Serena Wellen’s photography and video installations are provocative and visceral, but strive to be just as effective as they are jarring. She was looking for a web site emphasizing the subtlety of her work, using a medium and layout that would not obscure the photos and video excerpts she produces.
While Flash offered the best platform on which to perch this visually stunning content, it was important not to weigh the site down with complex, distracting animation. Instead, we favored simple, slow fades and short text transitions, and opted to show a sample of Serena’s work on something resembling an interactive artist’s card. The result is an animated site that complements the content it shows.