Narratives that are played out
Posted: Thu Jul 10, 2025 4:14 am
This is how many of the most memorable narratives in the digital world are constructed today. They're not read; they're played . Brands that understand this not only tell stories, but design experiences where each user participates, decides, and transforms the narrative.
In a content-saturated world , what differentiates a brand is not just what it says, but how it allows the audience to be part of that story. It's no longer enough to move from a distance. True connection is born when the user feels within, when a campaign speaks directly to them and empowers them to interact.
In this article, we'll explore how this type of storytelling works: from narrative design applied to websites and apps to the tools that allow you to create interactive paths that users navigate on their own terms. Because in the new marketing, telling is no longer enough. We must invite people to play.
Narrative design in digital environments
When we think of digital design, we usually talk about usability, c level contact list information architecture, or user experience. But in the context of interactive storytelling, design takes on a narrative role: it doesn't just organize, it tells . Every decision about structure, tone, or rhythm contributes to building a story that unfolds as the user interacts.
The menu that guides you like a map, the microcopy that suggests a voice, the animation that marks a turn or a pause... Every visual or functional element can have a narrative function. And when integrated coherently, it transforms simple navigation into an emotionally meaningful experience.
In meditation apps like Headspace , for example, the narrative isn't delivered in paragraphs, but rather in smooth transitions, calm tones, and progressive paths. On platforms like Duolingo , the lighthearted tone and positive reinforcement turn learning into a gamified adventure, where the user progresses as if in a video game. Even on promotional websites like “ The Fabric of Reality ” (a mixed reality experience created by RYOT and Verizon), the design guides the user through a multisensory narrative that adapts to each phase of the interaction.
Narrative design doesn't just tell what the brand wants to say; it shapes how the user experiences it. It goes beyond traditional UX because it doesn't just solve problems: it creates atmospheres, expectations, and decisions.
Gamification and participation
In interactive storytelling, the user is not a passive recipient, but an active agent who makes decisions and influences the development of the story. Therefore, more and more brands are adopting narrative structures inspired by video game logic: choices , paths , and feedback loops that allow for personalized experiences and create a much stronger connection.
A good example is the interactive campaign " The Next Rembrandt , " developed by ING and Microsoft, where the public could explore how an artificial intelligence painted a new painting in the artist's style. It wasn't just an explanatory video, but an immersive experience that invited interaction, selecting sections of the process, and discovering details based on each user's journey.
Another emblematic example is Honda's interactive short film "The Other Side ," where by holding down a key, the viewer switches between two parallel narratives: a father by day and a driver on the edge by night. The story branches out based on the interaction, turning a promotional video into a unique experience.
Even on social media, where content is often ephemeral, we see examples like " choose your adventure " in Instagram or TikTok stories, where users vote and determine what happens next. These dynamics, though simple, reinforce the idea of belonging and active participation in the construction of the story.
Incorporating gamification and narrative decisions not only improves brand awareness and recall, but also generates a type of engagement that goes beyond the click: the feeling of being part of something being created in real time.
In a content-saturated world , what differentiates a brand is not just what it says, but how it allows the audience to be part of that story. It's no longer enough to move from a distance. True connection is born when the user feels within, when a campaign speaks directly to them and empowers them to interact.
In this article, we'll explore how this type of storytelling works: from narrative design applied to websites and apps to the tools that allow you to create interactive paths that users navigate on their own terms. Because in the new marketing, telling is no longer enough. We must invite people to play.
Narrative design in digital environments
When we think of digital design, we usually talk about usability, c level contact list information architecture, or user experience. But in the context of interactive storytelling, design takes on a narrative role: it doesn't just organize, it tells . Every decision about structure, tone, or rhythm contributes to building a story that unfolds as the user interacts.
The menu that guides you like a map, the microcopy that suggests a voice, the animation that marks a turn or a pause... Every visual or functional element can have a narrative function. And when integrated coherently, it transforms simple navigation into an emotionally meaningful experience.
In meditation apps like Headspace , for example, the narrative isn't delivered in paragraphs, but rather in smooth transitions, calm tones, and progressive paths. On platforms like Duolingo , the lighthearted tone and positive reinforcement turn learning into a gamified adventure, where the user progresses as if in a video game. Even on promotional websites like “ The Fabric of Reality ” (a mixed reality experience created by RYOT and Verizon), the design guides the user through a multisensory narrative that adapts to each phase of the interaction.
Narrative design doesn't just tell what the brand wants to say; it shapes how the user experiences it. It goes beyond traditional UX because it doesn't just solve problems: it creates atmospheres, expectations, and decisions.
Gamification and participation
In interactive storytelling, the user is not a passive recipient, but an active agent who makes decisions and influences the development of the story. Therefore, more and more brands are adopting narrative structures inspired by video game logic: choices , paths , and feedback loops that allow for personalized experiences and create a much stronger connection.
A good example is the interactive campaign " The Next Rembrandt , " developed by ING and Microsoft, where the public could explore how an artificial intelligence painted a new painting in the artist's style. It wasn't just an explanatory video, but an immersive experience that invited interaction, selecting sections of the process, and discovering details based on each user's journey.
Another emblematic example is Honda's interactive short film "The Other Side ," where by holding down a key, the viewer switches between two parallel narratives: a father by day and a driver on the edge by night. The story branches out based on the interaction, turning a promotional video into a unique experience.
Even on social media, where content is often ephemeral, we see examples like " choose your adventure " in Instagram or TikTok stories, where users vote and determine what happens next. These dynamics, though simple, reinforce the idea of belonging and active participation in the construction of the story.
Incorporating gamification and narrative decisions not only improves brand awareness and recall, but also generates a type of engagement that goes beyond the click: the feeling of being part of something being created in real time.