Reinvented the Magic Wall for faster, clearer live storytelling
- ClientCNN
- IndustryMedia & Entertainment
- ServicesTechnology
- CapabilitiesContent strategy · Data Strategy & Architecture
Taking CNN’s Magic Wall to the next level
The CNN Magic Wall, with John King at the controls, has been a popular and critical part of CNN’s politics and live election coverage and storytelling for almost 10 years. As it became a cultural touchstone—spawning internet memes, appearing on Saturday Night Live, and inspiring imitators—expectations for what it could do only grew.
With the approach of the 2018 midterm elections, CNN partnered with Code and Theory to take its iconic Magic Wall to the next level. This case study looks at the challenge of modernizing a familiar on-air experience while improving the UX and interactions behind the storytelling—without losing what made it iconic.
Key Takeaways
Modernizing an iconic on-air tool succeeded by preserving what made it recognizable while making live storytelling faster and clearer.
Designing for broadcast meant optimizing for camera, lighting, and one-operator performance big, bold visuals with theatrical interactions that read on TV.
A refreshed interface and information hierarchy made complex election data more digestible, with custom maps and cleaner borders enabling more flexible on-air narratives.
Reworking the platform for security and scalability and adding new apps like the first-ever House Battle for Control simulation helped it perform flawlessly for 13 continuous hours and support both on-air and control-room workflows.
Designing for live broadcast interaction
Designing an experience that could bridge physical with digital broadcast.
The Magic Wall presents a number of design challenges. It is a piece of digital software that is operated by one user on a large touchscreen. The ultimate audience experience is watching John King use a piece of technology as the performance is captured by various television cameras under specific lighting conditions in a television studio. That means we had to take into account everything from John King’s height to his personal motion preferences: how he likes to move, how he pinches and zooms the map, the level of responsiveness he looks for from the telestration feature, and also how colors would look on camera.
Information had to be big, bold and bright to show up from a variety of camera positions, while interactions and animations had to pop in a theatrical way that would look great on broadcast. Finally, John had to be able to smoothly operate a number of complex features and filters while continually talking and never turning his back on the audience.
Reimagining the Magic Wall experience
Working collaboratively with CNN, we reimagined the look, feel and core feature set of the main individual applications that make up the Magic Wall. We developed a suite of new features and capabilities designed around anticipated 2018 Midterm Election storylines, including, for the first time ever, a House Battle for Control simulation application.
We also reworked the technology to make it more secure and scalable for the future, helping CNN stay ahead of its competitors in an increasingly crowded and cutthroat media environment.
Designing a modern, intuitive Magic Wall interface
To create a more modern and intuitive look, we incorporated CNN’s proprietary font throughout the Wall, made key information panels more vibrant and engaging, and made map movements more theatrical and immersive. A new information hierarchy made previously complex information much more digestible to the audience.
We also built an entire country’s worth of custom maps and refined scalable features to make geographic borders cleaner and clearer, giving CNN more powerful and flexible storytelling opportunities on air.
Results at a glance
CNN was the #1 rated show in the most critical demographics.
The Magic Wall performed flawlessly throughout 13 continuous hours of intense use on live television and, by CNN’s estimation, was on camera for more time than any other national election broadcast in the history of the program. It enjoyed far more screen time than competitors’ products.
In the control room and beyond
Magic Wall apps, including some experimental features, on Surface tablets, were used in the CNN control room to help the politics team drive the coverage.
Some of CNN’s journalists used the Magic Wall installs outside of the studio to come up with story ideas for that night and the next day.
Not only did the Magic Wall end up being an invaluable on-air storytelling tool, but it played a big role in helping the CNN team off-camera as well.
What We Did
Delivered a reimagined Magic Wall look, feel, and core feature set tailored to 2018 Midterm Election storytelling, including the first-ever House Battle for Control simulation.
Improved on-air clarity with a modern interface, stronger information hierarchy, and more vibrant panels, making complex information more digestible for viewers.
Built an entire country’s worth of custom maps and refined scalable features to make borders cleaner and clearer, enabling more flexible live storytelling.
Reworked the underlying technology to be more secure and scalable for the future, helping CNN stay ahead in a crowded media environment.
Refreshing CNN’s Magic Wall for today
Updating the CNN Magic Wall meant taking an iconic on-air tool and making it feel new again. This work focused on how the Magic Wall shows up and performs in a modern broadcast environment. The result is a refreshed experience that stays true to what made it recognizable in the first place.
By treating the Magic Wall as both a media star and a product, the project balanced familiarity with forward-looking design. The update reinforces CNN’s visual storytelling while keeping the focus on clarity and impact on screen. It sets the stage for the Magic Wall to continue evolving as the network’s needs and audiences change.
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