Website | Feature Film
Website | Feature Film
Radioactive
Radioactive
Radioactive
The Brief
Embrace digital to tell the story of a Nobel Prize winning scientist who changed the world forever.
Embrace digital to tell the story of a Nobel Prize winning scientist who changed the world forever.
The Brief
Embrace digital to tell the story of a Nobel Prize winning scientist who changed the world forever.
The Context
The Context
Oscar® nominated Rosamund Pike stars as Marie Curie in Studiocanal's new film Radioactive. The international marketing team is responsable for generating awareness, word-of-mouth, and ticket sales for its worldwide theatrical release.
Oscar® nominated Rosamund Pike stars as Marie Curie in Studiocanal's new film Radioactive. The international marketing team is responsable for generating awareness, word-of-mouth, and ticket sales for its worldwide theatrical release.
The Challenge
The Challenge
Enter: COVID-19. One month before release, the pandemic shuts cinemas around the world. How do we keep Radioactive's target audience engaged between the campaign and the film's delayed release?
Enter: COVID-19. One month before release, the pandemic shuts cinemas around the world. How do we keep Radioactive's target audience engaged between the campaign and the film's delayed release?
The Context
Oscar® nominated Rosamund Pike stars as Marie Curie in Studiocanal's new film Radioactive. The international marketing team is responsable for generating awareness, word-of-mouth, and ticket sales for its worldwide theatrical release.
Enter: COVID-19. One month before release, the pandemic shuts cinemas around the world. How do we keep Radioactive's target audience engaged between the campaign and the film's delayed release?
The Challenge
Empathize
Through market research (focus groups) and user personas, the discovery phase allowed me to align with the business goals, evaluate test screening results, and analyze audience preferences in order to better understand what we could propose in a digital destination to get users engaged and interested.
Define
Defining the business needs made the objectives clear. Defining the target audience and context made the problem clear: Audiences need a way to stay up-to-date about a delayed release caused by a pandemic and learn more about Marie Curie's true story and the impacts of her discoveries.
Ideate
From a competitive analysis of comparable films to sketching, the ideation phase aimed to explore different avenues to achieving campaign objectives and optimal user experience. Under my supervision, an agency partner was then onboarded to bring the project to fruition.
Prototype
Lo-fi and hi-fi prototypes were produced with our partner agency at the earliest stage possible in order to socialize the concept and offer the solution to third-party distributors in other regions of the world for marketing campaign localization opportunities.
Empathize
Empathize
Through market research (focus groups) and user personas, the discovery phase allowed me to align with the business goals, evaluate test screening results, and analyze audience preferences in order to better understand what we could propose in a digital destination to get users engaged and interested.
Through market research (focus groups) and user personas, the discovery phase allowed me to align with the business goals, evaluate test screening results, and analyze audience preferences and feedback in order to better understand what we could propose in a digital destination to get users interested and engaged.
Define
Define
Defining the business needs made the objectives clear. Defining the target audience and context made the problem clear: Audiences need a way to stay up-to-date about a delayed release caused by a pandemic and learn more about Marie Curie's true story and the impacts of her discoveries.
Defining the business needs made the objectives clear. Defining the target audience and context made the problem clear: Audiences need a way to stay up-to-date about a delayed release caused by a pandemic and learn more about Marie Curie's true story and the impacts of her discoveries.
Ideate
Ideate
From a competitive analysis of comparable films to sketching, the ideation phase aimed to explore different avenues to achieving campaign objectives and optimal user experience. Under my supervision, an agency partner was then onboarded to bring the project to fruition.
From a competitive analysis of comparable films to sketching, the ideation phase aimed to explore different avenues to achieving campaign objectives and optimal user experience. Under my supervision, an agency partner was then onboarded to bring the project to fruition.
Prototype
Prototype
Lo-fi and hi-fi prototypes were produced with our partner agency at the earliest stage possible in order to socialize the concept and offer the solution to third-party distributors in other regions of the world for marketing campaign localization opportunities.
Lo-fi and hi-fi prototypes were produced with our partner agency at the earliest stage possible in order to socialize the concept and offer the solution to third-party distributors in other regions of the world for marketing campaign localization opportunities.
Testing & Results
Testing & Results
Testing & Results
Due to the sensitive nature of the material and inability to share campaign materials publicly too far in advance of release, limited in-person and remote usability testing was conducted with the hi-fidelity prototype in InVision prior to handing off to the dev team.
Due to the sensitive nature of the material and inability to share campaign materials publicly too far in advance of release, limited in-person and remote usability testing was conducted with the hi-fidelity prototype in InVision prior to handing off to the dev team.
Due to the sensitive nature of the material and inability to share campaign materials publicly too far in advance of release, limited in-person and remote usability testing was conducted with the hi-fidelity prototype in InVision prior to handing off to the dev team.
As the history books will show, the COVID-19 pandemic lasted longer than anyone expected, and Radioactive was forced to skip a theatrical release in most territories. We therefore could not accurately benchmark the website's results against our expectations. Despite this, the website was localized and launched successfully for the UK, French, Australia, and New Zealand markets, and the website served as an engaging source of educational multimedia content that shared the importance of Marie Curie's legacy — one that continues to impact us to this day.
As the history books will show, the COVID-19 pandemic lasted longer than anyone expected, and Radioactive was forced to skip a theatrical release in most territories. We therefore could not accurately benchmark the website's results against our expectations. Despite this, the website was localized and launched successfully for the UK, French, Australia, and New Zealand markets, and the website served as an engaging source of educational multimedia content that shared the importance of Marie Curie's legacy — one that continues to impact us to this day.
As the history books will show, the COVID-19 pandemic lasted longer than anyone expected, and Radioactive was forced to skip a theatrical release in most territories. We therefore could not accurately benchmark the website's results against our expectations. Despite this, the website was localized and launched successfully for the UK, French, Australia, and New Zealand markets, and the website served as an engaging source of educational multimedia content that shared the importance of Marie Curie's legacy — one that continues to impact us to this day.
Let’s chat 📩
Let’s chat 📩
I’d love to hear from you. Whether it’s to pitch a new project, discuss a job opportunity, or chat about the latest season of The White Lotus, I’m all ears 👋.
I’d love to hear from you. Whether it’s to pitch a new project, discuss a job opportunity, or chat about the latest season of The White Lotus, I’m all ears 👋.
