MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”
MTV’s “Fashionably Loud”

MTV’s “Fashionably Loud”

Brand New School, Santa Monica, California, 2000

Description

We were asked to create three show identities for MTV’s “Fashionably Loud” week. We reversed the title to “Loudly Fashionable” and devised a visual world where textile colors, patterns and styles clash. We browsed through the history of fashion and textile design and illustration and came up with two strategies. One strategy was inspired by an old fashion designer and dressmaker’s trick, where cutouts of dress shapes serve as masks for trying out textile samples. We created a symbiosis of photographic skin and hair, and flat graphics within the shapes of the clothes and the backgrounds. The second strategy was to shoot with a motor still camera, and then edit the pictures into a sequence. While initially a limited budget forced us to find an alternative to film, we soon appreciated the brilliant quality of these fashion photographs set into jagged motion.

Collections: AIGA 365: 22 (2001)
Discipline: Motion graphics
Format: Motion graphic, Promotion

Credits

Design firm
Brand New School
Designers/illustrators
Sean Dougherty, Jens Gehlhaar, Jonathan Notaro
Editors/animators
Brumby Boylston, Sean Dougherty, Jens Gehlhaar, Jonathan Notaro
Copywrite/type designer
Jens Gehlhaar
Photographers
Jonathan Notaro, Pat Notaro
Producer
Angela de Oliveira
Typefaces
Akzidenz Grotesk, BNS Chevron
Software
Adobe Macromedia
Sound design
Machine Head
Client
MTV Networks
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