Hip Hop Evolution
Which Hip Hop anthem lives in you?
Hip-Hop Evolution is an Emmy Award-winning documentary series tracing the origins and growth of hip-hop culture. To promote its premiere on HBO (following its Hot Docs debut), I helped design an interactive marketing experience: a Buzzfeed-style quiz that generated personalized trailers for users based on their artistic and musical taste.
My role focused on UX and visual design, ensuring the interactive flow felt effortless while aligning closely with both creative direction and marketing objectives. I also had the joy of creating custom illustrations of legendary hip-hop artists featured in the series, one of the most personal and meaningful parts of the project for me.
Company:
Secret Location
Banger Films
Role:
Web Design
Illustrator
Illustration
One challenge was that there were no budget for photography rights to the artists. The solution was to create illustrations for each of the guest hip hop artists in the season. Leveraging my illustration skill, I proposed the final direction and created watercolour images to represent each artist in their likeness. Merging soft watercolour with the edgy reputation of the genre.
Your Hip Hop journey starts here
We created an interactive website where users took a short quiz, choosing from visual and audio cues tied to sub-genres, style preferences, and generational influences in hip-hop. Their choices triggered a curated video trailer, dynamically assembled from a content library.
Every result was:
-
Sharable, with customized thumbnails and captions
-
Visually unique, using user choice to influence mood and tone
-
Designed to lead viewers to the documentary via clear CTAs
Process
Solutions