At SID LEE Amsterdam I designed a re-skin of Absolut.com for the Transform Today campaign launch. The aesthetic was based on the concept animatic I worked on for the pitch which was primarily black and used a highly minimal and visual approach to navigation. The homepage featured a launch video and introduced the 4 artists who would be leading the campaign.
The original idea for the homepage was to create an interactive series of looped video which you could choose your way through. I created an animatic to show the concept as well as how we could play with swipe/drag gestures and typography.
Each artist was featured in a short film depicting what they create and what makes them tick. A section of the site became the landing page for watching the films and getting more in-depth content to continue their story. Additional video was taken at the sets as well as longer interviews which was turned into interactive content.
One of the artists featured in the campaign was the musician Woodkid. We were unable to capture additional content to extend his story and were required to work with 4 articles by journalists. So we decided to make the best of it and visualize the stories and create interactive content with the visuals by making it multi-layered.
Each article had a key phrase I took out to base the style of the visuals which were spread over 12 pages. On the first piece I worked on, I liked a section describing an “ocean of tracks”. I wanted to have each page flow together and decided to use lines to create a feel of seamless transitions.
This article was discussing nostalgia and technology in music. I decided to source imagery of old electronics and scenes from Wiki Commons to back up the story.
This article was focused on the retro trend, so I wanted to make it feel like an old school album cover.
Since the main theme was imagination and DIY, I aimed at creating something like M.C. Escher’s sketchpad.