Toronto-based web design company Jam3Mediasailed into uncharted waters with a website to market the film Waterlife.
Waterlife.nfb.ca was created for the National Film Board of Canada documentary (directed by Kevin McMahon) that focuses on the state of the Great Lakes and follows the flow of the lakes’ water from the Nipigon River to the Atlantic Ocean.
Using real life images along with computer imaging, the film examines how the lakes affect the societies around them, and the dangers of taking them for granted.
Using visuals, music and research compiled for the film, the website takes an unconventional approach to most movie-themed sites in terms of size and content, said Adrian Belina, creative director at Jam3Media.
While most sites house the movie trailer as well as cast and credit information, Belina said WaterLife.nfb.ca offers an interactive experience aimed at various users: environmentalists, the general public and digital enthusiasts.
“The site doesn’t just promote the movie,” said Belina. “It’s not just aimed at documentary people… it’s a great cause and they [NFB] want more people to be able to see it.”
The site opens with stills from the movie that turn into thumbnails grouped together to form the shape of the Great Lakes.
Each image clicks through to one of 23 sections, which contain videos, narrations and links to external cause oriented sites.
“We were trying to take the 90-minute documentary and pick highlighting points that would drive home the message… so people could get a very informative part of the film within a few minutes of going to the site,” said Jam3Media’s lead designer Pablo Vio.
The site also uses music from Sam Roberts, Sufjan Stevens, Sigur Rós, Robbie Robertson and Brian Eno, as well as sound effects to help create a water-like, mysterious feel, said Vio.
If the site is successful, the NFB will consider launching similar initiatives for its other film projects, said Belina.
Narrated by Gord Downie, lead vocalist of The Tragically Hip, the film won the Special Jury Prize—Canadian Feature at the 2009 Hot Docs.
