TWC

Killing Them Softly

helvetica & capitalism

project

Killing Them Softly Theatrical Key Art

INDUSTRY

Entertainment

WHAT WE DID

Art Direction, Branding, Campaigns, Concepts, Creative Direction, Film & Video, Graphic Design, Print

creative direction: fabrice frere, michelle keller
design: fabrice frere, michelle keller
production: planetFab studio

Killing Them Softly is a darkly comic, visceral thriller that doubles as a cautionary tale on capitalism, whose message is delivered with sledgehammer force. The typography used on the poster is intentionally as generic as it gets: Helvetica. It is the most widely used font in advertising, and its use on the poster is a sly nod to capitalism, the central theme of the film. Our favorite quote delivered with unparalleled conviction by Brad Pitt’s character: “America is not a country, it’s a business”.

killing-them-softly-brad-pitt-planetfab

what's your problem?