After launching Helvetica the Perfume, we were amazed to see how many people had a public love/hate relationship with both the font and the product.
We created the Lovers & Haters video pieces as a reflection of that public opinion and to show that you can find beauty in both. And we were really excited to smash a lot of glass and throw a ton of paint.
The videos were shot over the course of two days in NYC with a team of photographers, videographers and designers. We used a RED camera to capture the action in high def slow motion. All footage is shot in camera without the use of special effects in post.
Produced & Directed by Guts & Glory
Director of Photography: Marshall Troy
Video Editor: Ian Kalmbaugh
Sound Design Ian Kalmbaugh
Additional Assistance:
Carlo Espiritu, Marc Phu, Paul Christian, Cody Rasmussen, Harriet Salmon, Mackenzie Mollo
The homepage was redesigned to prominently feature the videos.
A companion print piece was created to feature a series of quotes from the lovers and haters of
Helvetica The Perfume gathered from across the internet. The quotes are also featured on the website.
Helvetica The Perfume gathered from across the internet. The quotes are also featured on the website.
Two elaborate sets were built to house the giant mess we created while shooting. Both involved kiddy pools and lots and lots of plastic sheeting.
We worked with an artist who hand mixed dozens of different colors of tempera paint.
We used the soundwaves from a sub woofer to create all of the bouncing paint shots. It took a lot of experimentation to find the right song to create enough energy to force the paint up off the surface of the sub. Eventually we settled on Blurring Lines by Blackbird Blackbird.
We had to create a rigging system that held the bottle still during shooting but would also be flexible enough to allow us to remove the bottle and clean it off between shots.
Safety first was the motto of our second shoot day since the Haters video involved lots and lots of broken glass flying through the air.
