Maze Games
Visit the site- Brand
- White Lies
- Year
- 2016
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- AnotherKind
Objective
White Lies needed to give fourth album "Friends" more than a cover reveal — a reason for fans to linger on the band's own turf, dig into the artwork, and pick up the record itself.
Solution
The album cover's maze artwork opens up into a full browser world the visitor can walk through, tracing corridors instead of just looking at a static sleeve. Moving deeper into the maze, they run into hidden pickups along the way — behind-the-scenes commentary from the band on individual tracks and streaming clips of new songs. Nothing is handed over as a list; each reward only surfaces once the player has explored far enough to find it. The same maze artwork also ran in print, inside a chequebook-style booklet packaged with the album's boxset, so a fan could work through it on paper too.
- 1
The player opens the White Lies website and lands not on a standard release page but inside the artwork of the album 'Friends': the maze-like cover illustration fills the screen as the playable space.
- 2
The player moves through the maze's corridors, freely choosing a direction and exploring the enlarged cover artwork; navigating the maze is the whole of the action.
- 3
Dead ends and side passages hide content: reaching one opens band commentary on the album's tracks and streams excerpts of the new songs.
- 4
The maze doubles as a showcase for the 'Friends' release, steering players toward the album's boxset, whose checkbook-style booklet reprints the same maze designs found in the game.
