Concept, 2026. Website, interaction, art direction, motion
SHOT ON
Hasselblad’s best argument is not on its product page. It is on the Moon.
Concept
Hasselblad
Year
2026
Scope
Website, interaction, art direction, motion
Live
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.
1.1The whole page, 52 seconds, 1920 × 1080.
2.1Earthrise, Apollo 8, becomes the O of SHOT ON.
3.1AS11-40-5903. Aldrin near the leg of the lunar module, 20 July 1969.
3.2Neil Armstrong is in the visor.
AS11-40-5863Aldrin climbs down the ladder of the lunar module.
AS11-40-5875Aldrin beside the flag.
AS11-40-5877A bootprint, photographed to study the soil.
AS11-40-5880Aldrin’s boot beside the print.
AS11-40-5881The horizon, about two and a half kilometres away.
AS11-40-5899The plaque on the ladder of the descent stage.
AS11-40-5902Aldrin walking towards the camera.
AS11-40-5903Aldrin, with Armstrong reflected in the visor.
AS11-40-5917A footpad of the lunar module, sunk a few centimetres.
AS11-40-5927The lunar module, with the experiments laid out.
5.1AS11-40-5877, a bootprint photographed to study the soil.
6.1AS17-148-22727. Apollo 17, about 29,000 km from Earth.
6.2Earthrise, Apollo 8, 24 December 1968.
7.1The focusing ring, from 1941 to ∞.
Front, three quarters.With an XCD V-series lens.
Back.A 3.6-inch OLED and an EVF of 5.76 million dots.
Top.Aperture, shutter speed and frames left, on a small display of its own.
Tilts up 90°.For waist-level shooting, as on the V System.
8.1The anatomy, then the figures, one at a time.
9.1Shot on Hasselblad.
10.1The phone layout, 1080 × 1920.
Colophon
Type
Helvetica Neue throughout; the cover and the Apollo 11 plaque in Futura.
Photographs
Apollo: NASA, public domain, via the NASA Image and Video Library and the Project Apollo Archive. Product, archive and sample photographs: Hasselblad, and the photographers named.
Figures
From the X2D II 100C datasheet.
Build
Plain HTML, CSS and JavaScript; smooth scrolling by Lenis.
Live
shot-on.vercel.app
Karnak. Creative direction: Alan Yang. Concept: Hasselblad. Not affiliated with Hasselblad.
0 likes · 0 views · Nov 11, 2026
A concept website for Hasselblad, told through the photographs its cameras made on the Moon. By Karnak.
