Say what you will about the aesthetic (I think it's nifty, by the way) or the scroll-jacking (I'm less sympathetic here), the storytelling through light boxes that include video, still images and animated GIFs are very effective.

Tools like Workflow, or even Apple's Live Photos feature, there are cheap ways to add a depth to the stories we're all trying to tell. Perhaps, I ought to experiment a little more. There's a thought.