In 2004, before there was a Facebook, Twitter, YouTube, or Instagram all we had was the web—and it was bliss. You had a do a little work to find something interesting but when you found it, you would stop and explore. The average time-on-site back in the day for a movie website was anywhere from 5 to 20 minutes. Can you imagine? Because of this dynamic, the studios spent money to create deep experiences for people to get lost in. 

Wes Anderson shot down 23 unique set of comps for this film. Everyone was out of gas including me. On my final round I abandoned the normal design formulas of the moment and just scrapbooked a digital glue book which I admit was self-indulgent. I grew up in the 70s and remembered Jacque Cousteau. All of this stuff resonated with me so I just went over the top with it and catered to my own nostalgia. Those comps were approved and 3 weeks later the site was live.