The challenge was to include “hey watch this!” less like an expression (when you’re about to do something stupid) and more in a visual way. We started a long work of concept and brainstorming of the digital world and internet stuff, and we focused on the base of the web: the pixel
So we traveled to the 80’s, played super mario, and then get inspired by the digital movement typical from arcade games.
The first step after the concept was the development of different patterns that imitate the movement of the pixel. We used the square as base, and with it we started to compose and decompose some texture with different weights.We applied these to a first letter, keeping in mind that all of them had specific needs and required a personalized treatment, that’s why every character contains between 4 to 6 shapes.We applied this method to the other letters until we found the right shape for each one. We worked principally in illustrator to have the best resolution and the possibility to implement the graphic in different applications. The final result was pretty cool and unexpected.
The first support that we did was the official poster, after more than 100 different versions we found finally the right one. In this version we used the letters as masks that we filled with bright colors.
