Frenesy: Io sono l’amore

Video, 2010

Client: Frenesy
Date: March 2010

“Io sono l’amore” (“I Am Love”) is the staggeringly beautiful and elegant drama by the Italian director Luca Guadagnino, released in 2010, for which we curated the opening credits and the film poster design.

In the cold, hard light of the morning, in the city of Milan covered by the snow, where architecture and nature are made vertiginous, are set the opening scenes of the movie. Although being shot in recent years, in the first images the dim colour and the little presence of human figures look as it could have been filmed at any time from the 1940s onward. The concept behind the white floating letters arises exactly from this ambiguity and feeling of timelessness.[Read more]

“Io sono l’amore” (“I Am Love”) is the staggeringly beautiful and elegant drama by the Italian director Luca Guadagnino, released in 2010, for which we curated the opening credits and the film poster design.

In the cold, hard light of the morning, in the city of Milan covered by the snow, where architecture and nature are made vertiginous, are set the opening scenes of the movie. Although being shot in recent years, in the first images the dim colour and the little presence of human figures look as it could have been filmed at any time from the 1940s onward. The concept behind the white floating letters arises exactly from this ambiguity and feeling of timelessness.

The titles are made by two different body types. The first one, which is used also in the main title, was commissioned to a calligrapher, Luca Barcellona: he worked under our neat art direction, and as a result of many researches, flicking through the typography of old Milanese shop signs, his font presents an elegant stroke closely related to Milan’s design history. The second font was digitally made, choosing a typo and a design that are related to Italian rationalism. The duplicity of the titles reflect also the struggle of the wealthy Milanese family, guided by Tilda Swinton, to reconcile its values, which are rooted in that era, with the pressures of modern life. The two fonts are present also in the poster, where the elegant title of the film overlaps with the characters portrayed in the image.

[Close]
Credits
Calligraphy by Luca Barcellona
Awards
2011 TDC Gold Title for Typography