Show reel: Pentagram film celebrates 40 years

29.05.2012 Heritage : Design Agency : Christian Carlsson

London – To celebrate its 40th anniversary, design agency Pentagram has released a humorous stop-motion film documenting the company’s first four decades.

The short film, The Forty Story, intertwines the life story of a boy born on the day Pentagram opened in 1972 with images of the agency’s output over the past 40 years.

‘For me, Pentagram’s designs are both timeless and original so the presentation had to reflect that,’ video director Christian Carlsson told LS:N Global. ‘The idea of telling a story about a boy becoming a man has legs to stand on so I was confident that as long as I made sure that the visual side was polished and had wits and contrasts to the narrative, it would be a memorable piece.’

By creating a witty narrative based around a fictional character, Pentagram is able to brag about its achievements in a compelling way.

Brands are beginning to embrace fictional characters to sell their products and services and better connect with consumers. To learn more, read LS:N Global’s Personality Brands microtrend.