I had the privilege of serving as the lead designer and motion designer for the SMBPlumbing website, a key promotional asset for one of the most highly anticipated movies of 2023. Collaborating closely with Illumination and Nintendo, we aimed to create an engaging and immersive experience that would captivate fans and provide them with a treasure trove of discoveries.
Our team devised a brilliant concept: a plumbing-themed website that paid homage to the iconic Mario Brothers while offering an exciting scavenger hunt for hidden clues and easter eggs. I was tasked with crafting a lo-fi design that would reflect the brothers' own artistic sensibilities.
The enthusiastic response from fans exceeded our expectations, and the project garnered significant recognition from renowned media outlets, including Variety, IGN, Deadline and The Verge.
Here you can find everything my team and I did for this campaign!
(I also helped design and animate)
Website
Software: Photoshop | After Effects
Our vision for Phase 1 of the website was to create an incredibly lo-fi experience that would resonate with fans on a playful level. Throughout the development process, our team continually brainstormed ways to seamlessly integrate easter eggs and subtle hints about the upcoming movie.
One such example was the inclusion of the Mario Brothers' van on the website. To add an extra layer of interactivity, we devised an engaging feature—an interactive manhole located beneath the van. When users clicked on it, they were redirected to a hidden page revealing an exclusive movie poster.
The site got updated for Phase 2. This version is no longer available. Below is the static design I created as well as a screen recording of the site at the time.
Website
Software: Photoshop | After Effects
Phase 2 marked a significant transformation for the SMBPlumbing website, representing the most substantial update. As the film's premiere date drew nearer, we wanted to enhance the user experience by presenting a more polished and complete website design, while still staying true to the charming and lo-fi Mario world aesthetic.
The impact of Phase 2 extended beyond the digital realm. In conjunction with the website launch, an expansive activation took place in the form of a physical plumbing van, which embarked on a tour in select areas of the United States. This real-world component served as an extension of the online experience, enabling fans to engage with the Mario Brothers' universe in a tangible and interactive way.
The combined efforts of the updated website and the physical van tour allowed us to deepen the engagement and excitement surrounding the film. By delving even further into the realm of hints and easter eggs, we aimed to provide a multifaceted experience that rewarded fans' curiosity and dedication.
PHASE 2 is still live! You can go and explore all the easter eggs for yourself! Below is my full website design that was used for the current site.
