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Promotional movie site blends video and fan comments to become a tragically poignant shrine


URL: | DESIGNER: Watson/DG, Benjamin Guedj, Jean-Christophe Suzanne

Few stars have burned as brightly and faded so fast as jazz-pop vocalist and songwriter Amy Winehouse. Her untimely passing in 2011 at the age of just 27 still has the music world reeling and the new movie this slick microsite promotes attempts to celebrate her life and works.

Opening on a poster-style splash screen, the mercurial singer’s now iconic winged-eyeliner eyes gaze out from the browser before a sliding white-to-pink filled-in Enter button enables the user to delve even deeper. From here, a succession of Amy’s own quotes overlay video clips accompanied by looping audio of heart-breaking hit Love Is A Losing Game. Sections like Talent, Love and Pain highlight some of the great moments as well as the turmoils in the star’s life.

This startlingly emotive yet minimal backdrop is then heightened by the integration of guestbook-like comments posted by fans from across the globe. “The Amy site brings to life Asif Kapadia’s documentary of the same name with clean editorial lines, full-screen background video and the opportunity for visitors to leave their own comments throughout,” begins Lizzie Ruiz, integrated social producer at Watson/DG. “We wanted a smooth experience for users that would not only let them share their thoughts about the documentary and its subject, but give them a wealth of shareables to remind them of their moviegoing experience. The site required quite a bit of backend work to render seamless video play, but it was worth it to create an elegant experience that feels at once big and still very personal.”

Key phrases are highlighted within Amy’s own words and placed elegantly over video clips of the troubled star, to poignant effect

Promo site turns book of memorial, almost inviting fans to leave profound words of remembrance woven back into the experience