Buried Life


MTV wanted an unconventional way to promote a very unconventional show about four Canadian millennial on a journey across America to check off all of the things they wanted to do before they die.

We decided that the best way to get viewers interacting with the stars of the show was to ask them the same question: What do you want to do before you die? We created an interactive storefront on the corner of New York’s Fifth Avenue and 43rd Street printed with promotional shots from the show and the show’s question. Touchscreen interfaces let users watch clips from the show and enter their own answer, which they could then post in their Facebook newsfeed. All user submissions were synced across banner ads, onto the show’s homepage and in a scrolling list at the storefront.