Various explorations with chiseled brushes, markers, nibs and even whittled bamboo were tried before I settled on a 7mm wide chiseled marker. To get the ink to flow out of the pen at the rate I needed, I would drop a single drop of diluted rubbing alcohol at the base of the point before I scrawled each word.
After each round, I would select best possible candidates, photograph and scan for best contrast, digitize and deliver Victoria's Secret to test.
Yes, lipstick. No other option worked well or produced the tactile, visceral, sensual quality as red lipstick on substrate. Various surfaces were experimented with from lexan to acetate, gloss and matte papers and even a mirror. The ultimate successes came from coated stock. Through the course of the project, over 650 sheets of paper were blown through (sorry trees) as I ran through iteration after iteration. This successive, rapid-fire nature kept the lettering more sincere, immediate and aggressive.
During each successive round, I selected possible candidates, photographed and adjusted and delivered the hi-res Photoshop® files for VS to work with.
At first glance, this lettering seems short, sweet, in and out, one and done (and any other slick phrase you can think of.) OK, it wasn't. Careful attention was given to the spacing and 'folding' of each line against the other—all while, rapidly writing each word with a Sharpie® fine point marker. BTW Sharpie, if you ever want to consider corporate sponsorship, I'm your guy.
As with all other lettering projects for clients, the choice lettering pieces were photographed and scanned, digitized and delivered for review.