This is the key art design for The Immeasurable Life message series at North Point Ministries. It was my first complete key art concept that I’ve gotten to be a part of creating since being full-time on staff as the art director.
As a media team we had a plethora of creative meetings to start off the process of coming up with the artwork and title package for this message series. We wanted to be sure to create a metaphor that made sense with the bottom lines of each week’s message without giving it away.
In a nutshell, the brief we received for the series was:
We limit our lives by always trying to gain more, when in reality if we would live a life worthy of God’s name, He has immeasurably more in store for us.
After many different ideas, concepts, directions, and thoughts we came to the consensus that the ever family game of LIFE was a pretty accurate summary of the typical American dream. It carried the idea of just always getting “more”. So that set the tone for the key art; It was to have the vintage, scripty typographic, 50′s ideal life, Leave it to Beaver feel with a somewhat whimsical measureless background but with a fresh and vibrant color palate.
I went through a few dozen iterations of type settings before landing on the final one that incorporates script type and a modified (non-copyright infringing) take on the LIFE boxed letters.
From that place we had to come up with a concept of illustrating how God has so much more for us than what we consider to be “a fulfilled life” as demonstrated by the game board of LIFE. We came up with the idea of what if there was a way to break through the walls of the game board and discover the more that God has for us? We tossed around ideas of driving off the board, launching off the board, even stop motion animations, but we decided to have a hot air ballon that could be our symbol of escape. This is where our ridiculously talented motion designer and animator Taylor Cox came into the picture.
In 10 short days he created this entire LIFE game board world in Cinema 4D wherein this story could be played out. It tells the story of different people having measurable “successes” in life, but towards the end one of the characters realizes there’s more. He discovers the hot air balloon that could rescue him from this limited measurable success, taking him to a place in life where The Immeasurable Life is possible.
This all turned out wonderful, and it was a great experience to be a part of it all. I’m so thankful to be working with such talented people that can make beautiful things that are a part of leading people toward Christ, and I love that we get to do it together for a purpose so much bigger than any one of us could do by ourselves.
Now enough of me describing it, watch it for yourself here: