Album drop · 2025
Iceman
Release-day builds have one hard requirement that creative work usually ignores: they cannot fall over in the first ten minutes. This one was built spike-first.
What is Iceman?
Iceman is an interactive drop experience built as a space to move through rather than a page to scroll, engineered to hold up under the traffic spike of a release announcement.
- Client
- Drake
- Year
- 2025
- Role
- Concept, Engineering, Performance
- Stack
- WebGL, Canvas, Edge hosting
Spike-first engineering
A drop page gets its entire lifetime of traffic in about ninety minutes. That inverts the normal engineering priorities. Everything that can be static is static, everything static is on an edge network, and there is no origin request in the critical path.
The failure mode you are designing against is not slow, it is blank. A build that degrades to a still frame and audio under load is fine. A build that shows nothing is a wasted announcement.
The world
Movement through a space rather than scroll down a document. Scroll is a reading gesture and it makes anything feel like an article. Navigation gestures make the same content feel like a place.
Services used
More work
got something to build?
Interactive builds, growth systems, or getting found by both Google and ChatGPT. Tell me what the moment is and when it lands.