Mae Muller's Better Days Creative Advertisements
Client
Mae Muller, a young female British music artist
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Goal
A variety of independent web-based AR immersive experiences to support the release of her new album, Better Days (Now out on multiple platforms!).
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Roles
UX Researcher, XR Researcher, Visual Designer
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Team
Project completed during my internship at Powster where I worked with the creative director and designers
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Tools
Adobe Photoshop, Adobe After Effects, Sketch, Procreate
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Note
Currently protected by NDA, let me know if there are any questions I can answer!
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June 2021- July 2021
Design Process
Background
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Mae Muller’s marketing team came to us, Powster, with a proposal to help expand the outreach of her new song, Better Days, with multiple independent web-based AR experiences that would immerse her fan base in her summer journey
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Powster’s creative team and I worked together to create this pitch deck in response to their creative brief and music video treatment, and Powster was given the contract for Mae Muller’s creative ad campaign!
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The Objective
How can we increase Mae Muller's popularity by innovative ads and make her album THE go-to song for summer?
Understanding Mae Muller
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About: 23-year-old female, a native of London
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Genre: Pop and R&B
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Target demographic: Female teens and young adults in the UK
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Fan base: More than 100 million streams across platforms
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Personality Traits: Authentic, Funny, Quirky, Sassy, Young, Strong, Confident
What would the fans love?
To better understand the type of immersive experiences fans would enjoy, I put together my research about Mae Muller and her aesthetic, and Better Days Music video to create a fan persona.
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Lily is an 18-year-old "superfan" who lives in Bristol
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She's been following Mae's journey since her first song on Soundcloud
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Wants to see more behind the scenes content
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Wants to access exclusive footage
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Wants to wear more branded merchandise
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Would love to win tickets to see her!
How could we help Lily and fans like her?
Diving deep to brainstorm
After watching her music video (Better Days linked here!), the team and I started brainstorming. Here's a mind map of repeated thematic imagery and motifs that show up in the music video.
AR and its cool secrets and powers
To better understand AR advertisements, I went through Powster's case studies and broke them down to understand how this technology works, what the different types are, what is possible, and what are possible limitations
Bringing AR into Better Days
I did some more ideation along with the creative director and here are a couple of ideas I had. I wanted to further explain why I thought each idea would be successful in growing her fanbase and increasing streams of her song.
I was really happy to have 2 of my ideas actually made it to the final pitch deck!
How did we select the best ideas?
The team and I soon came to define the final solutions to Mae's immersive experiences. We weighed out various factors to come to the solutions to present to the client, such as
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Timeline (The client had already set out a release date for the music video, and the AR experiences were planned to launch shortly after)
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Costs and budget (The client came in with a fixed budget)
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Scope of expansion (Was there an opportunity to add more features to the project?)
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Scope of audience outreach (Comparing Hosting platforms and accessibility on different devices )
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Scope of UGC available (What information are we able to get from the users? Locations? Age? What are the privacy restrictions? How does this change when expanding to different countries?)
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Scope of project density (size limitations on platforms like Instagram and TikTok)
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Scope of brand partnerships (creative brief mentioned wanting to partner with an icecream brand)
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Scope of diverse outreach (expanding fan base to different countries and different ages)
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Here are the ideas we finalized!
Trial and errors for the visuals
Based on all the previous research, I sketched out a couple of ideas for the web app visual development. Words in red are the feedback the creative director gave me!
Finalized Mockups, ready for the client! But wait....
The final deck you've been waiting for...
I was in charge of creating the entire pitch deck to show to the client. Based on all the research, ideation, and feedback, I created visuals that helped visualize the client's vision and our creative capabilities, and we ended up getting the deal!
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Here is the final pitch deck that we presented!
An a-MAE-zing experience!
What I learned
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Creativity and technology have no limits, it's ever growing!
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Open and honest communication with a client is key
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It's important to understand all the scope and limitatioons of an idea, all stakeholders should benefit at the end of the day
What I would do different
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Extend my research to look at other AR advertisements done by other agencies/companies to understand the competition and to take it a step further
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Had more discussions with my creative director and team to learn more about AR, and new upcoming technology frontier