The algorithm agreed

Marat is one of my early typefaces, and remains my favorite. I made a short film for it, followed by a small campaign. The film appears as a small easter egg in some of the mockups.

The campaign plays with the idea that what we see on many platforms is decided by algorithms. Four posts, each showing a different platform, on which Marat appears as if the algorithm had discovered it on its own. Google image results. A ChatGPT reply. A Pinterest search. A YouTube homepage. All fake. All mine. The world is not, in fact, in unanimous agreement about Marat. That's the joke. The algorithms don't agree. I made them agree.

Not a claim that Marat is the only typeface anyone should use. There are many good typefaces. I just really like this one. I hope you enjoyed the campaign. Thanks to everyone who played along, commented, corrected, or quietly followed.

See more of Marat here.