Mad Men, Film Titles
Imaginary Forces, New York, New York, 2007
Description
The directors approached the opening title like a live-action film-title project. The disciplined use of camera angles combined with sophisticated graphics achieves insight into the main character’s subconscious. The character’s free fall from the office suite, past the skyscraper’s advertising imagery, captures the story of the show—a character who is calm on the outside and free-falling on the inside. The fall is cut short abruptly by his composed, reclining pose.
The closing image of the title sequence became the branding device for the show, as well as the image used in its print advertising and key art.
Collections:
AIGA 365: 29 (2008)
Repository:
Denver Art Museum
Discipline:
Brand and identity systems design
Format:
Film title (Title sequence)
Credits
- Design firm
- Imaginary Forces
- Creative director
- Peter Frankfurt
- Art directors
- Steve Fuller, Mark Gardner
- Designers
- Jeremy Cox, Joey Salim, Fabian Tejada
- Production directors
- Steve Fuller, Mark Gardner
- Production coordinator
- Michele Watkins
- Editor
- Caleb Woods
- Music
- RJD2, “A Beautiful Mine”
- Producer
- Cara McKenny
- Directors
- Steve Fuller, Mark Gardner
- Animators
- Jeremy Cox, Jason Goodman, Jordan Sariego, Fabian Tejada
- Client
- AMC/Lionsgate
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