Madagascar 3: Furry vs The Fuzz
Studio
Ignition Interactive
Type
YouTube Experience
Client/Partner
Dreamworks Animation
Role
UX/UI • Motion • Development
Overview
Turning a film launch into an interactive choose-your-own adventure experience
Madagascar 3: Furry vs. The Fuzz transformed the upcoming film into an interactive choose-your-own adventure campaign through a series of Flash mini-games, custom branching narratives and original story experiences. Concepted from an unfinished version of the feature film, the experience created new narratives that allowed audiences to engage with Alex, Skipper, and the rest of the Madagascar gang before the film's release.
The campaign became a viral success, generating more than 10 million views and earning recognition as one of YouTube's standout examples of an interactive Flash takeover.
My Role
Extending a film universe through animation and interaction
I was the lead designer, animator, and developer of the experience, creating playful interactions and animated moments that brought the Madagascar characters into a digital environment. Working closely with the DreamWorks Animation team, we developed custom animation loops and content featuring voice talent from the film to create a seamless connection between the movie and the interactive campaign.
Design Approach
Creating engagement through play and storytelling
The experience was designed to feel like an extension of the film rather than a traditional marketing campaign. By combining mini-games, custom narrative storylines, and familiar characters, the project encouraged audiences to explore, interact, share, and build a deeper connection with the Madagascar universe… and then do it again with a completely different experience.
The challenge was creating experiences that were simple enough for broad audiences while still feeling polished, expressive, and memorable while weaving in various storylines throughout.
TEAM CREDITS
Creative Direction
Evan DeHaven
UX/UI
Matt Webster • Alvin Groen
Motion
Matt Webster
Copywriting
Spencer Donald
Development
Matt Webster
Production
Maiko Sakurai