Because we had so little information about the product, we knew going in that whatever came out of the interview would be everything we would have to work with. We didn’t want to publish the typical interactive video interview. So we came up with a radical idea–to lose the video all together and instead use just the audio to drive a visual experience.
After hours of brainstorming we settled on a solution involving Kinetic Typography. At the time Kinetic Type was nothing new, but this was the first time where audiences would have a chance to interact with it–dragging the canvas up and down, watching the subtitles on the screen animate in sync with the audio.