TV Land Deadly Sins Branding Spot (FIRE)

This was a spoof spot TVLand wanted to use during Halloween season. The idea was to take " Seven Deadly Sins" into a shcorching funny montage using "fiery" title cards in relationship with funny sitcom bites. We wanted the evil aspect to be emphasized but I also tried to take it a little further with small manipulations to the type.

This was a spoof spot TVLand wanted to use during Halloween season. The idea was to take " Seven Deadly Sins" into a shcorching funny montage using "fiery" title cards in relationship with funny sitcom bites.
We wanted the evil aspect to be emphasized but I also tried to take it a little further with small manipulations to the type.
Art directed co-designed by Alysson Castro
Designed and animated by Andrei Dan.
 
Envy is demostrated by how one arm of the letter "V" wants to be superior to the other letters.
In Gluttony, the two 'T's' connect to portray the urge to want more than what is needed.
In Lust, the the "U" and the "S" move close and interwine creating "US" to show uncontrolable desire.
In Pride, the letter "I" grows depicting someone who is full of himself.
In Wrath, the descender that is growing on the 'R' cuts the word while there is  chaotic explosions to emphasize intensity.
In Sloth, the letter 'O' turns as if falling and and giving the idea of a twisted mouth.
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