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Craig Ward
“I’m always seeing images. I just thought everybody was like that.”
“The best designer of film titles in the country today” – Jonathan Demme Discover Craig
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Pablo was proficient in visual hierarchy. He would include images in title sequences yet would arrange the type and visual elements so that the words were more powerful than the image – which was his intent for film credentials and title sequences. He is notorious for this contribution to film sequences, which made his signature look desirable for films. He would do this by combining images with very thin handdrawn titles- balancing emphasis on the title and the picture. The titles would take up great length but a minimal amount of width. This would put the visual emphasis on the title alongside the image in the background.
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“ Keep it moving � Ferro is a profound designer because he introduced design elements that had never been seen before. Using the frames within frames dynamic, multi-frames per second grabbing attention of the background image, and key placements of titles in relation to the background image. Ferro made this contribution back in the 1960’s and is now a widely used visual captivation method. Discover Craig
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Pablo Ferro has received incredible awards for his innovative design work. Receiving the Chrysler Design Award, AIGA Medal, also being inducted in the Art Directors Hall of Fame and received nominations from the Smithsonian Cooper-Hewitt institution. While the films his titles were displayed in received the DGA excellence in Film Award.
”What I did was try to design the images so that your eye would go in a certain direction the whole time. I wasn’t just making multiple pictures, but leading your eye through the pictures.“ – Pablo Ferro Discover Craig
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“ Recognized for introducing narrative and nonlinear dimensions to design for films, changing our visual expectations and demonstrating the power of design to enhance storytelling. ” – Holly Willis Discover Craig
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“Several critics have said that Ferro was one of the first artists to recognize the significance of typography in crafting effective title sequences.” – Holly Willis Like good typographers do, Ferro captured elements of the story and theme within his titles where their design communicated effectively even without context from the words themselves.
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I chose Pablo Ferro because of his excellent contributions to the typography and motion picture world. Inventing design characteristics before its time is what makes visual artists profound in the creative and outside world. Pablo Ferro was a naturally born artists who taught himself design. This authentic beginning allowed Ferro’s design expertise to be trusted among other creative professionals and break into new innovative directions. Pablo not only an innovator in the creative world but also a businessman creating a company after him called Pablo Ferro Films. This dual dimension is what makes Ferro an exceptional multitalented typography designer.
Pablo captures the essence of what makes an artist brilliant. He has such an original style that his design capabilities are trusted in the art community. One design instance Ferro had a vision for a title display however the client didn’t like the design. The client felt the design’s visual and typography hierarchy was not placed correctly. In most cases, the client is always right, however, Ferro went with his original design. With his expertise the client saw the designs effectiveness and chose Ferro’s signature look. This shows that Ferro’s designs were inventive of his time shook up conventional design standards. Likewise Ferro’s originality in design was trusted over client’s perception of what would be right. His style is inventive yet easily recognizable which makes him an exceptional designer.
“I’m always seeing images. I just thought everybody was like that.” Discover Craig
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“Everything I do is always moving” - Pablo Ferro Discover Craig
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