Looking into the future through a rearview mirror.
I love everything about this video - aesthetically it hits for me on almost every count: music, process, letterpress, booze, promotion - it's really perfect. Beyond all that I find a special satisfaction in that it celebrates a way of working that predates the digital - a time when a font was something you held in your hands. It's important to look back - to live for a moment or two in what was and understand it's timelessness. Only by doing this can we ever really hope to understand where we're going.
