Re-envisioning native advertisements, turning the Microsoft × WSJ website into a narrative about the relationship between golf and the cloud.

Video was seamlessly integrated throughout the site to create maximum engagement. As this was a video rich site, The Charles prioritized the site’s video optimization and loading time. Visual cues, such as an interactive pulsing play button, were implemented to give the user a visual cue to click on the video. Full bleed video provided a more immersive experience while viewing the video content.

To create a seamless narrative from start to finish, a topographic map with a golf course was designed as a progress bar down the side of the page. At each hole on the course, the user would receive a fact about the relationship between golf and the cloud. This storytelling device, was controlled by the users scroll so it follows the user down the page as they navigate through the story.