biker gang edited

Art & Mechanical celebrates official launch with biker beheading

Good design can save a life, or at least cause a life to be spared by a biker gang, as it does in new film project by the Toronto-based design agency Art & Mechanical.

Created to celebrate the official launch of the agency this Thursday, the seven minute film tells the story of Souls of Sin, a biker gang turning on one of its own. Just as the rejected member is about to be beheaded, a box arrives – a branding package with a booklet of photos of the gang with taglines like “Nothing like a good beer after a good beating,” and “The only things that matter are strippers, cocaine and the boys.” In a moment of nostalgic tenderness, the gang boss decides to spare his buddy’s life.

The idea behind the film, according to Art & Mechanical creative director and partner David Adams, is that good design should make a person feel something and great design should make them do something, as it does to even the most cold blooded in the film.

Art & Mechanical actually opened its doors back in September 2013, but the agency has kept quiet, wanting to build up a body of work before launching any PR. “We decided right from the start to dedicate a good amount of time to developing our portfolio and living with our own brand before we released any communications,” Adam Zolis, president and partner, said in a release. “No website, no press release, no anything until we had a real good sense of who we were and what we wanted to offer.”

The agency's package design for Lesser Evil  crisps

The agency’s package design for Lesser Evil crisps

The agency now lists BC Hydro, the conversation agency Smak, Squish Candy and Toronto restaurant The Lakeview as clients. Art & Mechanical has done a variety of work for these clients and others, including branding, logos, design work and websites.

Before coming together to start Art & Mechanical, Adams and Zolis had long careers in the ad industry. Adams has worked both freelance and in the agency world, on brands like Audi Canada, Coca-Cola, Corona, Kokanee and Kobo. Prior to starting Art & Mechanical, he was working as a freelance creative director for agency clients including Grip, John St. and Interbrand.

Zolis was previously managing director of AmoebaCorp and held account positions at John St. and High Road Communications.

Founders David Adams, left, and Adam Zolis

Founders David Adams, left, and Adam Zolis

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