Husqvarna | Temperature Test | Delivered while at Digitas, Sweden
The challenge:
Husqvarna had a new chainsaw, the 572 XP, and a compelling proof of concept. They'd taken it to six locations across the globe (South Africa, USA, Australia, Switzerland, Canada, Russia) filming it in action across extremes of heat, cold, and conditions. Six episodes. Six environments. One chainsaw that handled all of it.
The films existed. The question was how to bring them together in a way that felt as considered as the concept itself.
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The thinking:
Six separate videos on a page is a playlist. That wasn't good enough. The whole point of the campaign was range, the distance between Siberia and South Africa, between freezing and scorching. The navigation needed to feel like that journey, not just index it. The answer was already in the idea. Temperature.
The idea:
A single page website where a thermometer on the right hand side of the screen was the only navigation. Sliding it up or down moved you smoothly between episodes, each one anchored to its location and climate. Hot to cold. Cold to hot. The product always front and centre, the conditions always the context. It turned passive viewing into something you controlled, while keeping the experience seamless enough that you never felt like you'd left the world of the film.
The result:
Six locations. One experience. A navigation mechanic so tied to the concept that it felt inevitable in hindsight.
Temperature Test
The challenge:
Husqvarna had a new chainsaw, the 572 XP, and a compelling proof of concept. They'd taken it to six locations across the globe (South Africa, USA, Australia, Switzerland, Canada, Russia) filming it in action across extremes of heat, cold, and conditions. Six episodes. Six environments. One chainsaw that handled all of it.
The films existed. The question was how to bring them together in a way that felt as considered as the concept itself.
The thinking:
Six separate videos on a page is a playlist. That wasn't good enough. The whole point of the campaign was range, the distance between Siberia and South Africa, between freezing and scorching. The navigation needed to feel like that journey, not just index it. The answer was already in the idea. Temperature.
The idea:
A single page website where a thermometer on the right hand side of the screen was the only navigation. Sliding it up or down moved you smoothly between episodes, each one anchored to its location and climate. Hot to cold. Cold to hot. The product always front and centre, the conditions always the context. It turned passive viewing into something you controlled, while keeping the experience seamless enough that you never felt like you'd left the world of the film.
The result:
Six locations. One experience. A navigation mechanic so tied to the concept that it felt inevitable in hindsight.