This is a good example of a full video website and how a apparel website can stay true to its essence. As the first page loads a pink spraypaint mark appears and drips down the page, straight away even this suggests the type of audience they are aiming for (young adults, rebellion, graffitti culture etc).
In addition to the loading percentage the website also provides you with a statement 'While you wait: 2 hectares of the worlds forests have disappeared,' however, the amount changes as the page loads and increases more and more. This is a simple idea but I really liked the delivery, it is the last place you would expect a message like that but it really works and will help to create awareness in a youngeraudience. Also, the delivery plays on the fact that you have to wait (converting the main weakness of the website into a feature), because the website is predominantly video it takes slightly longer to load - the 'while you wait' factoids are received by a captive audeince and use the amount of time a page takes to load to quantify another message.
Once the main website has loaded the entire background becomes a space for low-res videos to be streamed showing what the brand is about (skateboarding, music and the trends surrounding youth culture). The logo and navigation devices are static and in the foreground, made visible by spraypaint (also static). The entire website has a 'fanzine' influence and is an adaptation on the trend itself (derived from punk rock).
Another fantastic element of this website is the way the product is represented and really ties in the reason for having a video website. Instead of having a photo of the shoe they are selling or an expensive photoshoot with models posing Vision have instead used low-res videos close-ups of people's feet as they walk, run, and skateboard. This emphasises the brand and the fact they are more about the sport and lifestyle than other brands. They sell apparel for real people to be used in the real world. Personally I feel this is a really innovative way of showing a product and helps to strengthen the brand as well. Below are some examples of the the low-res videos of people wearing the product (the video still in the background).
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