What are the design stories behind the fiery "Wu Yifan army" HTML5?

In the morning, the circle of Friends was Wu Yifan enlisted H5 brush screen, creative received a wide range of attention, many people began to find I understand the background of the creation, there are congratulations, there are questions, there are various analysis. Since the fire to this extent, I have not passed the heat, said the team to create this H5 creative process.

Creativity is always a propositional composition, the early stage of the project team learned:

Wu Yifan signing the national blitz will be a three-dimensional integrity of the campaign, the brand team hope Tgideas in H5 This module, through a brilliant idea to detonate the topic

Without any material, Wu Yifan can only give 1 hours to record some content in the filming break.

Because this period of time Wu Yifan in the costume scene, his hair is gone ...

Under various conditions, can only use Chao Jin to solve the problem, in the suspense design need to have a point that can catch people, Wu Yifan short hair style become sharp, popular assault is a military theme of the game, that joined the army to join this thing with the above conditions seemingly ingenious reasonable, in the public, especially the eyes of fans, Your favorite star to join the Army this is a big event that will certainly arouse concern and discussion. Confirmation of this concept, the rest is the form of the problem, an entertainment news will certainly arouse widespread concern, so we propose to use the form of news page, to do creative landing.

The interesting thing about this case is: Most people really use a news mentality to focus on the news, but suddenly move up and run out of the picture of the Wu Yifan, will certainly exceed the user's inherent expectations of content, so the idea of the most important tipping point in this form. Believe that a lot of people turn out all hope that his friends can also be "startled" (later saw a lot of analysis posted on the day of the Ghost Festival is too sharp, in fact, I would like to say that the material was intended to be sent at 12 o'clock today, but someone in advance in the circle of friends did the exposure ...)

As for the creative concept of video calling, in fact, is not what the new play, before this form of the case is also very many, the key point of this module is: With the star face-to-face communication, this is a very core fan to the content, like Wu Yifan people will certainly look at the beloved star and their own close dialogue, So here is the user familiar form, the word out the true image of the advertising content.

Planing to the creative module, in fact, in my opinion, more critical is the implementation, more important than the thought.

Tgideas internal temporary team, by the vision, front-end, development, creativity, multimedia, small partners quickly start to evaluate the implementation of difficulties.

Technically, how does video play smoothly? HTML5 in ios,android, micro-mail, hand Q, Weibo, Tencent News how does the browser's compatibility problem be solved when the client is open? A lot of technical problems, until now our front siege lions are still optimizing the solution. In terms of design, when does the news page open to allow the video to play automatically? How can the whole experience create surprises? If the user again to see this message on the PC side, after the click of the PC page display form, can still have interactive fun? Our design lions are also in iterative optimization. The preparation of material, in order to let Wu Yifan within 1 hours of rapid completion of the recording of material, Tgideas the designer personally, output a complete interactive prototype, but also output a complete interactive demo, convenient Wu Yifan can quickly understand the creative point, and in the filming process follow up the entire production. The whole process also has external partners to actively cooperate with the artist filming the coordination and implementation, as well as the final polish of the copy.

(Figure 1, design of the prototype manuscript)

(Figure 2,tgideas Designers for the convenience of Wu Yifan understanding, their performance output demo)

(Figure 3, creative output PC version, ensure multi-terminal experience)

In the age of mobile Internet, the quality of communication material is the core tipping point, the effective combination of creativity and technology, there will be wonderful chemical reaction.

In retrospect, this Wu Yifan enlistment case, is the former PC end rich media advertising creative form on the mobile terminal clever reappearance. In fact, is a harsh condition under the implementation of the comparison in place of the smart, presumably the industry to do interactive partners must also think so.

But I think this case will also have some value, for a focus on creativity and design of the inhouse team, compared to the award, we are more concerned with the effective communication of users. Very happy in the mobile side of the interactive advertising model throws a stoning, expect him to cause enough ripple, let us see more wonderful ideas.