The brief asked for three static images to live on Carhartt.com allowing users to download three different blueprints for DIY projects: a sled, a fire table, and a doghouse.
The creative team at Anomaly worked with specialist illustrators to create beautiful custom schematic drawings of the unique DIY plans. I felt these stunning works of art needed a grander web experience than static images.
With a limited budget and scary timeline, I worked closely with the creative team and UX specialist to design a web (desktop and mobile) experience that is both elegant and simple to code. In the end, we created an immersive full-screen experience with gorgeous art.
2014 Webby Honoree for Interactive Advertising & Media / Retail
In addition to the nation-wide banner campaign driving to the microsite, visitors to Carhartt.com are also invited to the experience in both the Mens section and the Quick Duck section.
This is also the page the original brief had intended for the three static images to live. So, this would have been the end of the experience.
The hero image and tag line immediately appear, with the nav bar only sliding up from the bottom after the site has preloaded the content.
The site scrolls vertically between projects, and horizontally within a project. By clicking the Start button, vertical scrolling is disabled and if the user continues to scroll down the content advances horizontally.
The viewer toggles through the various materials and blueprint views.
Various products were called out throughout the experience with small icons that give the viewer more information when hovered over.
At any point the viewer may click the Blueprints button to get one click access to downloading or printing the plans.
The end of each plan reminds the viewer of which products were just featured, offers four ways to share the plan, and allows them to advance to the next project.
Another sample of the Step pages with product call out, this one taken from the sled plan.