The idea was to create a digital magazine concept that took adaptive design for multiple platforms to the limit. The concept and design took inspiration from editorial fashion magazine design and spiced it up with added functionality from the world of digital experiences. A clear direction was to try to make the magazine diverse and surprising, keeping the 10 chapters very different when it came to form, function and interactivity. We set out to build a rich yet lightweight experience that was perceived to be the same across all platforms, independent of their respective technical limitations.

Launch the campaign
Published
November 2012
Topics

The Story

The idea was to create a digital magazine concept that took adaptive design for multiple platforms to the limit. The concept and design took inspiration from editorial fashion magazine design and spiced it up with added functionality from the world of digital experiences. A clear direction was to try to make the magazine diverse and surprising, keeping the 10 chapters very different when it came to form, function and interactivity. We set out to build a rich yet lightweight experience that was perceived to be the same across all platforms, independent of their respective technical limitations.

We approached the project from a maximized perspective, making all ten chapters into almost a mini-site of its own. Including the fact that it was localized to 35 markets, this resulted in a lot of custom solutions and a huge library of assets. These technological limitations didn’t necessarily make the experience smaller, just distilled it into something more sizable. The time-lapse sequences shot in the Andorra mountains, utilizing a custom dolly rig and comped together into an interactive storyline, are just one of many examples of the state-of-the-art production technology behind the scenes.

The Technology

The Results

In the world of trucks, there’s a heavy conformity when it comes to presenting a product. All are pretty much alike. The FH digital experience stands out not only when it comes to design and interactivity, but also when telling the stories behind the unique features and explaining them in real life. We’ve used technology in a way that makes the experience of the product straighter, clearer and more graspable instead of adding features simply to make it impressive. We believe that truckers out there appreciate the fresh take and see that this truck drives straight out of the well-known box.

Launch Date Sept. 5, 2012