DYNAMIC TYPOGRAPHYRESEARCH REPORT

Trollback + Company for Motion Design

George Brecht for Fine Art

Jonas Akerlund for Film Direction

Tiffany Payakniti • Winter 2009

ABOUTTROLLBACK + CO.

New York-based creative studio

Founders:Jakob and Lisa Trollbäck (1999)

Current creative directors:Jakob Trollbäck and Joe Wright

Specialties:graphics • design • live action advertising • broadcast • entertainment

Broad creative output:network re-brands • film title sequences • live action commercials • short films • music videos • publication design • environmental design

BACKGROUNDTROLLBACK + CO.

Started out with 5 peopleNow 22 people

Approach: “unorthodox thinking and immersive story-telling... a compelling and focused message is essential for any communication to be successful”

WORK + ACHIEVEMENTSTROLLBACK + CO.

ClientsTV Networks like CBS • AMC • HBO • TNT • Sundance ChannelFilm companies like HBO Films • Fox Searchlight • MiramaxAdvertising clients like Nike • Volvo • Target • Jaguar

ProjectsOn-air re-brand of CBS • visual content for IAC Video Wall (one of the world’s largest video walls at the Frank Gehry-designed IAC headquarters in New York) • titles for Oscar-winning Capote • numerous HBO collaborations • live action campaigns for companies such as Infiniti, Nike and Callaway

AwardsPrimetime Emmy Awards • AICP Show • Art Directors Club • Broadcast Designers Association • British D&AD • Communication Arts Design Annual • The One Show

WORK + ACHIEVEMENTSTROLLBACK + CO.

WORK + ACHIEVEMENTSTROLLBACK + CO.

WORK + ACHIEVEMENTSTROLLBACK + CO.

ANALYSISTROLLBACK + CO.

Keywords elegant • meaningful • exciting • resourceful • challenging • innovative

Gathered Philosophy+ Do it clean and uncluttered.+ Don’t do it because it’s hip or trendy. + When you’re good, your work will be beautiful, powerful or shocking.+ Things that are done because they’re “cool” will die out quickly.+ Motion graphics must have a purpose.

What to Learn+ Attention to detail+ Usage of foley+ Creative sequencing+ Applying meaning to an effect+ Tying all elements together (sound, graphics, movement)+ Evoke the intended human emotion

CONCLUSIONSTROLLBACK + CO.

+ Worthwhile company to observe works from+ Why? Major clients, wide exposure and very experienced in the industry+ Putting in the time to make something good pays off in the final product+ Really professional work that gets awards (and gets their message across)

ABOUTGEORGE BRECHT

Original name: George MacDiarmidBorn: August 27, 1926Death: December 5, 2008Who: Minimalist artist, composer and professional chemistSignificant role: Founding member of the Fluxus group

Brief Timeline1934: Father dies.1945: Changes name.1950-1965: Research chemist in Philadelphia.1965: Leaves New York.1972: Settles in Cologne.

BACKGROUNDGEORGE BRECHT

What is Fluxus? International group of playful Conceptual artists from 1960sInspirations: Marcel Duchamp, John Cage, Jackson PollockStyle: “modest, slyly provocative” art focusing on perceptive, cognitive viewer experience

Consists of:+ Assemblages of everyday objects in boxes and cabinets+ Assemblages of chairs+ Paintings and sculptures playing with languages+ Event scores (most important and original contribution)

WORK + ACHIEVEMENTSGEORGE BRECHT

“Drip Music” (1959)

WORK + ACHIEVEMENTSGEORGE BRECHT

Event Scores (1961-1963)

WORK + ACHIEVEMENTSGEORGE BRECHT

“Spell your name with these objects” (1976)

ANALYSISGEORGE BRECHT

Keywords simple • interactive • artistic • different • whimsical • experimental

Gathered Philosophy+ Involve the viewer and don’t be afraid to challenge their minds.+ There’s no correct way to perform a task. + Be enlightening.+ Be random and provocative.+ Variety with imaginitive energy is good.

CONCLUSIONSGEORGE BRECHT

+ Use of objects (in addition to computer graphics) adds to visual impact and adds variety.+ Consider the viewer experience.+ Think outside the box.+ Pay attention to subtle things; it will most likely enhance your message.

ABOUTJONAS AKERLUND

Born: November 16, 1966Who: Swedish film directorSignificant role: Making music videos

Facts+ Started out as drummer in Swedish metal band Bathory+Switched to film-editing in mid-’80s+Has over 450 videos and commercials in his portfolio

WORK + ACHIEVEMENTSJONAS AKERLUND

The Hidden (2008)

WORK + ACHIEVEMENTSJONAS AKERLUND

Citroen C4: “Staying Alive” (2008)

WORK + ACHIEVEMENTSJONAS AKERLUND

William Rast (2008-2009)

ANALYSISJONAS AKERLUND

Keywords cutting-edge • hard-hitting • violent • dark • controversial • creative

What to Learn+ Precision in editing+ Usage of foley+ Creative sequencing+ Camera angles make a difference+ Value of cinematographic elements to enhance motion

CONCLUSIONSJONAS AKERLUND

+ When making your video, you’re not just the editor -- you’re the director too.+ Consider the viewer experience.+ Think outside the box.+ Pay attention to subtle things; it will most likely enhance your message.+ Use of motion is truly an opportunity to show expression. Do it well.

REFERENCESTROLLBACK + CO.

Malmberg, Elise. “Trollbäck + Company.” Apple. http://www.apple.com/pro/profiles/trollback/index.html (accessed January 10, 2009).

“Trollback + Company.” Trollback + Company. http://www.trollback.com (accessed January 9, 2009).

GEORGE BRECHT

Johnson, Ken. “George Brecht, Fluxus Artist-Provocateur, Dies at 82” The New York Times. http://www.nytimes.com/2008/12/15/arts/music/15brecht.html?_r=2&ref=obituaries (accessed January 10, 2009).

Mcnay, Michael. “Obituary: George Brecht” guardian.co.uk . http://www.guardian.co.uk/artanddesign/2009/jan/09/obituary-george-brecht (accessed January 11, 2009).

JONAS AKERLUND

Rawlinson, Linnie. “Jonas Akerlund: Biography.” CNN.com International. http://edition.cnn.com/2006/TRAV-EL/10/11/stockholm.biog/index.html (accessed January 12, 2009).