Project info
Client: Self-initiated

As a personal project, I set out to explore a visual interpretation of three guiding principles I'm applying day to day, inside and outside of the studio. The first experiment marries graphic design, animation and photography and builds on the story about Aristotle and the birth of the 'bending the rules' metaphor. I started by re-arranging the 'First Things First' graphic design manifesto to replace the units on a ruler which could serve as a 'tool' to measure my work against the humanistic design principles set out in the 1964 paper. While the animation investigated the randomness and the creative process of bending the rules, printing the ruler further allowed me to give the project a more tactile perspective. Sound design by Marian Popescu.

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