Jif vs Gif           


Dark Igloo put together a show celebrating 30 Years of the Gif for GIPHY. I was responsible for creating a timeline of the GIF through dioramas. One of the biggest debates is whether GIF is pronounced with a hard G or soft G. GIPHY is on team hard G, yet Steve Wilhite, the creator of the GIF, is known to say “choosy programmers choose GIF,” referring to an old JIF slogan, perpetuating the soft G argument. I flipped that argument on it's head in favor of the hard G—by creating a two-sided JIF jar. The JIF side being incorrect pronunciation and the GIF side being proper. GIPHY and JIF teamed up to take this concept from an art show to your pantry in February 2020.

Client

GIPHY

Studio

Dark Igloo

Services

Exhibition Design
Graphic Design

Year

2017

Creative Direction

Mark Miller, Dave Franzese

Concept

Jess Hutchison

3D Animation

Jake Longoria



© Jess Hutchison, 2020.

say hello! ︎︎︎ ︎︎︎ ︎︎︎



say hello! ︎︎︎ ︎︎︎ ︎︎︎

©Jess Hutchison, 2020.