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Advertising is one such arena where one can achieve as much as they’d like; provided, that they’ve got the skills, talent and of course the courage. Nasheet Shadani, believes it’s for every illustrator to make the most of this opportunity and create magical pieces that can manifest themselves as memorable communications.

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Poster for Vodafone India
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Poster for Vodafone India
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Poster for Vodafone India

If the Idea is the Soul of Any Work Then Illustration is the Body.

It is common belief that it’s tough for a fresh college graduate to walk in with a portfolio and land into advertising directly. Common notions are that one needs ‘contacts’ and ‘references’. That’s not true. A good portfolio is the key into this exciting world, provided that the work contains not only cool designs and illustrations, but strong and unique ideas behind them as well. Once you make your way in, the world is yours. And for an illustrator, it’s a very exciting place. There is a bit of illustration in everything you create, whether it’s a logo design, typography, calligraphy or even a photo shoot.

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Poster for Vodafone India
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Poster for Vodafone India
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Poster for Vodafone India
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Love Problems More Than Solutions.

Pablo Picasso once said, “God is really only another artist. He invented the giraffe, the elephant and the cat. He has no real style, He just goes on trying other things”. Once a new style is cracked, the job is done. Then it’s all about moving on to explore something new. It’s important to go for the best style that suits the brief rather than retro fitting what you are good at. It also depends on the brief, if the best solution is a minimal vector graphic then why waste energy and time in creating intricate miniature art?

Poster for Vodafone India
Poster for Vodafone India
Dancer Meets Potter, Dancer Meets Puppet. Surajkund Mela theme is used to invite people on behalf of Vodafone using vivid and vibrant illustrations.

Do the Doodle.

Whatever is the result, it all starts with a doodle. Never sit on the computer directly. It is always better to think, let your subconscious work on the problem then transfer your thoughts into paper and use that doodle as a building block. Remember that even though we’ve got incredible programs and software at our disposal, they can’t do the thinking; they cannot generate ideas. Surrounding yourself with interesting and creative things can help inspire. Whether it’s things you collect from your travels or simply dig deep into the rich Indian culture, design and artistic forms are all around us.

The Elves and the Shoemaker, Santa’s Gift and Wicked Harry.

What’s Stopping You?

Short deadlines, overnight work, client’s not so friendly feedback and budget issues are few things that, sometimes, stop us in doing great work. But it ultimately depends on the kind of brand you’re working with. There are clients like Vodafone who love illustrations and there are other clients who are more focused on photo shoots or stock images. Can you imagine Amul advertising without those funny illustrative ads? Once you figure out that illustration is the best answer to this brief then the real job starts to convince the client on the benefit of using illustration in that particular case. Illustration in advertising is very different from illustrations elsewhere. Here, every single line must serve a purpose and should add to that overall message.

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ORIYA, URDU, MALAYALAM. A campaign to promote the dying art of calligraphy.
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COUPLE. A print ad to show the ill effects of bad breath in a funny way.
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Illustration for Taxi Fabric

Published in Issue 24

Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

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Creative Gaga - Issue 49

 

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Advertising is an interesting profession and those who work within it know of the everyday humps and bumps, the charm and harm that one has to deal with. As an Illustrator, when the brief is, as usual, a one liner and non-directional; in this case ‘create an illustration on advertising’, the job can be pretty tough. Many images and situations come to mind, and after you’ve decided which one you’d like (and the client would too), that’s when the real work begins. Illustrator, Nithin Rao Kumblekar, takes us through the key steps (illustration tutorial) to arrive at the cover illustration done for this issue’s cover.

Step 01

Always start the illustration with a rough scribble. This helps to get the idea on paper faster. While you do that, it’s advisable to check if it’s working in the layout or not. After that’s finalised, make a fine line drawing by putting all detailing in place. After that comes the lighting. Give a monochromatic tone on the entire sketch and decide the light source and the reflection. This gives a fair idea about the final look.

Step 02

Next, create different objects in separate layers. Once all the objects have been created, then give the basic shades in respective colours for each layer. This helps understand the colour tone for the illustration in the required light. Here, an 80-volt bulb effect is created in the shady bathroom. One thing that needs to be aware of is that the highlight cannot be pure white. The entire tone has to be yellowish.

Step 03

Now, select a soft brush to work in most of the places. Notice, a rough brush is also used in certain spaces that help colour filling to be faster.

Step 04

Once the direction of light is figured, we can move forward in details. Here, the tiles have been put in perspective after which the lights and reflections have followed. It is important to note that light plays tricks with different surfaces. Here, the bathroom tiles must reflect the light. If you are unable to judge the light, then it’s better to visit the actual site where you can see the reflection and tone in the required direction.

