Project: Content Creation | Roles: UI, UX | Year: 2017
The Challenge
Make millennials care about mindfulness
Getting this young generation to care about mindfulness is quite a challenge. Our approach and execution had to be exciting, eventful and most importantly, Instagram-worthy.
The Solution
Getting loud to get calm
As a team, we researched various methods on how people get calm and deal with their stress. A method that stood out to me was Screaming Therapy. It's a form of therapy that has the patient identify and verbalize their stress and then yelling loudly. The idea was to turn this method into digital interactive experience. As a result of guiding the user to identify their stress first, we would then be able to collect that data to refine our content strategy and focus our messaging.
De-stressing downtown - one passerby at a time with our physical scream booth.
To launch this new tool, we created a physical scream booth so people can be fully immersed in this experience. But how? Well, we bought a portable recording booth and skinned with some loud branding. We then decked out the interior with some fine tech and lots of cameras.
Like I said, we had lots of cameras. So we created a few videos to share on the socials promoting the new digital tool and start helping people feel stress-free.
Those were cool and all, but this is still my favorite video. It's my friend, Bud, doing some good ol' user testing.
(You might want to turn your volume down a wee bit.)
Credits
Agency: Proof Advertising | CD: Craig Mikes | ACD: Lane Jordan | AD: Juan Roque | Copywriter: Jenna Lindstrom
