The team at JWT came to us looking to incorporate branding and typography into their most recent Smirnoff commercials. We started off with Smirnoff's font, Trade Gothic Condense Bold, then altered it so it would fit seamlessly into their spots. We did this by treating the typeface… The solution we came up with is a reflection of the neon elements that run throughout the commercial. We then tracked the new typeface into the environment.
What we produced included a subtle animation technique and a unique typographical treatment, creating a beautiful super in both English and French.
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