With over 40 years experience in the health and fitness business, you would expect Life Fitness to be associated with Olympic events. This is exactly the message the brand hopes to underline with this stunning promotional website. Life Fitness has designed and supplied all of the equipment for Sochi’s Winter Olympics in February 2014, telling the story of its involvement with truly arresting photography.
Bristol-based designers Green Chameleon have successfully woven this client message between a series of high-octane image assets, culminating in a lengthy experience for Russian and international fans. By dropping in little nuggets of interactivity while seamlessly tying in product brochure content, the site cleverly unfurls layers of depth over repeat visits. Add to this the tasteful use of almost obligatory parallax-scrolling effects and the visuals too take on a 3D feel, breathing life into the otherwise static shots.
“With a huge bank of beautiful imagery at our disposal we set about creating an interactive journey for the user,” begins design director Nathan Riley. “By manipulating photos we created a powerful header graphic and a seamless backdrop, guiding the user from the summit of the mountains down to the Olympic Village. We then used a range of techniques including CSS3 load animations, scroll-triggered parallax movements and HTML5 video to enhance the journey and really bring the content to life.”