RESEARCH
FIRST EXPLORATIONS. When we first received the brief, we explored the possibility of using a pre-existing typeface for the title sequence. Quickly we realized that to truly honor the rich inspiration behind the CRUELLA DeVILLE concept and character, what the project needed was a custom lettering piece. For this, we took inspiration from three main sources:
Car badge photos by Chromeography, Classic Cars, Martin Alford, Yuval, Florian Hardwig, Sander Toonen, zbindch, Álvaro Franca, John Hudson and Sascha Wolfer.
CLASSIC CAR BADGES. The production team rented a 1950s Ford Victoria, and it was one of the highlight pieces in the art direction of the video, so we kickstarted the sketch process by imagining how a CRUELLA car model chrome badge would look like.
c. 1957 Ford Victoria in set during the production of the video.
Quote card from the trailer to Lewis Allen's “The Uninvited” (1944)
CLASSIC FILM TITLE CARDS. The video had a tagline from the start: A criminal love (not) story. It was intentionally evocative of the text in old movie trailers, so we researched how these titles were usually typeset in movies from the Golden Age of Hollywood. Also, since the name CRUELLA itself was inspired by a classical movie (Walt Disney's 101 Dalmatians, 1961), it only made sense to include classical cinema in our research.
Some examples from Steven L. Feinberg's “Crane's Wedding Blue Book. The Styles and Etiquette of Announcements, Invitations and Other Correspondences” (1993). Also included is an actual wedding invitation from 1904.
CLASSIC WEDDING STATIONERY. The lyrics to CRUELLA DeVILLE talk about an idealized, imaginary romantic interest and partner in crime for its author and performer, WILLIE DeVILLE, so we looked at some fine examples of wedding stationery, calligraphy and typography.
DEVELOPMENT
Multiple pages of hand-drawn lettering concepts and explorations.
Animation for the title sequence. The video starts in the classic 4:3 aspect ratio of vintage TV before transitioning to the 2.39:1 aspect ratio typical of film.
Main character title card. ~4:3
Videoclip title card. ~2.39:1
Social media promo material, inspired by the structure and aesthetic of vintage car ads.
Coprotagonizado por Guille Dávila como "Willie DeVille" & Lucía Giannone como "Cruella DeVille" in a criminal love (not) story.
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Willie DeVille junto a iQlover & V.Rod en "Cruella DeVille". Sencillo perteneciente a "Una Película De", disco de Willie DeVille.
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· Mezcla y máster en Jamgle Records, por Lokiuno
· Beat de V.Rod
· Beat (INTRO) de Hocho
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Un video de LACOSTA FILMES.
· Producción ejecutiva de K12.
· Producción de campo de Veztalone, Irene López, Penélope Mata.
· Grabación de Veztalone.
· Edición de Willie DeVille.
· Arte de Penélope Mata.
· Maquillaje de Roxane Rodríguez.
· Vestuario de Irene López, Penélope Mate y Roxane Rodríguez.
· Asistencia de campo de María José Méndez.
· Hairdressing para Lucía de Cristina Clavier.
· Diseño de Ayrton Oropeza.
· Fotografía fija Alejandro Luna y Jorge Sarmiento.
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Filmado en Lechería, Anzoátegui, Venezuela. Agradecimiento especial a "Galba" y todo el combo de Lechería.
