55. ODOPOD
While Nike Skateboarding worked to develop the most innovative shoes on the market, it had to overcome skaters’ natural suspicion of corporate brands. Its original website showcased the products alongside the work of young artists and designers who had been raised on skateboarding. Two years later, the client wanted to expand and redesign the site to make frequent publishing easier, feature the team riders, deliver content in multiple languages, and improve ease of use.

“It’s obvious that these guys are supreme skaters, but they also have quirky personalities and great style,” says art director Tim Barber. To represent that attitude, the interactive crew created interactive “dolls” by breaking full-body photos into separate parts that react as the mouse moves over them.

The site appeals to the offbeat skater aesthetic with images of gritty urban scenes and catch-me-if-you-can rollover navigation. The media mix includes audio, video, and animation, and Odopod ran with a gloriously cheesy pink as the site’s signature color. Awesome! Ken Coupland