Bladeworks Fencing: Laser Diecut Poster

This poster for Bladeworks Fencing Club was designed to show that fencing is a fun way to get fit for anyone—not just nerds or Olympians. The traditional Spencerian script was hand-lettered by world-renowned typographer Tony DiSpigna and laser-cut so that it appears the words were cut out of the paper Zorro-style by an extremely skilled swordsman.

Advertising Agency: Rethink, Canada
Designer: Jeff Harrison
Copywriter: Keri Zierler
Typographer: Tony Di Spigna
Producers: Keri Bhangu, Sheila Santa Barbara
Studio Artist: Jonathan Cesar
Laser Diecutting: Arkwell Industries
Photographer: Clinton Hussey Photography

11 comments

CuriousPencil's picture
CuriousPencil
4227 pencils

Glorious. Artistically solid, and I hope fiercely effective. The choice of calligraphy is a lovely piece of smarts, given the probable demographic. And the copy is just right. I'd challenge the aspiration that it shows fencing as 'for anyone' though - only certain people are going to chime with the power of calligraphy.

atb2005's picture
atb2005
13567 pencils

I was wrong; hence I deleted my previous comment. I thought this was a print ad (even though it says poster; didn't really pay attention). As a poster, it is ok. I still don't find it effective, sales-wise, though. And again, the copy conveys nothing with regard to staying fit.

CommandZ's picture
CommandZ
2472 pencils

I'm going to second Gerry's "glorious" sentiment. I don't under estimate that consumers will get the idea that this was a Zoro-esgue treatment with the calligraphy, and they don't need to understand the laser cut technique to get that. The type is treated very elegantly and I don't believe it's hard to read. Will it be effective? Well, first they need to work on their website which was an utter let down coming off of this piece.

atb2005's picture
atb2005
13567 pencils

deleted by me

bakamono's picture
bakamono
1006 pencils

The could have done few one with "the next zoro did this" and the other "lose fat" because you do sweat and you do get fit.

because therefore it is

Phony Ads's picture
Phony Ads
149 pencils

Calligraphy does not imply this was cut by a sword. It's way too elegant. Using a cruder/simpler font that actually makes the headline look like it was written by someone using a sword, would.

spinsarah's picture
spinsarah
110 pencils

Honestly, I shouldn't have to sit here squinting for 5 minutes trying to read this ad for me to understand its message. I gave up before I had the chance. Not a very good ad if you ask me.

Ordozgoiti's picture
Ordozgoiti
235 pencils

Beautiful.

Kriativity's picture
Kriativity
418 pencils

i agree with spinsarah!

nerio's picture
nerio
166 pencils

this was categorized under "outdoor" so was this a poster or something? if it was then people seeing it would understand the cutout.. but regardless the calligraphy is hard to read...

chirag's picture
chirag
52 pencils

the art of writing is what targets the art loving people, could have been better visible if the color combination would be of better choice.
Nice work...

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