An ADCC Featured Story


Printed by Somerset

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We asked Lisa Greenberg, VP, Creative Director at Leo Burnett, Toronto and director Luis Albuquerque to take us through the process of their award winning identity and website for Somerset Graphics.

Lisa:  All designers knew about Somerset – they had a great reputation in the industry for doing quality print work, but the actual brand was out of date. Our task was to get designers to say ‘hello’ again. Our first task was the identity. The team came up with many options and in the end we picked the option that truly showed a designer that these guys can print and have amazing precision.  

Printing the Stationery

Lisa: We used many techniques – the one important part was getting the new logo (which looks like the stacks of paper on the print floor) to be even all the way around and on both sides of the card. A very difficult printing accomplishment.

We used gorgeous papers with a multitude of coloured inks – we foiled, we tried varnishes – this was a designer’s nirvana! We covered all the styles – corporate to disco.

The Printed Website

Lisa: The website was a secondary ask. We asked ourselves “How do you make a website for designers that show off a printer?” When the team presented this idea, we knew it was the one and the printed website began. This took a tremendously talented team 2 years to complete – we figured out how websites behaved and matched the printing techniques accordingly. We paired up with the amazing Luis Albuquerque who shot the whole website in stop animation and we literally patched the whole website together.

Lisa: The main challenge for the website and printed piece was keeping the size down and balancing just the right amount of tech. We had never done anything like this before so it was a lot of experimenting.

We had to print the whole website first before the fun of filming. Then the hard road of making it all work began. How do we get the scratch bar to look natural – we wanted those annoying little flecks to remain after a viewer’s mouse scratched the bar clean. The details take time.

Shooting The Website

Luis:  Every section that needed to be animated was captured using traditional stop motion photography by taking a picture frame of every movement with a 35mm camera. When we had a sequence of frames, it was played back to see how the animation came to life and from there we would do small tweaks for a smoother transition. In the end, we had close to 3000 frames that were edited down to about 2000 working images.

Luis: From test day to final photography we spent a total of 5 days filming. Thinking back, we used maybe a total of 30 pieces from a hefty amount that Somerset sent me. Areas like the “menu bar” were done on 2-3 pieces until we got the right scratch removal with the perfect amount of scratch residue and areas like “meet the team” had to be done on a new printed piece for each head that I pulled from the perforations.

 

Luis: We faced many challenges, how best to scratch the menu bar, (turns out your fingernail works great!). How to pull the perforations, how to flip the cards, how to make the paper “wavy.” In the end, we used fishing line, wire, tweezers, thin plastic rods, blocks, foam core, sticky tack, hot glue, tape and lots of patience to make things come alive.

 

Printed by Somerset

Lisa: The team’s tenacity, of course the client, and the results were what I liked most about this project. Somerset has hundreds of requests for the website (it’s on back order!) What more can you ask of a collaboration? This project has been recognized at D&AD, the One Show NY, and Cannes to name a few shows. We are thrilled to be recognized by the incredible international panel of judges at the ADCC.

Luis: Figuring out the challenges was fun, but the best part of the project was working with the Leo team. Dejan and Pedro were outstanding art directors, very hands on in helping problem solve and directing me.

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