Hamburger Hummus
“Blog-O-Con Web Series”
Roles
Genres
In preparation for pilot season, our team was approached to create a wrap-around campaign for a web series that was to “foster broader awareness of the people and culture of Israel”. The overall goal was to promote was to promote tourism to Israel; solidify its place on ones bucket-list. Determined to reach global audiences, the show was written to be a limited comedic web series featuring a group of content creators attending a conference (Blog-O-Con) in Tel Aviv.
With the combined effort of our partners SS&K, New Venture Fund, and Lobulo, our team (Tool) set out to dream up a befitting backdrop to the hilarious screen play that was uniquely their brand. Our challenge (normal fair for pilots) was to creatively set it apart from all other offerings that were to debut that season, and ultimately, win over the showrunner. With our work cut out for us, we sought out a treatment that felt a premium, but exhibited a humble disposition amongst the blogosphere and content creation communities. To achieve this, we employed a 3D paper craft technique. The craft nature of this embodied the DIY nature of content creators, but the final product had all the hallmarks of a full-on production house. Now that we established our look and feel, it was time to put it all together and get all the wheels in motion (in no particular order): live-action, web design, narrative, and finally, development.
With all the pieces in place, we storyboarded and directed the paper craft venture. At the onset of each day of production, we reviewed the dailies of the production and supplied feedback to the team. For those that want to take a sneak behind the curtain of how this all came together, play the behind-the-scenes (BTS) video (main video), it's quite amazing.
Playing off the comedic makings of the show, we decided to create a side-scrolling experience. Each episode was presented to the users encased in its own section containing a write-up, video, and aggregated social media feed. The community aspect of the project truly allowed for a higher engagement level on social media and kept the conversation going throughout the season.