges Project Ocean
Selfridges Project Ocean
Selfridges Project Ocean
Selfridges Project Ocean
Selfridges Project Ocean
Selfridges Project Ocean