Jack Reacher Microsoft Windows 8 Ad
(2012)
Role: Art Direction, Lead Design, Motion Design.
As a part of Paramount’s Jack Reacher advertising campaign for which I was lead designer and art director, I was also tasked with creating an entirely new advertising format for Microsoft’s new Windows 8 tablet devices. The ad appeared within the Top Gear app, and was designed to look seamless within the application. Here we created a unique advertising format that utilised touch technology and multi-gestural control to allow the user to interact with the format’s gear stick. Each unique gesture delivered a specific piece of Reacher content. It was one of the first gesture-based advertisements, built entirely in HTML5. The interaction rate was incredibly high compared to standard online advertisement formats, with 1,500 video plays and 17% of users choosing to tap to expand -which took the ad full-screen, revealing the world of Jack Reacher in a parallax-driven microsite, where the user could swipe along to reveal more content.
The ad won a W3 Award, was nominated for a Webby Award, shortlisted for a Lovie Award and a Revolution Award, and was also the basis of an article featured in The Drum magazine.
(Produced at This Is Tommy).
