Land Rover

The Ask:

Y&R New York required a multimedia storytelling experience for Land Rover, integrating a narrative by best-selling British novelist William Boyd, to create an engaging, brand-centric adventure.

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Answer:

I led the creative direction for production of "The Vanishing Game," an immersive experience that intertwined every aspect of Boyd's story with a Land Rover adventure. My role involved overseeing the writing and design of the treatment and conceptualizing the functionality of the experience. Collaborating with developers and producers at Tool, we extended Boyd's narrative into a cross-channel journey, celebrating Land Rover ownership. The interactive Tumblr page we created featured embedded links, clickable action words, and multimedia elements like videos, sound design, and cinemagraphs. We also integrated real owner stories using the #Wellstoried hashtag, allowing personal driving adventures to come alive as users interacted with the story.

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Result:

Our innovative treatment successfully won the Y&R business for Tool. The project, upon launch, gained significant traction on social media and was covered by major press outlets. It achieved over 230 million media impressions in the first week and attracted over 300,000 users within two months. "The Vanishing Game" became the #1 digital download on Amazon for several days and recorded an average of over 13 minutes of engagement per chapter. The project won multiple awards, including the ADC Tomorrow Award, One Show, FWA Mobile of the Day, FWA Site of the Day, Adobe Cutting Edge Project of the Week, and a Webby.