My selected works during my Masters for Art Direction and Graphic Design in ESDesign 2019-2020
Visual Language for an editorial piece. Child Obesity
September 17, 2019
This one is a bit more on the morbidly entertaining aspect of giving a message by mashing up icons in the fast food industry and the horror entertainment pop culture. I decided to go on a more textured-heavy and collage style approach to the main image and a symbolic ornament to be placed in the text in a way to not distract the the reader as much when view the article.
September 17, 2019
This one is a bit more on the morbidly entertaining aspect of giving a message by mashing up icons in the fast food industry and the horror entertainment pop culture. I decided to go on a more textured-heavy and collage style approach to the main image and a symbolic ornament to be placed in the text in a way to not distract the the reader as much when view the article.
Creating two flyers/posters for a national beer sponsored music festival. Jazz Day and Jazz Night.
September 30, 2019
In this one, I had to create a fictional music festival sponsored by a national beer company of my country. I went with the obvious most commercial company many Costa Ricans consume which was Imperial.
In this instance, they are promoting a day music festival with their light beer brand and in the evening the regular beer brand. Since the genre of choice was Jazz, I took upon looking up references of artists that blended well or at least well known within the Jazz scene of visual appeal like Keith Harring, Phil Frost, Saul Bass, and Bill Mayer and also implement a bit of one of my favorite children's book artist, Lane Smith.
I used a mood board for each poster to match the color themes and textures so they can be very differentiated but still maintain a solid theme so the people know they are related. In the end, I was quite pleased on how well it worked out despite the artistic style being so different.
September 30, 2019
In this one, I had to create a fictional music festival sponsored by a national beer company of my country. I went with the obvious most commercial company many Costa Ricans consume which was Imperial.
In this instance, they are promoting a day music festival with their light beer brand and in the evening the regular beer brand. Since the genre of choice was Jazz, I took upon looking up references of artists that blended well or at least well known within the Jazz scene of visual appeal like Keith Harring, Phil Frost, Saul Bass, and Bill Mayer and also implement a bit of one of my favorite children's book artist, Lane Smith.
I used a mood board for each poster to match the color themes and textures so they can be very differentiated but still maintain a solid theme so the people know they are related. In the end, I was quite pleased on how well it worked out despite the artistic style being so different.
Redesigning band packaging and merch proposal. The Chariot - The Fiancée
October 28, 2019
This is another of my favorite projects to work on. We were assigned to redesign an record of an artist of choice and present an example of merch with the new design. The focus is to use typography and lettering as a the main design.
The artist I chose was The Chariot for their album The Fiancée. The purpose to redesign it is to make it into a special 12 year anniversary version of the album design.
I first analyzed the album release in it's CD and Vinyl versions. Then I looked at what I can do to redesign "The Chariot" logo with several font references. Afterwards, I used other font references on how I can remake "The Fiancée". I also decided to maintain the idea of using a Victorian era image of a woman, however, placed at an odd position to place focus on the name and title of the album. Lastly, I decided to maintain the idead of using the song titles to have 2 different fonts. Due to the nature of the music genre and original fonts, I decided to have a more handwritten approach with a more rough treatment.
I used a mock up to show how it would look like implementing the letters printed in gold to contrast on the vinyl sleeve and also how it would look like on a t-shirt, which is the biggest thing sold with many bands.
October 28, 2019
This is another of my favorite projects to work on. We were assigned to redesign an record of an artist of choice and present an example of merch with the new design. The focus is to use typography and lettering as a the main design.
The artist I chose was The Chariot for their album The Fiancée. The purpose to redesign it is to make it into a special 12 year anniversary version of the album design.
I first analyzed the album release in it's CD and Vinyl versions. Then I looked at what I can do to redesign "The Chariot" logo with several font references. Afterwards, I used other font references on how I can remake "The Fiancée". I also decided to maintain the idea of using a Victorian era image of a woman, however, placed at an odd position to place focus on the name and title of the album. Lastly, I decided to maintain the idead of using the song titles to have 2 different fonts. Due to the nature of the music genre and original fonts, I decided to have a more handwritten approach with a more rough treatment.
I used a mock up to show how it would look like implementing the letters printed in gold to contrast on the vinyl sleeve and also how it would look like on a t-shirt, which is the biggest thing sold with many bands.
Creating a wine label and package. Prioriat DOQ Red Wine Label
November 28 - December 24, 2019
This was a 4-week process of simulating a process of releasing new red wine to be presented in a certain amount of time on a planned schedule. Its aim is attract the eastern market with a new wine cellar considered as high class as well as high quality.
First I looked for the Tone/Mood of the label by presenting a moodboard of dark and sensual imagery. Then I decided to have in a hypothetical budget given, to select the artist ideal to present the style, in this case it was James Jean.
I then emulated the style of the artist (due to the time constraints) and started working on a theme that blended both dark sensuality for red wine. The selected theme was of vampiric aesthetic.
With the proposed theme I then started working on the packaging which also included a small booklet to be attached inside the wine box. In the final image of this section you can appreciate the texture and beveling of the product box packaging so the consumer can feel the matte finish as well.
November 28 - December 24, 2019
This was a 4-week process of simulating a process of releasing new red wine to be presented in a certain amount of time on a planned schedule. Its aim is attract the eastern market with a new wine cellar considered as high class as well as high quality.
