A24 Close Up
A microsite bringing fans behind the scenes of A24’s art-house films and TV shows.
Contribution
Experience Strategy
Visual Design
Wireframing & Prototyping
User Research & Testing
Year
2024
What is A24 Close Up?
A new platform designed to help viewers uncover the meaning behind A24’s films, with exclusive content from their filmmakers.
A24 is the indie film studio behind some films and TV shows that you might have heard of: Midsommar, Academy Award-winner Moonlight, and HBO series Euphoria, to name a few. Distinguished for redefining film genres, A24 distributes bold and experimental films that can be challenging to unpack.
Alongside four peers, I defined the business problem that prompted the intervention and helped shape the visual strategy and interaction design.
Concept Video
What prompted this design intervention?
While all A24 viewers enjoy reading and
learning about films online, few go to A24
for this type of experience.
115 Fans
Surveyed
7 Fans
Interviewed
100%
Survey respondents go online to learn more about a film after watching, either occasionally or every time.
27%
Respondents have interacted with the Notes section on A24's website, which includes articles, zines, and podcasts.
Business Problem
A24 is lacking engagement past the viewing of their films and TV shows.
Identifying & Framing Our Business Opportunity
We see a missed opportunity to connect
A24's viewers to the artistic intentions behind
their films in the post-watching experience.
Discover an A24 film
Customer
Filmmakers
Find viewing options
Watch the film
Analyze and reflect
Appreciate the film
Look for more A24 films
Recommend film to friend
Rewatch the film
Buy merch
Provides notes
Outcomes
End Goal
Target Event
We see tremendous value in enhancing the post-viewing experience of A24 films—especially by supporting deeper analysis and reflection from the viewer's perspective.
This approach aligns closely with A24’s brand pillars: Devotion to Craft and In Service of a Story. By offering audiences insight into the filmmaker’s intent, we foster a deeper appreciation for the film. This emotional and intellectual connection encourages further discovery, word-of-mouth recommendations, merchandise purchases, and ultimately, contributes to the growth of A24’s passionate fan base.
Design Proposal
A24 Close Up, a microsite that invites fans to uncover the meaning of A24's art house films with exclusive content from their filmmakers.
Through short stories from cast and crew, the site reveals each film’s inspirations, cultural context, and symbolism—extending the viewing experience and amplifying A24’s brand voice through thoughtful interaction and design.
When shaping our content strategy, I aimed to preserve the exploratory feeling of browsing for a film—mirroring the curiosity and anticipation that comes with discovery—while ensuring clear hierarchy and structure once a film is selected, so key information remains accessible and front-and-centre.
In line with A24’s pillars of In Service of a Story and Devotion to Craft, which celebrate honest, human storytelling and immersive viewer engagement, our design approach focused on presenting scenes up close. This creates a sense of intimacy, allowing viewers to emotionally connect and fully immerse themselves in the narrative experience.
These concepts determined the following content strategy, centred around segmenting information for clarity and impact.
Explore the A24 universe through Stacks
Stacks
Each A24 film is presented as a Stack—a compilation of Stories. Every Stack displays several film stills, giving viewers a glimpse to what they can expect in Stories.
Dive deep with behind-the-scenes Stories
Stories
Every A24 film has a series of behind-the-scenes content from the film crew, which are categorized into chapters labelled with witty titles to prompt engagement.
Your favourite film, up close and personal
Shots
Each behind-the-scenes shot is a curated snapshot—images, notes, or film stills—that reveal artistic intent and deepen the viewer's immersion in the storytelling.
Explore
A three-way navigation lets users freely explore and browse visual glimpses of A24’s films
View
Discover curated Stories in an interactive carousel designed to spark curiosity and invite deeper exploration into behind-the-scenes content
Immerse
Images and videos are cropped in a vertical format to provide the most immersive and intimate viewing experience and emphasize the details of each story
Shop
Driving business value by connecting users to other A24 channels—inviting them to keep a piece of the story through film merch
