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<!DOCTYPE html>
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<title>Dada vs. Art</title>
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<section>
<div class="section-inner">
<!-- Caption 1 -->
<figcaption id="dada-caption-1" class="block">
<p>
Less interested in creating another imitation of the <br>
Dada aesthetic, I approached this project instead as <br>
a reimagination of what Dada may have looked like <br>
today, had the movement emerged from the current <br>
wave of technological advancement & regurgitated <br>
design trends we experience today.
</p>
<p>
The Dada movement is not one easily defined— the <br>
styles, methods, and beliefs of Dada were unique to <br>
each group, some of which even rejected the name <br>
“Dada" itself; a name that, ironically, was chosen by <br>
driving a knife into a German-French dictionary.
</p>
<p>
Respectfully so, <i>Dada vs. Art</i> is a “dictionary” for the <br>
movement. It is not a historical outline of Dada, but <br>
rather an examination of 3 fundamental principles of <br>
Dadaism that held together an otherwise ambiguous <br>
group of artists who would significantly influence the <br>
field of graphic design: chance, play, and type.
</p>
<p>
Divided into three separate volumes, this book uses <br>
contemporary techniques to explore the relationship <br>
between chance and control.
</p>
</figcaption>
<!-- Chance Flipbook -->
<figure class="block">
<iframe id="dada-flipbook-chance"
src="http://www.jeffpaletta.com/assets/books/dadaChance/chance-flipbook.html">
</iframe>
</figure>
<!-- Chance Enlarge Button -->
<figcaption class="block">
<div id="dada-enlarge-chance">
<p class="enlarge-button">
<a href="http://jeffpaletta.com/media/books/dadaChance/chance-flipbook.html" target="_blank">[ fullscreen ]</a>
</p>
</div>
</figcaption>
<!--
<figure class="block image-1 landscape" data-ratio="1.7777777777778" >
<div class="video">
<iframe id="dada-flipbook-1" width="1000" height="667"
src="//e.issuu.com/embed.html#23690015/34582662" frameborder="0" allowfullscreen>
</iframe>
</div>
</figure>
-->
<!-- Caption 2 -->
<figcaption id="dada-caption-2" class="block">
<p style="padding-left: 34px !important;">
<i>Volume One</i> is primary left to chance; it's as <br>
"undesigned" as possible. Text is input through <br>
a custom text editor and output in it's final form; <br>
it works like this:
</p>
<p style="padding-left: 20px !important;">— keypress duration determines character size <br>
— time delay between keystrokes controls opacity <br>
— difference between how quickly a key is pressed vs <br>
how quickly it is released determines baseline shift. <br>
— the cursor never stops moving; the time in between <br>
keystrokes designates the letter spacing.</p>
</figcaption>
<figcaption id="dada-caption-2-5" class="block">
<p>The design process went something like this: <br>
open up the script and processing app side by <br>
side, retype the script into processing, hit ~ to <br>
export file as pdf when I reach the bottom of a <br>
page, drop the pdf into Indesign, repeat until I <br>
reach the end of my script, print it. </p>
</figcaption>
<!-- Caption 3 -->
<figcaption id="dada-caption-3" class="block">
<p>
<i>Volume Two</i> covers the importance of play within <br>
the Dada movement. Also largely left to chance, <br>
the design of this volume utilizes a second script <br>
to implement some additional control. It worked <br>
like this: The copy is plugged into processing as <br>
one long string; clicking the mouse and dragging <br>
draws the copy along the path, while text size is <br>
controlled by the velocity of the mouse.
</p>
</figcaption>
<!-- Play Flipbook -->
<figure class="block">
<iframe id="dada-flipbook-play"
src="http://www.jeffpaletta.com/assets/books/dadaPlay/play-flipbook.html">
</iframe>
</figure>
<!-- Play Enlarge Button -->
<figcaption class="block">
<div id="dada-enlarge-play">
<p class="enlarge-button">
<a href="http://jeffpaletta.com/media/books/dadaPlay/play-flipbook.html" target="_blank">[ fullscreen ]</a>
</p>
</div>
</figcaption>
<!-- Flipbook 2 -->
<!--
<figure class="block landscape" data-ratio="1">
<div class="video">
<iframe id="dada-flipbook-2" width="1000" height="667"
src="//e.issuu.com/embed.html#23690015/33560093" frameborder="0" allowfullscreen>
</iframe>
</div>
</figure>
-->
<!-- Caption 4 -->
<figcaption class="block" id="dada-caption-4">
<p>
<i>Volume Three</i> follows the same methodology as <br>
the previous two, but with the addition of one final <br>
step in the design process that allowed for some <br>
increased creative control. Typographic aesthetic <br>
and structure was still governed by chance, but <br>
the manual implementation of imagery allowed <br>
for more precise spread refinement, making the <br>
final spreads slightly more deliberate and planned <br>
than those from previous volumes.
