To celebrate the release of the new Transformers Grimlock Toy. Hasbro teamed up with Disney to create a promotional campaign across TV, and Digital website and media.

My focus was the digital contents of the site and the creative banner campaign.

A demo can be seen here

Understanding the product

The main aim of phase 2 was to display the new Stomp and Chomp Grimlock and highlight its key features. 

The key features of the product are: 

• The size of the physical giant toy (20inches)
• The 1 step transformation from Grimlock Robot into Dino 
• If an Optimus Prime mini-figure (Autobot) or a Decepticon figure is placed on the Dino, the figure activates different sounds and weapons. 
• The site also featured on some occasions Ashley Banjo from Diversity performing actions which tied in together with the TV campaign.

What was produced

One of the features of the Grimlock product is the size and scale of the toy, and the Grimlock behaves a certain way it is connected with a Decepticon or an Autobot.

To play with this concept we invited users to choose their side; when users land on the site, they are greeted with an alternate colour scheme they have chosen representing Autobots and Decepticons.

We also integrated a live poll into the site of how many users chose Autobots and how many chose Decepticons.

As the user scrolls through the site, the site moves through the body of the ‘large scale’ Grimlock toy. I wanted the site to be quite playful and invite users to ‘play’ with Grimlock Toy. I designed and overlooked the web development of the site.

Traffic drivers were also created to drive to the site.

Production

I lead the direction of the background video produced working with an external agency to create the background 3D Grimlock video. I set up exactly what was needed at each interval. I worked with a web developer to make sure the ‘sections’ align up with key areas of the product on the background video.

I also provided detailed documents to the client showcasing the full extent of the plans with extensive documentation prior to production.

Website Demo

Few elements of the site