Studio 28K: Reimagining storytelling in the digital age
In an age of information overload and doomscrolling, and where audience engagement is often measured by views, not by the quality or memorability of the content, Studio 28K collaborated with ESPN/Disney to create "Inside Carlos Alcaraz’s Game," a digital narrative exploring the journey of the 2023 Wimbledon winner. Through holistic design, Studio 28K aims to craft more engaging and memorable online stories that push storytelling boundaries.
The digital narrative of Carlos Alcaraz
In a time of rapid technological change, capturing the attention of online audiences has become daunting.
Studio 28K collaborated with ESPN/Disney to create "Inside Carlos Alcaraz’s Game," a digital narrative exploring the journey of 2023 Wimbledon winner Carlos Alcaraz. At just 20 years old, Alcaraz captivated the tennis world, showcasing talent reminiscent of Federer, Nadal, and Djokovic.
Studio 28K was tasked with crafting a compelling narrative about Carlos' background and athletic profile for a mobile-first audience. Moving away from text-heavy formats, they sought a unique approach to engage viewers. However, finding the right angle was challenging. After realising that 360º video and interactive paintings overshadowed the story, Studio 28K shifted direction, integrating the narrative with on-court action, using the court as the storyteller.
The 'on-court' theme honoured tennis's golden age, appealing to classic enthusiasts with art direction reflecting the elegance of "Quiet, please, thank you." Designs combined preppy styles, mid-century European flair, minimalistic typography, simple data graphics, and retro illustrations, enhanced by Spline’s real-time 3D modelling for a twist.
Studio 28K used storyboards instead of wireframes to understand user interactions better. This narrative-driven approach boosts retention by engaging brain regions involved in emotions and memory, making the content more memorable and relatable than simple facts or statistics.
Studio 28K’s focus on a conceptual angle resulted in a compelling, award-winning experience for ESPN/Disney. The approach kept storytelling at the forefront, fostering innovation and showing how creativity thrives under constraints in the digital age.
“Ideas are one thing. Crafting is another.”
About Studio 28K
Studio 28K is a Danish design studio with offices in both Copenhagen and Toronto. They are built on the notion that the average life spans about 28,000 days and are committed to making the most memorable products and experiences within their time. They believe great design is a holistic combination of form, function, content, and timing. This means working in a way that considers story, animation, interface and experience. All at once.
In 2023, they were acknowledged for their work by being awarded Digital Design Agency of the Year at Creative Circle, Denmark.