SUMMARY
Immersive Storytelling, Rich Media Ads Experiences for Modern Brands
MY ROLE
Marketing Research, UX design, UI design, Visual Design, Developer, Creative Coding.
PLATFORM
elpais.com
COMPANY
El País
Year
2019
LaLiga Interactive Ad Experience
For this project, I led the creation of an interactive branded content campaign for LaLiga, designed to enhance user engagement and align with the brand’s objectives of creating immersive, video-rich experiences for sports fans.
The objective was to develop an ad experience that goes beyond static content, using dynamic media, animation, and interactive touchpoints to captivate and retain user attention and drive deeper brand connections.
A trivia game developed using data from Media Coach, La Liga's big data platform, featuring extensive historical data on Spanish soccer.
Approach and challenges
Platform Constraints: To achieve a seamless experience across devices, I designed adaptable layouts and optimized media elements for mobile and desktop environments. This involved balancing visual richness with loading speed and responsiveness, which is crucial in the ad space.
Interactive Elements: Leveraging animations and touch-based interactions, I crafted an ad experience that invited users to explore LaLiga content more deeply. This approach not only increased engagement but also provided measurable user insights, allowing LaLiga to refine its digital ad strategy.
Design Process
Brief
Ideation
Design / Development
A/B Testing
Analytics / Insigths
My role
As the lead designer, I collaborated closely with cross-functional teams, including content strategists, developers, and marketing specialists, to ensure the final product met both user needs and brand goals. I worked closely with content strategists which informed each stage of the design process.
I focused on balancing dynamic visuals with an interactive narrative flow that guides users through each content segment inviting them to discover more in each scroll.
Our goal was to create a journey that sustains attention, ensuring each visual and interactive element aligns with the user’s progression on the pages, resulting in an immersive emotional brand experience.
From a technical perspective, we incorporated elements like scrolly-telling, scroll animations, micro-interactions, parallax, hover effects, video backgrounds, carousels, and real-time data with interactive charts, gamification strategies and infographies, all seamlessly integrated with an emotional narrative to tell a story.
Results
The interactive ad campaign achieved a 40% higher engagement than previous campaigns, showcasing how well-crafted interactive elements can drive user engagement and contribute to advertising objectives.
This project showcases the construction of Anoeta Stadium through a scrollytelling effect, with each screen revealing the progress, key dates, and relevant milestones.
Systematizing Immersive Storytelling
The branded content process is highly creative, with requirements that vary significantly between clients. In the media and newspaper industry, limited time for design and development is common due to the fast-paced nature of news and shifting information relevance.
To address this, I designed and developed Lightweight Vanilla JavaScript storytelling components, enabling faster design and development while ensuring high-quality results. These components are also optimized for key metrics, such as Web Vitals, to deliver a smooth and engaging user experience at fast times no matter where are displayed or the speed of the internet connection.
Inphography about energetic efficiency of big shoping centers El Corte Inglés
Interactive game with video from media coach
Creating branded content for almost every club of La Liga with relevant information for Fans
In 2019, EL País transitioned from a custom platform to another based on React.js, and the layout had a major redesign as a result. Some of the projects showcased here were developed before this migration, which may impact their correct display.