This is a promotional branded content created for the launch of Morisawa Fonts, a cloud-based font service developed by Morisawa (a leading font foundry in Japan). In order to create buzz and attract not only professional designers but also a wider range of audiences, Morisawa collaborated with renowned musician Vaundy to produce a music video for the song "Okitegami", which was written specifically for this project. This "Font Specimen Music Video" uses 77 different typefaces that can be found on Morisawa Fonts, to visualize the lyrics using matching typefaces just like a font specimen book.

Morisawa, one of Japan's leading font foundry, has launched a new cloud-based subscription service called Morisawa Fonts. They wanted to create a campaign that can raise awareness of this new service that not only targets designers, but can also engage new younger audiences that may have never heard of "fonts." Our idea was to collborate with a renowned musician, and create a music video where we visualize the lyrics using the rich variety of fonts you can find on Morisawa Fonts.

We reached out to Vaundy, one of the top solo male singer in Japan with more than 2.8 billion total views on his YouTube channel, who is also still a young design school student himself, which is exactly the type of new user that Morisawa wanted to accrue. When we proposed the concept to him, he gladly accepted the offer and composed the new song "Okitegami" for this project.

We wanted to create a film in which the letters are not just information, but literally 'characters' that appear in the film. To achieve this, we carefully selected 77 typefaces from the hundreds of Morisawa Fonts for the lyrics and breathed new life into them by giving each a shape and movement using analogue techniques.

Overall, we kept in mind a crafty production, such as animations actually printed in a book, which could be flipped through like a flip book, or animations created using the rotoscope technique, which was traced by hand. For the black light part in particular, the letters made by cutting paper were broken down into smaller parts, each of which was moved like a puppet and then composited together. This created a complex and spectacular image that could not have been created by digital production alone.