For the latest Mountain Dew campaign, Firstborn created a digital experience that let fans go deeper into "living portraits" of Dew's top athletes. The site features three TV spots by BBDO and Psyop, and adds an interactive layer that expands the story behind each of the intricate motion collages.

Launch the campaign
Published
September 2013
Topics

The Story

For the latest Mountain Dew campaign, Firstborn created a digital experience that let fans go deeper into "living portraits" of Dew's top athletes. The site features three TV spots by BBDO and Psyop, and adds an interactive layer that expands the story behind each of the intricate motion collages.

Firstborn created an immersive site that combines full-screen video with interactive looping states of each portrait. Those looping states consist of 30 to 40 GIF animations, all perfectly synced and repeating simultaneously. During loops, fans can search for hidden Easter eggs and unlock secret content behind the portraits' fantastical imagery.

The Technology

The Results

The Living Portraits site took a passive viewing experience and created an opportunity for active engagement. It's an innovative way for fans to interact with a traditional TV spot.

30+

Individual looping animations per portrait

3

Unique portrait experiences

1

Bongo-playing sasquatch

Launch Date Aug. 7, 2013