Type Specimen
A brief set by ISTD to create a type specimen for the chosen font family, Avant Garde.
The goal: to engage the audience through any method or medium, with the typeface remaining at the centre of the piece.
The concept was to create a moving type specimen, combining computer-generated motion graphics to animate and bring life to the text, with filmed footage to showcase the font’s relevance and application in the modern world.
The film opens with computer-animated text, guiding the viewer through the history of the typeface. It aims to inform while also engaging, supported by an original soundtrack that gradually builds momentum and leads into a seamless transition to live-action footage.
The second half of the film focuses on Avant Garde in the real world—highlighting its contemporary uses across various environments. The piece concludes by presenting the different styles within the font family, ending with a striking title card.
The contrast between animation and film creates a bold and dynamic cut, emphasizing the font’s modern applications while reflecting on its original design intent. Though it comments on the irony of the typeface’s current usage, the piece ultimately celebrates its global presence and adaptability.
Sound plays a vital role in all motion design, and for this project, I composed a custom soundtrack to elevate the visual themes. The music enhances the rhythm and energy of the piece, helping to sustain viewer engagement from start to finish.