Case Study

Paul McCartney - Back in the U.S. DVD Experience

This project was commissioned by Eyal Menin to design and develop the DVD menu experience for Paul McCartney under Second Coming, produced in Tribeca. Back in the U.S. captured McCartney's first major tour in years, presenting a full-length concert edited from multiple landmark performances across the United States.

Role

Designed and developed the DVD menu experience for Paul McCartney

Context

A concert DVD built around McCartney's return to major U.S. touring

Focus

Motion-driven navigation, artist presence, and an extended cross-platform experience

Paused until visible

Compressed Video

The player starts when it scrolls into view and pauses automatically when it leaves the viewport.

Overview

This project was commissioned by Eyal Menin to design and develop the DVD menu experience for Paul McCartney under Second Coming, produced in Tribeca. Back in the U.S. captured McCartney's first major tour in years, presenting a full-length concert edited from multiple landmark performances across the United States.

Challenges

  • Place McCartney at the center of the experience, both visually and emotionally.
  • Reflect the American identity of the tour.
  • Engage a broad audience, from younger viewers to long-time fans.
  • Extend the experience beyond the concert to support future tours and McCartney's legacy.

Solution

The creative direction built on the visual language of the album and tour while introducing new energy through motion and interaction. The DVD experience featured video-driven menus, using looping background footage to maintain a live-performance atmosphere.

While full interactivity within video loops was technically limited at the time, each section was enhanced with custom title animations and voice prompts from McCartney himself, guiding users through the experience and reinforcing his presence at every step. These transitions created a sense of continuity between navigation and performance.

Extended Experience

To expand engagement beyond the DVD, a hidden companion website was developed with exclusive access for users. The site extended the same visual language and introduced new video content recorded by McCartney for his 2003 album release.

In addition, I designed a second DVD included as part of a special double CD release through Best Buy, featuring extended performances and additional material tied to the tour.

Experience & Impact

This project pushed the boundaries of DVD authoring at the time, blending video, motion, and navigation into a cohesive storytelling experience. By centering McCartney throughout, the final product elevated the DVD from a standard menu system into an extension of the live concert, supporting both the tour and the enduring legacy of the artist.

What Made It Distinctive

The experience translated an iconic live performance into an interactive format that felt cinematic, immediate, and unmistakably centered on McCartney. It also created a foundation for future extensions beyond the disc itself, linking the concert, companion web content, and special-release materials into one connected experience.