58 THIRST
Intelligent Design, like much of Thirst’s most recognized
work, is self-published research that
is essentially cultural and design commentary.
In this piece Thirst explored the relationship
between design and technology, especially advanced
workflow processes.
“I was concurrently interested in commenting on both the
appropriation of the term ‘intelligent design’ and the relationship
between the socially polarizing effect and the competitive arena
where Pepsi One and Coke Zero were getting red and blue all over
the place,” explains design director Rick Valicenti. “I first decided
to ‘convert’ the beginning of the King James version of the Book
of Genesis to binary code, then have InDesign replace every one
with a Pepsi One can and every zero with a Coke Zero can. When
it was all over, I saw that it was good.” Thirst’s custom Javascript
automated assembly of the 24-page book (with each page containing
over 1600 placed files) in about 15 minutes per page. There is
an odd sensation in the binary repetitions juxtaposed with Biblical
verse knocked out of gold as a nod to illuminated manuscripts. It’s
a mix of the sacred and the profane, uniquely facilitated by technology.
by Terry Lee Stone
Thirst | Design Director: Rick Valicenti | Designers: Rick Valicenti, John Pobojewski, Robb Irrgang | Photographer: Gina Garza
Programmer: Robb Irrgang | Client: Thirst | Contact: www.3st.com
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