Judas Priest's Guide to Heavy Metal
Judas Priest, the “Gods of Heavy Metal,” have carved out a legacy as one of the most influential bands in music history, with 50 million records sold worldwide & a reputation built on blood, sweat, & relentless dedication.
To celebrate 50 years of heavy metal & promote their 50 Heavy Metal Years of Music box set, we virtually published their “Guide to Heavy Metal” interactive website, inspired by the band’s iconic graphic novel style.
Our approach
This interactive website took fans on a journey through Judas Priest’s legendary five-decade history, from their formation in 1970, emerging from the post-World War II era, to becoming trailblazers of the heavy metal genre.
Through comic book-style panels, the band’s story unfolded in five immersive chapters, each marked by a distinctive monochrome, rotoscoped art style. Fluid transitions carried fans seamlessly through these chapters, which highlighted the band’s influences, major milestones, & their lasting mark on metal.
In collaboration with Sony Music & the band’s management, we sifted through five decades of archival materials, classic interviews, & media coverage to craft a narrative that stayed true to the band’s voice & legacy.
Unreleased photographs, interactive album artwork, & exclusive Q&A videos featuring vocalist Rob Halford & guitar lessons from Richie Faulkner enriched the experience, creating a deep, scrolling journey that absorbed fans into the band’s story.
The results
A two-year project, this interactive web experience cemented Judas Priest’s legacy & influence, expanding their reach to younger audiences discovering the band for the first time.
To extend the campaign’s impact, we created an Instagram Story graphic novel compainion, with swipe-up links to each chapter; allowing fans to explore the website directly through the in-app browser.
The campaign resonated widely, achieving an impressive average site duration of 2 minutes & 30 seconds, & was celebrated by alternative music outlets, including Louder & Loudwire.
The project earned an FWA Site of the Day award & an Honoree mention in the Websites category at The Webby Awards. Fans around the world gained a deeper understanding of the band’s wider influence across music, fashion, & culture. Because, after all, metal isn’t just music - it’s a way of life!
