Our meme generator poses the question, “What makes you simply complicated?” then prompts users to pick two adjectives that they identify with from a list provided. Users are able to create and share a customized meme within seconds, boldly broadcasting their personal identity while promoting the documentary in the process. Because there were a finite number of possible meme results, we used Javascript to create every possible combination of word choices in an XML format that Illustrator could use to generate each static asset. The use of pre-generated assets prevented the occurrence of duplicates and helped to create a seamless user experience.

One of our most important goals was to make the experience easy and immediate. Since Demi Lovato’s fan base consists mainly of teens who live on their phones, we prioritized making the experience simple, fast, and intuitive on mobile to ensure a low barrier to entry. With just a few taps and zero typing required, Demi fans were able to create and share their personalized meme within seconds.