Responses by Rui Guerra, cofounder and creative director, Duall Studio.

Background: For Lisbon-based creative agency Judas, this website was conceived as a digital manifesto rather than a conventional portfolio. Judas operates with a strong and authorial identity, built on attitude, instinct and creative courage. The challenge was to translate that culture into a digital environment without relying on predictable formulas or standardized structures.

The site positions Judas as a creative reference for brands seeking original thinking, risk and cultural engagement. The target audience is brands and decision-makers who value creativity with conviction and understand that relevant advertising is driven by vision rather than automation. From the first interaction, the site makes it clear that it is not for everyone, functioning naturally as a filter for those who connect with the agency’s language and ambition.

Design core: We conceived of the site as an immersive experience that prioritizes discovery over traditional navigation. Interaction is intentional and progressive, inviting users to engage with the content rather than consume it in a linear way.

At the center of the experience is a continuous editorial feed that functions as the living core of the site. Projects, awards, articles and behind-the-scenes moments coexist within the same flow, without rigid hierarchies. This feed reflects the daily rhythm of Judas and the way the agency thinks, creates and communicates, positioning the website closer to an editorial and cultural presence than a conventional archive of work.

Visually, the site adopts a dark, mature and editorial language, distancing itself from traditional portfolio aesthetics and asserting a digital identity with a strong sense of personality.

Challenges: Resisting the conventions of typical agency websites and embracing the risk of a less obvious but more meaningful experience. The absence of time constraints let the project mature and establish itself as an authorial digital piece.

Specific project demands: This project was born from a creative partnership between Judas, operating as a creative agency, and Duall, operating as a creative digital studio. With distinct but complementary focuses, the collaboration was established from the outset as a relationship between equals, grounded in shared vision, mutual trust and creative ambition.

We were involved from concept definition through to final execution, actively contributing to the construction of a digital experience that translates Judas’s DNA in a coherent, expressive way. Creative teams from both structures worked closely throughout the process, letting narrative, design and technology evolve as a single, unified language.

Navigation structure: We designed the navigation as a system of discovery. The site avoids traditional menus and rigid hierarchies, encouraging exploration and reinforcing the connection between content and identity.

Each area reveals different dimensions of Judas, including vision, work and culture, turning navigation into an experiential and narrative element rather than a purely functional one.

Technology: The site was developed using Webflow, with a strong layer of customization through JavaScript. Animations and transitions are powered by GSAP and Lenis, ensuring a fluid, immersive and rhythm-driven experience. Technology was used as a means rather than an end, reinforcing the narrative and brand identity without becoming visible or intrusive.