The Iceberg -
Agency
Phantom
Client
Financial Times
Type
Website
Experience
Year
2018
The project challenges people to really and truly analyse the merits of stories that have become viral sensations. The iceberg will show the entire life of a fake news, racking twists and turns, interrogating merits and gauging the real world impact.
The 3D iceberg is key element, tying together the entire experience, on dark colours to give to the user the idea of a negative impact that these news do in real life. To create a unique experience each story has a unique colour tone visible in the highlights, call to action and color tone pictures.
The 3D iceberg is generated based on the sharing data of the news article during their lifetime. Like that every story will have a generated, distinct shape iceberg.
Every news starts with a punching headline, inviting the user to dive deeper, uncovering the story behind the story. By scrolling to discover more, the iceberg will zoom and rotate in a dynamic way until just the specifique tip is visible.
The first piece of content that they are presented with is a short docu-style film shot from the perspective of the editorial staff.
Once the experience is close to the end, the 3D iceberg will fragment into pieces revealing a final summation from the editorial team. Users can explore where, around the world, the story struck a chord.
Credits
Creative Lead
Lisa Berenson
Design &Interaction
Marco Grimaldi
Design
Dave Skogstad
Strategy Lead
Dom O'Hare
Strategy
Lara Janani
Copywriter
Hannah Davies