Briefing:Create a polarising website for up and coming bag brand 'George Gina & Lucy'.Solution:GG&L bags are extremely desired, collections are sold out immediately. The website plays with the idea of an unfulfilled demand. Instead of creating another "easy to access" site we established a navigation that divides the users: those getting "in" and those who stay "out".

The "in"-crowd experiences a site full of stop-motion, giving each bag a unique personality according to its name.Within days after launching, the users were giving tips on how to access the site, creating even more hype about the brand.