Dressing The Screen
The main idea of the identity was to convey the dynamics and magic of film with static imagery. Using a well-known optical effect (known as "motograph" or "scanimation"), discovered in the early XIX century by a prominent english scientist Peter Mark Roger and heavily inspired with experimental photoworks by a great fashion photograph Erwin Blumenfeld, we created a special font and developed a system reflecting the nature of the exhibition.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Dressing the Screen: The Rise of Fashion Film is an international British Council exhibition. The exhibition will open in Moscow in 2014 and will then tour in Brazil, Thailand and Mexico. The bilngual identity reflects exhibition's high-fashion and moving image nature and reminds of the pioneering role that Great Britain played in the development of fashion film.
OPERATION / FLOW / INTERACTION:
"Motograph" technology is used in animated outdoor advertisement. Special overlay containing vertical stripes is applied directly on billboard screen surface. When people pass by the advertisement comes to life due to the continuous change of viewing angle. It’s very simple and has this magic touch, making the static poster alive. The same thing with the invitation. While you pull the invitation card out of the envelope, the word "invitation" transforms into russian "приглашение".
PROJECT DURATION AND LOCATION:
The project started in Januar 2014 and finished in March 2014.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
The basis of our concept is a well-known optical effect animating static images mostly known as "motograph" or "scanimation". Overlay with stripes is placed over specially processed image and slowly moved so the image comes to life. We created the font and imagery using this technology. It is used in outdoor advertisement, wayfinding and invitation design as well.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Invitation: 150 x 70 mm
identity, exhibition, fashion film, b&w, animation
We searched for the possible connections between fashion and filmmaking, looked through their history etc. Fashion film is the next step for the emotional representation of fashion after photography, so we looked through there as well. About the same time we came across experimental photoworks by Erwin Blumenfeld, in which he played with light refractions, and Peter Mark Roger’s breakthrough, which played a significant role in the history of film.
The brief was to create a bilingual identity for the exhibition, reflecting it’s high-fashion and moving image nature. Fashion aesthetics is quite understandable, so there were no difficulties, but it was much more complicated with expressing the dynamics and magic of film with static imagery. We attempted more than once to make the logo and the posters feel as we wanted to, to achieve this shadowplay effect.
TEAM MEMBERS (3) :
Roma Lazarev, Vlad Poliakov and Kir Khachaturov
Roma Lazarev & Co, 2014.