What Point Size is That? Snask Goes Big in Malmö
When asked to create the poster for Malmö’s annual city festival, the design, branding, and film agency Snask thought big, and created an ambitious set for the poster’s photograph.
It took four months to execute the props (mostly enormous letters), which were assembled and photographed from 30 meters in the air. Since the letters weighed up to 150 kilograms, spacing them was a challenge; final instructions were shouted down from a crane high above. Clever planning allowed for near-perfect spacing before the shoot, and also accounted for shadows that would look good in the final photo. The letters had to be placed so they would cast the right shadows five hours later, and the designers had only two hours to take the photo they wanted.
Since the props will be placed outside in Malmö during the August festival, they will extend the poster into the cityscape and energize the streets as giant typographic sculptures.
The designers at Snask enjoy making things by hand, and often craft physical solutions for their commissions. They find that hand work is popular with clients and audience, and also, as co-founder Fredrik Öst states, “it’s simply so much more fun and rewarding.”
