This has been one of my favorite projects to art direct and create. I've always been a lover of physical type and type that tells a story through materiality. I couldn't pass up the chance to work with two of my favorite type superstars - Casey Ligon and Nicolas Fredrickson on a spot to highlight the beautiful messes we create in our lives. I definitely picked up a few tricks and tools from food stylist Maelle De Schutter. I'm itching to get my hands dirty on something like this again.
Here are some stills from the spot. The type design by Casey Ligon (Sticky, Muddy, Greasy) and Nicolas Fredrickson (Germy, Stuck-On, Charred, Crusty) was perfect for these spots. They really captured the personality of the kind of mess. The most rewarding part was on the pre-build and shoot days, taking the time to build all these setups and craft these words out of the different messes - and then to get them to look crusty and old. With a fair amount of trial and error, we were able to pull it off, with multiple resets for each word.
Feast your eyes on the behind the scenes. It was lovely working with Maelle, Rockit and Danielle to build the words.