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Re-Typesetting the Star Wars Crawl

  • Written by Roger Wong
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    December 11 2009
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  • Posted In : Motion Graphics , Projects , Typography
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  • 0 comments

Recently Guillermo Esteves did a fantastic experiment with HTML5 and CSS3 by recreating the opening crawl to Star Wars. Although it only currently works in Safari 4, it’s a good preview of how to create something dynamic using web standards and web fonts once the other browsers come along.

But Guillermo’s experiment also reminded me of how awful the typography was of those opening crawls. The original Star Wars opening crawl uses two different typefaces (three if you count “A long time ago…”), is justified without hyphenation, and thus creates obvious rivers and awkward tracking.

Opening crawl from A New Hope as grabbed from the DVD.

As the subsequent movies came out, the typography was all over the place. The Empire Strikes Back dispenses with letter-spacing altogether. Return of the Jedi overcompensates for the failure of the previous two crawls by using too much letter-spacing.

Opening crawl from The Empire Strikes Back. What happened here? I can drive many trucks through those spaces.

Opening crawl from Return of the Jedi. Standbackafewfeetandtrytoreadthatlastparagraph.

The absolute worst though was when ILM matched the style for the Star Wars prequels. At least there was more tracking in the original 1977 version. The 1999 version of the crawl that appeared in The Phantom Menace lacked any letter spacing whatsoever and created huge holes between the words that made the crawl barely readable. (No offense to special effects god and Photoshop co-creator John Knoll. He’s great with FX but he’s not necessarily a designer nor typographer.)

Opening crawl from The Phantom Menace. Shit in = shit out. It’s a tragedy that they used Empire as the model.

I set out to do a quick experiment to see if I could redo the crawl any better. The first thing I did was to standardize on one typeface. The “A long time ago…,” title and body copy are all Franklin Gothic. Then I tried a version where I kept the justified alignment but decreased the type size. The copy becomes much more readable, but feels too small and loses that epic quality George Lucas was probably after.

Then I simply tried centering it and I think it works. I am able to keep the type size large without creating large gaps between words or letters. Although the very straight sides are lost, I think the intended dramatic effect is still there.

And of course I had to whip it up in After Effects to really test the design.

Yeah, file this under geekery.


The Benefits of Having One Agency

  • Written by Roger Wong
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    November 11 2009
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  • Posted In : Op-Ed
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  • 0 comments

There’s been a lot of chatter in recent weeks about how so-called “digital” agencies are or are not ready to be the lead for a campaign. But I think the question is a little off.

Instead the question should be “Why are clients splitting up campaign work based on tactic?”

Despite the maturing of digital agencies such as Razorfish (for whom I work), R/GA and AKQA, today’s clients are still sending digital work to digital agencies and traditional work to traditional agencies. And equally bad is having a third company plan and buy their media (sometimes there’s a traditional media agency and a digital one). Why is this bad?

Client Campaign Anatomy: The Way It Is Now

OK, the end-zone is down that way 50 yards! Make sure you talk to each other along the way. Now go! [Download PDF] Creative Commons License

I’ve seen it time and time again: if you want an integrated marketing campaign, how could you possibly brief all the companies and hope they work together and come back with something good and cohesive? The agencies will pay lip-service and say they’re collaborating, but there’s only so much collaboration that can happen in reality. Each agency is moving fast and really has no time to talk to the others. Plus there is always unspoken political jockeying for protecting the work each agency does have and trying to steal more business from the others. I strongly believe that this model is inefficient (money and time), makes agency people insane, and creates less-than-stellar campaigns.

What should instead happen is the client needs to brief one agency who will create a singular idea and execute on that idea across different tactics and mediums. Therefore the messaging, art direction and strategy for the campaign are cohesive.

Client Campaign Anatomy: The Way It Should Be

Let the one Agency bring in specialists as needed to serve the idea. [Download PDF] Creative Commons License

Agencies should not be labeled “digital,” for digital is only a tactic. I’d say the same with “traditional.” What clients should ask for is strong strategic work that drives results. Let the agency—regardless of its label—decide on who to sub-contract to if necessary.

When we see clients trust their agency and its vision, we witness great work all around:

  • TBWA\Chiat\Day + Apple
  • Crispin Porter + Bogusky + Burger King
  • Goodby, Silverstein Partners + Sprint

Oh wait. There isn’t a “digital” agency on that list. But there soon will be.

 

Further reading:

  • Why Digital Agencies Aren’t Ready to Lead
  • Why Digital Agencies Are Indeed Ready to Lead
  • What if we held a controversy and nobody cared?
  • Digital must be anchored at the heart of agencies

Please feel free to use the above diagrams which I’m making available through a Creative Commons license.


