Responses by Rémi Grousset, account manager, Sweet Punk
Background: The site “Au rythme du lait” is the follow-up to the web documentary “A l’heure du lait.” The latter was based on the production of dairy, while this new documentary highlights the different processing methods and dairy products that begin with milk. The theme of transformation was one of the main communication axes for French dairy organization Centre National Interprofessionnel de l’Industrie Laitière—in particular during the 2019 Paris International Agricultural Show.
Design core: For us, it was important that the site reflects what inspired us during the factory visits: the people who work there and the rhythm of the machines. We created a poetic by utilizing videos, different animations of the site and fluid graphics that users transform depending on their journey.
Challenges: The main difficulty of the project was talking about milk without ever being able to show it in the videos. This comes from the fact that it must be protected throughout the transformation process.
Process: We were fortunate to have a client who placed plenty of confidence in us and our art direction of the site. This enabled us to quickly start research and development and test several fluid rendering solutions until we found one that pleased us the most. However, this didn’t prevent us from tweaking slight modifications and optimizations right up to the launch date.
Navigation design: Just like “A l’heure du lait,” we wanted the site to be very immersive—like the chapters page, of which we are very proud. On the other hand, it is important to strike the right balance between immersion and access to information, so we gauged the reactions of several test users to understand their expectations and develop certain optimizations.
Technology: The site uses and was built in AJAX and WebGL. For animations, we used the GreenSock Animation Platform. For the CMS, we used WordPress as it could easily handle issues on the client’s side.