What you see above is the official recap video from Weapons of Mass Creation Fest 2012, released just today. While there will be a longer documentary (and speaker videos) in the near future, Aaron Freeder's short film perfectly encapsulates the scope and spirit of this year's fest. Using interviews, performances, lectures, and other footage shot both at the festival and around Cleveland, Freeder puts a rather elegant bow on what's become the go-to creative event in the Midwest every summer.
Beyond my work as an organizing partner with the fest, I was honored to be one of five people providing custom typography for the video. Joining me in the title-creation process were WMC Fest founder Jeff Finley, Brandon Rike, Carolyn Sewell, and Nate Utesch. As you'll see, the titles appear both throughout the film and in one amazing mosaic toward the end (captured in the image at the bottom of this post by Tim Lampe, who I was excited to meet at the fest).
The assignment came with no art direction, other than the five phrases Jeff gave us. With those in hand, and last year's wonderful recap video in mind, I got to work. I sought to push myself in new directions with the titles, with the big emphasis on hand-done type. Nearly everything you see below — with the exception of the "the" in "The Northcoast" and the "has a story" in "Everyone Has a Story" — came from me producing letterforms and bringing them together in Illustrator.
With rare exception, I wanted the type to tell the story. I didn't want to overdesign these, knowing they'd either be on-screen for mere seconds or be seen at a real small size as part of a mosaic. And they had to work in one color, too, given how they'd be used in the film. So what you see below and in the film is the natural outcome of this thinking.
What I love is seeing them in the final product when placed side-by-side with their peers. The others who contributed titles are a supremely talented bunch, this goes without saying. And though we worked on these separate from each other, I really dig how well the titles work together when rubbing elbows. Which, if you think about it, really speaks to the vibe we're trying to cultivate with WMC Fest itself.