'Whale Wars: Blood and Water' opens with stark visuals of Antarctica, sounds of radio transmissions and hovering helicopters. On click, and the site becomes a full screen video player featuring a moving prologue on the state of commercial whaling, beautiful footage of whales, and footage of Paul Watson and his crew at sea. Each chapter opens with immersive imagery sound and, on scroll, the viewer is transported into the story through interactive battle maps, exclusive interviews and video footage, editorial copy, timelines and photography. The scroll is carefully programmed from beginning to end to cue movement, sound, design and video.

At launch in early December, the site received critical appraise and an outpouring of sentiment from Animal Planet fans on Facebook and Twitter, including many people wanting to get involved with conservation efforts. 'Whale Wars: Blood and Water' renewed awareness of the conservation campaigns against commercial whaling and decades of Japanese whaling efforts outside of the nation's territorial and economic boundaries. It was clear the issue still needed to be addressed. In March, Japan's Antarctic whaling program was ruled illegal by the International Court of Justice.