Toni Hollis Projects

To create an engaging and interactive website inspired by the spy aesthetic of Ed Sheeran's Track 'South of The Border'. The site was designed to encourage fan engagement - encouraging them to discover codes hinted by clues driving them to Ed’s social media accounts and other media content. These clues were strategically released over the course of a week, with each new code hidden in a media content - Youtube video, Spotify canvas, IG story etc. To enhance the experience, the fans' progress was saved as they worked through each code. Once a fan had successfully discovered and entered all the correct answers, they were rewarded with the exclusive unlocking of a video featuring a new acoustic track. This interactive experience drove significant engagement, boosting YouTube views, Spotify streams, and generating increased interactions across social media platforms. Fans eagerly shared their progress and discoveries, amplifying the excitement and helping to spread the buzz surrounding the track even further.