CRAIG WARD
MARSHELLA SANJAYA PRESENTS
WORDS ARE PICTURES ORIGINAL ARTWORKS BY CRAIG WARD
2014
“I think, the joy of being a designer is that it’s a constantly evolving experience”
WORDS ARE PICTURES
TABLE OF CONTENT CRAIG WARD
2 About Craig Ward
5 Craig Ward for
5 Mulberry Pre-Collection AW 2011
7 Calvin Klein Dark Obsessions & RCKR Kick 9 Hennessy What’s your Wild Rabbit? 13 Lady Gaga Inside the Outside 15 New York Lottery
29 Words are Pictures Studio 32 Praises 33 Representation
19 Manhattan Leterpress Print 21 Discover Magazine 30th Anniversary 23 Fear Typography for Secret Deodorant 25 Macy 4th of July Fireworks
Words are Pictures
ABOUT CRAIG WARD
Craig Ward (born 1981) is a British-born, New York-based designer and art director primarily known for his pioneering typographic works and often scientific solutions to projects. A frequent speaker, occasional artist, published author and contributor to several industry journals, he has created award winning typography for a diverse array of clients across the advertising, publishing, fashion and music industries. His work has been shown and documented globally in countless magazines, books and exhibitions. Ward was born in Boston, Lincolnshire. Following a one-year foundation course in Fine Art and Graphic Design, for two years, he trained as an art director at Buckinghamshire Chilterns University College (now Buckinghamshire New University), eventually switching to the Graphic Design course from which he graduated in 2003. Following his graduation he moved immediately to London and for the next 6 years, worked his way through a handful of advertising agencies including CMW, Elvis/MCBD and CHI & Partners for clients such as HSBC, Porsche and Lexus. Words are Pictures is the name of Ward’s Brooklyn studio which opened in 2011. The name is taken from the wordsarepictures.co.uk domain name that he purchased in 2006 to house his early typographic letterpress experiments and speaks to the illustrative and frequently photographic approach that Ward takes to his typography.
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WOR ARE PIC CRAIG WARD ARTWORK
RDS CTURES 2010 - PRESENT
Pre-Fall Collection
MULBERRY CRAIG WARD
For Mulberry’s first-ever pre-fall collection, creative director Emma Hill wasn’t inspired by a person (stand easy, Alexa) but by something a bit broader: the English countryside. A boxy dress, with a scalloped hem and sleeve details inspired by the perforation in a golf shoe, was offset by a beautifully tailored coat. A subtly embossed pattern of peace and love signs on a silk shift dress will ensure that the woman who wears it stands out even in basic office gear. For the second season going, Hill showed a trench, displaying a confidence that seemed to say, yes, we can compete with the hero product of that other English heritage company. And for after-hours, there was a nod to the seventies with a fluid pleated metallic crepe dress. Autumnal colors with names like bird’s nest, deer brown, and conker (that’s Brit-speak for chestnut) popped against intense shades of green and gold. Tweeds, Prince of Wales checks, and school uniform knife-pleat skirts were made fresh with details like jumbo push-lock hardware, chocolate coin-sized buttons, and nearly saucer-sized sequins. The girliness of it all was nicely juxtaposed with some very grown-up accessories. The calf-hair Bayswater with hammered gold detailing will have daughters raiding their mother’s closets—and vice versa.
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“I was asked to create a custom type treatment to accompany Mulberry’s 2011 Autumn and Winter campaign which is inspired by feathers and launched at New York Fashion Week earlier this year. Shown here are some examples of the type being used in promotional videos and on collateral.”
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Dark Obsessions & RCKR KICK
CALVIN KLEIN CRAIG WARD
Calvin Klein launched the famous feminine perfume Obsession in 1985. This perfume marked the decade. The first men’s version, Obsession for Men, was introduced a year after the original. Other editions include feminine Obsession Sheer from 2002, Obsession Night for women and for men from 2005 and Secret Obsession for women from 2008. Calvin Klein presents Dark Obsession, a new masculine addition to the collection, in early 2013.
“Last year I undertook a series of branding projects for Calvin Klein. With such long lead times, this is a series I’ll be adding to in the coming months.
Dark, opulent and addictive, the new Dark Obsession fragrance is described as powerfully masculine and intensely sensual. The composition is a modern aromatic-oriental. It begins with bitter notes of Brazilian green mandarin, guarana and absinthe. Woody and aromatic tones of French clary sage, fir resin and white vetiver form the heart. The base is extremely warm due to Madagascar vanilla bean, suede and labdanum.
