SUMMARY

Pushing the virtues of digital to show the experience of owning a Sunseeker Yacht.

TELLING THE STORY

Most people will never know what it’s like to own a yacht. Flicking through a brochure, reading specifications, even standing on a boat at a boat show can’t give you that feeling. The only way to experience a Sunseeker is to feel it.

We can use digital to transport you to those coves, those beaches, those moments that only a Sunseeker can allow.

PLOTTING THE JOURNEY

Initial thinking sought to showcase the yachts in a completely different way.

An interactive journal mixing film, imagery and narrative to create a unique expression of a journey. It brought the age old tradition of mariners logging their journeys into the digital age. Yacht stories were plotted along a line that represented both the route of the yacht and the timeline of the journey. As the user followed the journey, the elements of the story were brought to life… The journey, the route, the rough and the smooth, the food, the parties, the sunsets, the conversation, the discoveries.

New stories could be created using the same approach in different locations across the world. Each trip would be different as each boat is different. Each story would highlight the performance of the yacht. Launched monthly, they would become an ongoing series. A new journey every month. A new person at the helm.

A SIMPLER FLOW

The previous site architecture was unnecessarily complicated. To redress this, the structure was reconsidered from the ground up. Simplicity and delight were key to the user journey; smooth, logical journeys to products were created. At the same time we sought to make it layered, browsable and interesting.

Cinematic, textured backgrounds feature in key areas of the site to change the feel and allow the user to focus on their choice.

A NEW APPROACH TO CONTENT

A new approach to content was required. One that gave us the assets needed to meet the expectations of the concept. The focus needed to shift from the product to the life a Sunseeker enables. A shoot was commissioned to capture and generate both still and moving footage for various key areas of the journey.

SHOWING THE LIFE

A Sunseeker is more than a yacht, it’s a lifestyle. It’s a key to a different way of living.

Across the world, people are living that life and it needed to be surfaced on the Sunseeker site. This stream of content was pulled from Social channels, editorial and those lucky enough to be on a Sunseeker. It offers a unique glimpse at what the Sunseeker life is all about.

REFINED, THEN REFINED AGAIN

It’s not simple to reflect just how good these yachts are. The design approach needed to ooze the premium, pared back qualities of their vessels. Every page, transition and typographic detail fastidiously crafted to the Nth degree.

The build needed to embody the quality and detail that Sunseeker customers are accustomed to. A considered approach to animation helped give a sense of luxury. Transitions were honed to enhance the premium feel. We sought that fine balance between too much and too little. Made whilst at McCann.