This was made early on while the experience was still being developed, so striking a fine line between telling and intriguing was important when creating this. I produced and art directed this.
ComplexLand is an event with many different touch points ranging from panels, food, live music, and events. This is a part of the content leading up to the event. I worked on a flexible templating system that would keep all the disparate pieces consistently branded. Then individually I helped script, art direct, and produce the individual assets.
This was the asset we sent out to our followers to help them understand the drops, performances, panels, and food that'd be available. An E-mail, IG, Facebook, and Twitter version were also distributed. I gathered all this information, art directed, and designed these, and wrote the copy.
This was created to thank our viewers, tell them what happened at ComplexLand, and give them a tease for ComplexLand 2.0, We made daily versions as well to build fomo and drive traffic to Complexland each day. I gathered footage, produced, and scripted these.
Client: Complex Networks
Project Type: Social Promo, Content Strategy, Digital Event Coverage
Description: Creating a 2 month long social campaign promoting and bringing awareness for ComplexLand before and during the virtual Web3 shopping event.
Concept: Create a flexible design system for social, static and video content that would work to advertise multiple aspects of ComplexLand, as well as describe a one of a kind online digital experience. This event took place over a week, so creating promo that would drive traffic to complexland.com, as well as, help our audience understand what was happening day-to-day, and build hype for the following day’s events was also important.
Additional Info: ComplexLand was the first Digital online event that Complex put on. Even before CoVID complex had been planning ahead for a virtual event. It was pushed up out of necessity because CoVID made us cancel ComplexCon. ComplexLand existed as a way for our audience to be able to virtually gather around an event.Describing this event to our audience without them being able to see or experience it on the launch date was a challenge. Internally we talked about it like a hypebeast Animal Crossing, RuneScape, or Club Penguin. Externally we pitched it as a one of a kind free event. A mix of Web 2.0 elements, gaming, hip-hop, fashion, and art, eventually blended to create ComplexLand.
The event was very successful, and we hit all of our internal KPIs, which is why we ended up doing ComplexLand 2.0 and 3.0 with plans for future online events. Which will continue to allow us to smooth out the bugs, and improve the overall user experience with new additions and experiences, and hopefully eventually both pair the experience with ComplexCon, and keep it as its own event. My expertise in VR/AR allowed me to help art direct social expressions of ComplexLand through storytelling that explained intangible concepts to our audience.