The first project was the marque for their new Dark Obsession fragrance - a variation on my Dark White typeface. This adorned various press ads and, of course, the packaging.”
The face of the perfume is model Matthew Terry. The fragrance is available as 75 and 120 ml Eau de Toilette, as well as body spray.
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“This was developed for their RCKR KICK jeans, available through Macy’s. I wanted to make a reference to the dual stitching on the seams and, while there was a lot I liked about the typeface Metropolis, all of the proportions felt out so I redrew this from scratch. Note the 3 unique cuts of the K and two R’s - we wanted each letter to feel unique where possible.”
Calvin Klein Jeans have done it again, redefining an icon in denim with their new range – RCKR KICK. The simple, clean and effortless new collection is reminiscent of a long gone classic – for a new modern age. The hero is of course the rocker kick jean for both men and women. A skinny fit for ladies with a high waist is evocative of seventies rock and roll, while the monochromatic palette is perfect for modern sensibilities. For men – slim and straight to the floor. Initially this might seem quite daring for men who aren’t interested in being part of fashion’s early adopters, however after trying on a few styles in the rocker kick denim, the fit is casual with a slight edge perfect for wear with a pair of boots. This rings true for women as seeing the style, the fit is slim, flattering and extremely (and surprisingly) modern.
What’s Your Wild Rabbit?
HENNESSY CRAIG WARD
ers, by introducing new products such as “Pure White”, “Hennessy Black”and “Fine de Cognac” and marketing them accordingly.
A series of custom type treatments for Droga’s recent Hennessy campaign (US only). The work featured in out of home, print, online and outdoor projections.
In 2009, a limited edition bottle of Hennessy VS was released in honor of the inauguration of Barack Obama as 44th president of the United States of America. The bottle featured a black label with gold lettering. Also, the circle seal towards the base of the neck featured a large 44, the phrase “In Honor of the 44th President” and the date of President Obama’s inauguration. A percentage of the proceeds made from the sales of the limited edition bottles will go towards the Thurgood Marshall College Fund.
The Hennessy cognac distillery was founded by Irishman Richard Hennessy in 1765. During the 1970s, Kilian Hennessy, a fifth generation direct descendent of Hennessy, became the CEO of Hennessy, succeeding his first cousin Maurice-Richard. Kilian Hennessy spearheaded the company’s 1971 merger with Moët et Chandon, which created Moët Hennessy. Moët Hennessy merged with Louis Vuitton in 1987, creating one of the world’s largest luxury brand conglomerates, Moët-Hennessy • Louis Vuitton or LVMH. In 1988, a management crisis led to the group’s takeover by Bernard Arnault, owner of the haute couture house Christian Dior, with the support of Guinness. Kilian Hennessy remained on the company’s advisory board until his death in 2010 at the age of 103. Recent innovations include trying to broaden the appeal of the drink beyond its traditional base of older drink-
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“I’m enjoying the newly unveiled Hennessy campaign. “Wild Rabbit” is a great example of a brand using storytelling to express its desired brand image. Stories help brands educate, entertain, define themselves and influence consumers.”
Sir Malcolm Campbell, a racecar driver who set nine landspeed records in the 1920s and ’30s, is the hero of the “The Man Who Couldn’t Slow Down.” He was the first person to drive an automobile over 300 mph. Campbell seems to embody everything Hennessy wants its target to believe about the brand. Maybe the only flaw is the whole correlation between drinking and driving was sort of overlooked here. Nevertheless, we’ll focus on the goal of the story. Hennessy hopes to use Campbell and his story/image to convince 21-34′s to chase their “Wild Rabbit” and consume Hennessy cognac in 2013. Apéritifs and digestifs are rarely on a millennial’s radar. Admittedly, and while I’m not a millennial, I may have been predisposed to the ideals of this campaign. Recently, on a trip in Austin, Texas, I took my wife to the French restaurant Justine’s Brasserie. I was feeling fancy, so I started the evening with a Sherry Lite Fino. I had read in one of my men’s magazines that sherry was making a comeback, especially as an addition to craft cocktails. It was delightful, and has completely opened me up to the drink, and while sherry isn’t technically a cognac, it’s close enough to serve the purpose for this story.
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Inside the Outside
LADY GAGA CRAIG WARD
“Director Davi Russo approached me to create an opening for his MTV documentary on Lady Gaga. We needed some old fashioned glamour to accompany his stark vision for the show and this was the final piece.”
