Responses by Boldly.
Background: This is a company website for Melt the Fly, an Edinburgh, Scotland–based production company with a focus on documentaries. The purpose of this site is to showcase its portfolio of work. As part of a branding project, we created the proposition, “Stories told from a different perspective.” Melt the Fly strives to be different—to tell stories that are unexpected, diverse and unique. Its vision, work process and documentary subjects are always approached from a different perspective.
This idea of perspective was key to the visual identity, and we wanted to bring it to life on a digital touchpoint. The site played a massive role in bringing this concept to life.
Design core: On the landing page, we reproduced Melt the Fly’s logo in a 3-D space. This enables the user to move the mouse and interact with the logo in three dimensions. We animated it from solid to outlined text at an angle—this was live text and quite a challenge in development. We also introduced this solid-to-outlined text style as hover states on each featured film—all of this was dynamic, editable and updatable in the CMS. We created the homepage as a full-page slider; as the user scrolls, each item scrolls into view at an angle—again, reinforcing this idea of perspective.
Favorite details: We were really proud of our branding concept, and overall, we were most happy with the feedback from our clients who loved the concept.
Challenges: Using live text and elements that were editable in the CMS. We knew that it would have been easier to achieve a lot of the animations and transitions in video, but we wanted this to be simple to edit in the CMS, so Melt the Fly can add to it and improve it over time.