OVERVIEW
This project involved the creation of an animated promotional pitch for a YouTube channel. The video of choice was ‘Pharrell and Rick Rubin Have an Epic Conversation’ produced and uploaded by GQ.
SOLUTION
Juxtaposition within the typography was important to strike a balance between the opposing aspects of the expected audience. The clean sans serifs look to coincide with the fashion aspect of GQ while the handwritten typeface draws a parallel with Pharrell’s organic and down-to-earth outlook on music as well as his ties to hip hop. The primary shade of green for the background is utilized to match the environment in which this interview took place which is at Rick Rubin’s backyard at Shangri-La studios in Malibu, CA. The use of green is also meant to amplify the organic feeling coming from the handwritten typeface. The deviation into the four-point gradient is meant to correspond with the abstract element of ‘feeling’ that Pharrell speaks on. It’s used as a visual cue to introspection and its subtle movement also represents the generally amorphous quality of feelings.
