NEW YORK CITYâ€” Multi-disciplinary studio Thornberg & Forester was selected by Robert Fernandez, 2008 AICP Show Chairman, and CEO/Partner of Moxie Picutres, and Matt Miller, President and CEO of the Association of Independent Commercial Producers (AICP) to create the opening, interstitials and packaging for the 2008 AICP Show, The Art & Technique of the American Commercial, which debuted on June 3rd at The Museum of Modern Art (MoMA) on June 3rd. Inspired by the architectural aesthetic of the museumâ€™s physical space and the tasteful integration of various typefaces used throughout the exhibition halls, T&F partners and creative directors Scott Matz and Justin Meredith created an innovative type-based show open that captures the aura of the worldâ€™s most famous modern museum. The result is a 60-second mesmerizing and gracefully choreographed 3D symphony of letters. â€œOur experience working with Thornberg & Forester on the AICP Show titles was nothing short of a pleasure,â€? affirms Miller. â€œThey were able to take our thoughts, articulate them visually, and push beyond our expectations. They are wonderfully creative, with fantastic design sensibilities, and consummate professionals.â€?
Matz and Meredith, visited MoMA several times during the research phase of the project to soak up the atmosphere and shoot stills they would use in forthcoming think tank sessions. The two designer/animators were drawn to the typography throughout the museum and how tastefully the type is integrated into the exhibitions. â€œIt occurred to us that no one had ever focused on the actual museum space before,â€? says Matz. â€œWe were inspired by the physical space and designed the sequence within it.â€? â€œOur ultimate goal was to communicate the notion that `you have arrivedâ€™ as each of the AICP honorees are entered into the perment archives of MoMAâ€™s Department of Film,â€? adds Meredith. The result is a 60 second show open that is architectural in feel with letters treated as artwork and sculpture. The movement of the individual letters directs the journey from space to space in the museum, ultimately revealing the monolithic AICP logo. In addition to the show open, T&F created program interstitials, credits, synched animations for the lobby screens, and print materials including the forthcoming DVD cover. To execute the project, a combination of programs were used including Maya, After Effects, Illustrator, and Qube! The team led by Matz and Meredith was helmed by 3D Lead and Technical Director, Linas Jodwalis. Jodwalis created a system for the other animators that streamlined and coordinated the process and brought the design concepts and aesthetic to fruition. T&F partner and executive producer Elizabeth Kiehner spearheaded the project, while producer Kimberly Abels provided organizational force and client communication. Music and sound design were composed by Michael Montes, principal of Sacred Noise, NYC. Fernandez of Moxie Films and Miller of the AICP were integral in the creative collaboration. ABOUT THORNBERG & FORESTER Founded in New York City in 2007 by partners Scott Matz, Elizabeth Kiehner and Justin Meredith , Thornberg & Forester is a creative studio, specializing in design and production, with the sole objective of generating success for clients working in the television, film, advertising and multi-media industries. Thornberg & Forester is located at 78 Fifth Avenue, 6th floor, New York, NY 10011. The phone is (212) 367-0858 and the website is