UNIQLO LAB｜ULTRA LIGHT DOWN

Conveying the astonishing 270g lightness intuitively through floating photography and camerawork.

This is the promotion site for UNIQLO’s ULTRA LIGHT DOWN. It aims to convey the product characteristic of an astonishing 270g lightness to users not only as information but as a sensation, and through that to spark interest in the product and ultimately lead to purchase. To express the greatest feature, “lightness,” it unfolds with an animation in which photographs seem to float within a deep space. It also introduces an interaction where user operation controls the camera height. Through overlapping shadows and staging with music, it appeals to the product’s lightness and a warm winter.

*This is a website that was previously made in Flash.