What is it about typography that you love?
What I love about working with typography is that you can emphasize the message of a communicational piece. You can work with typography as a visual element per se, not as much as just a letter in isolation. So the creative thoughts and the quantity of resources that you can use to convey a message are limitless.
Also I love the perfection of a good typography. I love working with the elements that make up a good typography, geometries and . So I think that I’ll never get tired of creating new works with typography as the main feature.
What is your work process like?
Depending on the kind of project. But I always THINK before I start TO WORK. Then the process could be a draft as a starting point, or just an image, or maybe some thoughts. Then I try to define the kind of treatment to work on, if the final piece will be digital I always work with tools like Illustrator, photoshop and cinema 4d. If the final piece will be an installation, I start to work on a 3d draft in Cinema 4d to assure the lens of the camera, measurement, distances, materials, etc etc and then I work with different materials but everything in handmade.
Do you experiment on using new mediums or techniques?
I’m always trying new techniques, materials, tools, resources and mediums. Its a way to moving forward and keeping active. I don’t like to stay calm and to do things that I usually do.
What inspired you to create “The Kitchen of Typography”?
It was a good way to gather together different projects that I was working in the last year. I enjoyed to work on these proposals. Some of them were final finished projects, other ones are experimental projects and finally other ones that for some reason the clients didn’t like them or they thought that the proposals didn’t work for his cause. So I put all together and show them to the world! Its a way to show my passion for what I do in spite that I didn’t get the approval.
Any new projects that you’re working on right now?
In 2010, with my partner Mariano Farias, we created Plenty: An Art & Animation Direction Studio where currently there ten people working on projects on TV Branding and Advertising Campaigns for brands as Schweppes, Doritos, Vodafone, Sony Entertainment, Discovery Channels and Mtv Channels.
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