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Aaron Ray/David Snyder, art directors
Jeffrey Buice/Ian Coyle, creative directors
Ian Coyle/Codin Pangell, programmers
Matt FaJohn/Bryon Taylor, project managers
FL2, project design and development
Collective Licensing International, client

"This site uses video in a way that feels true and authentic rather than forced and extraneous and does a good job capturing the history, spirit and aesthetic of boarding culture." —juror Toria Emery

"A great layering of video and graphics that works perfectly for this brand (and I love the pink paint-drip loader)." —juror Jon McVey

Overview: This resurrection of marquee skate brand, Vision Streetwear, brings to life the culture and history of the brand through full-screen, content-rich video and a unique product presentation. The style is suitably urban, the camera angles appropriately unpolished and the copy purposefully minimal. All-in-all, it's a unique way of showcasing the products, and the culture, that offers immediate recognition for brand loyalists and an immersive experience for newcomers.

• For users with slower connections, a pre-loader dynamically culls cultural data and presents it with every mouse click.
• Development time was a disturbingly short four weeks.
• Background video consists of in-motion products shots of the shoe being viewed.

Comments by Ian Coyle and David Snyder:
How did your relationship with the client affect the course of the project? "To say it's rare for a client to name David Carson as an inspiration is an understatement—we work in an interactive world, and type design is often the last thing on a client's mind. However, Vision Streetwear was an iconic brand when Carson pioneered his typographic style with Transworld Skateboarding and Ray Gun, so this site pays tribute to that aesthetic."

How did time constraints affect your final solution? "While skating around the office for inspiration we got the idea to film all of the products, seeding in footage of the shoe in its 'natural' (on skateboards, around town) environment. Before we ran with it, though, we needed to prove that the concept was viable. So on the only dry patch of road outside our office (it had snowed a foot the previous day) we took some test shots, running behind each skater to see how it would work. The footage looked rad, gritty and raw. The graininess of the shots actually worked, and we went with it.

"Because there was a foot of snow on the ground in Denver, we loaded up a duffel bag with 20 pairs of shoes and headed to Vegas for 48 hours. We stuck to the alleys and the seedier sides of Vegas, all the while trying to keep things a little less than perfect. The imperfections and the low-budget, homegrown-style blended well with the aesthetic we were creating. In the end, we created something genuinely creative."


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