Rams
Titles & Interstitials
For Gary Hustwit’s 2018 documentary portrait of Dieter Rams, one of the world’s most influential designers, we created opening titles and an interstitial sequence that visually embody Rams’ guiding principles of simplicity, honesty, and restraint.
Hustwit’s film seeks to illuminate Dieter Rams’ perspective on consumerism, sustainability, and the future of design.
Rams begins with a purely editorial sequence combining photography, live action, and minimal typography set to an intensely minimalist composition by Brian Eno. The opening titles frame Dieter within his home studio, establishing an intimacy that counters his legendary status. We worked closely with Hustwit and his creative team from initial concept to final execution, continually simplifying, discarding, and streamlining the title sequence to honor Rams’ iconic style.
Hustwit’s film seeks to illuminate Dieter Rams’ perspective on consumerism, sustainability, and the future of design.
Rams begins with a purely editorial sequence combining photography, live action, and minimal typography set to an intensely minimalist composition by Brian Eno. The opening titles frame Dieter within his home studio, establishing an intimacy that counters his legendary status. We worked closely with Hustwit and his creative team from initial concept to final execution, continually simplifying, discarding, and streamlining the title sequence to honor Rams’ iconic style.
Hustwit’s film seeks to illuminate Dieter Rams’ perspective on consumerism, sustainability, and the future of design.
Rams begins with a purely editorial sequence combining photography, live action, and minimal typography set to an intensely minimalist composition by Brian Eno. The opening titles frame Dieter within his home studio, establishing an intimacy that counters his legendary status. We worked closely with Hustwit and his creative team from initial concept to final execution, continually simplifying, discarding, and streamlining the title sequence to honor Rams’ iconic style.
In the 1970s, Dieter Rams became increasingly concerned about the state of the world, describing it as “an impenetrable confusion of forms, colors, and noises.”
In response, he wrote the “Ten Principles for Good Design”—a list of rules many designers still live by today. Part of our assignment was to visualize and animate an interstitial segment voiced by the designer himself, describing each rule and its meaning.
The animated segment features some of Rams’ most iconic designs throughout history, as well as some lesser-known, rare products Hustwit’s team found and shot at the Vitsoe store in New York City. Repeated frames and parallax motion creatively guide viewers rule by rule through the sequence, all of which maintain the same “less is more” design philosophy established in the main titles.
In the 1970s, Dieter Rams became increasingly concerned about the state of the world, describing it as “an impenetrable confusion of forms, colors, and noises.”
In response, he wrote the “Ten Principles for Good Design”—a list of rules many designers still live by today. Part of our assignment was to visualize and animate an interstitial segment voiced by the designer himself, describing each rule and its meaning.
The animated segment features some of Rams’ most iconic designs throughout history, as well as some lesser-known, rare products Hustwit’s team found and shot at the Vitsoe store in New York City. Repeated frames and parallax motion creatively guide viewers rule by rule through the sequence, all of which maintain the same “less is more” design philosophy established in the main titles.
In the 1970s, Dieter Rams became increasingly concerned about the state of the world, describing it as “an impenetrable confusion of forms, colors, and noises.”
In response, he wrote the “Ten Principles for Good Design”—a list of rules many designers still live by today. Part of our assignment was to visualize and animate an interstitial segment voiced by the designer himself, describing each rule and its meaning.
The animated segment features some of Rams’ most iconic designs throughout history, as well as some lesser-known, rare products Hustwit’s team found and shot at the Vitsoe store in New York City. Repeated frames and parallax motion creatively guide viewers rule by rule through the sequence, all of which maintain the same “less is more” design philosophy established in the main titles.
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
Daniel Graf, Producer
Sarah A. Cohen, Designer
Pat King, Designer, Animator
Bobby Hanley, Animator
September Raines, Editor
Film First
Gary Hustwit, Producer & Director
Jessica Edwards, Executive Producer
Luke Geissbühler, Director of Photography
Kayla Sklar, Editor
Brian Eno, Composer
Fred Burns, Additional Photography
Ben Wolf, Additional Photography
Mike Dielhenn, Sound Recording
Luca Torrente, Sound Recording
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
Daniel Graf, Producer
Sarah A. Cohen, Designer
Pat King, Designer, Animator
Bobby Hanley, Animator
September Raines, Editor
Film First
Gary Hustwit, Producer & Director
Jessica Edwards, Executive Producer
Luke Geissbühler, Director of Photography
Kayla Sklar, Editor
Brian Eno, Composer
Fred Burns, Additional Photography
Ben Wolf, Additional Photography
Mike Dielhenn, Sound Recording
Luca Torrente, Sound Recording
Credits
Trollbäck+Company
Alex Moulton, Chief Creative Officer
Erica Schrager, Executive Producer
Rosie Garschina, Creative Director
Daniel Graf, Producer
Sarah A. Cohen, Designer
Pat King, Designer, Animator
Bobby Hanley, Animator
September Raines, Editor
Film First
Gary Hustwit, Producer & Director
Jessica Edwards, Executive Producer
Luke Geissbühler, Director of Photography
Kayla Sklar, Editor
Brian Eno, Composer
Fred Burns, Additional Photography
Ben Wolf, Additional Photography
Mike Dielhenn, Sound Recording
Luca Torrente, Sound Recording