Nikon Generation Image
Award Winning Campaign & Contest Site
Competitive Analysis • User Flows • Sitemap • Wireframes
Problem
How do you get Gen Z to enter a contest and get serious about photography?
Time
1 week - Strategy
5 weeks - Design
1 week - UI Specs
MRM Team
Joel Tachau (UX Designer)
Don Miller (Designer)
Calvin Lyte (Art Director)
Tools
Omnigraffle
InVision
Challenge
Research patterns for uploading photos and videos and voting on contest winner.
Eye-catching, unconventional design that would appeal to Gen Z.
3D flip transition from one section of landing page to another.
Aggregate growing gallery of photos and contest entries.
Infuse social media into microsite.
Announce the winner of the 12th Eye Contest.
Wireflow
From the Landing Page, users could go to an Eye Profile Page, the Gallery of 12th Eye Contest Entries, the Camera Journey Page or Entry Form for the Contest.
Wireflow PDF.pdf
User Flows
DSLR cameras were seeded to 11 "generation image eyes," Gen Z photographers who would document their stories and post to social channels with #GenerationImage. Campaign site aggregated social posts and displayed growing gallery of user generated stories. Contest for 12th eye gathers Gen Z submissions using entry form and enables voting on contest winner.
Responsive Wireframes
Wireframe responsive campaign site in stages: launch, evolution of 11 "eye" stories and contest for 12th "eye."
"Eye" Profile Page
Contest Entry Form
Contest Gallery with Winner Announcement
"Eye" Profile Page from Site and W3 Awards Entry
Designer: Don MillerACD/Copywriter: Cameron FlemingACD/Art Director: Calvin LyteCreative Directors: Larry Platt and Tom SullivanAgency: McCann New York
Generation Image Case Video
Designer: Don MillerACD/Copywriter: Cameron FlemingACD/Art Director: Calvin LyteCreative Directors: Larry Platt and Tom SullivanAgency: McCann New York