Scorched Earth is a motion design assignment using typography and minimal graphic elements to embody my favorite Mad Men scene.

The battling parties (Joan vs. the men) have contrasting typefaces and layouts: Joan’s Merengue Script is curvy, soft, and sweet, while the boys’ Dunbar Low feels very standard and geometric. Stan, being the ringleader, has a heavier weight (Medium) than Bill and Joey (Extra Light) — and takes up more visual space as well. The color palette and halftone texture were selected to fit into the show’s time period, with this scene being set around 1965.