The Royal Mint
ART DIRECTION & MOTION GRAPHICS
Founded in 886 AD, The Royal Mint launches it’s first-ever collection of jewelry as a wearable asset: beautiful pieces that retain their value for generations.
The campaign creative builds on The Royal Mint’s vast history as Britain’s oldest company – over a thousand years of minting currency and commemorating important people on it’s coinage. The campaign launch features a new visual identity, new packaging, and a still and video portrait series that reflects the wonderful diversity of the faces of Britain today.
CREDITS
:
Creative Direction: Look Inc.
Art Direction: Alice Lees, Emma Berliner, Louis Tuakli-Mason
Account Manager: Leanne Girven
Production: Farago Projects
DP: Jack Exton
Type Design: Seb McLauchlan
Graphic Design: Elif Tanman
Edit: Punderson Gardens
Motion Graphics: Emma Berliner
Client: The Royal Mint / Dominic Jones
:
Creative Direction: Look Inc.
Art Direction: Alice Lees, Emma Berliner, Louis Tuakli-Mason
Account Manager: Leanne Girven
Production: Farago Projects
DP: Jack Exton
Type Design: Seb McLauchlan
Graphic Design: Elif Tanman
Edit: Punderson Gardens
Motion Graphics: Emma Berliner
Client: The Royal Mint / Dominic Jones
My role as Art Director focused on early concepting, as well as, early graphic design explorations in the pitch phase. Following production, my role shifted to the Art Direction of the video deliverables and creating the final Motion Graphics & Animations within the videos. Bold color and archival materials are juxtaposed with the campaign portraiture to achieve the larger brand narrative: Britian’s enduring legacy as both old and new.
Playing on the motif of portraiture, from both coinage and photography, the videos playfully combine these elements: mixing archival textures with the vibrant photography and energetic color palette of the updated visual identity.