Behind the Scenes of the Neue DIN Video

longside our videos for the color font, Hamster (with SNASK) and the Case Collection (with Susi Sie), the recently released Neue DIN video falls into this category. The idea behind the video was to explore the origins of the typeface used on German street signs through an asphalt-inspired aesthetic, while remaining abstract and timeless. To achieve this, we collaborated again with Susi Sie, who now offers us a brief glimpse behind the scenes. Her work takes place exclusively in the analog world. She uses film, macro techniques, and physical materials to reveal details that normally remain hidden.

Based in Zurich, Susi Sie is an Emmy award-winning artist, having won one for ‘A Trip to Infinity’ (Netflix). For Neue DIN, she recreated the appearance and texture of stones and particles using gold paint. She poured the paint into Petri dishes allowing it to flow freely, as it did so the liquid slowly formed miniature landscapes. The paint moves playfully around the letters, circling them, touching their edges, and leaving them room to breathe.

The result is a unique film. One that is magical, delicate and yet rich in detail. Throughout the film there is a silent dialogue between type, material, and the beauty hidden beneath the surface. The whole process was in fact incredibly exciting and inspiring for us as well.

Try Neue DIN