Fred Woodward work

This 2003 spread was designed by Fred Woodward, to promote the new movie Spiderman, starring Tobey Maguire. The article features Woodward’s signature style of positioning the headline across an image in such a way that forces the reader to read the headline in a certain way, while also at the same time observing all the details within the image. The image on the left is supposed to be a depiction of the New York City skyline, with the letters giving the illusion of windows that are lit on the skyscrapers. Woodward chose to use the New York City skyline for this spread because the movie is set in New York City. The image on the right is a photograph of Tobey Maguire scaling the side of a building, like Spiderman does in the movie. The positioning and the lighting of the photograph, as well as the color scheme (black and white) are in direct contrast with the colors of the title page on the left; the two balance each other out.  The style and layout of this magazine spread is classic of Woodward, he made calculated decisions when it came to typography, giving a meaning and setting the tone for the subject matter or persona; in this case, the subject matter is Spiderman in New York City, so he used that to create meaning and set the tone of this spread. Not only do the typefaces work for the attitude of the article, but the positioning of groups of words create emotion. Text has great value, but it’s not too untouchable to have fun with, as Woodward’s eccentric type experiments prove. Woodward never fails to organize a page architecture that blends font, photography, design and journalism, and turn it into a creation more abstract and exalted than each of its parts. Woodward has been described as “one of the best art directors of all time” by Paul Davis, who worked as art director for Playboy magazine then started his own freelance graphic design career.