Las Fantásticas Aventuras

Interactive campaign · 2015

Las Fantásticas Aventuras (“The Fantastic Adventures”) was the Ford Focus launch campaign for Latin America, inspired by the “Choose Your Own Adventure” books. On a custom Tumblr, the audience pitched what happened next, and their ideas were filmed, one by one, until they added up to an epic, surreal adventure.

Poster for “Las Fantásticas Aventuras del Focus 2015” against a sunset sky

Client: Ford
Year: 2015
Our role: Digital art direction
Platform: Custom Tumblr · interactive
Status: 2015 campaign

551,000: visits
7,401: stories created by the audience
9: awards, including Awwwards and FWA

Context

A story written by the audience.

Alongside the main story, which moved forward with the chosen pitches, “homemade” alternate stories were filmed too.

The campaign was a massive hit and one of the most awarded digital campaigns of 2015.

The challenge

Interactive cinema, at scale.

Merge the audience’s choices with professionally shot content, keep the cinematic quality, and keep people hooked chapter after chapter.

01A custom Tumblr for the user-inspired films.
02A clean, motion-driven interface with a cinematic feel.
03Every chapter written by a different user.
04Just as good on desktop as on mobile, for watching and for taking part.

Choose your own adventureThe audience picks every chapter, and then it gets shot; the story branches out.

How we worked

The process, step by step

01
Concept
A launch campaign inspired by the “Choose Your Own Adventure” books.
02
Platform
A custom Tumblr that brings together cinematic video and interactive storytelling.
03
Participation
The audience pitches what happens next; the chosen pitches get filmed.
04
Filming
Professionally produced chapters, plus “homemade” alternate stories.

Problems & fixes

Problems we ran into and how we fixed them

From user to film set
Problem
The audience’s ideas had to become video without losing the quality of a professional production.
Fix
A platform that blends the audience’s choices with professionally shot chapters.
Nobody gets lost
Problem
A branching story can throw anyone off.
Fix
Story navigation where every user sees how their choices change the plot and can explore alternate paths.
Zero-friction participation
Problem
If contributing is a hassle, nobody writes.
Fix
A simple interface for sending in pitches that turns the audience into co-authors.
Cinema on a phone
Problem
The cinematic experience had to work on small screens.
Fix
A mobile interface designed for touch.
Result
FWA Mobile of the Day.