• Adobe

Foundations – Type

Legendary German designer Erik Spiekermann discusses the importance of typography and offers sage advice for anyone getting started.

Adobe Foundations is an animated series from Adobe that explores the fundamental principles of art and design. Part education, part inspiration, each segment is voiced by a luminary in the field and provides highly relevant advice for hobbyists and working creatives alike.

Our challenge was to create a consistent storytelling approach and wrap it in an aesthetic unique to each topic while feeling like part of a cohesive series. In this first segment "On Type," we took visual and kinetic inspiration from analogue typesetting and letterpress printing and combined it with the infinitely undo-able dynamics of contemporary digital design.

Final Frames

Visual Development

Client: Adobe
Directed by: Oddfellows
Executive Creative Direction: Chris Kelly
Executive Producer: Erica Kelly
Creative Direction: Jarratt Moody
Producer: Kaitlyn Mahoney
Art Direction: Ben Hill
Script Editor: Adrian Rojas Elliot
Design: Yuki Yamada, Ben Hill, Florencia López Casco
Animation: Romain Loubersanes, Mathijs Luijten, Jakob Scott, Jasper Hilgers, Tony Holz, Peter Clark
Music & Sound: Antfood