Snowpiercer - Wilford Industries
A digital experience where fans customize their own train car
Set seven years after the world has become a frozen wasteland, Snowpiercer centers on the last remnants of humanity who inhabit a perpetually-moving train. TNT asked us to create a digital campaign that introduced the world of Snowpiercer to those who were unable to make the train.
Snowpiercer is 1,001 cars long, and circles the globe. Train society adheres to a rigid class structure, with those at the head living in opulence, while the tail is reduced to slave labor. To immerse our audience in the story, we created Wilford Industries, an in-world experience that enables visitors to explore the train car by car, through its various classes. Each car has a different and distinct design.
For Wilford Industries, we created a range of artistic illustrations for the train cars, which could be explored in detail through the site. For the second phase of the campaign, we invited fans of the show to submit their drawings for the train cars—with the ultimate goal of bringing every single one of the 1,001 cars to life.
Wilford Industries guides the audience through the class-hierarchy and complex world of Snowpiercer, deepening their involvement in the story and even becoming a part of the train’s design.