Sometimes we need to put aside the demands of clients and work and simply play. Clearly, Climent Canal and Sebastián Baptista had some fun while collaborating on "Make It Better," a self-initiated project that seamlessly blends typography and animation.
"Make It Better" functions as both a snapshot of the typographic zeitgeist and a metaphor for the creative process. We watch as decisions are made, revised, omitted, reshaped and finalized. But even after the last composition reaches its resolution, the first word swivels from "I'm" to "You're" to "We're," suggesting that maybe this is just the beginning of a larger process.
Were this simply another example of dynamic typography, it'd be outstanding. But the imperative implication of the viewer is what makes it a truly compelling project. It's empowering and inclusive—a genial break from the cleverer-than-thou approach that often dominates graphic design.