Job:01212 Title: Basics typography (AVA)
2nd Proof Page:10 9A)
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BBC Sports Personality of the Year – Why Not Associates
Why Not Associates’ promotional clip for the BBC Sports
Personality of the Year programme, from 2004, was a
larger commission that allowed the design group an even
more sophisticated approach. This example is particularly
interesting with regard to the dynamic relationship between
image and text, because it uses a zoom effect in combination
with typographic textures to blend one moving image
sequence into the next. The imagery seems to fall apart into
the fragments of a text, so the balance shifts from image to
text and back to the next image.Job:01212 Title: Basics typography (AVA)
2nd Proof Page:10 9001-184 01212_C1.indd 109001-184 01212_C1.indd 109 1/16/09 11:49:33 AM1/16/09 11:49:33 AM