Dentsu is the world's largest advertising firm, located in Tokyo. Dentsu asked us to redo their homepage with a thoughtful, playful, and elegant feel. Beyond that, the client was especially vague about what he wanted to convey in the design. What resulted is a site that is deliberately abstract in places, but concrete where it needs to be.

While I performed much of the programming on this site, one of my creative contributions was the "Philosophy" section (shown at the top right). I had the task of presenting the company philosophy, a traditionally dull piece of writing. To bring the text alive, I made it react to a user's mouse position. The leading between each line of text is increased or decreased according to where the user's mouse is positioned, prompting the user to find the "sweet spot" where the entire paragraph becomes readable. When this is done, only one of the three paragraphs is readable because the leading is now off for the other paragraphs. The effect is that one paragraph gains focus as the other paragraphs become abstracted, breaking the text down into digestible portions. Additionally, a section of the site that is usually passed over for being boring is now active and engaging.