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Design Category
Motion graphics, 1999
Design firm
Imaginary Forces (Hollywood, California)
Collection
(2000) AIGA 365: 21
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Janus is a mutual fund company that lends the impression of being extremely accessible and “user-friendly.” We used simple metaphoric images to stand for the company, rather than submitting to the trend of inundating the viewer with a surge of tangentially related images. Each “Janus moment,” however represents more than mere simplicity. The commercials capitalize on events that the company is particularly proud of. The spots combine live action with animated typography, embodying Janus’s reliability and persistence while still appealing visually to the masses.