To inform the creative approach, our team met with Andy several times to uncover the many nuances in the story and of Iranian culture. We also worked with the film’s Art and Animation Director, Naghmeh Farzaneh who provided a wealth of creative inputs that helped us to land on a creative direction that complimented the film’s overall art direction. Colors and textures were lifted from the film and baked into the sequence’s art direction.
We also performed visual research to get a sense of Iran’s urban landscapes and found a complex and layered tapestry of antiquity and new; a contrast between the ephemeral and the enduring, of grit and shine. We wanted to capture these ideas in the sequence as a canvas for the archival footage and the titles to lay upon.
When determining the font for the end credit sequence, we noticed there were many different Persian letterforms versions including what looked to be serif and sans-serif letterforms. After discussing with Andy, we learned the serifed Persian letterforms represented the dictatorship and the sans serif letterforms represented a more contemporary view of Iran (the resistance).
We went with Sans Serif.
