A website can be a piece of art. Changing the scrolling from bottom to top is an artistic choice, break-ing normal conventions. Most times it wouldn’t fit, but in this scenario, mimicking a rocket launch into space for a company in the rocket business it makes sense.
Sticking to convention can be a hindrance at times. It can make us miss the opportunities that are present. Being an artistic or creative is about knowing the conventions, but seeing the opportunities to side step them when appropriate. Neal Agarwal’s work above is an example of that.