Concept, 2026. Website, interaction, art direction, motion
SHOT ON
Hasselblad’s best argument is not on its product page. It is on the Moon.
- Client
- Hasselblad (unsolicited)
- Year
- 2026
- Type
- Concept
- Scope
- Website, interaction, art direction, motion
- Live
- shot-on.vercel.app
Brief
Hasselblad sells cameras the way most camera sites do: a product, a price, a list of features. Its most valuable asset, the photographs its cameras made on the Moon, sits on a history page. On Apollo 11 Armstrong carried the camera, so nearly every photograph is of Aldrin, and the best-known picture of Armstrong is the one in Aldrin’s visor.
Idea
Put the photographs first and let the camera of today arrive through them. Every interaction comes from the camera itself: the focusing ring is a timeline from 1941 to the X2D II, a click on the ground glass releases the shutter, and the buy button is the X2D’s orange shutter release.
Made
Eleven chapters in one scroll, under one type system and one silver grade, with the gold of foil and visors left in colour. The cover is set in Futura, as the plaque left on the Moon is, with Earthrise as its O. The last third is a working product page. Live since 29 October 2026.
The cover
The Earth is the O. Apollo 8’s photograph of the Earth over the Moon sets the title, and the scroll walks you down onto the surface.
The archive
Eleven chapters in one scroll, under one type system and one silver grade. NASA’s frames are shown large, with their catalogue numbers.
The camera
The X2D II 100C arrives last, through the photographs, and is drawn like an instrument: one view and one figure at a time.
On a phone
The same scroll at the size of a hand.
The whole site
Recorded in one pass from the live page, at the pace it is meant to be read.