CONNECTED BRAND SYSTEM
Recovered final-production site screens document age and region entry, product and drink discovery, events, promotions, and seasonal campaigns as delivered to market.
CaptainMorgan.com Redesign
and Rich Media
Connected Digital Brand Platform for Participation and Experience
CaptainMorgan.com brought the brand’s bold personality online by creating a connected digital platform. We organized storytelling, participation, and product experiences across the website, events, and rich-media campaigns. As Creative Director, I led the team in shaping the main idea, building the platform, and expanding into Yahoo Sports' rich media. This work boosted site engagement and participation, with campaign interactions rising by over 23% and rich-media experiences driving strong growth in traffic and brand reach.
Turn a brand world into a digital platform.
We turned a scattered digital presence into a single, unified system. This included age and region checks, product families, drinks, events, promotions, and seasonal programs. One big challenge was bringing together several legacy platforms, each with its own technical requirements and content rules, into a single, seamless user experience. We solved this by creating a shared structure and design system. This lets each program keep its unique content but still fit under the main brand. The visual style gave every program its own look while supporting the overall Captain Morgan brand.
Build participation into the system.
We made participation a core part of the platform from the beginning. I led the creative vision for features such as Party Like the Legend, Morganettes, event galleries, and Captain Your Halloween, ensuring that interaction remained central. I also directed the development of shared structures that brought together profiles, videos, downloads, drink content, contests, and local event coverage in one place.
ADDITIONAL WEBSITE CONCEPT
Extend the experience into media.
The platform expanded into Captain Morgan Clutch Clock, a branded Yahoo Sports rich-media game. To make this happen, I worked with both the client and Yahoo teams to set clear goals and find creative opportunities in the sports setting. I mapped out the game’s story and interactive flow, designed visuals that showed the brand’s playful side, and built prototypes to encourage user participation. I also worked closely with developers to balance technical feasibility with bold creative ideas. Although the original Flash version is lost, a documentary made from still images shows the interactive basketball experience as it appeared live.
PLAY RECONSTRUCTED WALKTHROUGHDocumentary reconstruction built from eight Yahoo Sports captures. The recovered source is a still-image sequence.
Document the in-market extension.
The reconstructed walkthrough preserves the in-market game sequence inside Yahoo Sports and clearly separates directly documented evidence from interpretation.
PARTICIPATION AT THE CENTER
The platform unified profiles, video, downloadable content, contests, and event galleries into a single branded experience, making participation central.
IN-MARKET EXTENSION
Contemporaneous credits and Yahoo Sports captures document my role as creative director and the rich-media extension.
Role, team & evidence
- SITE TEAM
- Terra Hambly, ACD/Design · Mike Javor, Rich Media Director
- RICH-MEDIA TEAM
- Mike Javor, ACD/Rich Media Director · Julie Adams, Design
CAPTAIN’S CLUTCH — RECONSTRUCTED WALKTHROUGH
Eight Yahoo Sports captures trace the Captain’s Clutch experience from entry through gameplay and the final state. This reconstructed prototype presents the surviving still sequence as a reviewable walkthrough, not original animation.
Documentary reconstruction built from eight Yahoo Sports captures. The recovered source is a still-image sequence; the original Flash runtime has not been recovered.
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