When Branding Consumes All – Logorama

Logorama from Marc Altshuler – Human Music on Vimeo.

I was going to play ‘Count the Logos’ in the piece, but since there are as many 2,500 logos featured in this film, that’s impossible. I especially love the flying Bentley and MSN logos. And seriously, how could any piece be complete without a gun battle between Ronald MacDonald and the Michelin Man.

The 16 minute short film was directed by the animation group H5, made up of Ludovic Houplian, François Alaux and Hervé de Crécy. The team has made advertising campaigns and music videos for artists such as Massive Attack and Royksopp. The film has been public since 2009 when it was presented at the Cannes Film Festival. Since then it opened at the 2010 Sundance Film Festival and won a 2010 Academy Award in the animated short category.

Inspiration for the Logorama project began with a 1999 typography-centric video produced for the group called French Touch. In 2003 George Harrison asked H5 to create a video for his song ‘Brainwashed’. They wanted to create a video addressing the culture of consumption, and the idea of using logos was born. Unfortunately Harrison died, but H5 decided to realize the project on their own.

The film was produced by Mikros Image, a post production company using Maya Software combined with rotoscoping done of the producers and members of their family.