Ibby Njoya is a renowned artist working with the likes of Land Rover and Jaguar, Chanel, Lacoste, Vogue, and more. So when he approached me to design his vision for a website, we were over the moon! We started the conversation by saying, "We're not sure if we will be able to pull this off, but we will try." Ibby then shared his vision on a beautifully curated brief outlined with all of the features and how he would like the website to look. The first drawing we've seen was of a Persian rug-like effect floating in the middle of the screen. He carefully detailed that any time the cursor hovers over different sections, it has an elusive movement as if something is about to be revealed or emerging out of the carpet. For this, we had to relearn and research all of the latest developments in using WebGL and 3JS, and had over a dozen conversations with experts in this field, trying to get the perfect effect. We jumped through various Discord channels of creative technologists and WebGL practitioners. Finally, after iterations, we figured out how we can tackle this feature.

The beauty of working with an artist is that it pushes you to think beyond traditions. Ibby came with a vision, high standards, and the possibility of yearning for more. I would be lying if I said this didn't intimidate us because he was asking for something that had never been done before. Putting a magical carpet floating in the middle of a website with his artwork splattered across the screen allowing visitors to interact with that in real-time.

HTML 5

Web GL

Tailwind CSS

Vercel (hosting)

3.js (3D Rendering)

Sanity (CDN)

Working with another studio has been amazing because it was collaborative by nature, but inspirational and forward-thinking on another. They came from a set design background working with some of the biggest name brands in the world, and we're a software studio based in the heart of London trying to bring their vision to life using pixels. They know what it's like working in teams with high-pressure environments, and we actually enjoyed that transparency in conversations, in ideation, and in dreamlike suggestions that we could then expand on. Since working with Ibby Ngoi and his team, we have worked with a dozen artists. The one thing that always comes up is the yearning for more. How can we bend code into a vivid emotion and picture that's been conceptualised by all of their past projects and vision for the future? At Diffused where on a journey in search for that answer. Check it out: https://www.njoyastudios.co.uk/