Crois pas qu’on dort campaign and titles

Crois pas qu’on dort, directed by Lou Marillier and Nick Walters, offers a raw and intimate look at Maysane, Leyna, and Charles-Antoine, three young Parisian athletes training for the 2024 Olympic and Paralympic Games. Filmed over five years, it captures their growth, struggles, and sacrifices as they pursue their dream of representing France on the world stage. The documentary was developed and produced by Pi Studios and SRAB Films with the support of Nike.

Aletheia, in collaboration with We Are Pi, was in charge for the global visual identity of the film campaign, including the creation of a custom version of LL Ruder Plakat designed with Lineto. All other information is set in Delegate by Commercial Type.

From Creative Review:

The posters and titles designed for the documentary riff on the name of the film. The art features images of the athletes shot by Solène Gün, whose work often deals with identity and culture.

The posters and titles feature a custom version of Lineto foundry’s typeface Ruder Plakat, which was tweaked by Parisian design studio Aletheia to incorporate “varying letter widths to echo the movement and rhythm of sport as well as geometric forms as a homage to the Olympic rings”, Chant explains.

The typeface was brought to life in motion by CC Studio, where movements were designed to resemble “the transformation of the ‘awakened’ state of the athletes in the film”.