The film has been cut and rearranged in terms of what we see and what we hear in comparison to the original form. It represents designers working to create a product that is deemed valuable and beautiful, however the movement of the footage and the interuption of natural flow represent the skewing of thought that what you are seeing is not reality.
The treatment of the film shows that their is more complexity than this dreamlike state (aided by the soundscape heard in the background). The existential quote illustrates the concept that yes, designers create things that can be seen as valuable and beautiful, but that is not always the case no matter who you are and how it is represented.
There will always be those who agree, disagree and others don’t even notice or care. To illustrate the concept of those who don’t care the film becomes the background of the text in the end. The poster goes from emphasizing the importance of the designer (people who love what you do), to disengaging the belief (people who hate what you do) to showing a dismissed attitude (people who don’t care).
The text becomes the foreground to show this dismissive attitude that there is all of this work and process behind everything that no one can see or maybe that nobody cares to take notice.
The sound was composed from the original video itself, re-appropriating various elements of the audio that was needed to convey the message. The dramatic musical scores in the background to open and close the poster with an upbeat vibe to emphasize the pride in the reader’s voice.
The typeface used is Futura Extra Bold with the counters knocked out.
American Look. Dir. W. F. Banes and John Thiele. Chevrolet. 1950s Designers. You Tube, 10 May 2006. Web. 4 Mar. 2010. .
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