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Extraordinary Ed takes Yorkshire agencies on online adventure

Two Leeds-based creative agencies, Tall Ltd and Fresh Cut, have designed and launched a new interactive website (www.edstafford.org) for British explorer Ed Stafford.  

The new site includes an interactive video called the #EdExperience, in which players must navigate Ed through a “survival challenge”. It brings to life some of the global adventures experienced by Ed who holds the world record for being the first man to walk the length of the Amazon River and features on the Discovery channel programme Marooned 

Having previously worked with the Global FEI (International Federation of Equestrian Sports) and England Rugby, Tall was well equipped to take on the task of designing an interactive, user friendly site which would to connect Ed’s visual identity more closely with the outdoors, exploration and adventure.

The team, headed up by Tall Director and Founder Guy Utley, rigorously researched Ed’s previous work, current website and fan base, as well as looking into the online profiles of fellow adrenaline junkies including Bear Grylls and Ray Mears.

Through this research, Tall was able to build on one of Ed’s successes – video blogging – and incorporate this into an effective digital experience. 

As well as using stunning photographs captured by Ed on his global travels, Tall worked with fellow Leeds-based video production company Fresh Cut, to create a video-led user experience for the site, which includes a Marooned style survival challenge using gamification techniques. Fresh Cut, which has recently worked with Team GB ahead of the Rio Olympics, filmed a series of videos, animated cinemographs and 360° shots in Cumbria for the site to allow visitors to experience Ed’s adventures firsthand.  

The aim of the game is to help Ed through a number of tasks, with each survival and failure taking the user down a new narrative path. The resulting successes and failures contribute to a narrative result that is customised to each user, making the game truly unique.  

Andrew Beckwith, lead designer at Tall Ltd, said: “Working with Ed has been an absolute pleasure and a fantastic experience for our whole team. It’s been a job where we’ve not only hugely developed our digital skills, but one where we’ve learned new techniques which we can apply to future clients.

“Also, it’s been great to collaborate with fellow Leeds agency Fresh Cut on a project of this scale.” 

Rick Frier, creative director at Fresh Cut, said: “This project has allowed us to really push the boundaries with what we can create to offer visitors to the site a truly immersive user experience.

“By working with Ed and Tall and combining a variety of creative methods we’ve enabled users to really get under the skin of Ed’s adventures and the final product is a fantastic insight into his travels.”

Tall are set to host “An Evening with Ed Stafford”, a free, invite only event on 22 September. The event will take place in Tower Works, Leeds, and will see Ed Stafford answer questions about his life, career and work with Tall. Guests will have the opportunity to browse Ed’s new website and take on Ed’s survival challenge.

Tall_and_FreshCut_Teams
Rick Frier, Fresh Cut creative director (far left), Guy Utley, Tall Ltd founder and director (centre) and team members with explorer Ed Stafford (fourth from left)

 

 

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