The Way I See It

Film Design

Client

Ace Content / Jaywalker Pictures

Year

2020

"Selected as one of the year's top ten docs to watch" - Savannah Film Fest

The Way I See It is one of the most era-defining documentaries of the year. When our friends at Ace Content approached us to build a graphics package for the film, we teamed up with them & Jaywalker Pictures to help tell the story of Pete Souza-- the iconic White House photographer for both Ronald Reagan & Barack Obama.

While Pete’s pictures tell a thousand words, it was our job to thread the needle with a cohesive look for the title sequence, social media layouts, photo mortises & film package typography.

Logo exploration with working title "SHADE"

While Pete’s pictures tell a thousand words, it was our job to thread the needle with a cohesive look for the title sequence, social media layouts, photo mortises & film package typography.

We needed to preserve the integrity and intention of the photos Pete has captured over the years. Our design director, Ross Henderson, was brought on the case to carefully consider a graphic treatment for the film while complimenting the visually arresting nature of Pete’s art and storytelling.

To do this, we explored many avenues that all had a similar “feeling” but obvious tonal differences. With the working title “SHADE” in hand (the title of Pete’s book), we wanted a bold, sophisticated and “in-your-face” typesetting to reflect Pete’s social presence, while also upholding the professionalism and artistry of Pete’s job. This could be expressed in large CAPS or italicized type, mixes of tracking and kerning, size and scale interplay and so on. We considered it all, and presented a robust exploration of the title, locators, l3rds, social media treatments, and photo mortises.

After the first round, we were locked.

Lower third toolkit

With our look & materials in place, we began to envision the animation through Pete’s lens. Using a clean, poignant approach, our social animations stayed true to the interface, but brought emphasis to key words and phrases to act as snapshots of Pete’s personality.

Social animations by BGSTR

For the open, we began the process of selecting and editing moments that had been developed through Pete’s career, working closely with Jaywalker & Ace to nail the narrative and frame the best moments. We locked the title “The Way I See It”, honed in the color animation on the typography, and sent it to air.

Along with various toolkits delivered, we also created the end credit sequence and over 30 social & bespoke sequences.

Final scenes from title sequence
Locators designed by BGSTR

As a bonus, Jaywalker wanted to bring their logo design to life for the premiere. We explored a few different animation & color techniques, but it was Lung that rendered the winning style, and brought the animated film leader into completion.

The way we see it, it was a story we loved to help develop with such an amazing team at Ace & Jaywalker.

-BGSTR

Credits -

Executive Creative Director - Josh Norton
Executive Producer - Carson Hood
Producers - Shannon Hall & Virgil Conklin
Design Director - Ross Henderson
Animation - Liu Chialung, Brian Landisman, Casey Drogin, Ivan Viaranchyk

Home Game

Show Package

Next Project: Home Game
Telling the Bigger Story