International – Music and culture website Pitchfork has released an online article for musician Bat For Lashes’ new album release, which uses the scroll-down feature of the web browser to create a visual narrative.
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.