Any time you have a large photo background for a website, the foreground content is almost always very simple. This combination is a very dramatic and powerful way to quickly communicate an idea. In this case, the large graphic combined with a very to-the-point statement gets the point across very clearly. I also love that this landing view sets the mood, and clearly establishes the purpose and context of the site.
Need more design inspiration? Check out the Web Designer’s Idea App for iPad, with hundreds of stellar websites selected by Patrick McNeil.