Hero Campaign

The Hero campaign, for Gympass, in partnership with designer Fernanda Ferrari. Animated typography: the word assembles itself on screen out of loose letters, over flat-colour burst shapes.

The letters are geometry with real volume and their own shadow, not flat type with a drop shadow underneath. They rotate on all three axes as they find their final position, and the burst shapes behind them are modelled in the same space, so one casts shadow onto the other and the depth is genuine. The hard part of 3D typography is legibility: mid-rotation, an extruded letter becomes an unreadable block. The fix was controlling extrusion depth and light direction so every letter keeps reading at any angle along the move.