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Responses by Watson Design Group.

Background: For the film The House of Gucci, this digital experience celebrates not only the world of the film but invites users into the minds of the star-studded cast as well as the accomplished crew of below-the-line artists who masterfully helped bring the film to life. To reveal the work behind The House of Gucci, our digital experience offers a detailed gaze into production through interviews and editorial content, accompanied by exclusive film stills, sketches, cast portraits and behind-the-scenes photography. Additionally, the site supported the film’s social and For Your Consideration campaign and served as an alternate gallery-viewing experience to the physical photo exhibition in Los Angeles.

Design core: The site’s homepage features a 3-D key emblem representing the film and anchoring the digital experience. The key smoothly animates as the user scrolls through the site, while the overall structure and copy remain fixed. Beyond the emblem, the site boasts an elegant image gallery that enables users to explore and discover exclusive film portraits. The images expand upon interaction and seamlessly transition when the user hovers and clicks on the thumbnails.

Navigation structure: We wanted the navigation to feel fluid and intuitive—an almost-visual discovery of content. To achieve that goal, we created an index-like menu that houses all of the site’s content categories and expands the full screen upon selection. As a result, each page of the site is easily accessible and features a rollover image that teases the content within that specific section.

Technology: The site was built entirely from scratch. For navigation, we used a WebGL JavaScript API.

welcometothehouseofgucci.com

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