Everybody who follows us around here knows that we at Sincronia are design fanatics. When the production company embarked on the project for the documentary The Social Technology – which will be the company’s first feature film – they already knew they’d need a design and layout for the poster and all the graphic material that would be beautiful, interesting and original. The work was in charge of Datadot Estúdio – a São Paulo-based company that does this kind of job for several others, and not only in the audiovisual area. Sincronia has established a partnership with them (who, in reality, is the creative duo of Flávia Marinho and Otávio Burim) last year, in 2017, when they were making the institutional film for Labordental: the design studio made all the animated letterings for the interview parts.
Now for the feature film project Datadot was hired for the making of all the graphic material (poster; folders) as well as the animated main and end credits. In order to do that, the company studied, as usual, the whole scope of images from the film – which uses a sort of brownish tone typical of South Africa, where the movie was shot – and also some external references from other cinema projects, especially posters for contemporary films.
“We’ve got references from many genres of film, and not only from documentaries”, explains Flávia, “so not only to swerve from the traditional, but also to pass this idea of transformation, which is something very strong in the picture”, she says. “We’ve shown some of these study boards to Janaina (Zambotti, producer) and Emanuel (Mendes, owner of Sincronia and one of the producers), who, at first, were a bit skeptical about the approach we wanted to give (going more towards the graphic than reality itself), thinking that maybe we were going to sugar coat one situation that is very serious. But we believe we are going to reach a standard mixing up the two that will be really cool”, she says.
Contemporary cinema has been showing a concern when it comes to designing its graphic material – “because the poster, besides informing the audience, also works as if it were the package of the product: meaning it also needs to be beautiful, attractive, interesting, calling attention”, continues Flávia. “I think these references will indeed work for the final art for The Social Technology, passing all these ideas together”, ends the designer.