“Designing” HER AIM IS TRUE
By Her Aim Is True director, Karen Whitehead
Watch any film or TV show and it is the story that draws you in. If it is compelling, (and we are confident Her Aim Is True will be to our audiences) – you will remember it long after you have left the screening. But what replays in your head? The iconic photos often taken against a stunning and surprising Pacific Northwest backdrop? The original punk sound created by The Wailers and The Sonics? Jini Dellaccio’s courageous pursuit of artistic expression? All of this, hopefully should be what you take away from this journey into mid Sixties gritty music subculture as seen through Jini’s pioneering rock ‘n’ roll photography. But I think how you experience the film and it impacts you, depends a lot on the overall “ look and feel” of what is before you on screen. In other words, it is the placement and art of graphic design from the first moments of the film that “connect” you to the subject matter when you see the title sequence and continue to resonate throughout the course of the film. These graphic elements help us tell Jini Dellaccio’s remarkable story as an unheralded woman photographer.
The challenge of this project is how to integrate an eclectic mix of archival layers and make them all work together in a seamless and visually powerful way. From our access to Jini’s 50 year old archive, to the cool colors, look and design of “teen dance” scene memorabilia including vintage posters, tickets, album covers & 45s – we are on a mission to soak our audience in a time and place where our hidden story lies in rock history.
During early discussions with Belle & Wissell’s design team, we characterized the film as being crafted around a series of intriguing “behind the scenes” encounters between Jini, musicians and rock photographers. It has an overall “then and now” feel as each scene explores Jini’s methodology, which was clearly based on love and heart. We had to decide what design elements would compliment these scenes and enthuse audiences especially with a relatively unknown subject! Gabe Kean, principal at Belle & Wissell, explains here how this was done: “The design team looked at period typographic approaches and color palette, and developed a visual design system to help the film’s audience to understand it’s focus on photography, the camera, and Jini’s relationship with the camera. Period camera packaging design, record jackets, and coloring techniques of the ’60s all influenced the final, eclectic “then and now” design system.
The goal is to keep the story moving forward and our audience engaged and connected to Jini’s artistic process and story. We hope when the film is released, that you will find the decisions we have made about how to use graphic elements in the film and our choice in editing style and structure do just this!