The brief presented by Droga5 afforded Resn a unique opportunity, both in creative conceptualisation and bleeding edge technical execution. From the outset, Resn approached the project using a core narrative backbone in the form of a classic three-act structure, with every possible user journey scripted and paced by Resn.
Droga5’s creative conceit of a sophisticated monochromatic tunnel based chase inspired Resn’s art direction and contributed to the decision to use the very latest in browser based hardware accelerated 3D graphics.
In response to working with this new technology, Resn pioneered a custom run-time Flash 3D motion editing tool to facilitate an integrated production flow between the creative and technical teams. This innovative approach provided anyone on the team with the means to tweak a 3D animated sequence in real-time through the simple to use graphic interface.
We recognised early on that music and sound design were going to be fundamental components to create the emotional and impactful experience that we wanted to instill in the minds of our audience. Audio composition occurred in parallel with visual and motion design with each discipline informing the other. Every story had its own musical theme with several movements.
-Rich art-directed experience with creative freedom from the agency.
-Featured in Computer Arts Fall Issue, Won FWA, D&AD, OneShow and Webby Awards
-Featured Martin Scorsese, Erykah Badu, Manny Pacquiao
-Resn composed all of the audio for the entire project, including the music for Erykah Badu
-Robust event promotion system that uses geo-location on the back end to deliver up specific party invites throughout the experience by creating a new tunnel randomly in the journey.
-Responsive HTML experience for mobile users