Designing FEED 2009

  • Written by Roger Wong
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    November 09 2009
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  • Posted In : Print , Projects
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  • 0 comments

FEED09_Book

FEED 2009 has now been released and I feel privileged to have been a part of this one. If you haven’t already checked it out, please do so. The report and findings are very compelling and eye-opening. [Download PDF]

I wanted to share a little bit about the process we went through in designing the new report.

When my friend and colleague Garrick Schmitt first approached me, he already had an editorial direction in mind. He realized the data was so profound that the usual packaging of articles around the report would actually take away from it. So he wanted a smaller format with less content. He referenced books by Marty Neumeier: simple layout, large type, lots of infographics. The theme for the book came down to “customer engagement.” The data shows that when brands engage with customers in an experience of some kind (like an event, contest, etc.), ninety-six percent (96%) of their customers are more likely to consider, buy from or recommend that brand. Ninety-six percent. You never see a number like that in a survey. (To get that number, add up the sometimes/usually/always percentages for the consider, purchase and recommend results.)

So the answer was obvious in my mind. The design had to be simple (and elegant) but it really had to have an organic touch; it’s about the customer after all. I started thinking about Darwin’s journal and his observations and drawings of animals. I toyed with having the whole book typeset in a font I could make from Garrick’s handwriting, accompanied by scientific drawings of consumers. As soon as I thought about looking at illustrators who had a realistic style, someone immediately came to mind. Earlier in the summer I worked with a freelance copywriter named David Fullarton who was also a talented illustrator/artist. His work combines collage with portraiture and witty copy. His style would be the foil to the business-speak and myriad bar graphs and pie charts. He was perfect.

When I briefed David, I gave him a draft of the report and some loose direction. What he came back with was sheer genius. Because of his copy in conjunction with his art, the illustrations became another layer of commentary about the state of our industry and even our hyperconnected society. Yelpers are not only reviewing restaurants, but also doctors and schools. It doesn’t seem far off that they might be reviewing police officers in the future.

Meanwhile, I took another look at the nameplate for FEED. Last year’s design element of the small rectangular bars was inspired by the holes in computer punchcards. This year, I took the idea a little further by incorporating the actual shape of the punchcard and making the name a part of that.

Garrick and I also talked a lot about the format of the physical book. He liked the idea of putting it up on Blurb for anyone to order their own copy. The small 7×7 size felt right for the amount of content we had. In addition to Blurb, we have also offset-printed 2,000 copies of the book. For this I chose a natural white cover stock for the interior pages which alludes to Moleskine sketchbooks and fits well with David’s illustration style. And we even made temporary tattoos of the back cover illustration.

At Razorfish most of my days are filled with high-level, large-scale strategizing or pushing tiny colored squares around on a screen. It’s always nice to work on a small project and make something that can be felt, picked up and even smelled. I hope you enjoy looking at it as much as I have enjoyed making it.


Flowcharting the Beatles

  • Written by Roger Wong
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    October 30 2009
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  • Posted In : Links
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  • 0 comments

heyjude

Being a Beatles fanatic, I cannot tell you how much I love this.

Link: Love All This: Inspired by jeannr, I flowcharted the Beatles classic, “Hey Jude.” (via Kate McCagg)


True Genius

  • Written by Roger Wong
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    August 19 2009
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  • Posted In : Good Design , Inspiration , Motion Graphics
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  • 0 comments

true_blood_grid

I recently got on the True Blood bandwagon. The first thing I noticed of course was the stunning main title sequence designed by Digital Kitchen. If you haven’t seen it, watch it below (or in HD) and then see how DK made it. I will sit through the main titles every time. It’s beautiful, haunting and mesmerizing.

Thumbnail image of main titles from Art of the Title Sequence


Do Big Ideas Still Matter? Yes.

  • Written by Roger Wong
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    July 21 2009
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  • Posted In : Op-Ed
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  • 0 comments

bigidea

In the age of digital and social media, and in the age of realtime marketing, what matters more? The big idea or the smaller idea and execution?

Many digital agencies have been experimenting with new ways of working to try to get at those ideas and executions that a traditional agency couldn’t dream of. I was working at Organic when we rolled out the “Three Minds” initiative, meaning that for every brainstorm, we needed to have at least three people from three disciplines in the room. This is similar to what Big Spaceship has been trying to do by throwing together teams of creatives, strategists, technologists and production.

Digital agencies think that this is a point of differentiation. They think that online, social and viral are so complex that they need all this brainpower to figure it out. What ends up happening when you put a technologist and/or producer into a room with creatives? Executions. It’s a natural and inevitable thing. And I believe it’s a distraction from getting to a better and bigger idea.

I believe that when you add in people whose jobs are to make things (technologists build, producers produce, etc.) too early in the creative process, before the idea is baked, you shortchange the idea. The idea becomes smaller and less compelling.

