Our collaboration with Berghaus Limited facilitated numerous adventures for their athletes. One such venture was Julia Pickering's ascent of Mount Bear in Alaska. Berghaus, a British brand of outdoor clothing and equipment, originated in Newcastle upon Tyne, North East England. Established in 1966 by the mountaineering duo, Peter Lockey and Gordon Davison, it began as an importer and distributor of outdoor gear.
The ethos of Berghaus was straightforward: to create authentic equipment for genuine adventurers, ranging from their superior backpacks to their exceptional waterproof mountain apparel and climbing gear. This principle became a central theme in many of our projects with the Berghaus team. In this particular project, we delve into our thought process and efforts. Welcome to Mount Bear.
Like all our projects, the team meticulously plans the storyboards and user journey. Utilising wireframes and detailed UX maps, we chart the adventure. The concept hinges on enabling the user to navigate their way through the story, somewhat mirroring Julia's climb up Mount Bear.
The narrative is structured such that, following a video clip, the user is presented with two or three choices. Each choice leads to additional video clips and further options, progressing until they reach one of the various story conclusions. The aim is to complete the adventure and conquer Mount Bear.
In our hero's imagination, everyday figures from his work life morph into symbolic characters, adding layers of intrigue and metaphor to his journey. The transformation of a work colleague into a bear and his boss into a wolf is not merely a whimsical daydream but a profound reflection of their personalities within the narrative.
As our hero navigates between reality and his imaginative escapades, these interactions with the bear and the wolf play a pivotal role. They are not just passive elements of his daydreams but active participants influencing the direction and outcome of his imagined adventure on Mount Bear. Each encounter with these characters could lead to different pathways and decisions, mirroring real-life interactions and their impact on his choices through the narrative.
These daydreams blend elements of fantasy with the hero's real-life experiences and emotions, creating a rich tapestry that is both an escape and a parallel to his everyday life. This imaginative journey allows our hero to process his real-world experiences in a symbolic and adventurous context, providing both entertainment as well as surprise and delight.
To create an immersive experience that transports the user to Mount Bear, we employed green screen technology for numerous shots. This technique allowed us to film our actors and elements in a controlled environment and then digitally superimpose them onto the carefully designed backgrounds that capture the essence of Mount Bear.
One pivotal moment in the adventure, exemplified below, is where our hero encounters 'the bear!' This scene was particularly challenging and exciting to produce. We first captured the actor's performance against the green screen, ensuring that their movements and expressions were in sync with the intended interaction with the bear.
Later, in post-production, our team carefully selected and mapped a background that reflects the rugged and awe-inspiring terrain of Mount Bear. This background was not just a static image but a dynamic environment that added depth and realism to the scene.
Additionally, the bear itself, a crucial element, was crafted with detailed, we wanted to avoid using CGI so the team made the Bear and Wolf heads to ensure it looked as lifelike and imposing as possible.
The integration of the actor's performance with the real bears head and the realistic background required precise timing, lighting, and angle adjustments to maintain the illusion of a real encounter.
This scene is a testament to the meticulous planning, technical skill, and creative vision required to produce an engaging and believable virtual adventure. Through these techniques, we aimed to give the user a visceral sense of being right there on Mount Bear, facing the wild elements alongside the hero.
Numerous scenes were sketched to evaluate and test the story's continuity. This process involved a careful consideration of how each scene transitions into the next, ensuring a seamless narrative flow. By sketching out these shots, we could better visualise and share the storyline, identify any potential gaps or inconsistencies, and make adjustments to strengthen the overall coherence and progression of the narrative. This attention to detail in the pre-production stage was crucial in crafting a compelling and logically structured story.
As our hero nears the summit of Mount Bear, a pivotal moment unfolds: Julia Pickering extends a hand, assisting our hero in the final ascent. This gesture of camaraderie and triumph marks a significant point in the journey. Julia not only helps him reach the summit but also offers congratulations on his formidable ascent. It's a scene that encapsulates the spirit of adventure and the essence of overcoming challenges.
Following this climactic event, each user is then presented with a personalised recap of their unique journey through the narrative. This retrospective showcases the highlights of their adventure, emphasising the specific gear choices they made along the way. It’s a reflective and engaging way for users to see the impact of their decisions and how these choices helped them navigate the challenges of Mount Bear.
In addition to this personalised journey, this segment of the website offers an insightful look into the actual gear used by Julia Pickering during her real-life ascent of Mount Bear. This section not only highlights the functionality and quality of the equipment but also serves to inspire and inform users about the practical applications of the gear in real expedition scenarios.
We also provide direct links to Berghaus' e-commerce store. These links offer users the opportunity to explore and purchase the same or similar gear used in the adventure. It's a seamless integration of storytelling and commerce, allowing users to connect their virtual experience with practical, real-world applications. By linking the narrative of the adventure with the actual equipment used, we bridge the gap between the inspiration derived from the story and the tangible products that can help users embark on their own real-life adventures. Which further supports Berghaus' founding ethos 'Live For Adventure'
We had the fortunate opportunity for our work to gain recognition across various design and arts magazines and websites. A notable example of this exposure includes several featured spreads in Computer Arts magazine. This coverage not only showcased the creativity and innovation behind our campaign but also amplified its reach to a broader audience interested in design and digital arts.
The spreads in Computer Arts presented an in-depth look at the creative process, the conceptualisation, and the execution of the campaign. It highlighted the unique blend of storytelling, technology, and marketing strategy that set this project apart.
Feedback from the Berghaus team was overwhelmingly positive, this campaign was one of the most successful ones the brand has ever executed. The success was measured not just in terms of audience engagement and brand visibility, but also in how effectively it resonated with the target market. The campaign's innovative approach to combining interactive storytelling with product promotion struck a chord with both existing and potential customers, enhancing Berghaus' brand appeal.