The BBC’s first trailer for its Wimbledon coverage, which starts June 25, runs through several of the championship contenders with each player’s characteristics rendered over their body in type…
In the film by Red Bee Media each player is shown executing one of his or her key shots, while their bodies are covered in words and phrases that describe their particular playing style.
Hence, Rafael Nadal is emblazoned with fired-up lettering in the form of “pure aggression” and “power”, while Roger Federer sports the more sedate “master tactician” and “fluidity”. The design work was carried out by motion graphics studio, Mainframe.
The animated Akzidenz-Grotesk BQ Bold Condensed, which follows the movements of the players’ clothing and appears tattoo-like on their skin, also sets up the endline, “In the end, one word will set them apart: champion”.
Agency: Red Bee Media. Creative head/copywriter: Joe Lee; business director: Eve Hacking; planning director: John McDonald; editor: Ray Stevens @ The Family; design and post-production: Mainframe; audio: Jungle
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CR in Print
The June issue of Creative Review features an interview with the editors of new book Pretty Ugly: Visual Rebellion in Graphic Design. Plus a profile on multi-award-winning director Johnny Kelly, a look at the latest techniques in movie marketing, the mission to cross CGI’s Uncanny Valley, a review of the Barbican’s Bauhaus show, logos by artists and much more. Plus, in Monograph this month, we look behind the scenes at the making of an amazing installation for Guinness, carved from solid wood.
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