Daily Scraps

Objective

Focus Features promoted Wes Anderson's stop-motion film Isle of Dogs by creating a daily interactive experience that rewarded fans with virtual collectibles tied to real film props and merchandise. The campaign leveraged mobile-first design and daily scarcity mechanics to drive sustained engagement over the promotional period.

Solution

Daily Scraps was an interactive mobile website where players dug through 3D trash bags to uncover 'Puppy Snaps'—digital finds corresponding to actual props from the film. Each day for two weeks, bags were available at specific times (starting at 5:00 PT), creating scarcity and encouraging repeat visits. The experience featured gyroscope-based motion parallax and stop-motion-inspired animations, built with WebGL and Three.js. Real physical film props and branded merchandise were offered as prizes. The campaign integrated social media strategy with custom video content and community management.

Results

Named Awwwards Site of the Day on May 4, 2018, with an overall score of 7.48/10.