Graphic Design

Women's Fitness 2014

Viget + Alchemy
Laura Sweltz
Trevor Gavin
Nathan Henry
To help DICK's Sporting Goods further drive into the women's apparel market Viget was tasked with creating an interactive experience that celebrates the lives and athletic pursuits of woman in a highly "shoppable and sharable" format.
The Concept

The concept was to create a video-driven site that had strong individual narratives as the focus of the site. The idea was to highlight six of the most popular activities in women’s fitness, and shoot vignettes of each activity, presented in a chronological order from dawn to dusk.

The project’s complex UI meant Viget needed to get the right video and photography content from the start. They wanted to capture imagery that was aspirational and motivational, but also attainable. To do so, they created highly detailed storyboards to and provided photography direction to the production team at the video shoot, which also doubled as a photo shoot.
Planning and shooting their own photography meant the production team could use original images throughout the entire site to create a unique and authentic feel.
The Production

To include shoppable features, Viget decided to incoporate hexagonal product tiles over the video vignettes. These tiles would allow visitors to not only see detailed views of the product material, color and construction but also watch the products in action and easily share the content.

Creating the interactive hexagonal pattern proved to be the biggest technical challenge. Because CSS transforms could not create the heaxagonal grid the team wanted, Viget used Scalable Vector Graphics to create the tiles and clip the imagery into the each shape then used CSS and Javascript to make them interactive.
Because the site is responsive, Viget also had to create a consistent number of tiles that would scale correctly on any screen size as you change the size of your browser window. Viget used the screens surface to calculate the appropriate size of hexagons to surface in the space.
Creating six individual pages of women in action wearing DICK’s clothing allows users to see the gear in action and creates content that is easily shareable on various social media platforms.

Viget created a branded e-commerce experience that builds a narrative around the fitness lifestyles of women in an innovative and interactive format. The interactive hexagonal shapes leads to a unique UI and shareable content complete with e-commerce.

Videos By ALCHEMY Creative
Click to visit website
Dick's Sporting Goods
Laura Sweltz User Experience Designer
Trevor Gavin Alchemy Creative Director
Nathan Henry DP
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