Body Type is a digital campaign. It is a typography and motion design project.
Our aim is to show that perfection can take any form and how music frees us from what is considered perfect. We took what is considered perfect, Helvetica, and redesigned it for our message. With Body Type, your body dictates the design. Users film themselves dancing to their “feel good” song and we take the movement tracking data to create a typeface that is unique to their bodies which are owned by them through copyright. Users can then spread the love and help others to love and own their Body types, forging a community of confident individuals all dancing to their own rhythms in unison.
Art Director: Rose Elise Achard
Copywriter: Adam Braun
Creative Technologist: Sukratti Jain
Creative Technologist: Paras Juneja