Media Morph: Mouseless Navigation.(Digital)(Publicis and Hal Riney Co.)(Brief article)

Advertising Age, May, 2008 by Parekh, Rupal

Byline: rupal parekh

What it is: The name pretty much says it all-with the help of webcam technology, visitors have the option to navigate the site using just hand gestures.

Who's using it: San Francisco ad agency Publicis & Hal Riney has redesigned its website to enable a mouse-free experience. The effort is one of a wave of newfangled agency websites launched in recent months, which include Modernista's Web 2.0 format and Barbarian Group's bloglike revamp. "We wanted to make the website as interesting as the work that was presented on it,'' said Rikesh Lal, Publicis & Hal Riney's interactive creative director and an AKQA veteran.

How it works: A webcam tracks users' motions via hot buttons set up in four quadrants. With a swipe, users are...

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