Having overcome the hurdle of how to shoot the spot, the next question was one of design. What should the lettering look like? How should it move? In the 'Unreliable' spot, the agency was searching for a look evocative of childhood so they enlisted the S&M design and animation departments for ideas.
Kicking off the design process with letters comprised of a complex collage of childhood relics, the look of the text evolved into a simpler hand-drawn aesthetic. Have a look at the design evolution below:
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| design evolution of "unreliable" |
Finally landing on the scribbled crayon appearance, the team then provided several different options for the look and motion of the scribbling within the letter outlines. Check out the 'scribble' development options below:
Check back tomorrow for the final entry on the CreditReport.com breakdown to see what look was chosen and how the letters were integrated with the live action footage.
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