John Cooper Clarke and Modern Construct - Fred Perry

John Cooper Clarke is a renowned poet whom I was lucky enough to see in concert. He has been labelled as a 'punk poet' due to his exposure during the Punk music movement as well as his lively, rapid-fire style to of poetry.

Clarke has recently written a new poem for Fred Perry’s Annual Traditions Christmas campaign. The poem is accompanied with a film and series of posters designed by London-based design studio Modern Construct that feature the words of the poet.

“Buy a gift that leaves unsaid. Baby you’re the business, you gotta go with Fred.”

The project appropriates the analogue techniques used in John’s early publications and gig posters. This hands-on approach echoes back to John’s first job as a lead typesetter before he gained popularity for his written work. I wasn't aware that Clarke used to be a lead typesetter and Modern Construct have utilised this personal attribute to inform the typographic style and how it is presented/removed on screen. 

The video aesthetically appeals to me as the muted tones and ink spot images connote collage which is a medium I have explored throughout my creative journey. Due to my previous experimentation with stop-motion animation using collage, this aesthetic brings text, image and texture together in an irregular, playful and broken fashion. Modern Construct have appropriated this media to connote Clarke's poetic style. 

The natural characteristics of the collaged typography combined with the irregular layered textures makes reading Clarke's poem an emotive experience. The broken and inconsistent lines of type force the audience to read the poem as if it was Clarke reading it. Modern Construct init

After witnessing Clarke's performance at a festival and reading his poetry I can see a clear relationship between both creative arts. This, like fashion, provides designers with the ability to 'break the rules' of design in order to communicate the expressive art form. I like to produce ambiguous and expressive compositions in the past however I haven't featured typography because I didn't have the skills and experience. As my practice is progressing from first year my typographical and typesetting knowledge has improved through applying traditional methods, I aim to combine my improved typesetting skills with my passion for surface pattern and texture in order to generate a stylistic aesthetic, whilst also making sure it is informed and appropriate for the brief.

Stop motion animation is an engaging method of producing moving image which creates graphic communication.