Changing the perception of pakistan
Lahore Landing is an award-winning interactive documentary that shows another side of Pakistan.
Role: UI/UX Design, Marketing Lead
Say Pakistan. What comes to mind? Terrorism, violence, political instability.
Lahore Landing takes you to another side – the ordinary streets, everyday life, the struggles and hopes of youths – a side beyond the media headlines.
Lahore Landing has been showcased in film festivals globally - from New York to Amsterdam.
As the target audience were unfamiliar with the complexities of Pakistan, we chose a linear structure as we did not want to overwhelm the user with choices. As the users follow the main story, interactive content such as galleries, long-form articles, and soundbites act as side branches to provide more narrative detail.
To break the visual narrative the media perpetuates, the website puts a heavy emphasis on visuals, especially photographs and videos.
MARKETING AND PUBLICITY
Films should not exist in a vacuum. To amplify the message of the documentary, a social media plan was created – not just to promote the film, but also to raise awareness about the bigger cause.
GETTING PUBLIC INTEREST
To drive interest in the documentary, we used graphics and photos that had a strong travel angle as a lead-in to the launch.
CROWD-FUNDING AS PUBLICITY
Given our shoe-string budget, we had to run a crowd-funding campaign. This was an opportunity to get the audience to "get their skin in the game", converting them to be advocates of the film.
The teh-for-chai programme
For every $15 donated, we would serve a Lahori a cup of teh. In return, the donors get chai.
For every $50 donated, donors get a curated itinerary