Active Theory
YouTube
Modernized, Mystical, Storytelling, Celebratory, Community
YouTube
World Tarot Day
Modernized, Mystical, Storytelling, Celebratory, Community
Features & Design - Best Use of Video or Moving Image /
Nominee
Translating a traditional tarot reading experience while staying true to the roots of the practice.Elly McIlwraith, Head of Production
Q: Once you settled on your idea, what influenced your decision on the chosen technical approach?
A: As we progressed through the project, we saw an opportunity to elevate the creative by shifting from the conventional approach of video playback in the browser towards something that incorporated 3D and video masking techniques within the experience. This campaign inspired us to explore the boundaries of what is possible in the browser by blending several of these techniques into one seamless experience.
Q: What were some of your biggest learning and takeaways from this project?
A: The importance of collaboration in establishing overall art direction. Every technical decision was also informed by how we can best represent the deep tradition behind Tarot while also uplifting the creators who made this concept possible.
Q: What web technologies, approaches, tools, or resources did you use to develop this experience?
A: WebGL, App Engine, Web Share API, webcam input, video masking. We utilized many custom interactive and visual techniques that we have developed over the years together to bring the experience together for the best visual experience in the browser.