This is the amazing Kyle Cooper giving a D&AD lecture last month. Unless you've been living life as a hermit these past few years, you'll have seen his work. He’s responsible for the wonderfully dark title sequence for the movie Se7en. And for sequences for Mission Impossible, Spider-Man (1 and 2) and Wimbledon - among over 100 others.
Cooper is obsessive about what he does. Five years ago he left his own company, Imaginary Forces, to go solo, to get back to the craft of his work – to get back to shooting on his “tabletop”. He talked about - and celebrates - "the raw, the mistakes, the handmade". His sequence for Se7en includes hair pulled from his drain and hand-scratched frames. He aims to involve audiences emotionally, to make them “laugh, to excite or disturb them”. To entertain. That's his challenge.
His credits for Dawn of the Dead (his first project after going solo) were shot using decidedly lo-fi acetone and a hairdryer – to make the type “bleed”. He believes that our huge dependency on technology means we sometimes miss a good idea or story. “Just because we can do things technically”, he says, “doesn’t mean it’s good. Technology doesn’t provide a good story or content.”
(And for the record, he still dabbles some of that fancy hi-end stuff.)
http://dandad.typepad.com/dandad/2008/10/kyle-cooper-and.html