Doja Cat, a global superstar, and Girls Who Code, a prominent non-profit, published DojaCode, an interactive experience for the rapper's music video and smash hit “Woman,” off her chart-topping album Planet Her.
Doja Cat and Girls Who Code are inspiring a new generation of computer scientists by inviting fans to direct portions of the music video using code.
Users can use simple coding languages to uncover hidden video content on the DojaCode website. DojaCode allows fans to assume the role of music video director by adjusting crucial creative components and revealing hidden easter eggs, such as changing nail designs, controlling the sky, and manifesting Doja herself out of thin air.
"I am so excited that Girls Who Code has partnered with me to make my "Woman" music video the world's first codable music video. Fans all over the world will get to input code via a microsite and unlock some really cool special features. It's going to be awesome."
The goal of the experience is to demonstrate a new generation of fans, who may not be aware of the variety of career options available in technology and computer science, how creative and enjoyable it can be.
"At Girls Who Code, we know firsthand that girls and young women are some of today's most powerful creators and change-makers", said Tarika Barrett, CEO of Girls Who Code. "However, too few know that they can have a career in computer science, and that it can open up an entire future of possibility to nurturing their passions. Learning to code enables you to change the world around you, and we're thrilled to partner with global superstar Doja Cat, beloved by young people everywhere, as we invite girls to experience 'Planet Her', a place where they get to be in control."
The idea for the campaign came from Mojo Supermarket, the creative agency that hacked the Oscars to include female-directed films and produced the campaign for Rihanna's Savage X Fenty fashion show. To make it happen, they teamed up with Active Theory, a creative digital production studio, and Doja's label, RCA Records.
Emily Berger, Creative Lead, Mojo Supermarket: "We want to get more girls to try coding. But there's a thousand other things that girls care about more than coding. And Doja Cat is like 999 of them. So we were like...can Doja make learning to code cool?"
HOW DOES DOJA CODE WORK?
- Fans visit DojaCode to be granted access to Planet Herwhere they can code and alter creative elements of Doja Cat's Woman music video
- Users are then introduced to three coding languages featured on the site
- As the experience continues, users are guided through the process with clear instructions on what to input and how -- making it easy and seamless for a beginner
- Users watch as moments in the video change in real time, based on the coding alterations they have written
- As the video wraps, fans leave Planet Herand share all of the scenes they have coded and created
