The name was already there
The lockup and end-tag design for Revlon's "Hypnotized," a black-and-white cinematic spot directed by Darren Aronofsky through DDCD & Partners, starring Jessica Biel and Pharrell Williams.
The product name was long, Grow Luscious Plumping Mascara, and the spot was cinema, not catalog. Stacking a typographic super on Aronofsky's frames would have broken the spell. The job was to make the name read without ever interrupting the film.
Revlon — Grow Luscious Plumping Mascara
The name was already there The lockup and end-tag design for Revlon's "Hypnotized," a black-and-white cinematic spot directed by Darren Aronofsky through DDCD & Partners, starring Jessica Biel and Pharrell Williams. The product name was long, Grow Luscious Plumping Mascara, and the spot was cinema, not catalog. Stacking a typographic super on Aronofsky's frames would have broken the spell. The job was to make the name read without ever interrupting the film.
The film lived on reflection: Biel at her vanity, Pharrell drawn through the hallways toward her, the two of them rarely in the same room but always in each other's mirrors. The end tag needed to extend that language, not break from it. A reflection of the bottle, not just the bottle.
The film lived on reflection: Biel at her vanity, Pharrell drawn through the hallways toward her, the two of them rarely in the same room but always in each other's mirrors. The end tag needed to extend that language, not break from it. A reflection of the bottle, not just the bottle.
The solution came from subtraction. We rotated the product horizontal, let the name on the packaging do its own work, and removed every additional super from the frame. What remained was the product, its own typography, and a single discipline line in Avenir + Didot — modernist sans cut with classical serif. Restraint and seduction in one lockup.
The solution came from subtraction. We rotated the product horizontal, let the name on the packaging do its own work, and removed every additional super from the frame. What remained was the product, its own typography, and a single discipline line in Avenir + Didot — modernist sans cut with classical serif. Restraint and seduction in one lockup.
Across cutdowns the same logic held: the film stayed cinema, the type stayed quiet, the product spoke for itself. Hypnotized.
Across cutdowns the same logic held: the film stayed cinema, the type stayed quiet, the product spoke for itself. Hypnotized.