</p>
</figcaption>
<!-- Type Flipbook -->
<figure class="block">
<iframe id="dada-flipbook-type"
src="http://www.jeffpaletta.com/assets/books/dadaType/type-flipbook.html">
</iframe>
</figure>
<!-- Type Enlarge Button -->
<figcaption class="block">
<div id="dada-enlarge-type">
<p class="enlarge-button">
<a href="http://jeffpaletta.com/media/books/dadaType/type-flipbook.html" target="_blank">[ fullscreen ]</a>
</p>
</div>
</figcaption>
<!-- Flipbook 3 -->
<!--
<figure class="block image-3 landscape" data-ratio="1.3368146214099" >
<div class="video">
<iframe id="dada-flipbook-3" width="1000" height="667"
src="//e.issuu.com/embed.html#23690015/33570613" frameborder="0" allowfullscreen>
</iframe>
</div>
</figure>
-->
<!-- Video Title Caption -->
<figcaption class="block">
<div id="dada-caption-5">
<h3 id="dada-videos-title"> Process Captures </h3>
</div>
</figcaption>
<!-- Video 1 -->
<figure class="block landscape" data-ratio="1.384074941452">
<div class="video">
<iframe id="dada-video-1" type="text/html" frameborder="0" width="750" height="421"
src="https://www.youtube.com/embed/4EgTaov5LUQ?autoplay=0&controls=0&iv_load_policy=3&loop=1&playlist=4EgTaov5LUQ&modestbranding=1&rel=0&showinfo=0&vq=hd1080" allowfullscreen>
</iframe>
</div>
</figure>
<!-- Video 2 -->
<figure class="block landscape" data-ratio="1">
<div class="video">
<iframe id="dada-video-2" type="text/html" frameborder="0" width="750" height="421"
src="https://www.youtube.com/embed/MBzKD24XBNw?autoplay=0&controls=0&iv_load_policy=3&loop=1&playlist=MBzKD24XBNw&modestbranding=1&rel=0&showinfo=0&vq=hd1080" allowfullscreen>
</iframe>
</div>
</figure>
<!-- Process Link -->
<figcaption id="dada-process">
<p>
<a target="_blank" href="https://github.com/jeffpaletta/dada-vs-art">[ view github repository ]</a><br>
<a target="_blank" href="http://archive.jeffpaletta.com/process/dada-process.html">[ view process work ]</a>
</p>
</figcaption>
</div>
</section>
<div class="process">
<div class="cover"></div>
</div>
<footer>
<div style="max-width: 80%;margin-top: 33%;">
<p>
On paper I call myself a communication <br>
designer, but that's really just an umbrella <br>
term I use to keep things succinct. I'm <br>
really just a problem solver who is always <br>
looking for a better way of doing things.</p>
<p>
As a kid I was building primitive “robots” <br>
to do my chores for me, and as a teen I <br>
was scheming up <s>romantic</s> creative <br>
ways to ask my crush to the school <br>
dance. Doing things the default way is <br>
boring; there’s always a more exciting <br>
means to accomplish the ends.</p>
<p>
I’m basically a grown-up version of the <br>
annoying little kid who responds to every <br>
statement with “why?” But sometimes <br>
asking “why?” turns into a “what if?” My <br>
portfolio is a collection of these moments: <br>
fifteen different solutions that began by <br>
asking questions an exploring new ideas.</p>
<p>
<br><a href="tel:+12489125733">+1 248 972 5733</a>
<br><a href="mailto:[email protected]">[email protected]</a>
<br><a target="_blank" href="http://instagram.com/jeff.archive">@api.jeff</a>
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