Lessons in Chemistry
2022
Elastic
My good friends at Elastic brought me in to lend a hand in a pitch to Apple+ for a new project featuring Brie Larson, titled Lessons in Chemistry. Set in the 1960s, the storyline revolves around Elizabeth Zott, whose dream of becoming a chemist takes an unexpected turn when she becomes pregnant, finds herself alone, and gets fired from her lab. Her journey unfolds as she hosts a television cooking show named Supper at Six, where she educates housewives on scientific topics and teaches the art of cooking from recipes infused with chemistry.
During the pitch, I presented two distinct directions, along with additional concepts from fellow designers at Elastic. While my direction didn't make it to the final production, it did contribute to Elastic securing the project. Witnessing the final sequence come to life was truly rewarding, and I was thrilled to be part of the team throughout the pitch process.
Direction 01
For my initial approach, I drew inspiration from midcentury design luminaries like Saul Bass, Paul Rand, and the creative minds of the 50s and 60s. The style I envisioned weaves together a vibrant tapestry of playful graphics, collaging recipes sourced from vintage recipe cards. Handwritten recipes from my own mother are juxtaposed with chemistry formulas and graphs, creating a visually dynamic tableau. Within this lively mix, you'll find newspaper clippings and quirky cutouts from vintage advertising, adding an extra layer of depth to the brief narrative that hints at the thematic elements from the show.
Direction 02
For an alternative concept, I embraced a pop art aesthetic, breathing life into it by skillfully juxtaposing strict geometric patterns with marbled paint, creating a captivating interplay of order and chaos. The essence of cooking and chemistry lies in the blend of formulaic structure and creative, artistic expression—and this direction embodies both aspects with flair. The idea was to establish a seamless flow, transitioning from the tidiness of a grid to a complete break, evolving into something organic and fluid in the next moment.