Lady Gaga: Inside the Outside is a one hour interview aired by MTV. In this interview, Lady Gaga recounts never-before-heard life experiences that shaped her early years and brought her to where she is today. From the moment she looked in the mirror and decided she was meant to be a star, to the “Thunder Road” challenge she accepted from her father to land her first baby grand piano, Lady Gaga shares an abundance of personal and poignant stories that includes: the inspiration behind her first song, the impact of being bullied at school, her musical and style influences, her relationship with her family, her love of late night bike rides around Brooklyn, and much more.
Credits Director — Davi Russo Producer — Jon Doran Executive producer — Robert Friedman, Jon Kamen, Ryan Kroft, Frank Scherma, Dave Sirulnick, Justin Wilkes Story producer — Alexander H. Browne Associate producer — Jennifer Helm, Margaret Webber Line producer — Nicole Pusateri, Louise Shelton Cinematography — Rachel Morrison Editing — Eric Freidenberg, Joshua L. Pearson, Neal Usatin Production Design — Ethan Tobman Art Direction — Craig Ward Production Management — Jonathan Mussman, Mara Soucie, Bob Stein Art Department — Matthew Churchill, Bridget Johnston, Lee Tosca, Craig Ward Sound Department — Dan Flosdorf Visual Effects — Lisa Daly, Casey Macker Camera and Electrical Department — Brian Burgoyne, Chad Cohlmia, Jon Doran, David Edsall, Greg Flores, Chris Galdamez, Robby Hart, Fernando Morales Jr., Ron Patane, Davi Russo, Scott Sans, Travis Tips
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Double Jackpot
NEW YORK LOTTERY CRAIG WARD
When The New York Lottery doubled its jackpot they needed a way to communicate the news to the people in a direct manner. The idea was to show the huge amounts of money involved in the jackpot by literally building the campaign out of money. The headlines for the advertising campaign were created by using bundles of money and sculpting them into various forms.
“For this project I had the opportunity to be included as an assistant designer (working to create the various forms / letters) in a team with Craig Ward, Juan Carlos Pagan and the talented team at DDB.�
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Prior to the 20th century, lotteries were used in New York to raise revenue for non-educational needs. New York City Hall was built in part with lottery proceeds. Other lotteries helped build and repair canals, roads, ferries, and bridges. Lotteries also were held for non-public needs. They helped develop New York City’s manufacturing industries. Churches were built, rebuilt, or improved, with lottery funds. On November 8, 1966, New Yorkers voted to approve a constitutional amendment authorizing a government-run lottery. The referendum passed with over 60% in favor. The proceeds of the Lottery were to be “applied exclusively to, or in aid or support of, education.” In 1967, the New York Legislature created
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a Division of the Lottery and a Lottery Commission within the Department of Taxation and Finance. The Lottery later became an autonomous unit within the Department of Taxation and Finance. Under the New York State Lottery for Education Law, the Director of the Division of the Lottery has full authority over the administration of the Lottery. The Lottery began in 1967; its first slogan was “Your Chance of a Lifetime to Help Education”. It has generated over $34 billion in aid to education revenue.
Print Production of
MANHATTAN LETTERPRESS CRAIG WARD
“Regardless of his personal life, a lot of people - myself included - feel that the opening lines to Woody Allen’s 1979 classic ‘Manhattan’ were written especially for them. Just reading them calls to mind the swirling sounds of Gershwin’s Rhapsody in Blue over taxi horns and a million conversations. I created this print as a simple homage to the city I call home. Letterpress printed in silver and black on 110lb Lettra paper and in an 11 x 17 inch format, the poster was designed by myself, printed by the Vote for Letterpress studio and are hand signed and numbered in an edition of just 50.”
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30TH ANNIVERSARY COVER
DISCOVER MAGAZINE CRAIG WARD
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Photograph by Nicholas Eveleigh
Discovery Magazine - an Americscience journal - wanted something special for their 30th anniversary edition so I created this image using ferrofluid; basically a kind of magnetic ink.
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FEAR TYPOGRAPHY
SECRET DEODORANT CRAIG WARD
Secret is an antiperspirant/deodorant for women manufactured by Procter & Gamble. It is sold in the United States, Canada, and Mexico. Secret was launched as the first female deodorant in 1956, after more than 10 years of research that began in 1945. Secret is the only female brand antiperspirant/ deodorant in Procter & Gamble’s portfolio of products, which includes male brands Gillette and Old Spice. There are currently more than 55 different antiperspirant/deodorant products sold under the Secret brand. Products are produced by company plants in Greensboro, NC and in Mexico City, Mexico, which are then distributed to retailers. Secret products are sold in a variety of channels, including supermarkets, drug stores and mass merchandisers. They are also available through various online retailers.
