2016
CLOROX —
BEAUTIFUL MESSES
Scholar
Direction / Art Direction / Type Design
Type design in collaboration with
Casey Ligon and Nicolas Fredrickson
The Medium is the Message.
I've always been a fan of physical typography, and I love how it can tell a story through materiality. So when I had the chance to art direct and create a spot with two of my favorite type superstars, Casey Ligon and Nicolas Fredrickson, I jumped at the opportunity.
The spot was about the beautiful messes we create in our lives, and we wanted to use type to tell that story. We worked with food stylist Maelle De Schutter, a repeat collaborator, to create a variety of messes finding the beauty in each one through typography.
It was a challenging project, but it was also a lot of fun. I learned a lot from Casey, Nicolas, and Maelle, and I'm itching to get my hands dirty on something like this again.
WHAT A BEAUTIFUL MESS
Hands On, On set.
The most rewarding part was on the pre-build and shoot days, taking the time to troubleshoot and build all these setups and craft these words out of the different composite materials to make them not only easy to work with but believable. With a fair amount of trial and error, we were able to pull each one off with the extra unique challenge of having to perfectly reset each type layout between wipes.
