Another thing, you always have to set some base, some starting point to build upon. For instance, when i'm working on a visual or a concept, the "base" can be a some photo or a collage from different photos. It even can be some abstract blobs of paint or simple color gradient, that catches the right mood or composition and later turns
into something recognizable. It is more intuitive and emotional approach. In other case you may start from a detailed sketch and accurately apply areas and layers of paint or some photo cuts, 3D pieces etc. over it to build your image in more structural and predictable manner.

I personally like your Comfort Sleep Ad Visual project as it catches my attention in the first glance. Where did you get the idea of this fantastic work?

Well, not much to say. I hate to disappoint you, but the credit for this ad's idea goes to the advertising agency (it's Leo Burnett). As you probably know, advertising agencies provides long term creative support for the brands. Some make their production in-house, some hire professionals for particular job. Either directly or via other
agencies. I work with Bang! Bang! illustration agency that connects us illustrators with the advertising agencies and their clients. I don't always work that way but in this case i did, so this idea was just given to me.

Regarding this particular visual, my task here was to catch the right mood and to deliver the message the most convincing and authentic way. Just as in any other case actually.

Your Lay's Queens Promo Visuals project is very delightful, the colors you used in every character is simply beautiful. Can you tell us the meaning behind this project?

There was a promo campaign for Lay's Sensations brand carried by BBDO Moscow. They launched a website where visitors could upload their photos replacing character's faces in the images. So they asked Bang! Bang! to do the artwork. There was a lot more lady's images than these four, and many great illustrators in the Bang! Bang!'s list had participated.

A lot of artistic freedom had been granted, as the only limitation was as short as the character's definition. The idea was to catch the essence of every particular lady's character and to build her own unique environment. So i felt that not only the character itself, but every little piece in the image must have been delivering its message.