led by:
uhumdrum
MAXP
COURSE PLATFORM
How maxp Became the Prequel to Every Gen Z's Self-Development Story
🎯 Mission:
Create a captivating and non-traditional self-development course platform aimed specifically at igniting passion and curiosity among Generation Z audiences.
😎 Target audience:
Teens aged 12-19 across the European Union who find traditional self-development snooze-worthy.
👀 Solution:
To resonate with a Gen Z audience, we pioneered a 'Level 0' approach, offering introductory courses designed to ignite passion rather than compete with in-depth platforms.
The courses were stylized with a unique space theme, featuring our animated mascot, Space Cow.
Enter the MAXP UNIVERSE
BRAND OF the MAXP UNIVERSE IS SET TO BE a COLORFUL COMBINATION OF spacy looking colors combined with a flame of excitement.
The Blueprint: UX/UI Design
For the Student
For the Educator
The Reel Deal: Video Content
🎥 9 Intros Starring "Space Cow"
🎥 4 MAXP Promo Blasts
space cow (insane narrator)
holo-chicken (sane narrator)
the rest of the story
the brief
In Short: We need a creative concept, website, videos for self development courses targeting generation Z.
MARTIN VÍTEK
Uhumdrum, let's team up again. We rocked last time, let's go bigger.
Tady Kapic
Say no more! 🚀 What's cooking?
MARTIN VÍTEK
We need to build a platform for students that helps them with self-development. We need creative concept, brand, website design, videos, campaigns… The whole package.
MARTIN VÍTEK
Would that be a problem?
Tady Kapic
Not at all! 😊😊😊
problem: gen-z hates self development
Our rivals? TikTok and Netflix.
The mission was clear but tough: Make self-improvement irresistible for kids who’d rather scroll and stream.
The Fix: Level 0 Approach
MAXP isn’t just another course platform. It's the starting line for Gen Z's personal growth journey.
6 months to deadline
and shown it to
100 students
👆🏻These guys
"video was too long, kind and… educational"
"website was too childish"
"and this guy too creepy…"
so we had to try again. but…
2 months to deadline
deadline is close.
AI is closer.
We chose to begin anew two months prior to the deadline, primarily due to the user's dissatisfaction.
Consequently, we sought assistance from a tool that could accelerate our workflow and ensure timely delivery.
We began exploring generative AI to assist us in developing a fresh, more sophisticated design.
We successfully established a uniform design approach within Midjourney, thanks to the prompts refined in ChatGPT.
The production of graphic assets has now became 100x more efficient than ever before.
Some of the first graphic elements
MEET THE SPACE COW
In general, the tone of communication required a shift from serious to highly sarcastic.
Our solution was to introduce a narrator who's unorthodox, doesn't take matters earnestly, and primarily offers amusement.
We crafted this persona and penned a script precisely designed for Lt. Gen. President Space Cow III, slightly molding the narrative.
MAXP: FINDING THE HEIR OF THE SPACE COW
We've transformed the message to be more engaging and amusing. Space Cow, the all-encompassing entity, seeks an individual to inherit its responsibilities as the Universal Emperor.
To locate a worthy cadet, it established MAXP.
Each planet presents a challenge that aspiring cadets must triumph over in their quest to become the successor of Space Cow.
crafting the character
We've duplicated our actor's voice at Eleven Labs, imparting an uncanny artificial touch to Space cow, refined every sentence and employed Descript for captions.
final DELIVERY
ggwp
Many individuals argue that generative AI merely spews nonsense and steals jobs from people.
However, we've demonstrated that when utilized properly, AI doesn't produce rubbish and doesn't take anyone's job.
Creative concept was originated from us – humans. The AI's work simply served as a substitute for the numerous brushes, filters, and 3D sculpting that we would've needed to construct the MAXP Universe.
A creative foundation is still essential for effectively crafting prompts and curating the results.
credits
Art Director, Design
Tady Kapic, Uhumdrum
Motion Design, Post production
Štěpán Varvařovský, Uhumdrum
Product Manager
Martin Vítek, NFVAP
Copywriting
Martina Malina
Tech Lead
Radek Hubner, Developartment
Backend, Frontend
Filip Krivčík, Developartment
Figma Design
Marko Stamenković, Quadrix Soft
Delivery Manager
Katarina Kujundžić, Quadrix Soft
The Junior MBA project (reg. n. 2021-1-CZ01-KA220-YOU-000028831) was funded by the Erasmus+ programme of the European Union.