We teamed up with ITV to create Love Island’s first ever fictional mobile drama. we created and shot a 24-day long narrative that players experience by entering into 6 differENT islander’s phones. As creative director i was in charge of overseeing the partnership, narrative, production and product design.
game of the day
The game launched as Apple’s App of The Day and became number 1 in the free app charts, passing TikTok and Facebook. TV ads drove fans of the show to download the game.
The storyLine
15 fans win a once-in-a-lifetime competition to head to the villa for the love island experience. But who’s in it for love, and who’s in it for the money? The truth lies in their phone.
The concept
the story played out through islander’s phones. players can read their messages, see their calls and watch their stories as the story progresses in real time. every 4 days, the perspective switches to a new islander’s phone, making you question everything you’ve just seen.
we shot over 500 assets in the love island villa over 4 days. the drama was scripted and captured mainly on mobile, with cinematic cut scenes fans of the show have come to know and love.
production
each fictional islander had their own slo-mo entrance, intro video and made regular trips to the beach hut to so players knew what each islander was thinking.
assets
App re-skin
We totally redesigned the existing unrd app with a new skin for the love island partnership. each screen, button and touchpoint was given a redesign for the partnership.
We ALSO teamed up with fashion brand i saw it first who provided outfits for the islanders for filming. players could tap through from an email in the character’s phone to the ISIF site to buy the clothes of each islander.
