That has been awarded this year at the Oscars, after having received many other awards throughout the past year. The particularity of the short film is that its objects, characters and settings have been created based on more than 2,500 logos. The idea has been developed by the French studio H5 known for making video clips for artists like Alex Gopher, Massive Attack or Röyksopp among others. The result from the technical and aesthetic point of view is curious and it is seen that there is an important production work behind it. Nicolas Schmerkin, director of the short film, is an Argentine filmmaker based in France since his childhood.
Schmerkin with the short of him poses an acid criticism of current consumerism and perhaps also the product placement to which we are already more accustomed than we would like. Logorama by H5 from Grafik Magazine on Cameroon Phone Number Vimeo . For his part, Ludovic Houplain, founder of this French studio, says that with Logorama they did not intend to make “an artistic piece”. The intention was to create a story that “anyone can see and enjoy.” As we read in an interview published in Yorokubu when he is asked about how the idea for the short came about: The first time this idea came to me was after making the video clip El niño . I did it with Antoine Bardou Jaquet in 1999. We designed a world where there were only typefaces.
Our production company at the time Mini Minuit, asked us to make a clip for the French group Telepopmusic. Already then I proposed to make a short film with American and Russian logos. The idea was to establish an East-West duel through their logos and thus express the clash between the 2 cultures and the 2 superpowers. But the project floundered. For 2 years I worked with my brother Cyril Houplain in the search for logos from different eras and for a year the project was put on standby. After an MTV ceremony we set out to do a clip for George Harrison. He wanted a video clip that criticized the consumer society. Then we readapted the idea with Hervé de Crécy and set it in New Orleans. The city made up entirely of logos was devastated by a cyclone.