Laws of Attraction
designer: Momoco • comment
The main titles for Laws of Attraction have the same rhythmic flow as the jazzy track that accompanies it. The titles transform into intersecting lines, which form a structure that resembles a city grid.
Title designer Nic Benns: “The type animation is part of the city but it also carries the idea of boundaries and rules - the film being about lawyers in love and divorce. So the type pushes names away or letters are immediately replaced, relationships are signified. As it was seamless, the sequence, and each letter, had to be animated from scratch many, many times (as lawyers kept changing order of credits and adding more, up until the last minute). Lots of executive producers on that film! It did improve each time.
We selected the footage from hours of aerial shots that the director had captured. I animated to the music, which is always preferred, and it was a very classy Gershwin-esque piece.
Year of production
2004
Title designer
About the designer
Momoco
Momoco is a "multi-disciplinary design and live action studio" in London specializing in title sequences for film and television, commercials and music videos.
Momoco UK was founded by Nic Benns and Miki Kato. Creative director Nic Benns graduated from Cambridge University and moved to the US to study film at Cal Arts, where he met Kato. Kato came from Japan to attend Cal Arts to study an MFA in Graphic Design.
Momoco has been designing title sequence since 1996, starting off in L.A. at Imaginary Forces and yU+co, before setting up Momoco in L.A. and London in 1999. Sister company Momoco L.A. (Harold de Jesus and Marcel Valcarce) rebranded in 2005 to become inMotion Studios.
Momoco wrote, produced and directed the short science fiction movie, Copelia, which was released in 2010. The company is currently developing a feature film project.
Full credits
Director (film)
Peter Howitt
Title designers and animators
Miki Kato & Nic Benns
Music
Edward Sheamur
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