From the agency Make Some Noise produced by Techtribe who explains this "we were asked to visualize a concept that wanted to show that Sanoma isn't only a publisher but also doing digital innovative stuff. Therefore they wanted to buildup 2 specific sites (totally in flash with use of transparant video) and then zoomout to show their other titles/sites.
By flipping their overview it showed the blue Sanoma-employees working hard on innovating and maintain all Sanoma sites."
