Fallon approached Firstborn to create a slick web experience for the new Cadillac ATS. Firstborn built a site that flows between four different international destinations, each one showing off the car's unique features. The user can explore each location, devour exclusive content and even check in to prove to friends that they were 'there'. Parallax animation seamlessly pulls the users deeper into each environment to learn more about the car's features. Using WebGL, Firstborn created a spinning globe to replicate the TV spot. Additionally, Firstborn created tablet and mobile versions.

Launch the campaign
Published
January 2013
Topics

The Story

Fallon approached Firstborn to create a slick web experience for the new Cadillac ATS. Firstborn built a site that flows between four different international destinations, each one showing off the car's unique features. The user can explore each location, devour exclusive content and even check in to prove to friends that they were 'there'. Parallax animation seamlessly pulls the users deeper into each environment to learn more about the car's features. Using WebGL, Firstborn created a spinning globe to replicate the TV spot. Additionally, Firstborn created tablet and mobile versions.

Once we realized the possibilities behind using WebGL, we completely changed our design. We went from a site intro featuring 3D video to a spinning 3D globe in HTML.

The Technology

The Results

A win for us would be greater user time on the site. The design and coding is beautiful – and it's great that people are talking about it – but we knew if users went through multiple locations (and watched the video) that it would be a more important win for us.

3

developers used

4

design rounds

5

kegs of beer consumed

Launch Date July 27, 2012