Gravis Footwear, a Burton subsidiary, wanted a new feel for their online presence. They stand in stark contrast to the normal action-sports shoe and bag brand, so we helped Gravis differentiate themselves from the 'bro-brah' tone of their contemporaries. Using a blend of Flash, AS3 and Papervision, we made Gravis Footwear the star of Burton's lineup. By not relying on the user's lifestyle to define the vibe, we let Gravis define the vibe of the user's lifestyle.