Graphic

DDMMYY 73 Klim Type Foundry 29 American Grotesk

2024 Design Craft
Credits
  • Pou Auaha / Creative Directors
    Kelvin Soh, Simon Oosterdijk
  • Ngā Kaimahi / Team Members
    Kelvin Soh, Holly Zeng, Paul Gerring, Joe Moore, Karri Kuoppala, Alisa Welby
  • Kaitautoko / Contributor
    Sam Wieck
  • Client
    Klim Type Foundry
Judge's comments:

This project brought home the bacon! High quality, impactful with strong art direction to create a cohesive feeling across a diverse image set.

Description:

Reflecting on the history of persuasion in America, we are underscoring recent conversations around post-truth by using unusual mashups of Americana created with generative A.I. and analog photography. Like Bollywood in relation to Hollywood, this is an America seen from a non-American perspective, an outsider's cocktail of cultural deconstruction and satire — commentary and comedy — inspired by Colors magazine, Adbusters and S.N.L. The blatant use of A.I. is a reminder that the medium is very much the message, focusing less on truth per se, and more on the weaponised tools of persuasion, and the ongoing construction of personal truths. This is American Grotesk®.