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Comcast / Xfinity
A living breathing digital flag in honor of Hispanic Heritage Month
Client: 
Comcast / Xfinity
Project: 
Fabric of America
Services: 
Strategy, User Experience, Design, Engineering

A deadly pandemic, a cry for justice, a contentious election - America might have lost its way in 2020, but the one thing we found, was our voice. In the grand scheme of things, Comcast’s request to celebrate Hispanic Heritage Month might have seemed trivial, but in fact, it became an opportunity to give people a platform where their voice could be heard, shared and live on to represent this crucial moment in our history. That’s why we created a digital American flag made by the voices of Hispanic Americans and beyond.

The Fabric of America took Hispanic Heritage Month to the next level by allowing people to share their contributions and gratitude to America - simply by recording their voice. From there, each voice became a thread, essentially binding the flag together in a symbol of unity and strength. Each recording was visualized in a unique way capturing all idiosyncrasies in every voice submitted. In partnership with GALLEGOS United.

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The ultimate trifecta: heart, storytelling and technology

The core feature of the site is the interactive oscillating flag that enables users to navigate in a 3-D environment. We created a truly immersive experience that encapsulates visitors with stunning visuals and sound effects as they navigate the flag. By leveraging native microphones, users could tell their stories on multiple devices or opt to submit stories through tweets anytime, anywhere.

With the help of celebrity activists like Diane Guerrero (from Orange is the New Black & Jane the Virgin), thread by thread we created a movement. What started as a Hispanic-focussed initiative became much bigger. Voices from over 20 countries were submitted.

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