Site of the week: Active Theory
Enjoy the delights of Active Theory’s imaginative and engaging use of animation.
Active Theory is a creative digital production company based in Venice California and its opening page backs up their beliefs. A canvas-based animation reveals a simple but beautifully produced grid of interconnected dots that form a circle that pulses on the page.
Bringing the mouse cursor into the equation sees elements of the animation come into focus and spring into life. Moving the mouse adds in undulating motion and movements that capture the imagination. Once the user has had their fill it’s time to move on – and the central animated button completes the visit nicely.
Heading to their portfolio page sees more creativity with angles and an overriding element of animation. The project pages expand neatly into fullscreen backgrounds, while scrolling down the page continues the theme. The use of photography is key to the success of the site, adding panache, style and interest. A grid overlay offers the appearance of old-school video, but also helps keep the focus on the images. The combination of the imagery, photography, effects and animation make for a compelling experience.
Animation is everywhere and used to great effect. Each project details section opens to reveal more
Simple but effective images and fonts combine to reinforce a simple message