SAMSUNG × RIHANNA · R/GA
SAMSUNG × RIHANNA · R/GA
ANTIdiaRy
ANTIdiaRy
ANTIdiaRy
ANTIdiaRY is an episodic, multi-platform journey that took Rihanna fans deep into the psyche of the cultural icon and revolutionary artist. At the center was a mobile virtual reality experience designed by R/GA that let fans explore Rihanna’s world. The story unfolded across TV, mobile, desktop, OOH, social, and physical immersive events with clues, codes, characters, and mysteries at every turn.
ANTIdiaRY is an episodic, multi-platform journey that took Rihanna fans deep into the psyche of the cultural icon and revolutionary artist. At the center was a mobile virtual reality experience designed by R/GA that let fans explore Rihanna’s world. The story unfolded across TV, mobile, desktop, OOH, social, and physical immersive events with clues, codes, characters, and mysteries at every turn.
MY ROLE
MY ROLE
As the sole UX Designer, I was responsible for strategy and execution, reporting directly to the UX Creative Director. Tech, visual design and UX worked agile to get this fast-paced interactive campaign on its feet through the release of 8 virtual rooms over a few weeks.
Re-imagining the album launch
Re-imagining the album launch
Re-imagining the album launch
Together, Rihanna and Samsung decided to reinvent the album launch for her 2016 album ANTI. R/GA worked with 72&Sunny and Punchdrunk to brainstorm ideas for what this could mean for Rihanna’s fans. We were responsible for the vision and execution of all digital components that went into creating this album launch experience.
Together, Rihanna and Samsung decided to reinvent the album launch for her 2016 album ANTI. R/GA worked with 72&Sunny and Punchdrunk to brainstorm ideas for what this could mean for Rihanna’s fans. We were responsible for the vision and execution of all digital components that went into creating this album launch experience.
1.4M
1.4M
Album downloads
Album downloads
13M
13M
Streams
Streams
48h
48h
To go platinum
To go platinum
27.6M
27.6M
Site engagements
Site engagements
Digital experience
Digital experience
Social experience
Social experience
Physical experience
Physical experience
The role of UX
The role of UX
The role of UX
01
01
Make a tiny phone screen feel immersive — make people feel like they are actually experiencing the rooms.
Make a tiny phone screen feel immersive — make people feel like they are actually experiencing the rooms.
02
02
Keep fans engaged throughout the release of all rooms leading up to the album launch in Room 8.
Keep fans engaged throughout the release of all rooms leading up to the album launch in Room 8.
03
03
Ensure Samsung Galaxy users got an elevated and exclusive experience — creating brand envy.
Ensure Samsung Galaxy users got an elevated and exclusive experience — creating brand envy.
04
04
Create a modular system for tech while keeping it adaptable enough for creative room releases.
Create a modular system for tech while keeping it adaptable enough for creative room releases.
Experience initiation flow
Experience initiation flow
The below diagram shows how people would find and enter the experience. We wanted users to opt into Samsung CRM and also have a chance to win tickets to Rihanna’s tour and enter Rooms 5 and above.
The below diagram shows how people would find and enter the experience. We wanted users to opt into Samsung CRM and also have a chance to win tickets to Rihanna’s tour and enter Rooms 5 and above.
Navigation
Navigation
The menu functioned as the homepage for the site. There were 8 virtual rooms in total, released one after another across 34 days. The menu served as a way to create suspense as well as wayfinding between rooms.
The menu functioned as the homepage for the site. There were 8 virtual rooms in total, released one after another across 34 days. The menu served as a way to create suspense as well as wayfinding between rooms.
Inside the rooms
Inside the rooms
Inside the rooms
Hotspots or Easter eggs were available in all rooms and the loader would appear if something in the room was interactive. We tried to keep the experience as immersive as possible by reducing buttons on the screen to just two, including the Samsung logo.
Hotspots or Easter eggs were available in all rooms and the loader would appear if something in the room was interactive. We tried to keep the experience as immersive as possible by reducing buttons on the screen to just two, including the Samsung logo.
Generic user journey
Generic user journey
Room structure
Room structure
I created a room structure document for the generic modular room and a specific one for each room release to ensure clarity around all audio, visual and haptic elements of the room.
I created a room structure document for the generic modular room and a specific one for each room release to ensure clarity around all audio, visual and haptic elements of the room.
User-generated content
User-generated content
Starting with Room 2, there was a user-generated piece of content within every room. Below is the test flow I worked on with the tech team.
Starting with Room 2, there was a user-generated piece of content within every room. Below is the test flow I worked on with the tech team.
Microinteractions & transitions
Microinteractions & transitions
The UX of this experience was created to be very light and simple. Because of this simplicity, there was emphasis on filling the simple micro-moments with useful and delightful transition states.
The UX of this experience was created to be very light and simple. Because of this simplicity, there was emphasis on filling the simple micro-moments with useful and delightful transition states.
Room #8 · Album drop
Room #8 · Album drop
Room #8 · Album drop
On 27th January, Rihanna’s album ANTI was released exclusively on TIDAL for 24 hours. We worked with TIDAL to enable Samsung Galaxy owners to receive free copies of ANTI through the Antidiary experience.
On 27th January, Rihanna’s album ANTI was released exclusively on TIDAL for 24 hours. We worked with TIDAL to enable Samsung Galaxy owners to receive free copies of ANTI through the Antidiary experience.
Learnings
Learnings
No matter what you make, the audience will make it their own and your experience needs to allow for that personal touch. Rihanna’s fans were enthralled by the experience and found every digital and physical clue we hid for them — they even hacked the source code where we hid cryptic clues.
No matter what you make, the audience will make it their own and your experience needs to allow for that personal touch. Rihanna’s fans were enthralled by the experience and found every digital and physical clue we hid for them — they even hacked the source code where we hid cryptic clues.
The impact
The impact
ANTIdiaRy created a huge social media frenzy and worldwide speculation around when Rihanna’s album would drop. The digital experience drove 13 million streams and 1.4 million downloads of Rihanna’s album ANTI upon launch in under 14 hours, making ANTI the fastest album to go platinum in history.
ANTIdiaRy created a huge social media frenzy and worldwide speculation around when Rihanna’s album would drop. The digital experience drove 13 million streams and 1.4 million downloads of Rihanna’s album ANTI upon launch in under 14 hours, making ANTI the fastest album to go platinum in history.
