Waiting for Lightning, a new documentary about longtime skateboarder Danny Way, did not get good reviews. However, in an effort to drum up some needed publicity, the film’s producers called on N.Y. agency kbs+ to design a gnarly website that will get the 40-year-old stoners who remember Way in his prime to spend their cash on an iTunes download. The endeavor may be futile since 40-year-old extreme sports stoners probably don’t care much for web design, but kbs+ created a unique site with “60-degree diagonal parallax scrolling” where users can navigate the site’s pages on a diagonal axis, mirroring the motion of a board rolling down a vert ramp.
On the site, you can check out backstory for Way and related content about the history of extreme sports in the 90s. Cast and crew notes are also available, but most viewers will find themselves drawn to the athlete interviews in the “Cult of Gnarly” section (which is a phrase most of us can only say in our heads for fear of ridicule). I still have no intention of seeing the movie, but cutting across the computer screen diagonally does have some brief novelty appeal. Credits after the jump.
Marco Cignini, Creative Direcot
Justin Fly, Art Direction
Beatriz Trujillo, Technical Producer
Jason McKim, Front End Developer
Robert Skwiat, Front End Developer
Evan Kantor, Director of Technical Production
Matt Powell, CIO
Donny Jensen, Strategy Director
Dave Finger, Group Director
Taji Ameen, Content Production