165 design references

Extrafazant · oversized type, blue artwork

Reel by Andrew Chornyy

Make the promise the biggest thing on the page, and put a piece of the work inside the letters, so the sentence and the picture are one object.

Visit website · Extrafazant

What to look at

After a car shot, the reel shows extrafazant.nl. The menu is three short words: OVER, WERK, and WAT WE DOEN. Under them, smaller type reads "Social content, video's & animatie." The main line is black and so large that both edges of the monitor cut it off. The visible middle reads RENGT JE MERK over N BEWEGING. A picture sits inside the letters, first a blue scene, then a mascot in a street. Below, "Ontdek meer" has a blue scribble, then client marks including Cordaid, Source, Janzen, Fontys, and Nationaal Archief. The last frames zoom to a Plerdy panel reading 1% and "8 targets" over Ontdek meer.

The headline is bigger than the menu, and a blue picture sits inside the letters. Both ends of the line are off the monitor.
The headline is bigger than the menu, and a blue picture sits inside the letters. Both ends of the line are off the monitor.
A moment later the picture inside the same letters has changed to a mascot in a street.
A moment later the picture inside the same letters has changed to a mascot in a street.

Why it works

Size is how a page says what to read first, and the biggest type here is the promise. The live page's main line is still "Brengt je merk in beweging." Read in English, that line is about putting the brand in motion. A picture inside those letters shows a piece of work in the same place as the sentence. Motion in the middle of the words pulls the eye, so the picture gets noticed, and it also sits on top of the letters a visitor is trying to read. In the recording the line is wider than the monitor, so the first and last letters are missing.

Try it

  1. Write one short promise and set it larger than the menu and the client marks.
  2. Cut one still of the work into that type, and keep the letters black on a light page so they stay readable around the picture.
  3. Fit the whole line on the screen, on two lines if needed. Do not crop the first and last words off the edges.
  4. Keep a real text link under it, such as Ontdek meer, so the picture is not the only way forward.
  5. If a visitor has asked for less motion, leave one still picture in the letters and do not swap it.

What it costs

Type that runs off the screen hides the sentence. A moving picture inside the letters fights the reading, and some people get sick from motion they did not ask for. The reel ends on a Plerdy panel reading 1% and 8 targets over Ontdek meer. Those numbers were not checked, so they are not evidence that the link is ignored.

Words worth knowing

Sources