Interactive campaign · 2GIS · Gamification

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An interactive history of navigation for 2GIS

A brand campaign that teaches something real. Instead of a timeline to scroll, the 2GIS Engineering Museum is a sequence of experiments from 1938 to 2056 — each one a small, playable piece of the history of navigation, ending with what 2GIS does today.

Open the Engineering Museum

Client: 2GIS
Role: End to end — concept, research, scripts, UX, AI-assisted visuals and site, promotion, analysis
Channels: Telegram placements, Habr advertising
Language: Russian (captions here in English)

The thread

01 Raw material
Eighty years of navigation history: a 1972 Moscow computer centre, the timing of traffic lights, a 1984 magazine on maps, a 1956 engineer’s dream of the year 2056.
02 What I built
The 2GIS Engineering Museum — a timeline from 1938 to 2056 where every chapter is something to do: plan a 1972 delivery route, time five traffic lights, ask a map a question, write your article from 2056. Then the campaign that brought people in.
03 What it changed
views in 27 days
1M+
views in 27 days
completed interactive activities
490K
completed interactive activities
Paid media budget ₽500K · Telegram and Habr

In short

Olesia carried it from first idea to final report: concept, historical research, scripts, UX, AI-assisted visual and site creation, channel selection, promotion and analysis.

The product

Inside the museum.

Four of the chapters, from the live site. Interface in Russian; captions in English.

Walk through it

A screen recording of the live site on a phone: the 1972 route challenge, the traffic-light game, asking the map, and a letter to 2056.

Screenshot of the 1972 chapter: plan a route through 12 Moscow shops shorter than 33 km; a 1972 computer-centre printout counts 479,001,600 possible routes

1972 — beat the computer

A 1972 Moscow computer centre counts 479,001,600 ways to visit 12 shops. Your task: click the shops in order and find a route shorter than 33 km.

Screenshot of the traffic-light game: choose a speed to pass five lights without stopping

Five lights, no stops

Pick a speed and try to pass five traffic lights without stopping — the problem engineers solve with “green waves”. A navigator hint is one click away.

Screenshot of the 1984 chapter: a 1984 magazine article on maps beside an “Ask the map” demo that splits a natural-language query into what, where and condition

1984 — ask the map

A 1984 science-magazine article on what maps can tell us sits beside a live demo: type “a café on Arbat rated above 3” and watch the map split it into what, where and condition — the way the 2GIS AI assistant works.

Screenshot of the 2GIS Engineering Museum chapter “Letter to 2056”: answer seven questions to assemble your article from the future

A letter to 2056

In 1956 an engineer published “articles from 2056”. Answer seven questions about how navigation will work, and the museum assembles your own article from the future.

Results

27-day campaign

views: 1M+; views
completed interactive activities: 490K; completed interactive activities
paid media budget: ₽500K; paid media budget

Reported by Olesia from campaign data. Completions count activities, not unique users.

My role

Concept and creative direction
Historical research and scripts
UX and game mechanics
AI-assisted visual and site creation
Channel selection, promotion and execution
Final analysis

Tools & workflow

A single-person production pipeline: research and scripts by Olesia; visuals and site built with AI assistance under her direction.

AI-assisted development: Site and interactive experiments
AI-assisted visuals: Illustrations for each era
Media: Telegram placements and Habr advertising

Next project

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