Talking Type
Optimum Voice, 2007
Gardner Nelson & Partners approached me for ideas regarding an entirely typography-driven commercial—specifically, a conversation between two off-screen voices: Ed and George. As they casually discuss the advantages of Optimum Voice, their words are given life.
A direction that intrigued me was the type living within a world of paper—and taking on those qualities as such. Lettershapes could be cut into the paper or carved out of. In other words, the spot can playfully employ not just the positive shape of the letters—but the negative shape, or hole, as well.
Above: Frames from the pitched board.
© 2008 JJ Walker. All rights reserved.
