A 2D mock-up graphic of what visitors would see within the Capilano 360 Interactive Photo Collection.
Problem
The Capilano Suspension Bridge Park was looking for a way to engage with tourists as well as locals in a meaningful way. The idea had to stand out from other events and create a meaningful experience with the park.
Solution
After visiting the park, I walked away with an overwhelming feeling of scale from a mix of nature and engineering marvel. I saw the opportunity for Virtual Reality to capture an experience that could be shared between friends and family, stretching through time and space.
Visitors would be presented with signage that encourages them to take photos at specific points in the park, and the photos would be stitched together once submitted through a hashtag #MyBridge.
Visitors would be presented with signage that encourages them to take photos at specific points in the park, and the photos would be stitched together once submitted through a hashtag #MyBridge.
An early photograph from the park's 140 year, graphic history.
Branded Headset
A Capilano Suspension Bridge 360 Interactive Photo Collection Campaign branded Google Cardboard headset.
Google Cardboard opened, with the camera looking through it's lenses.
Google Cardboard opened, viewed from a 3/4 angle with the phone-compartment opened. This shows the velcro that holds the object together.
Each visitor could take home a branded Google Cardboard headset, through which they could see tapestry of photos from the last 140 years.
Digital Campaign Elements
Campaign Home Page Website
Weather Channel Website Takeover Ad
As part of the overall campaign to drive traffic to the website, takeover ads would be purchased on The Weather Channel and other weather news websites. The concept being that, when locals or tourists are looking up weather in Vancouver, they already have the intention to go outside, so why not visit the Capilano Suspension Bridge Park? The graphics feature cut-out and overlaid photography from old and new image collections of the park, to keep in line with the campaigns visual language.
Phone App for Photo Viewing and Navigation
Users would be presented with a phone app, where they can upload and navigate through photographs of the park. They would start from a park map, presenting all the locations from which photos can be interacted with. From here, the app is used in either Timeline or Navigation mode. Timeline mode filters through the photos to show the changes to the park through its entire history until the present. Navigation mode enables users to "look around" the park without the headset, through the cellphone's limitations and capabilities.
Process
Conceptual development sketches
The final concept was merged from suggestion from my art director at the time. The first of the two concepts was "A Historic View / Share a View" where photos would be placed around the park using Alternative Reality, so that viewers could see the difference in the park in real time. This would draw out the historic narrative that the park relies on. The second concept was called "Leave Your Mark", where viewers would place photos in a Virtual Reality environment. The end result brought together old and new, which is a cornerstone concept of the park's brand story.
Building the Virtual Reality mock-up
During the process of building the mock up, I found that the pictures had to be placed a specific distance away from the viewer, or else they would collide with the camera, among other problems.
Inserting the bridge Into the Sketch
While the photos made the majority of the 360 environment, there still needed to be a baseline element from which everything was placed. Luckily, there are people 3D modeling the entire world around us! I found a model of a suspension bridge that I could bring into Tilt Brush and set it in the middle of my scene.
The 3D modeled suspension bridge I placed in the Tilt Brush sketch.
Logo Process
To create a logo or word mark for this campaign, I based my thumbnail sketches heavily on the base logo for the park. It was important for this mark to be recognizable.
The original logo for the park, which the sketches were based on.
Considering the Logo In 3D Space
I took the logo into Virtual Reality to ideate, where I created a 360 degree rotation of colours to represent the VR experience. The movement of the camera simulates someone looking at and around the logo.