Creativity

Follow a Land Rover-Branded Adventure Story Via Instagram

Users Can Tap Tiles to Watch Videos, Learn Skills

By Alexandra Jardine. Published on Jul 23, 2015

Editor's Pick

Land Rover has been pretty innovative in the digital space recently, with projects such as interactive novel The Vanishing Game.

Now the same agency, Y&R New York, has created a mobile experience for the brand that makes creative use of Instagram's photo grid format, with users able to tap tiles to explore fictional adventure stories.

Two stories are available on Instagram. The first, @SolitudeInSawtooth, follows the outdoor journey of a young couple as they explore Sawtooth National Forest in Idaho. The second, @BrotherhoodOfWonderstone, follows two brothers on an expedition through Kanab, Utah.

In each story, landscape photos are stitched together to form day-into-night panoseries scenes (similar to panorama but with multiple photos represented). Users can tap tiles within each panoseries to view videos that progress the story and showcase technical off-roading knowledge -- like how to properly ford a river, and survival tips such as how to turn a leaf into a compass, hot to cure a headache or how to treat a wound in the wild. In both journeys there are hundreds of tiles to interact with, and 20-30 films per adventure.

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About

Credits

Date
Jul 23, 2015
Agency:
Y&R New York
Client:
Land Rover
Global Chief Creative Officer:
Tony Granger
Executive Creative Director:
Marc Sobier
Executive Creative Director:
Greg Farley
Creative Director:
Carlos Savage
Creative Director:
Roy Torres
Executive Producer:
Mathieu Shrontz
Creative Retoucher:
Raul Pardo
Director:
Runar Ingi
Production Company:
Film Orange
Director of Photography:
Dimitri Karakatsanis

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