Let it flow. We were thrilled when the multi-talented Rita Wilson reached out to us and asked us to create a logo for her new company Artistic Films. As a producer, Rita has created fantastic big-picture entertainment, everything from the unforgettable My Big Fat Greek Wedding to the irresistable Mama Mia films. She asked us to think about the fascinating inception of creativity—the moment when an idea appears to the artist out of the ether. This alchemy is part of the fabric of the universe, and when it strikes, creative visions emerge from nothing and develop before our eyes.
We used the movement of water and fleeting images to represent inspiration which can appear from seemingly nowhere. We commissioned custom paintings of landscapes that, in a nod to Rita’s heritage, harkened to landscapes of California and Greece. Our creative team then developed a technique for photographing running ink that would allow us to blend the footage with the paintings together in a seamless flow of creative energy. Thomas Newman wrote the music that accompanies the logo, adding a delightful aural component to this meditation on the mysterious fever dream of inspiration.