When Tronic was commissioned to redesign the renowned Esquire magazine logo as the centerpiece of a national augmented reality promotion for the February issue, partners Vivian Rosenthal and Jesse Seppi and senior designer Frederico Phillips re-imagined the seven letters as towering intelligent machines, rendered digitally in 3D and placed in landmark environments around the USA. Like everything else in the Tronic universe, there's not much this logo can't do.
In the Tronic animation the letters come to life and find one another to form the complete logo. And, in an innovative augmented-reality extension, developed with Tronic affiliate GoldRun, each letter has been virtually scattered across the country to be found with the GoldRun iPhone app and entered for a chance to win an iPad.
Partners Vivian Rosenthal and Jesse Seppi, who studied architecture before founding Tronic in 2001, learned what gravity wouldn't let them do. But at their New York-based design firm, they combine animation, live-action film, and installation art in ways that defy the laws of physics for blue chip clients like GE, Samsung, Target, and Xerox.