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The X factor

Monday 12 Jun 2006

US studio Hybrid has pushed the envelope with the truly interactive Web site for the movie X-Men 3: The Last Stand.

border=0 /><BR></div> </p> <p> The creative goal was to make hardcore designers say ‘wow’ – the commercial goal was to blow away the fans and provide energy and excitement for the upcoming film,” says Jeff Lin, Hybrid Studio’s president and creative director, of the aims behind the creation of one of the more graphically rich film sites to launch this year. </p> <p> “If the site is amazing, the public’s perception of the film rises. If that happens, it normally translates to a big opening weekend.” </p> <p> Following on from historic work with Fox, the brief was fairly straightforward: top the last project. “For art director Sevil Axiom, the challenge was to blow the user away,” says Lin. </p> <p> “He wanted to stay away from the predictable electronic press kit site format, as it’s generic and there’s no creativity involved. It usually entails carrying the design of the poster art and making some sort of Web site out of it.” </p> <p> <div class=inlineimage><img src=@digital_arts on Twitter.


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border=0 /><BR></div> </p> <p> The site pulls together a huge array of techniques – from 3D interactive characters to more regular database searches and even 3D fly-throughs created using Autodesk 3DS Max. </p> <p> <div class=inlineimage><img src=
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