Roll on: website creates visual narrative with scrolling

As the reader scrolls through the article copy, black and white photos interchange giving each photo shoot of the singer a GIF-style animation. The story appears on a different site to Pitchfork.com, and bills itself as a cover feature.

This is a great way to make online content more engaging, and to draw attention to a story. For more on how your message can translate to new media platforms, read our Transmedia Futures macrotrend.