DreamWorks Animation tasked us to create a nostalgic-feeling music platform that reflected the era of the early 90s that would introduce the fictional boy band as a central narrative element. Our challenge was to create an immersive, story-rich digital experience that introduces BroZone as a fully realized pop phenomenon—complete with character lore, interactive fan tools, and nostalgic flair.
Through humor, interactivity, and strong visual identity, the site would turn first-time visitors into superfans and position BroZone as a breakout franchise extension of the Trolls universe.
Through interviews with participants, clients and stakeholders, we gathered valuable insights to better understand and empathize with the needs of our target audience. This allowed us to dive deeper into defining the project's challenges.
The Superfan Kid
Name: Clara
Age: 8
Background: An energetic second grader
Franchise Bkg: Recently watched Trolls World Tour
Goals & Motivations:
• Learn more about each BroZone character
• Play games and earn virtual “fan points”
• Download wallpapers and stickers for her tablet
Needs from the Site:
• Easy navigation, colorful visuals, voice-guided cues
• Interactive elements that reward exploration
The Millennial Parents
Name: Derrick & Lisa
Age: 39 & 36
Background: Parents to a child of 10
Franchise Bkg: Grew up on NSYNC and Backstreet Boy
Goals & Motivations:
• Enjoy the humor and nostalgia of the site
• Guide their kids through interactive sections
• Find family-friendly content tied to the movie
Needs from the Site:
• Quick access to trailers and character bios
• Safe, ad-free environment
The Nostalgic Millennial
Name: Rachel
Age: 28
Background: No kids but loves animated films
Franchise Bkg: Saw shared clips of trailer on TikTok
Goals & Motivations:
• Dive into BroZone’s faux-lore and 90s-style web humor
• Share aesthetic or ironic content on social media
• Discover Easter eggs and quirky copy
Needs from the Site:
• Smart, memeable content
• Fast-loading shareable tools
The Creative Tween
Name: Elias
Age: 12
Background: a budding content creator who loves music
Franchise Bkg: Loves the sounds from the trailer
Goals & Motivations:
• Use Brotunes to mix beats or songs
• Create and share fan content
• “Unlock” exclusive digital merch or badges
Needs from the Site:
• Personalization tools (e.g. remix studio, quiz results)
• Encouragement to create and share
The team at SCPXL went through the process of rapidly visualizing, testing and refining thoughts and ideas before the development process. Below is a glimpse of how we defined the vision of the user's journey throughout the experience by highlighting decision points, loops and any potential friction areas.
The strategy focused on transforming BroZone from a fictional movie band into a compelling digital fandom. We began with audience research, identifying kids, nostalgic adults, and creative teens as core users.
Next, we defined key objectives: introduce the band, drive engagement, and create shareable content. UX and visual design followed, using interactive character pages, games, and nostalgic Y2K aesthetics to encourage exploration. Finally, we iterated based on engagement metrics, optimizing flows, CTAs, and shareable assets to strengthen fan investment and extend the film’s universe.
See ideation pitch below.
The site embraces a loud, lovable, and hyper-nostalgic aesthetic inspired by late 1990s and early 2000s boy band fandom—reimagined through a playful, Trolls-style lens. The site captures the over-the-top, glitter-soaked energy of fictional pop superstardom, presented through an interactive and animated experience.
Designed to delight both kids and nostalgic adults, it’s a vibrant, immersive experience that brings BroZone’s fictional stardom hilariously to life.
about (creativity). I'm excited to hear about any potential opportunities.
