ABOUT THE PROJECT
Using the music video for Coke Studio's exclusive "Be Who You Are" track as inspiration, we developed an immersive web experience. This celebration of the song includes 3D virtual environments, spotlighting the artists and elements. Fans are guided by R&B artist Jon Batiste through a virtual record store. They collect albums of featured artists, explore their worlds, and engage in mini challenges to unlock the full power of the track.
ABOUT THE ROLE
Working closely with the Creative Director, I defined the main user flow of the central experience, as well as working closely with the development team to define how exploring and moving around the virtual store would be done. As the mini-games where being developed, I also designed the wireframes for the whole experience and worked closely with the artist who brough the visual part to live.
Coke Studio brings its “Real Magic” brand platform to life through the lenses of culture and music. Inspired by the “Be Who You Are” song and music video—which Coke Studio made in collaboration with 5 international artists, led by singer, songwriter, bandleader, and TV personality Jon Batiste—we created a music-focused experience that gives people the opportunity to create real magic with Jon Batiste himself.
The Real Magic Record Store is an immersive web experience where people can
explore new worlds and discover trending musical artists. Players begin in the Record Store, a roamable 3D environment that replicates the iconic location from the “Be Who You Are” music video.
Guided by Jon Batiste, they’re tasked with finding and collecting the four albums of the artists featured on the “Be Who You Are” song and in the film: Camilo, NewJeans, J.I.D, and Cat Burns. In helping Jon Batiste discover these hot artists from around the globe, players get to bring different musical talents together, experience the unique worlds from the film, and follow the narrative arc of revealing the song.
When a player finds an album, they’re prompted to head to the Session Room to listen to it on the turntable. When they move the needle to play, something magical happens: A vortex opens and they’re sucked into the artist’s world—an entirely new roamable 3D, alternate reality designed to visually and audibly express the artist’s vibe and contributions to the song and film. Each artist has their own one-of-a-kind environment: Camilo’s is inspired by the Colombian coast; NewJeans’ is infused with futuristic holograms; J.I.D’s is abstractly situated inside of a Coca-Cola bottle; and Cat Burns’ is filled with bright, sunny clay-like objects.
Once inside an artist’s world, players are tasked with completing a challenge. Each is unique to the artist’s music and style, including a car race, a dance challenge, and a time-based collection challenge. When the challenge is complete, they collect the artist’s musical vibe for the song. If they collect all four, they unlock a final challenge to help Jon Batiste reveal the “Be Who You Are” song with all the incredible artistry they’ve just discovered.