In March, Travel Oregon launched a new campaign developed around a magical ninety-second animated film written and produced by Wieden+Kennedy. Instead of showing yet another collection of nature shots and people enjoying the great outdoors, W+K decided to home in on the feelings that bubble up in people who visit Oregon. “Even with the most advanced cameras and editing software, it’s almost impossible to capture what you’re really seeing, feeling, and experiencing,” Travel Oregon’s VP of marketing Kevin Wright explained in an Adweek article. If any medium can convey abstract emotions, animation can.
The dreamlike video, animated by Psyop (dubbed “the Pixar of the spots world” by Ad Age) and animation-production company Sun Creatures Studio, with an orchestral score composed by Jim Dooley and performed by the Oregon Symphony, claims to be “only slightly exaggerated.” Inspired by the surreal realms of Hayao Miyasaki’s Studio Ghibli features, it turns the familiar into the fantastic by inserting mystical elements into the Oregon vistas, giving visual form to excitement and wonder. Jessica Hische’s Tilda beautifully punctuates this phantasmagoric trip, embellishing the end scene with elegant loops and curves. Wieden+Kennedy, apparently fans of connected scripts, also created a series of gorgeous visuals using stills from the video with Tilda overlaid on the scenes.
Originally designed for the title sequences of Wes Anderson’s Moonrise Kingdom, Tilda wears the formal dress of a classic copperplate script. Peek just below the surface, though, and you’ll discover a joyful, slightly quaint, intentionally naive personality sprung from Hische’s background as a lettering artist. Two optical sizes help the face’s delicate qualities shine when set large, as on the theatrical poster for Moonrise Kingdom. The script also remains nicely legible when used small.
Like the state’s hidden wonders extolled in the Travel Oregon campaign, there is more to Tilda than meets the eye. Hand lettering allows the artist to adapt letterforms within the context of words and sentences to create the best possible composition. Starting from her own background as a lettering artist, Hische outfitted Tilda with several stylistic sets offering alternate glyph shapes. Each of the stylistic alternates can be activated with a separate Stylistic Set, giving users granular control over the final result.
Conceptually and aesthetically, Tilda adds an exquisite typographic layer to the Travel Oregon campaign. The script dances over the enchanting visuals with just the right amount of roundness and curliness. Just as the campaign injects the fantastical into the familiar, so Tilda puts an imaginative, surprising twist on a time-honored type style. It is truly a dream of a script for a campaign that looks like a dream.
Bald Condensed, né Yves Peters, is a Belgian-based rock drummer known for his astute observations on the impact of letterforms in the contemporary culture-sphere. A prolific writer on typography, he has a singular knack for identifying the most obscure typefaces known to humankind.