Client: The Black Tux
The Black Tux came to us wanting to develop a cool digital experience for their “Dreams Delivered” campaign. Be it for your wedding, your prom or some other formal occasion, the central promise of the campaign was that renting from the Black Tux could be the first step in achieving your wildest dreams.
Mystery Box Live was our way of delivering on that promise through a mobile guessing game that was borne out of our obsession with HQ. The concept was simple - each day for 7 days, a different “mystery box” would be displayed on the site. Users would log on and attempt to guess the contents of the box, using visual and written clues as reference. The right guess would unlock the box and reveal both the object within and the corresponding prize. Most of the prizes were wedding themed but still attractive to general audiences and ranged from a Bitcoin to a new bed to $1500 for an open bar.
In addition to being displayed on the site, winners were announced daily on The Black Tux’s social media accounts, further raising awareness and encouraging participation for the next day’s giveaway.
While the concept was simple, there were many components to the production. First, we had to concept and shoot all of the practical mystery box sets. Next, we had to prep all of the shoot footage for live-streaming and integrate it with a front end interface we designed. Additionally, we had to develop a custom backend and admin panel that would keep track of user guesses and allow us to moderate the experience. Finally, we had to QA and stress-test live game scenarios that would simulate concentrated traffic spikes from a mass of users.
This was a challenging but tremendously rewarding project. I love being able to produce special shoots that yield assets we can integrate into digital experiences and this job offered that in spades.
Credits
Agency: Watson DG
Creative Director: Hleb Marholin
Associate Creative Director: Arin Delaney
Art Director: Louis Ansa
Front End Developer: Haihang Du
Back End Developer: William Chen
Web-GL Developer: Florian Morel
Copywriter: Madison Palasini
Editor + Motion Designer: Garett Gioia
Producers: Greg Meltzer, Patrick Raimondi
Production Coordinator: Matt Murkidjanian
Production Designer: Liza Nelson
DP: Garret Curtis