Kinetic Depth
Start a project
Kinetic Depth
Start a project

Prefer email? hello@kineticdepth.com

Concept build · Product film and landing page · 2026

VITEA

A landing page for a fictional cold-pressed orange juice, built around a single eight-second film that the visitor scrubs with the scroll wheel, from the branch to the glass.
Proves
Film directionBrand and copyArt directionFront-end execution
Status
Concept build. Not commissioned by a client. No commercial results are claimed.
VITEA landing page hero: the headline Picked at six, poured by ten over a hand picking an orange, with a Find a stockist button and a clock reading 06:00
The first screen. The film is paused on its first frame until the visitor scrolls.

VITEA case study

01 · Context

Food and drink brands buy film, then struggle to get anything out of it beyond a social cut-down. We wanted a proof piece that treats one short film as the structure of a page rather than as decoration at the top of it. VITEA is a fictional cold-pressed orange juice we invented for that purpose.

02 · Problem

Make a drink worth wanting on a page that has no features, no specification and no reviews, using one eight-second film and nothing else that was shot.

03 · Thinking

The decisions that shaped it

  1. 01

    The film is the argument

    Freshness is almost impossible to claim in words without sounding like every other carton. The film shows a morning instead, and the page never has to use the word.

  2. 02

    The scroll is the playhead

    The film is pinned and scrubbed, so the visitor sets the pace and can run the morning backwards. Nothing plays at them and nothing is missed by looking away.

  3. 03

    Time as the structure

    The rail under the film counts 06:00 to 10:00 rather than 0 to 8 seconds, because the claim the brand is making is about elapsed hours, not about a video's length.

  4. 04

    Plain under the beauty

    Everything after the film is deliberately unstyled: a definition list, no icons, no cards. After a minute of scrubbed footage, plainness reads as confidence.

04 · Alternatives

What we rejected, and why

RejectedA full-screen film you have to sit through before the page starts

It takes the pace away from the visitor and costs the fold. Scrubbing keeps the same footage but leaves them in control.

RejectedAn autoplaying muted loop behind the headline

It becomes wallpaper within two loops. Tying the playhead to the scroll makes people watch the shots instead of past them.

RejectedInvented nutrition figures and awards

The product is fictional. Numbers that look like facts are the one thing a concept build should not manufacture.

05 · Experience

How it unfolds

  1. 01

    Arrive

    The first frame holds under a headline, a stockist button and a scroll prompt. Nothing moves until the visitor moves it.

  2. 02

    The morning

    Scrolling walks the film through the grove, the wash, the press and the bottling line, with a section of the page and a clock time for each shot. The sections change on the film's own cuts, and one always leaves before the next arrives.

  3. 03

    The point

    The drinking shot lands near the end of the pinned section, where the argument stops being about process.

  4. 04

    The name

    The film closes on the bottle and the page releases the pin, so the wordmark arrives as the last thing the film does.

  5. 05

    The bottle

    Below the film: the morning as five frames, one ingredient list, a plain list of how to keep it, then one call to action that openly does nothing.

VITEA page at 06:27: the section Only what is ready today over a close shot of a wet orange, with the film's own VITEA title in the centre
The grove. Our words stay in the left third here, because the film carries its own title in the middle of this shot.
VITEA page at 07:29: the section Cold water, nothing else over oranges under water jets
Washed. The factory is shown rather than hidden, which is the whole trust argument.
VITEA page at 07:58: the section Pressed whole by eight over juice running from a steel press
Pressed. The shot people stop on, so it gets the most scroll.
VITEA page at 08:42: the section Into glass before ten over bottles being filled on a line
Bottled. Three quarters of a second of film, given a full section of scroll.
VITEA page at 09:43: the section You can taste which morning it was over a woman drinking orange juice. She is an AI-generated person
Poured. The payoff frame sells the result, not the process.

06 · System

Scroll position across a pinned section drives the playhead of one silent H.264 master, eased and coalesced into a single seek per animation frame so a flick of the wheel cannot thrash the decoder. Each section of the page owns one stretch of scroll and one shot of the film, cut on the film's real cuts, so a short shot gets as much scroll as a long one. The words are real HTML, not burnt into the film, and every still elsewhere on the page is a frame from the same file, so the page and the film cannot drift apart.

Scroll-scrubbed video with eased, frame-coalesced seekingA scrub-tuned encode: twelve-frame GOP, no B-frames, silent, fast-startThree masters, 540p, 720p and 1080p, chosen by screen size and connectionSection timing keyed to the film's own cuts, with a per-shot focal point for portrait cropsA reduced-motion path that replaces the pin with a still hero and the strip of frames

07 · Build

A single static page: a pinned scroll-scrubbed film with seven sections, a strip of frames, an ingredient band, a specification list, a full-bleed quote and a closing band. On a portrait screen the film sits in a window and the words get their own panel, with each shot framed on its subject.

VITEA hero on a phone: the film in a window at the top and the headline on a cream panel below
Phone hero
VITEA Pressed section on a phone, with the press spouts framed in the film window
Phone, mid-film
VITEA closing section on a phone, with the bottle and the film's title both in frame
Phone, end card

08 · What it proves

  • Direction of a short product film and its cut-down
  • Getting a full page out of eight seconds of footage
  • Brand voice and copy for a product with nothing to specify
  • Scroll-driven video that stays responsive and light enough to load

09 · Proof boundary

What this does not prove

  • VITEA is a fictional brand. There is no client, no product, no stockist and no commercial result.
  • The entire film is AI-generated, including the factory, the fruit and the woman in the final shots. She is not a real person and is labelled as generated wherever the film appears.
  • The generated footage is not internally consistent: the film's title card reads VITEA while the bottle label in the same film reads VITAE. We left it visible rather than hiding the shot.
  • The page takes no orders. The stockist button is deliberately inert and says so.
  • It does not demonstrate commerce, packaging design, AI voice or growth work.

10 · Next

If the project continued

  • Shoot or generate enough coverage for a thirty-second cut, so the page is not limited to eight seconds of footage.
  • Add a real stockist lookup so the closing action does something measurable.
  • Produce the vertical and square crops a launch would actually need for paid placement.

The service behind it

This concept shows the kind of website we plan, film, build and host for a business.

WebsitesKinetic Agents

Next case study

Noctra S1Concept build · Product launch experienceRead

Want a page like this?

Tell us what you sell, who you want to reach, and any date you are working towards. We reply by email with a few questions and a time to talk.

Start a project Email us