Ideas,  Inspirations

Typography In Action

Typography is more than just about choosing nicer fonts for your wedding invitations. Sagmeister & Walsh has always come up with eccentric typography projects but we think their latest advertising campaign for Aizone – a luxury departmental store in the Middle East – will inspire you to think bigger. Check out the inspirational quotes in different mediums that float in the air or that seemingly flow directly from the model’s body.

We’ve seen Trash The Dress concepts created with colourful Holi colours, but using words to create an outfit is really something else. You can also try leaves falling from a tree, gold dust, water hoses, maybe even ‘teh tarik’ though we haven’t quite figured out how to use liquids…

Images like these take many hours of prep and post-production but if your photographer is game, why not? Quality is more important than quantity. Here are videos of how the team did it.

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Sagmeister & Walsh for Aizone. Photography by Henry Hargreaves

Creative Direction by Stefan Sagmeister / Art Direction by Jessica Walsh / Photography by Henry Hargreaves / Body Painting by Anastasia Durasova / Creative Retouching by Erik Johansson / Hair by Gregory Alan / Produced by Ben Nahors, Group Theory / Production design by John Furgason and Andy Eklunda

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