de-construct won a 5-way pitch for the design and strategy of the Sony / Sky PSP video download service, psp.tv.

Whilst the PSP would be the device on which you would watch the content, the interface had to function across multiple devices including the PS3 (TV) as well as a traditional computer. This meant the interface design had to platform independent and truly scalable. In effect, it had to adapt to each new device in the most appropriate way. This was achieved by designing for the most restrictive device first – the PSP – and adding functionality where possible and relevant.Work continues today in collaboration with Neil Brody’s Research Studios. Estimated launch date is Summer 2008.

After the extremely successful Da Vinci Code campaign, de-construct was asked to provide speculative ideas for a new CRM system with digital at its heart. We created the idea of Eurostar Live as a way of sharing content across multiple channels – online, mobile and digital outdoor.

We suggested Eurostar should provide city-guide content for both London and Paris from celebrities that epitomise each city, such as Damien Hirst or Jean-Paul Gaultier. Users would be able to download these guides to their mobiles before exiting the Eurostar station. After their break, they would be able to upload their own experiences/photographs of that city into their own ‘locker’. This content would then form part of a larger content pool which could be accessed by other users. Massive digital outdoor billboards at both Eurostar stations would advertise the idea and drive incentives such as free tickets, to encourage interaction with the campaign.

de-construct was asked to pitch the strategy and website for TeamVertu – Vertu’s high-profile sports sponsorship programme, currently centred around the Ferrari Challenge. We pitched an integrated concept where ‘Attention to Detail’ became the overarching message across every facet of their communications – from registration on the website through to the event itself.

Effectively communicating to high-end luxury users is a big challenge, especially online devoid of the usual materials used to convey exclusivity. Our proposal thus revolved around a fullscreen immersive video experience of the Ferrari Challenge Finale in Monza, delivered with ‘Attention to Detail’. Many small video vignettes allow the user to engage with the content they are most interested in – the racing enthusiast can focus on the car and the pit whilst the aspirational networker can focus on the hospitality truck and the interviews. Hotspots in the video would deliver the ‘Attention to Detail’ message by allowing the user to get closer to their chosen subject.

The strategy was modular by necessity – beginning small in 2007 with only the Ferrari Challenge whilst giving flexibility to scale through 2008 as new events were added. Throughout 2008, we proposed ever-tighter integration between the website and the event – such as an online auction, RFID invites and an exclusive on-track ringtone generator that would allow users to create their own unique Ferrari ’signature’.

Unfortunately the project, and the ambitious shoot (2x crews, 4x days, 2x countries) was never realised. However, the final image above gives an indication into how we proposed to shoot the first film.

This was a speculative project at TribalDDB for TUI (Thompson), the aim of which was two-fold: a). to show the breadth of TUI’s global coverage and b). to simplify their overly-complex search system. The concept was to replace the bewildering array of dropdown menus with a map and 3 key questions: how much? when? and how long can you handle in a plane?

Each question had a slider, which would affect the map in realtime, thus very quickly creating your perfect holiday. This visually intuitive system of searching connected emotionally with the user, allowing them to search by global location and even desired temperature. Users would also be able to leave their feedback on local restaurants/bars/clubs/hotels.

By completely re-defining the way people search, we created a tool that was both engaging and extremely powerful. However due to inertia from the TUI’s in-house web development team, the project never went ahead. This was extremely unfortunate because this could have truly set them apart from their competition.