Mind, Body, and Soul on two wheels.
Challenge
Ather Energy, an EV startup was gearing up for the launch of their first product - S340. While the launch was still a year away, the startup wanted to showcase what was coming. They were looking for a website design that would reflect the benchmark they were setting up for the product.
Insight
Changing your perspective changes what you see. We wanted to not make a website. We wanted to create an experience. Since the product offered a smart, intuitive, and connected riding experience; we wanted the website to be intuitive and connected too.
Idea
We chose to look at the product not just a machine. We chose to see it as a living thing. A vehicle that had a Mind, a Body, and a Soul. The Cloud-based computing was the mind, the electricity that powered the vehicle was the soul, and the form factor that packed the computing and electric components was the body. And it was whole.
Execution
The entire website was mapped out as a seamless visual diorama you could navigate horizontally and vertically, a rare experience on Web 2.0. The visual diorama was also made seamless to create an effect of seamlessness completely erasing the changeover of a page. Plus, it was intuitive. For instance, if you came on the lights page, you could see the transition of the day and the intuitive lights turn on by themselves. A dreamlike experience with easter eggs of interactions all over the site map.
Brand
Ather Energy
Campaign
Mind, Body, and Soul
Agency
Sapient Nitro
Role
Creative Supervisor (Copy)