Bayer Crop Science Canada
Bayer Bright Nights
Overview
I led the design of Bayer Bright Nights, an interactive 3D web experience created for Bayer Crop Science Canada as an evolution of their annual holiday social donation campaign. The experience transformed a passive “like-to-donate” post into an immersive, family-friendly activity that invited users to participate in spreading holiday cheer while contributing to a charitable donation—without any financial expectation placed on the user.
Problem
Bayer Crop Science Canada’s long-running holiday campaign relied on a simple social post to communicate its charitable donation, offering limited engagement and memorability. The experience lacked interactivity, emotional connection, and opportunities for participation—while also needing to clearly communicate that users were not expected to make a personal financial contribution.
Goal
Create a joyful, intuitive, and inclusive holiday experience that encourages participation across age groups, clearly communicates charitable impact, and deepens emotional engagement with the campaign, without introducing friction or confusion around user donations.
Challenges
Evolving a simple social campaign into an interactive digital experience without increasing user friction.
Designing an experience intuitive enough for children while remaining engaging for adults.
Clearly communicating participation-based impact without implying a financial obligation from users.
Using gamification and visual feedback to reinforce engagement and completion.
Creating an immersive 3D environment that felt polished, festive, and accessible across devices.
Balancing visual, audio, and interaction cues to guide users without instruction-heavy UI.
Solution
A warm, interactive holiday experience designed to delight families while clearly celebrating collective impact.
We designed an immersive 3D holiday scene centered around a festive barn environment, allowing users to rotate, explore, and interact with the space by turning on strings of holiday lights. Each interaction triggered immediate visual and audio feedback, animating the environment and increasing a visible donation meter on behalf of Bayer. Subtle gamification elements, inclusive sound design, and large, accessible interaction targets ensured the experience was easy to understand for users of all ages. By minimizing friction and focusing on participation over transactions, Bayer Bright Nights delivered a memorable holiday moment that encouraged engagement, reinforced charitable impact, and brought the campaign to life in a meaningful way.
