RUSSIAN RAILWAYS 2.0
Interactive, worlds apart
For the third year running, Russian Railways approached us - each year a new creative execution required. This time, to celebrate 10 years as a business.
TV commercials and website both show an immersive audio-visual 3D environment in which 'The world feels smaller' owing to 10 years of Russian Rail. Website visitors can interact with 3D scenes of the major routes covered by the railway.
FROM A TO B
In production, this virtual journey, had to be clearly mapped out and communicated to animators. Any edge-cases had to be worked out before hitting the red button on the render-train.
SAME SAME
Working closely with TV producers, a tightly integrated campaign was produced through cross platform messaging and shared visuals.
TV or digital first?
In TV the story is very much linear, whereas digital experiences allow entry and exit points throughout, and also the journey is cyclical. This meant that scamps storyboards informing the flow and pace which differed from the broadcast counterpart.
Built on experience
As the third campaign iteration with the client, it’s the most ambitious, and different.
Load times
Looped resting scenes helped to keep file sizes down low so that the experience could begin immediately.
