EVER AFTER HIGH
Strategy | Art Direction | UX
Working with Seattle-based Smashing Ideas, we created a responsive website for the launch of Mattel's new doll franchise based on fairy tale characters. The opportunity was to take fairy tale concepts and weave them into website features all while remaining faithful to the evolving visual branding being developed in parallel.
Teaser Campaign
To generate excitement for the launch of Ever After High, we created a pre-launch campaign based on a keyhole concept. The three versions allowed fans to have a peek into parallax-enabled, storybook environments that included randomized animation to give the sense of a living world.
Site Design
When designing the Ever After High site we combined visual stylings from the brand guide with elements from the web series. The blog was looking glass themed. Quests were presented in storybook format. It was important the website be a seamless extension of the web series.
Social Media
Instagram was key for keeping the conversation going with the primary audience and driving traffic to the website.
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