Oscars Digital Experience
ROLE
Producer — Creative Concept Development, Pitch Development, Host/Talent Production, Social + Interactive Editorial
The Challenge
The Oscars is built around the feeling of watching culture unfold live but viewers were increasingly splitting their attention between the broadcast and the online conversation.
We needed to make that second-screen behavior part of the experience without pulling focus from the show or diluting the prestige of the Oscars.
The Approach
Make the second screen additive, never competitive.
We designed the experience to move with the broadcast: live participation during the red carpet, then real-time ballots, winner context, trivia and performance information during the show.
Every interaction gave viewers more of the moment already on screen.
The (Real-Time) Experience in Action
LIVE PARTICIPATION
Viewer-submitted reactions and questions during red-carpet interviews
RESPONSIVE BY DESIGN
Ballots, winner context and trivia triggered by the broadcast
ONE CONNECTED EXPERIENCE
Social, video and interactive features built around one live experience
Where I Came In
CONCEPT + PITCH
Helped develop the pitch that sold the experience to the Academy and define how the interactive elements would work across the night
HOST + TALENT
Pitched the red-carpet hosts, wrote interview questions and briefed talent on tone, execution and interview style
Interactive + social editorial
Developed game concepts, researched and wrote trivia, and curated the social conversation surfaced throughout the broadcast