Less is

More

Creative Direction

Art Direction

Animation

In Collaboration with

Kwan Chow

Challenge

The brief was to create a paradox animation for the London Underground Tube station. Paradox as a theme was chosen as it portrays the way escalators work - side by side going opposite direction, but together they create a loop. The animation was aimed to bring a looping experience of space.

Solution

Our chosen paradox was "Less is More".

The aim is to visually portray that "Less" is made out of "More", and "More" is made out of "Less" through zooming it and out. For art direction we chose to amplify our aim through applying monochrome and simple typeface for "More." On the other hand "Less" was designed to be more abundant, assorted and colorful.

© Studio Boundless     |     Jakarta, Indonesia