L’arte di vivere
Areas: Art direction, Motion graphics
Tools: After Effects, Photoshop, Illustrator
Zelig TV is an Italian comedy TV channel. For their new talk show, L’arte di vivere, on which guests are invited to discuss art, they needed a logo design, an opening theme, and a lower third animation.
Opening theme
The opening theme had to be no more than 30 seconds long, clearly communicate the art theme of the show, and feature the logo animation and the show’s hosts.
I kept the lower third animation simple, as its primary purpose is to inform, not distract. The logo animation appears along with text backgrounds in irregular shapes inspired by Russian avant-garde typography.
Lower third
Simple storyboard and moodboard with colours, materials, and general visual direction. I drew much inspiration from collage, the Russian avant-garde and Dada.
Logo animation
I created the logo by combining and distorting type in order to achieve the collage effect that is emblematic of Dada posters. I kept the animation simple, but quirky, in order to match the show’s general light-hearted mood.
Collage elements
Graphics float throughout the opening theme—again, I wanted the opening to be immediately reminiscent of collage. By using vintage & antique graphics (or editing graphics to look period-appropriate) I ensured the viewer’s mind goes directly to early 20th century avant-garde. Of course, a photo of Duchamp’s Fountain was indispensable.