Passive Interactivity in a busy underground mall

Scotiabank has a wide array of digital signage spread across the country. A new, special type of screen had been recently unveiled to my team, and after experiencing the location, I immediately began brainstorming the possibilities.

If you are unfamiliar with Toronto, the PATH is an underground mall spanning a large area of the downtown core. This new screen represented an opportunity to speak to customers new and old with a unique approach not geared towards traditional advertising.

The Challenge

A brand new space devoid of content and life. The ask was not to serve more advertising but to beautify the space and engage with passersby. Initially, the screen showcased stock videos of random scenery and the occasional advertising spot, I was set to change that.

We are bombarded with advertisements on a daily basis. The PATH alone has hundreds of digital screens aimed at catching the attention of passersby with generic, boring ads that often lead to ad fatigue. I myself tune these ads out as I walk towards Union Station on the way home, only glancing at screens that offer something new and refreshing.

The Solution

Create new content for a great new space and fill it with work done internally by the 3D and Motion teams.

I took it a step further by pitching a more passive yet interactive experience. My solution was a hidden object game that people could interact by finding objects hidden within the scene.

Let’s get started.

I aimed to create an experience that followed the following criteria: