E.ON SE — 2022
E.ON — Der Weg des Stroms Scrollytelling
An interactive scrollytelling website tracing electricity from a North Sea wind farm all the way to the consumer’s wall socket — built around drone footage shot across Germany, with a parallel mobile experience designed from the ground up.
- Role
- Visual concept · Videography planning · Mobile UI
- Client
- E.ON SE
- Type
- Agency work
- Year
- 2022
Making an invisible infrastructure visible
E.ON is Germany's largest electricity distribution network operator — a role that is enormous in scale and almost entirely invisible to the people it serves. The brief was to take that invisible infrastructure and turn it into something everyone could feel: a single, continuous journey from where electricity is generated to the moment it powers a kettle.
The output was an interactive scrollytelling experience anchored in real aerial footage rather than illustration — the route had to be a literal route, shot across Germany, end to end.
- Visual concept. Defining the look and pacing of the drone sequences, what each leg of the journey should communicate, and how the cuts and transitions should carry the viewer from offshore wind to the substation, the pylon, the street, the home.
- Drone videography planning. Mapping the physical route the drone pilot would fly: locations, framing, time of day, transitions between segments — so that the edit could be assembled into one continuous journey rather than disconnected B-roll.
- Mobile UI. Designing the mobile version of the experience, where scrollytelling has to work without hover, and within a smaller viewport.
Drone planning
Planning the videography meant translating the visual concept into a logistics document the drone pilot could actually fly. Each location was mapped with intended framing and altitude, an entry direction, an exit direction, and the cut it would lead into.
“The whole experience is one continuous shot, except it isn't. The job was making sure you couldn’t tell.”
The same journey, in a mobile frame
Designing the mobile experience was its own problem. A 9:16 viewport cuts off most of the drone framing the desktop relies on; touch removes hover affordances; thumb-driven scrolling changes the pacing of every transition. The mobile UI was designed in parallel rather than as a downscaling — re-cropping key sequences, replacing hover-only hotspots with tap-targeted equivalents, and pacing the scrollytelling so the journey still feels continuous on a phone in one hand.
Live at eon.com, shortlisted twice
The site launched at eon.com/weg-des-stroms as E.ON’s public-facing explainer of the distribution network. The project was subsequently shortlisted at the DCA (Digital Communication Awards) and the DPOK (Deutscher Preis für Onlinekommunikation).