Created as part of Secret’s Olympics campaign, this type was created to reflect the chalk dust used by athletes. A combination of chalk and flour was used and the final piece was a composite of approximately 80 photographs.
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4TH of July Fireworks
MACY’S CRAIG WARD
I was commissioned to create the typography for this year’s 4th of July celebrations in New York, sponsored by Macy’s. I took around 500 photographs to construct the final piece, you can see some of my contact sheets etc below. “Macy’s Fourth of July Fireworks are a one-of-a-kind spectacle that will once again inspire audiences nationwide as we illuminate the shores of lower Manhattan and Brooklyn with stunning effects, color and sound,” said Amy Kule, executive producer of the fireworks show.
“The irony of a British guy being asked to do this was not lost on me...”
The deal with Macy’s covers this year, and the display is expected to move around between rivers in future years. This July 4, the more than 40,000 pyrotechnics will be set off from barges in the river from the Manhattan bridge stretching down toward the harbor — and from atop the Brooklyn Bridge. That will make the bridge a prime part of the show for the first time since 1995.
About the Studio
WORDS ARE PICTURES CRAIG WARD
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The Words are Pictures Studio The studio itself is an open plan 1000sq/ft space in a converted factory on the Brooklyn waterfront. With ceilings reaching up to 20ft in height, the unique space offers myriad options for photo and video shoots, builds and installations. Collaborators, assistants and co-conspirators are worked with on a project-by-project basis, drawing from an ever-expanding black book of photographers, animators, scientists, editors, musicians, producers and more.
About The Work Underpinning all of my work - be it typography, illustration or a music video - is the belief that the end result should be largely informed by the process that gave birth to it. I love to create original and unrepeatable letterforms using various uncontrolled and unconventional means or materials and I’m also fond of juxtaposing clean, classically designed typography with chaotic and organic materials and processes. I believe this brings a real tension to the work, and it’s my hope that the excitement and energy of never quite knowing what to expect when I begin a project translates into the final piece.
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WORDS ARE PICTURES STUDIO
PRAISE for CRAIG WARD
“Craig Ward is something of a genius. For many years now he’s been pushing type in directions never seen before and his work has since spawned many imitations.” Creative Bloq
“Craig Ward has established himself as one of the most important typographers on the scene today.” Lost at E Minor “Ward has a very special awareness of words. The question of just how he creates his works fills us with curiosity.” Nahoko Mori, +81 Magazine “Ward has reached what we might deem the hating point - that point at which a designer or image maker reaches a certain stage of acclaim which then triggers the inevitable backlash from his or her peers.” Patrick Burgoyne, Creative Review
“Passionate about pushing type to its limits, Craig Ward straddles the boundaries between illustration and typography in his work, constantly exploring the notion of word as image.” Julia Sagar, Computer Arts Magazine
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WORDS ARE PICTURES STUDIO
REPRESENTATION CRAIG WARD
London / Blink Art 181 Wardour Street, London, W1F 8WZ +44 (0) 20 7497 0747 sam@blinkart.co.uk bart@blinkart.co.uk New York / Bernstein & Andriulli 58 West 40th Street, 6th Floor, New York, 10018 +1 212 682 1490 louisa@ba-reps.com franciner@ba-reps.com aaron@ba-reps.com matthew@ba-reps.com Shanghai / Bernstein & Andriulli +86 138 186 72735 edie.zhang@amanacliq.com
Getting here: Greenpoint Ave G train - 0.4 Mi Bedford Ave L train - 1.0 Mi East River Ferry - Greenpoint - 0.2Mi B62 Bus - Manhattan Ave at Kent St - 0.4 Mi
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REFERE
www.wordsare www.behance.net/
Marshella San
ENCES
epictures.co.uk /wordsarepictures
njaya // 2014
Mulberry Pre-Collection AW 2011 Calvin Klein Dark Obsessions & RCKR Kick Hennessy What’s your Wild Rabbit? Lady Gaga Inside the Outside New York Lottery Manhattan Leterpress Print Discover Magazine 30th Anniversary Fear Typography for Secret Deodorant Macy 4th of July Fireworks
COPYRIGHT © CRAIG WARD / DESIGN BY MARSHELLA SANJAYA
wordsarepictures.co.uk