| Title | HOFESH |
| Brand | MCGARRYBOWEN |
| Product/Service | HOFESH |
| Category |
A06. Typography |
|
Entrant
|
COFFEE AND TV London, UNITED KINGDOM
|
|
Idea Creation
|
COFFEE AND TV London, UNITED KINGDOM
|
|
Production
|
COFFEE AND TV London, UNITED KINGDOM
|
Credits
| Steve Waugh |
Coffee & TV |
Head of Design |
| Chris Chard |
Coffee & TV |
Producer & Co-Founder |
| Alessia Small |
mcgarrybowen |
Agency Producer |
| Paul Mackay-Thomas |
Coffee & TV |
3D Artist |
| Clara Mulligan |
mcgarrybowen |
Head of Design |
| Jason Gonsalves |
mcgarrybowen |
UK CEO |
The Campaign
The logo typography for the Hofesh Shechter Company is completely and authentically derived by the movement of their dance. Creating the shape of the logo with raw movements from a dancer, forms an intimate connection between the company and new branding. To produce a greater association with the company, the animated typography was also set within a gritty, earthy and organic environment to mirror the stage set designs from Hofesh performances.
Creative Execution
Hofesh’s new logo was commissioned to spearhead the company’s website and branding across all social media and marketing platforms. Production and post production started six weeks ahead of the launch, which coincided with the celebration of the company’s Grand Finale performance run at Sadler's Wells.
The dance was improvised on set to create a natural and free performance. As the performance of the ‘Hofesh’ dancer would generate the logo, motion capture was used to record their movement. Once the preferred take was selected the data was imported into Cinema 4D. The CG team then had a digital character from which they could develop a particle system. After an extensive period of RnD and design, earthy and distressed textures were applied. To emphasise the presence of a human guiding the textured trail, sparks and smoke were added. The dance was set in a simple, dark and gritty setting, referencing the Hofesh live shows. The CG camera move was designed to give a hand held and intimate feel to the sequence. The single shot was essential to convey the authenticity of the logo being generated by the dance, allowing no room for any cheats or editing tricks.