A Campaign Worth Exploring
The challenge was to evolve the ‘Tonight I’ll Be Eating…’ campaign into something users could explore, not just watch. Our solution: a richly interactive, browser-based 3D zoo adventure powered by Three.js. From the Crocoseum to a Chihuahua palace, each area of the map was crafted to reflect iconic TVC moments while keeping performance buttery-smooth across mobile, desktop, and smart TVs. This was more than just a companion to the ad - it became the campaign’s next chapter.
Click, Wander, Discover
Users could freely roam a stylised miniaturised version of Australia Zoo, tapping into exhibits narrated by the Irwins and Paris Hilton. Augmented reality elements let animals pop into your home, while hidden Uber Eats codes encouraged visitors to keep exploring. The map wasn’t just content - it was an activity, driving repeat visits, longer dwell times, and more time spent with the brand. Every tap became part of the narrative.
Built for the Whole Family
Designed with accessibility and cross-device performance in mind, the experience worked just as well on a mobile phone as it did on a smart TV. The intuitive layout made it fun for kids, while the built-in promos and celebrity-led content gave adults a reason to stick around. This was branded content disguised as digital adventure - playful, polished, and primed for mass engagement.
Where Brand and Tech Meet
From seamless 3D animation to AR interactivity and bold, campaign-aligned design, the Uber Eats x Australia Zoo map proved what’s possible when brand storytelling meets spatial tech. Built entirely in Three.js and optimised for scale, it offered a rare blend of aesthetic, performance, and fun - a proof point for the power of interactive web experiences in brand campaigns.
Uber Eats x Paris Hilton
To extend the wild success of Uber Eats’ TVC campaign, we partnered with Hello Social to build a fully interactive 3D web map of Australia Zoo. Designed for families and fans alike, this immersive online experience brought the magic of the zoo — and the star power of Paris Hilton and the Irwins — to life in your living room.
Category
SCREENplay
Year
2023
Client
Hello Social
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