This strikes me as an insult to font makers who so carefully slave over every curve of every letter. It's like "cerebral" art - that tries to replace aesthetics with cleverness, while the two are in entirely different universes.
Regarding the music, it actually ties in well with the concept and video itself: a bit frenetic, fast paced, chop-cuts and sped up filming all tie in together. This is an experiement. The off-kilter music works, and it worked better than you guessed--look how many people commented on it. I guess most readers were expecting some ho-hum, cheesy pop-music to tap their toes to. That is for the mainstream ad, not necessarily an internet launch.
And why would this be an "insult to font makers"? Seriously? This arguably took far more effort and creativity than Joe or Jane Fontsy pontificating about to serif, or not to serif. It is a great combo of marketing, hype, style, editing and cleverness. It was a bit risky, and Toyota went there, and it works. Let's see how many downloads the font gets.
Kinda like a fairy tale...
Nice font and the clever video shows me the car is a nimble little sucker. If the mileage is good, I would be glad to have one to replace my old small clunker!
And thanks for the font...
Nice concept. A lot of work and certainly worth it. Music is now ingrained into my head. I'll just go pop-in MJ's Thriller album that should cleanse it.
Toyota font campaign
Very intelligent and clever.
What a cool way to make a font
Very impressive and the video is strangely addictive
Annoying Music
Clever, but the music really got annoying. Should have applied some of that creativity to a better soundtrack.
Fun
That was cool, not only is the font nice, the car is cute, and the technology used to create is was amazing.
Do i think this is a successful marketing campaign? It made me look, so I would say yes.
Thanks, for the great newsletter.
Ridiculous
Idiotic.
Interesting, but music could have been better
I enjoyed watching the video, but the music took away from the technology. If I watched it again I would mute the sound.
Way Cool Process
Wow! That was cool! I'll be sure to use for one of my next projects. Thank you for sharing this.
Christina @ GlobalSpex Web Design
iQ Font
I love this! I love the letter shapes and the process of creating the font is really cool. Can't wait to use it!
Insult?
This strikes me as an insult to font makers who so carefully slave over every curve of every letter. It's like "cerebral" art - that tries to replace aesthetics with cleverness, while the two are in entirely different universes.
music
the music sucks!!!!!!!
Sound drove me away!
Their marketing message was lost on me. The "music" was so annoying I turned off any verbage they may have wanted me to hear
Clever, cutting edge and interesting.
Regarding the music, it actually ties in well with the concept and video itself: a bit frenetic, fast paced, chop-cuts and sped up filming all tie in together. This is an experiement. The off-kilter music works, and it worked better than you guessed--look how many people commented on it. I guess most readers were expecting some ho-hum, cheesy pop-music to tap their toes to. That is for the mainstream ad, not necessarily an internet launch.
And why would this be an "insult to font makers"? Seriously? This arguably took far more effort and creativity than Joe or Jane Fontsy pontificating about to serif, or not to serif. It is a great combo of marketing, hype, style, editing and cleverness. It was a bit risky, and Toyota went there, and it works. Let's see how many downloads the font gets.
Absolutely stupid!
Absolutely stupid!
The car, the video and the font.
Kinda like a fairy tale...
Nice font and the clever video shows me the car is a nimble little sucker. If the mileage is good, I would be glad to have one to replace my old small clunker!
And thanks for the font...
IQ?
A font with 85 glyphs? Funny but not usable at all
IQ font
Nice concept. A lot of work and certainly worth it. Music is now ingrained into my head. I'll just go pop-in MJ's Thriller album that should cleanse it.
iQ font
beter then the fucking cars demo that a lot of brands are doing again and again.
congrats.
Interesting
Interesting
Good idea and nice font.
Good idea and nice font.