Mobile video has exposed a decades old problem of police violence. Visa Rushcard, with a brand promise to always be there for its community wanted to address this tragic, yet ongoing issue.
Based on the typical user experience of turning a phone to get a better perspective, we created the first interactive film triggered by device orientation. Then, we combined our technology with creative grounded in the authenticity of spoken word, and redefined storytelling as a mobile experience.
In this mobile first campaign, all shot on an iPhone by renowned documentary filmmaker, Gillian Laub, spoken word poetry is used to tell a powerful story about perception, via a series of films that hit on cultural and social issues. To make the experience seamless we developed a mobile video platform that could dynamically edit two videos simultaneously. We then scaled the technology to work across all mobile devices, cellular networks, and wifi strengths, reaching a national optimization level. The entire UX was intuitive and invisible – no buttons, no app download, just a simple turn of the phone.
To watch the films, visit http://changeperspective.tv/ on your mobile phone or tablet.
Increase in positive sentiment
Record view through rate
Awards & Accolades
Winner - Best Use of Video or Moving Image
Honoree - Online Guerrilla & Innovation
Nominee - The Webby for Good
Nominee - Best User Experience
2nd Prize - Interactive Best Use of Media: Film
3rd Prize - Best Use of Media: Film
Merit Award - Innovation in UX/UI
Merit Award - Mobile/Use of Technology
BIS - Mobile Apps / Sites Innovative/Experimental -
Gold -Mobile Features Best User Experience
Silver -Mobile Marketing Activism
Silver -Mobile Features Best User Interface
Silver -Online Film / Video Public Service and Activism
Silver -Specialty Categories Copywriting
Silver -Social Features Innovation for Mobile
Finalist - Creative Use Of Technology
Finalist - Visual Media Experience
Shortlist - Next Mobile
Shortlist - Digital/Mobile
RushCard pushes the boundaries of tech and tolerance
RushCard Introduces Mobile Series Addressing Racial Profiling
Cinematic Tech Shifts The Story As You Change Your Perspective