I was tasked with developing a promotional campaign for Masqualero, a typeface designed by Monotype. The core objective was to deeply understand the typeface's characteristics and craft a promotional strategy that perfectly aligned with its unique attributes.
Strategic Concept and Rationale
Knowing that Masqualero was directly inspired by the legendary jazz musician Miles Davis and featured three distinct weights, I developed a concept that showcased these characteristics through the lens of three classic films. This allowed me to demonstrate the typeface's versatility and thematic depth across different contexts.
Creative Execution
To realize this "contemporary classic" vision, I intentionally chose motion design as the primary medium to push my personal skill development. This execution utilized a compelling creative toolkit: a palette of bold colors that were both evocative and modern, and an integrated modern jazz score to establish a sophisticated and rhythmic tone, directly referencing the typeface’s musical inspiration. This approach successfully brought the typeface's expressive range and cultural heritage to life.
Selections from this main video were designed to be strategically repurposed as high-impact promotional assets for social media channels. This approach aimed to ensure brand consistency and provide versatile, engaging content to drive awareness.
