The Brief ✷ KiloType, award-winning type foundry, invited me to create an animated showcase for Plastique - their typeface referencing plastic manufacturing techniques. I was given plenty of room to follow my own creative instincts, because the brief was completely open to my interpretation.
The Concept ✷ The typeface's connection to plastic toy production pointed me straight toward childhood. I wanted to build a world where typography and toys blur together: each letter has its own personality and its own way of moving. I envisioned Plastique not just as a mere typeface, but a whole universe.
The central idea was personification: treating the characters of a typeface as actual characters. Jumpy, glossy, plasticky little life forms inhabiting a landscape where the boundary between letter and toy dissolves entirely.
The Process ✷ I started by developing the visual world from the ground up - experimenting with textures, materials and lighting to get that specific glossy, tactile quality that feels both synthetic and alive (and very much plastic). Each letterform was designed as an individual, with its own traits built into how it moves and occupies space. The result is less a font animation and more a small piece of world-building.
