10 Years of One Direction

One Direction’s fans are among the most dedicated in the world. To celebrate 10 years of the band, we created an interactive digital scrapbook filled with exclusive photos, audio recordings, quotes and videos - giving millions of fans a new way to relive their journey.

Designed for discovery, the experience allowed fans to explore five distinct eras representing each album - by dragging and moving elements across the screen to reveal hidden content, behind-the-scenes footage and untold stories. As they engaged, a personalised mixtape was built in real time, creating a unique, shareable experience for every visitor.

Bringing this scale of content to life was a huge undertaking, from initial concept through to design and development. Working closely with Sony Music, we layered in deep interactivity, secret easter eggs, and never-before-seen material to make the anniversary unforgettable. The result was not just a celebration, but a record-breaking digital moment.

Highlights – The campaign shattered records, delivering 78 million page views in a week, engaging over 8 million fans, and handling 1.3 billion server requests. With peak traffic reaching 500,000 users every five seconds, it became Sony Music’s biggest ever social connect campaign.