Creative teams go there all the time too. Too often do I hear an art director or copywriter say “OK, so the idea is a game within a banner.” No. That’s not the idea. That’s an execution. What’s the idea?

People may argue that the mass audience doesn’t care about the idea; all people will remember is the commercial, billboard or Facebook app (no one remembers banners). I disagree. People remember the campaign which was essentially that story dreamt up one late night in a conference room by a creative partnership.

In the traditional advertising agency model, the two-person copywriter and art director partnership is designed to tell stories. The idea isn’t a TV spot, a print ad or a billboard. The idea isn’t a banner, a microsite or a Facebook app. The idea is a story. It’s a story with a hook, that draws people in, makes them feel something and act on that. And as humans, we love stories.

I believe that for digital agencies to compete with the traditional ones, they need to be better at developing compelling ideas. A big traditional shop can always farm out a digital execution, but digital agencies can’t farm out the idea generation.


Concept != Layout

  • Written by Roger Wong
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    July 13 2009
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  • Posted In : Op-Ed
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  • 0 comments

Fellow Razorfisher and social media guru Shiv Singh asks, in the age of social media, do big ideas matter less? Truth be told, I’ve been thinking about how to craft my reaction to this since I first read a similar tweet from Michael Lebowitz, CEO of Big Spaceship about how the old ad agency creative partnerships are being replaced with other roles.

@bigspaceship: where(sic) putting the art director & copywriter together was the structure of the tv age, we put strategy, tech, design and production together

The quick gist is that there’s a shift towards execution versus concept. The art school I went to had a very strong and simple philosophy that it taught its students: concept is king. In crits we were always asked, “Why did you pick that typeface?” or “What is that color supposed to signify?” or “Why did you choose that style of photography?” etc. There had to be a reason for all the elements in our designs and that reason had to be rooted in the concept.

Concept was not about layout. A concept (or idea) was your point of view on the message you’re trying to convey. And the acid test for whether the concept was a true concept was whether or not you could verbally sum it up in just a couple of sentences and have a completely different design to support that concept.

Oftentimes the word “concept” gets thrown around in our industry. It has become a stand-in for almost any creative deliverable. Three designs are not three concepts. A concept, however, can be executed in three different ways.

Next time, a more direct reaction to if big ideas still matter. Hint: They do.


The End of Twitter?

  • Written by Roger Wong
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    June 18 2009
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  • Posted In : Links , News
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  • 0 comments

twittertime

eMarketer writes that Twitter’s recent meteoritic rise in the media, especially with recent Time magazine cover, will soon spell doom for everyone’s darling 140-character social media service.

I don’t think so. Because of Twitter’s API and how it’s been drilled into the consciousness of anyone who’s online, I don’t think Twitter will die easily. Nor will Facebook for that matter. The use of Twitter, Facebook and other social media to coordinate protests in Iran proves my point. There’s no putting the genie back in the bottle.

Link: Time to Write Twitter’s Tombstone?


iPhone Stencil Kit

  • Written by Roger Wong
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    June 18 2009
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  • Posted In : Links , Mobile
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  • 0 comments

1244223784iphone-stencil

Now this is pretty sweet for those of us who like to sketch things out on paper first. Mmm. I still remember my green plastic template of zoo animals when I was a kid.

Link: iPhone Stencil Kit from Design Commission

(via Shaun Inman)


Art + Technology at WWDC

  • Written by Roger Wong
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    June 08 2009
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  • Posted In : Events
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  • 0 comments

de

As with most creative people, I have ideas. A lot of them. I’ve got ideas for websites, products and of course iPhone apps. The last bit has gotten me really excited recently, especially with articles about how tiny iPhone app developers have been able to make a lot of money. I’m not necessarily interested solely because of the iPhone gold rush—just partially—but also because of the thrill of exploring the new user interfaces that are possible with iPhone.

I’m not a developer. I’m a designer. Although if I tried really hard I could probably learn Objective-C and hack something together, it probably wouldn’t be the best quality and wouldn’t necessarily be the best app. There’s an old quote from Pixar’s John Lasseter that I love: “Art challenges technology and technology inspires art.” If I am to do anything well in the saturated iPhone appland, I need to find a genius dev.

In my quest to hook up with an iPhone developer—since I only know talented web devs—I found Steve Weller. Fantastic guy. He fits the profile of an Apple developer perfectly, in a good way. He knows his stuff and he lives and breathes Apple. Although we haven’t actually worked on a project together yet, he is of the same mindset: good developers need good designers (and vice versa).

To me there are just too many apps out there that are nice from a functionality standpoint, but really fail in user experience. That’s where we as designers can give an app that extra special sauce to help it reach Apple’s Top 25 lists.

Steve has organized a meetup for iPhone developers and designers during WWDC this week. It will be on Wednesday, June 10 at 12:15 by the waterfall at Yerba Buena Gardens. See his site for more info and to RSVP.


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