Project Highlights

• Steve's Testing Facility

  An introduction to Steve and his domain

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• The Mechanical Bear

  Throw Steve off of a giant bucking bear

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• The Doom Room

  Smack Steve around with the injury device

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• The Cobra Pit

  Beat Steve at the snake charmer flute

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• Online Advertising

  Steve across the web

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Steve's Awesomeness Testing Facility

Our friends at Venables, Bell and Partners came to us with a wonderfully weird campaign idea for Nestea: a young man named Steve, who's been granted amazing powers by the beverage's natural ingredients - if only in his own mind. How could we bring this idea to life on the web?

We asked ourselves: what would Steve do?

Well, he'd transform his home into an Awesomeness Testing Facility, of course. Wire the rooms up with cameras. Build machines that put Nestea-fueled abilities to the test. And challenge the whole web to take the controls, live on the internet.

We created a site that feels like a real-time video feed, featuring three challenges: The Mechanical Bear, the Doom Room, and the Cobra Pit. Since it's all live-action, everything you see had to actually be built, including, yes, a working mechanical bear.

We also developed interactive banners to prepare people for the challenges they'd encounter on the site. These banners and the site joined with print posters and viral videos to form a fully integrated campaign.

The end result combines the interactivity of games with the storytelling of film, immersing the audience in Steve's world. We hope you think it's awesome.

I loved making my own Guitar Hero-like game... with a Cobra.