Autodesk Maya is an industry-leading software solution for creating animation and special effects, with an enviable user base of leading gaming companies and movie studios. However, up until this point it didn’t have an engine dedicated to working with motion graphics. When Autodesk launched their ground-breaking motion graphics toolset, they engaged Torpedo to create a ground-breaking microsite to raise awareness and showcase the new capabilities to the loyal Maya user base.
We needed a digital platform that would educate existing users and inspire new users to switch to Maya. Engagement would be the key performance indicator for the website, measured by the user’s interaction time with the website content.
Rather than relying on the usual copy-images-videos format, we created an innovative website that utilised a more interactive and immersive design to capture the imagination of a technically minded, yet highly creative audience.
As well as letting users know about the new capabilities of Maya and the free resources available, we needed to inspire people to start using motion graphics, and use Maya to do so. So for the website, out went standard headers, blocks of copy and a few playable image boxes about motion graphics and in came a user experience driven by the motion graphics themselves.
Instead of simply adding motion graphics on the site, we put them at the very heart of the creative experience, in the fabric of the site design and interaction. When a user navigates down the page, the graphics move seamlessly around, linking one piece of content to the next in a visually-rich, flowing journey. The user is always in complete control, with speed and direction driven by the scrolling. The average time spent on the website is over 5 minutes, as users consume the content.
Eye-catching HTML5 motion banners were developed as traffic drivers – like the webpage, graphics flowed through the banners, interwoven with different versions of the campaign messaging.
For existing Maya users we created a range of learning resources and included free downloadable presets on the website. These were also incorporated into the banner designs to give the audience a small taste of the value they would find when they clicked it.
50,543 unique users viewed the website in the first six months of going live. The average time on-page showed an extremely high level of engagement with the content, and the number of page views indicated that many people clicked through to the product-focused page, which was one of our key KPIs for the project. Autodesk were delighted with the results:
“This is a truly innovative and beautiful site – one that allows artists to interact with actual motion graphics through the site scroll functionality to serve up relevant articles, informative videos, product features and tools built specifically for motion graphic artists.”
Torpedo won the Gold accolade for this project in the Best Website category in The Drum Roses Creative Awards.