Interactive experience for a video streaming platform documentary

Haus partnered with RQ Agency and YouTube to promote Demi Lovato’s documentary, Simply Complicated. Haus designed an interactive, mobile-first meme generator that asked fans, “What makes you simply complicated?” Users selected two adjectives from a curated list to instantly create a personalized, shareable image that expressed identity while amplifying the film. To ensure speed, quality, and consistency, Haus pre-generated every possible word-pair asset by using JavaScript to output combinations into an XML format for Illustrator, eliminating duplicates and enabling seamless delivery. With zero typing and just a few taps, teens could generate and share results in seconds. The experience invited fans to find comfort in their own ups and downs while driving awareness for the documentary.