New York-based design and VFX studio Click 3X recently produced title sequences for two feature films from Academy Award-winning directors, Jonathan Demme’s Rachel Getting Married, and Davis Guggenheim’s It Might Get Loud. Both projects involved heavy stylistic experimentation and hands-on collaboration with the directors to develop sequences that embody and introduce the subject, complement the film openings, and add to the overall storylines. The projects demonstrate the range of scope and design depth of the Click 3X team, who continue to release visual solutions for commercials, films, television, music videos, and integrated media.
Rachel Getting Married, released in late 2008, was shot documentary-style to convey the tension and uncomfortable nature of complex interpersonal relationships, heightened by the abnormal interactions that only a wedding weekend can provide. Both the film and Anne Hathaway’s role have received great critical acclaim. For the project, Click collaborated once again with director Jonathan Demme, expanding on the working relationship first established with Demme’s unconventional feature documentary on Jimmy Carter titled, Man From Plains. In developing the titles, the design team carefully infused Demme’s directorial vision to capture and subtly convey the palpable friction of a flawed family, as well unveiling the raw feelings and conflict that weddings can incite.
Creative Director Steve Tozzi adds, “Using the input from Jonathan and some really elaborate and unique styling, we tried to integrate emotive hints at the plot into every detail of the titling. Each aspect of the opening sequence, from the typography and screen placement, to the range to type sequences and titles and names all echo the mood of the film. Even the placement of text on the screen reiterates the disorganization and awkwardness of the relationships and emotions that stem from the weekend wedding.”
It Might Get Loud is a rousing documentary on the electric guitar told from the point of view of three highly-influential rock musicians: Jimmy Page, The Edge, and Jack White. The titling sequence, a series of slow, sensual beauty shots of a collection of guitars, has a practical look that complements the rich history of the electric guitar. Titles gradually appear near the neck and body of the instruments, until finally revealing the names of the three iconic players, branded on the guitars like logos, each with a look that parallels the guitars they used.
Tozzi explains, “For this project it was really important to develop symbolic typography-something that would really embody each icons’ style, era, and of course, music. For Jimmy Page the look is classic, Gibsonian, while The Edge has an electric, techy feel, and Jack White is about retro simplicity-he really could pick up any guitar and play.”
With this distinct typography, the Click designers help position each guitarists’ legacy as an evocative, widely-recognized brand, complete with millions of loyal fans and a dynamic rock history-all epitomized in lines, angles, colors and shadows of their personal logo. The company worked closely with Director Davis Guggenheim of Inconvenient Truth, using his creative insight and the film’s historical footage, interviews, and theme as inspiration. In addition to the title sequence, Click 3X designed the film poster and developed the look and feel of the materials that launched the film at Toronto Film Fest.
About Click 3X:
New York-based Click 3X produces cutting-edge visual solutions for commercials, feature films, television, music videos and broadcast clients around the globe. Founded in 1993, Click 3X has become the preeminent digital studio led by artists, yet supported by one of the most technologically advanced studios in the industry. With award-winning design, powerful visual effects, and a visionary animation team, Click 3X has worked on such diverse projects as Jonathan Demme’s unconventional feature documentary on Jimmy Carter entitled, Man From Plains; Animal Collective’s Peacebone video directed by Tim Saccenti; and Time Warner’s video instillation, Home Of The Future which was showcased on the Time Warner building in NYC.