To celebrate Weber’s eight models of its most popular grill, the Genesis II, Copenhagen-based ad agency Uncle Grey and digital production company MediaMonks recreated each model for the grill manufacturer’s new site. After introducing each grill model with a short film, the site treats visitors to eight different interactive models of the new grills—eye-catchingly rendered in WebGL—and can explore every nook and cranny, virtually unearthing and testing each feature. Interactive hotspots and 3-D animations explain the grills’ designs and technical features. The site’s extensive exploratory capabilities make it a pleasure to discover Weber’s new line of grills—and woos potential customers into taking Weber grills for a test drive—on mobile and desktop environments alike.
Implementing these exploratory functions took some creative acrobatics from the creative teams at MediaMonks and Uncle Grey. Each WebGL grill appears in the same environment as its introductory video; the production company shot 360-degree HDRI photographs on the filming sets and wrapped them around each interactive grill—the 360-degree photographs were also used to map reflections and highlights on the grills’ metal surfaces. Individual hotspots on the grills use depth-of-field effects to home in a visitor’s focus onto specific details; to create these effects, MediaMonks built a camera in WebGL that enabled it to tweak settings like apeture and focal length. This camera was also used to create specific POV aesthetics seen in the film sections.