In conjunction with the TV spots showing people moving at the ‘speed of water’, the Brita.com website was meant to extend the experience of seeing the world from the viewpoint of a Brita water drinker. Through a transitional opening of being immersed in the space of a water glass, the experience is built as a ‘pageless’ site; where elements of content flow in and out of the frame, creating a feeling of water hydraulics and atmosphere.