Context
Social Spark is a concept project, not client work. The company is invented, and so is every brand, campaign and credit inside it. It exists to answer a specific question: what does a website look like when the client is a creative company, and the site itself is the first piece of work they will be judged on? The build treats the page as a reel rather than a brochure — chapters that load like channels, type set at poster scale, and an interface that behaves like the edit suite it is describing.
Problem
Creative and advertising companies have the hardest brief on the web. Their site is a portfolio, a credentials deck and a hiring pitch at once, and it is read by people who look at craft for a living. A conventional template signals the opposite of what the company sells. The work is usually film and motion, which most sites reduce to a grid of thumbnails, stripping out exactly the pacing and timing that made the work good in the first place.
Approach
Structured the site as a running reel with named chapters — entry, pipeline, the reel, the work, production — each one pinned and advanced by scroll, so the visitor moves through it at the pace of an edit rather than a page scroll. Motion carries meaning throughout: a horizontal reel section that moves sideways as the page moves down, chapter states that shift colour and texture on entry, and a production section rendered as live software with real progress and timecode. The type system does the heavy lifting — one condensed grotesk at poster scale against a mono utility face, with a bone, ink, lime and red palette that stays consistent across every chapter. Built in Next.js with scroll-linked transforms only, so the whole thing holds frame rate on a laptop.
What changed
- Chaptered scroll structure with pinned sections and per-chapter colour states
- Horizontal reel section driven by vertical scroll position
- Production console section rendered as live software, with state and timecode
- Windowed archive UI for case entries, built from layout primitives rather than images
