The Academy Museum will offer unparalleled experiences & insights into movies and moviemaking.
Role
Digital Design Lead
Studio
Fantasy Interactive
Press
TIME, Bloomberg, NY Times, WSJ, Smithsonian Magazine, HYPEBEAST
The Academy Museum, who run the Oscars, will be the world’s premier institution dedicated to the art and science of movies. Located in Los Angeles, the Museum will be simultaneously immersive, experimental, educational, and entertaining.
The museum came to Fantasy to create a responsive site and mobile app complete with Augmented Reality (AR) experiences, Audio Tours narrated by celebrities ranging from Whoopie Goldberg to Tom Hanks, 360° Aerial Panoramas, and more.
Augmented Reality
outdoor EXPERIENCE - digital donor wall
Donors are an integral part of any museum, any we can do more to show our gratitude.
Use a combination of indoor location detection (bluetooth beacons) and Augmented Reality functionality available on both iOS and Android.
Use several beacons to triangulate physical positions with a high degree of accuracy, which will require the beacons to be placed discretely around the dome.
AR Personas
The Enthusiasts:
Existing Donors
Existing donors who embody the shared space of creating the museum.
The Inspired:
New Donors
Looking up at a spot and wanting to put ones footprint on the dome.
Digital Ecosystem
beacon-activated MOBILE app, SITE, in-flight + theater experience
In-Theater Digital Experience
Digital Ecosystem
In-Flight / Plane Experience
Phase One:
Stakeholder Interviews &
Defining the Strategy
KEY FINDING
In order to create a premier global destination,
we must attract interest from a wide variety of people.
But to grow members strategically, we must target two audiences: Cinephiles & Neighbors.
If we get it right for these two segments,
we get it right for everyone.
User Personas
Key visitor 01
Cinephiles
Have an outsized voice in relation to their size
Are vocal evangelists for what they love & respect
Key input is travel directions on how to arrive
Focused on ease of ticketing online
Earned the trust of their own audience
Will scream the loudest if they feel the experience isn’t up to expectations
Hope for a singular experience
Are our allies
key visitor 02
Neighbors
Locals who already heard something about us
Key inputs are looking for parking
Focused on ease of ticketing in kiosk/person
Want to think of the Museum as part of their community
Have a connection to the Museum’s cause
Are most able to engage with programming
Are most likely to become members
Hope for a repeat experience
Are our allies
Phase Two:
Content Strategy &
Designing the User Experience
FindingS & SITEMAP
An innovative and immersive experience calls for content to match.
Key Decisions
01
We must prioritize both cinephiles and neighbors.
Define a content strategy specifically geared towards key visitors to grow membership strategically.
02
Our website must make every transaction frictionless.
Most visitors will visit the site to explore exhibits & events and plan their visits. How can we highlight this?
03
Our app will enhance the visitor experience.
The app provides the undercurrent of the real stories that put film in an artistic and social context.
04
Our app must be for everyone.
Snaps (AR, Instagram, Game, Trivia)
Secrets (Notifications, Quick Content)
Stories (Immersive Content, Galleries)
