JOANIN PEREZ
Joanin Perez is a French creative director based in Milan, looking for a role in fashion and luxury. The portfolio opens on the Alps, flies through them and comes out through the lenses of a pair of goggles. Then the work arrives, as a list.
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A recruiter gives a portfolio a few seconds. The first screen has to be the person.
The site is there to find work, not clients. It is read by recruiters in fashion and luxury, so the projects have to be one click away and the person has to be clear from the first screen.
The Alps are a big part of Joanin’s life, and they appear on no CV. The brief was to bring them onto the home page without turning a portfolio into a travel diary.
Fashion portfolios live on images. Every page had to work with very little text: a name, a role, a city and the projects.
A WebGL scene on a recruiter’s phone can freeze the page. It had to hold on an ordinary phone, or step aside without breaking anything.
A portfolio is usually scrolled past. We turned the scroll into a climb.
A climb to 4,810 metres
The loader counts the altitude up to the height of Mont Blanc. Scrolling, the camera flies through procedural mountains drawn as contour lines, past three words: Dive in, Creative direction, Brand image.
Out through the goggles
At the end of the flight the camera leaves through the left lens of the goggles. The lenses keep the mountains, and a grainy coral light behind the portrait follows the cursor.
The same climb on a phone
On phones the flight is shorter and the portrait is tied to the name on two lines. If the frame rate drops, the scene lowers its resolution twice, then switches the 3D off and leaves photos and text.
Work as a list
There is no grid anywhere on the site. Work is a list with filters by discipline, and a video preview follows the cursor over each title.
An About made of places
The opening sentence carries personal photos set in the text as pills, then a strip of photos slides sideways while the page holds still.
The mountains were on no CV. Now they are the first thing a recruiter sees.
"A portfolio has to sound like the person before it shows the work. For Joanin, that meant starting from the mountains."
