Creative Agency

UltraSuperNew: Building the Future, One Pixel at a Time

Summary:

When Tokyo-based creative agency UltraSuperNew set out to build a homepage during the pandemic, they didn’t want a traditional website, they wanted a digital experience that had never been seen before. Partnering with Digital Disruptors, the result was UltraSuperCity, an award-winning, real-time 3D homepage built using WebGL and cinematic storytelling. Blending iconic skylines from Tokyo, Singapore, and Taipei into one immersive universe, users could fly through a GPU-rendered city and explore case studies like landmarks. Despite the ambitious design, the experience was optimized to run smoothly on everyday devices and slower connections! The project earned a Webby Award and Awwwards Website of the Day, setting a new benchmark for experiential web design. This case study explores how we turned a bold creative brief into a performance-optimized, visually stunning digital flagship, one that redefined what a homepage can be.

Industry: Creative Agency
Project Duration: ~6 months
Awards: Webby Award Winner, Awwwards Website of the Day

CHAPTER 1: The Pandemic Pitch

During the height of the pandemic, UltraSuperNew, a boundary-pushing agency based in Tokyo with new offices in Singapore and Taipei, approached us with a bold request:

“We want a homepage. But not just a homepage, something no one’s ever seen before.”

They had no homepage at the time. What they needed was a digital flagship, something radically new, in both design and technology.

CHAPTER 2: Worldbuilding on the Web

We took the challenge literally.
Drawing from our 3D film post-production roots, and powered by WebGL technology, we designed a homepage that wasn’t a page at all, it was a world.

UltraSuperCity was born:
A GPU-rendered 3D universe blending iconic skylines from Tokyo, Taipei, and Singapore. Think:

  • Marina Bay Sands meets Mount Fuji
  • Tokyo Tower merges with Taipei 101

As users “flew” through the city, they encountered case studies embedded as billboards turning the site into an experiential portfolio.

Behind the scenes, we partnered with our Argentinian team (Southmates) to keep the city light and fast:

The homepage became a narrative experience inspired by Blade Runner, Ghost in the Shell, and The Fifth Element.

CHAPTER 3: The Problem of Progress

But innovation came with its own obstacles:

Not everyone on the team, let alone the audience, had cutting-edge devices or lightning-fast internet.

We faced a critical challenge:
How do you deliver a real-time 3D world to people on average hardware and slow networks?

Working with our development partners in Argentina, we:

  • Compressed the homepage to just 6MB.
  • Developed custom cloning and baking techniques to avoid re-rendering assets.
  • Optimized the experience to scale across devices, from high-end GPUs to mobile phones.

It became a masterclass in balancing visual ambition with technical pragmatism.

CHAPTER 4: A Homepage That Changed Everything

UltraSuperCity wasn’t just beautiful, it worked. Visitors could fly through an immersive city.
They didn’t need an RTX graphics card or fiber internet. Just curiosity.

The site earned:

  • Webby Award Winner.
  • Awwwards Website of the Day.
  • A long-term partnership with Digital Disruptors, that is still active today.

And internally, what we learned on this project helped shape future platforms like The MFTs.

“We didn’t want a typical homepage — we wanted something no one had ever seen. What we got was a world. A living, immersive city that tells our story in motion, sound, and architecture. This project didn’t just represent us — it redefined us.”
— UltraSuperNew
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