Ginger Root – “Weather” video
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Cheee and Cooper, together at last.
Music video for the single “Weather” by the self-described “aggressive elevator soul” band Ginger Root. Directed by Cameron Lew and production-designed by Ashley Kron, the video is framed like the experience of flipping through TV channels and alternates between very fun retro-styled graphics shot off an antique CRT and a family on the couch trying to settle on something to watch.
We open on a tightly-tracked title in James Edmondson’s psychedelic Cheee and some wide-set Cooper Black Italic in front of a close-up of a corduroy couch. It’s a perfect hat trick of a mood-setter; the video (and Ginger Root’s overall sound and brand) fuse funky 1970s influences with more contemporary cues.
The first TV shot introduces Phosphate Solid, an extremely good “local news station identity” choice that’s also chunky enough to hold up to some analog distressing. (The serif it’s paired with – probably Caslon – gets distressed a lot more, but the effect is neat.)
The other big graphic identity for this video is the “Late Night!” card, which only appears for a second but makes excellent use of Mark Simonson’s slick, fluid script Kinescope to nail the “cheesy early-80s talk show” vibe with very few moving parts.
A lot of people are credited as working on this video & even OH no Type Co. is listed in the “Special Thanks” section, so I don’t really know who did the typography, but they did a great job.
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The rest of the credits are all Cooper, flexing some extreme tracking in both directions.
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Phosphate Solid adds some impact while matching the retro attitude (and staying legible even when packed in super-tight and blurred by the TV). The smaller text here is tough to get a good look at through the CRT but appears to be some version of Caslon.
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With a whopping three at once, I think this shot is the most fonts on the screen at any point in the video.
The sans on these weather-forecast graphics is the one font here I can’t identify – seems likely it’s just Helvetica but the CRT makes it tough to get clear outlines.
