Prolific Agency / Distant Moon

At first glance, "The Moment" is deceptively simple: a mobile, media-driven choose-your-own-adventure exploring teenage decision-making. From the outset, though, this project had deeper ambitions. It presented a unique opportunity to merge immersive narrative and real-world impact; a digital experience where young people could safely navigate tough choices before encountering them in a real, higher-stakes context.

We partnered with Prolific Agency and Distant Moon to create an in-browser mobile experience that resonated emotionally with Gen Z audiences while providing non-moralizing insight into decision outcomes. Facing the tension between film and game experiences, we developed "everything in service of the story" as our guiding principle, creating an instinctive interface borrowing patterns from TikTok and Netflix. We engineered a custom video platform delivering 90-120 minutes of seamless branching content, developed rotating player queues for gapless video, and implemented thoughtful content warnings with flexible navigation. The project launched in June 2024, won the 2025 Webby Award for Best Multimedia Storytelling, and exceeded engagement expectations while empowering teens with foresight into tough decisions through innovative narrative technology.