I am a huge Mac Demarco fan. In my opinion, he is the best musician of our generation. So, I may be a little biased in my critique of this project but I think that it is very cool to look at and is easy enough to navigate.
The entirety of the piece is basically a feature/profile of Mac Demarco, which a lot of other music sites have done on this guy. But, Pitchfork upped the ante, so to say, and added some very cool animated graphics and photos that have certain elements that are animated while the whole of the picture is a frozen shot.
As you scroll down the page, new pictures and text emerge as the previous text and images fade away. Each “page” is filled with bold, easy to read text on one side and one of these animated still photos on the other side.
Both the pictures and text take up a large amount of space on the page leaving little empty space, but they aren’t so overwhelming that you become distracted between looking at the graphics and reading the text.
One of the pages is especially cool and features a pull quote from the story with an interesting border and, on the right side of the page, a sort of “GIF” showing Demarco eating out of a bag of chips or something.
I’m not entirely sure what these animated still photos are called (or whether or not there is a technical term for them) but they are really fun to watch and try to wrap your head around without taking away from the intimacy of the story.
I think alternating pages filled large text and photos with pages only featuring photos and a smaller pull quote helps break up the story and emphasize certain quotes or angles of the story the author wants you to ponder, or get out of the story.
Overall, I think this is an awesome way to utilize multimedia to tell a story and I once I find out what the hell these animated still photos are I am going to do everything in my power to learn how to create them.
Here is a link to the story…http://pitchfork.com/features/cover-story/reader/mac-demarco/