An unorthodox digital experience for the rebellious.
We created a digital experience for Miniac that champions unusual, creative and unexpected interactions to drive a rebellious brand narrative. An award-winning production company based out of Los Angeles and New York, Miniac works with an enviable roster of global brand names; including the likes of Adidas, Chevrolet, Longchamp, Lululemon and Xbox.
Miniac don’t play nice.
Disruptors in their market, they sell themselves as an agency alternative who plug the gap between big ticket agencies and in-house creatives. An agile team of best-in-class thinkers and do-ers with a can-do attitude. Miniac do things differently. Hence the name.
We took this premise and ran with it; honing their visual brand and crafting a digital experience that pays homage to their curious brand ethos and alternative industry approach.
The new website goes against the grain. We played with users’ expectations of scrolling, by using a combination of horizontal and vertical techniques. This guided UX experience is playful and unexpected, but also functional. Subverting the norm to elevate the user experience and improve engagement/retention on site.
Working closely with the Miniac team we collaborated on content ideas, dialling up the brand personality with light-hearted GIFs peppered across the site as hover-states on keywords, visually reinforcing brand messaging via humour and cultural association.
We redefined the Miniac colour palette with digital application in mind. Moving to brighter, more vibrant hues with a balanced saturation rate, helps ensure nice punchy gradated effects – which became the beating heart of the site via WebGL gradient animations.
An algorithm was developed to generate and randomise project cards, working in a 3D space to give a fluid sense of freedom and exploration that matched Miniac’s creative approach and output.
We also hijacked the Miniac logo. By turning it into a scroll indicator, it acts as a progress bar as you navigate through the site.
Fiasco’s innovative ideas were apparent from our first meeting together. They were very collaborative, clearly creating communication channels to ensure notes were addressed and integrity upheld. In the end, our company launched a site beyond expectations and Fiasco continues to be a valued partner.John Pina, Executive Producer at Miniac
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