Jägermeister / Website [EN] (2009)

Alive and kicking:
The new Jägermeister Brand Experience

Jägermeister changes everything. Because transformation is the brand’s core-intuition. The momentum of the transition therefore stands at the center of the new corporate website – as a connecting basic principle of design, technology and programming.


The new Jägermeister website is a staging of change. The visitor does not navigate through it; he passes through innumerable multi-layered transformations, that all
originate from the same place, the site’s core – the Jägermeister bottle. It is the central element, grants access to each facet of the brand Jägermeister and leads the visitor to new visual dimensions.

The live section celebrates the whole Jägermeister party-spectrum by making use of every web-technological trick in the book – ranging from IP-tracking to Google Maps Mashup. In the drinks section, the interplay of interactive 3D-animation, highly realistic liquid-simulation and custom-made sound design creates an involving mixing tutorial. The website’s visual center is the gallery with full screen event impressions and an image-editing-tool specially developed in flash.

In order to unite this multitude of complex phenomena with a harmonious user experience, a modular rich-media-architecture was established that incorporates the requirements of transformation capability from a programming point of view – in a „crazy operating system“ whose contents behave like programs and can be installed or de-installed at will. The specially developed AIR (Adobe Integrated Runtime)-Editor enables, both designers and developers, to realize their ideas directly within the flash-AS3-framework.

Best of all: grounding this sophisticated, technical environment in the in-house CMS SyComax makes prompt updateability and maintenance possible. Ideal conditions not just for the numerous country versions but also for a target-oriented user approach: the crazy operating system boots interest-specifically for every target group by adjusting the system according to the age stated at the Age Gate. Transformation complete.

Sound: Jens Fischer
Voice Over: John Ned Irving



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Lost Track – Part 1, Byron Bay.

An Australian Adventure by #polerstuff

Most Australian surfers live and die by their local break. They learn how to read the take-off zones, assess the tide, swell and wind conditions, and deal with the local crowds. It’s comfortable, easy and regular. But, for those with a little more adventure in their bones, there’s still pockets of perfect uncrowded Australian waves to be found… You just have to search for them.

Torren Martyn is one guy who lives to search for great waves. Growing up in the popular Northern NSW town of Byron Bay, he’s no stranger to a crowded lineup and, whilst becoming accustomed to these local points, he’s also been travelling, searching and scoring uncrowded waves in desolate locations since he was a kid.
His first adventure came when he was eight years old – Torren’s parents took him on a 2-year road trip around Australia in an old Land Rover Defender that he nostalgically refers to as ‘The Red Rattler’. Torren was introduced to both surfing and drawing on the trip – the two passions that would come to define him. He explored the coastal areas of QLD, NSW, VIC, TAS, SA, WA, before heading Due East into the Red Centre, to the inland areas of the Simpson Desert, Uluru and Kakadu as they made their way home to Byron Bay.
The trip sparked something inside him and, whilst he technically still “lives” in Byron Bay, he has spent most of his years since travelling, searching, surfing and drawing.
About two months ago, after returning from exploring Indonesia for the last 2 years, Torren approached us with a plan to re-trace the steps of his first holiday, exploring the most desolate and untapped surfing corners of the country, documenting each leg of the trip with his best mate and filmer Ishka Folkwell.
After a little planning, quiver-purchasing and map reading, Torren is off again (in another red rattler) to explore this wonderful country and share it with us in an episodic film he’s chosen to name ‘Lost Track’. Enjoy.


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