Across 2020, the Hoodzpah team worked on three movie title treatment projects for the incredible creative team at Disney and Pixar. Luca was one of those projects, a film that tells a fantastical coming-of-age story of a sea monster finding his place in an Italian seaside village. We were shown concept art from the animation department and moodboards filled with typography inspired by Gelato shops, travel brochures, and hand painted signage from the 1920s, ’30s, and ’40s. Our brief was to create custom type solutions for the movie that would embody the sun-drenched village, a somewhat undefined retro nostalgia, and Luca’s identity as a sea-monster trying to find his place between shore and sea.
— Custom Type and Lettering
— Title Treatment Exploration
Movie Themes Explored
In the end, none of our concepts ended up being chosen for the final title treatment, but we were honored to get to collaborate with Disney on the process that led to the final.
Watch the trailer for Luca here.
Special Thanks to: Neri Rivas, VP Creative Advertising, Walt Disney Studios, for referring us.
All images and stills from Luca are the copyright of Disney and Pixar