First I looked for the Tone/Mood of the label by presenting a moodboard of dark and sensual imagery. Then I decided to have in a hypothetical budget given, to select the artist ideal to present the style, in this case it was James Jean.
I then emulated the style of the artist (due to the time constraints) and started working on a theme that blended both dark sensuality for red wine. The selected theme was of vampiric aesthetic.
With the proposed theme I then started working on the packaging which also included a small booklet to be attached inside the wine box. In the final image of this section you can appreciate the texture and beveling of the product box packaging so the consumer can feel the matte finish as well.
Art by James Jean
Creating an video ad for awareness. "No lo pase pero páselo bien. Quédese en casa."
March 17-25, 2020
This was a very interesting turn of events since this was taking place at the moment the COVID-19 pandemic began taking its toll and started applying the quarantine protocol in its infancy.
At the time, I was taking an audio/visual course so I decided to take advantage of the current state and use it as a PSA of sorts.
I used a play on words in Spanish for the social distancing order and what to do while being in quarentine. This was intended to be a series of "mini shorts" with the same theme but different activities.
This short had a sort of bait and switch of using the protagonist looking like a regular person coming to the doctor and diagnosed positive and then sent home for quarentine. While transitioning from going to the doctor and home, you feel a sense of drab isolation but in the end you see the patient empower themselves to make the best of the situation and start dancing revealing the type of subculture they belong to and start dancing.
I created a storyboard showing a rough sketch of the actions being made for the short ad. After I showed the type of clothing the protagonist would be wearing whether they are male or female. I then used color to show how the tone changes in the transition from blue as the color used for the doctor scene, yellow as the drab exterior of isolation in the streets, and a green/red "radioactive" color to show how the protagonist shows empowerment.
I made sure to take into consideration of the type of look for the scenes. The doctor's office looking very cold, the exterior streets and buildings looking very isolated and mechanical, and the interior of the apartment having a grungy aesthetic including the posters of the protagonist's music taste sprinkled throughout.
Lastly, the dance, I had to make sure the style matches the movement of the dance as I edited the video too. I used some image reference since the dance style itself already is very dramatic and accented in the movement itself based on the way the cybergoth subculture dresses too.
Make sure to click on the caption below the VIRUS IMAGE to view the animatic.
March 17-25, 2020
This was a very interesting turn of events since this was taking place at the moment the COVID-19 pandemic began taking its toll and started applying the quarantine protocol in its infancy.
At the time, I was taking an audio/visual course so I decided to take advantage of the current state and use it as a PSA of sorts.
I used a play on words in Spanish for the social distancing order and what to do while being in quarentine. This was intended to be a series of "mini shorts" with the same theme but different activities.
This short had a sort of bait and switch of using the protagonist looking like a regular person coming to the doctor and diagnosed positive and then sent home for quarentine. While transitioning from going to the doctor and home, you feel a sense of drab isolation but in the end you see the patient empower themselves to make the best of the situation and start dancing revealing the type of subculture they belong to and start dancing.
I created a storyboard showing a rough sketch of the actions being made for the short ad. After I showed the type of clothing the protagonist would be wearing whether they are male or female. I then used color to show how the tone changes in the transition from blue as the color used for the doctor scene, yellow as the drab exterior of isolation in the streets, and a green/red "radioactive" color to show how the protagonist shows empowerment.
I made sure to take into consideration of the type of look for the scenes. The doctor's office looking very cold, the exterior streets and buildings looking very isolated and mechanical, and the interior of the apartment having a grungy aesthetic including the posters of the protagonist's music taste sprinkled throughout.
Lastly, the dance, I had to make sure the style matches the movement of the dance as I edited the video too. I used some image reference since the dance style itself already is very dramatic and accented in the movement itself based on the way the cybergoth subculture dresses too.
Make sure to click on the caption below the VIRUS IMAGE to view the animatic.
To view the animatic CLICK HERE
Making an art house poster for an independent short movie, "Hasta Mañana" by Daniel Torres Santeugini.
April 21, 2020
First I had to make sure I had to put credit to the people involved in the project including the production and distributor of the film. I was given the script and based on it, I tried to capture the mood and ambient of the subject.
Then I looked at examples of modern minimalist style posters that recently many artists have been using to reinterpret the original poster of the movies.
Lastly I also looked at the Polish versions of movie posters since they had a very different approach of the movie. So different, it sometimes is unrecognizable.
I went with the approach of less is more (minimalism) making sure I used the elements or icons that gave the most meaning within the context of the story in the short. I did use the color yellow as a typical color used for indie films but mainly I used the color to give the color of the season it was supposed to represent which in this case is summer.
April 21, 2020
First I had to make sure I had to put credit to the people involved in the project including the production and distributor of the film. I was given the script and based on it, I tried to capture the mood and ambient of the subject.
Then I looked at examples of modern minimalist style posters that recently many artists have been using to reinterpret the original poster of the movies.
Lastly I also looked at the Polish versions of movie posters since they had a very different approach of the movie. So different, it sometimes is unrecognizable.
I went with the approach of less is more (minimalism) making sure I used the elements or icons that gave the most meaning within the context of the story in the short. I did use the color yellow as a typical color used for indie films but mainly I used the color to give the color of the season it was supposed to represent which in this case is summer.
