NowWhat Music
Since being released in 2006, State Farm's NowWhat.com site has served primarily as a successful tool to change brand perception among its young adult target market and secondarily as customer acquisition tool. NowWhat.com offers an immersive, experiential way for users to interact with the State Farm brand and in doing so, to learn more about auto and renter's insurance. As State Farm extended its use of music to connect with young adults through tour sponsorship and exclusive music content, it needed a way to showcase that content on the site. freakdigital developed the "Music Room" concept, from early comps through final designs and art directed the video production required for creation of the room and its component parts. Based on strategic direction provided by the client, the Music Room section needed to incorporate the insurance content into the Music Room itself. The solution developed was to conceptualize and film a series of environment-specific NowWhat moments - mini-disasters that happen and reinforce the need-state for insurance to the site user. Allowing the site to remain idle randomly triggers one of the NowWhat moments to intentionally interrupt the users experience and invite them to explore some of the related insurance-focused content distributed throughout the site. freakdigital also designed the subsections of the music section, including sections featuring The Fray and Projekt Revolution (a Linkin Park-sponsored summer musical tour), Summer Events and Festivals, and a photo gallery subsection from NowWhat sponsored summer music events. Reaction to the new Music Room by the client was such that the Music Room was re-configured to serve as the homepage for the site for visitors to NowWhat.com. freakdigital continues to lead art direction for the project as more and more content comes in from partner agencies and from the sponsored tours, as well as developing designs to incorporate X-Games related content.Role: Developed initial concept for Music room based on existing NowWhat.com experience. Created all designs and art direction for Music Room. Provided art direction for video shoot to create and collect the various NowWhat moments that occur in the room experience. Developed designs and user experience schema for subsections of Music Room.
Skills:
- Design
- Photoshop
- Illustrator
- Flash: General