Step 05

The next stage is to get the expression right. Notice how the shadow formation on the expression of the character is what gives the entire look. Here, the reflection is monotonous. If this were an outdoor scene, the shadow light would have been in a bluish tone. However, that is not the case in this illustration. After getting the light, shadow and reflection right, the next step is to focus on further detailing. This includes creating facial hair. Notice how close the bulb is to the head and so a glare effect is created on top of objects below the light source. Hence, a yellowish tone is made to overlap the character.

Step 06

One can add as many elements to create detail in the picture. Here, crumpled pieces of paper are added to the story. Notice how the light direction changes on each paper. If you have trouble understanding light and shadow, then it’s always better to get a reference. Take pictures from a camera of the objects for reference.

Step 07

The final stage is the completion of the illustration. One very important thing to keep in mind is to always keep saving your Photoshop le multiple times. You never know when the le might get corrupted and you might end up banging your head on the monitor.

Published in Issue 24

Illustration For Advertising! Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

Order Your Copy!
LATEST RELEASE
CURRENT ISSUE
Creative Gaga - Issue 49

 

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Gone are the days when Illustrators used to take the back seat in the advertising world. With things today, they’re emerging as the forerunners of some amazing and memorable communication that is being recognized. No doubt, clients, like OLX and Docomo, are exploring this valuable asset with Nithin Rao Kumblekar.

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Namaste India Milk, Agency: ADK Fortune Communications Pvt. Ltd.
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Urbanrise, Agency: One MG, Chennai
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Contacting an illustrator for a TVC shoot might not be something we hear of everyday, but when OLX got in touch with Nithin Rao, it was a wise decision. The client wanted a campaign that would carry forward in print as well, and thus, saving time and cost, decided to get the shoot illustrated. Simple to look at, but the task was a challenging one for the artist. The OLX team had asked him to create every object separately in the layout so that they could pick each one later, according to their needs. Thus, the illustration required Nithin to create every object completely even if it was overlapped by the objects.

Wall graphic for Sulekha.com
Wall graphic for Sulekha.com

Wall graphic for Sulekha.com
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When Docomo demanded an illustration route for its exciting print campaign ‘The bedtime stories’, Nithin knew it would be storytelling through single visuals. Without over complicating the visual, he worked carefully with shadow and light to establish humor and wit using relatable scenarios. To give the story a setting, subtle placement of props were used, like the placement of a kid’s drawing book, school bag and water bottle with a fish on it.

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Client: Killer dryShampoo, Agency: Makani
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Client: Killer dryShampoo, Agency: Makani
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Client: Killer dryShampoo, Agency: Makani
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Published in Issue 24

Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

Order Your Copy!
LATEST RELEASE
CURRENT ISSUE
Creative Gaga - Issue 49

 

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Art is an expression of yourself, whether you work with a team or not, design is all about putting yourself out there. Thinking creatively, acting spontaneously and satisfying a wide spectrum is what Abhishek Sawant does and urges others to do. Here he talks on how to be part of a team while still maintaining own core self.

Working in a Team

Artists are best known for working alone; the brooding, silent type. However the same does not stand true for Abhishek Sawant who knows exactly how to be part of a group in order to deliver an innovative product. He believe that working individually allows the creative juices to flow, however working in an open board design environment promotes healthy competition, eventually leading in evolution of design sensibility.

An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

How Can You Make it?

Art is an expression of yourself; what you feel when you see a gorgeous sunset over the horizon or the inspiration from the world around us. Don’t lower your expectations or under-estimate your calibre, for nobody knows what goes on within the head of the designer; all they understand is what comes out on paper. What will make you click is subject to individuality and Abhishek finds his way when he travels or discovers a solution in scribbles on blank sheets of paper. He urges you to be yourself; as that is something nobody can take away from you.

Dark humour used to depict the effect of thick soup.
Dark humour used to depict the effect of thick soup.

Now, Don’t Lose Yourself Along the Way

At one point in life everyone is faced with the doubt, ‘What can I follow in order to succeed?’ The answer is simple and it comes from within. There are no shortcuts to succeeding as an artist; all you have to do is be true to yourself and not bend before client briefs. Use them as a guideline but never lose yourself in the process. Detailed or minimalistic, enhanced human expressions or subtlety, monochromes or vivid hues; all of the basic design principles guide you and ultimately shape your work. Accolades will come and go; clients will do the same you have to live on with your brand identity so work on that first, others are sure to follow on.

The cool ones are invited to the Bombay Times after hour party.

Advert for the popular brand Airtel celebrating the friendship.

Make the Group Succeed

A team is as strong as the weakest link. While everyone is sure to put their best foot forward, the real challenge is to make everyone overcome the obstacles together and reach a point where the group and the client both are happy. Learning how to work with and for others can be what makes or breaks you, as individually brilliant artists also have to gel with others at some point in order to achieve their goals. Enthusiastic artists bursting with passion make confident partners who win Abbys.

Innovative Dietician Visiting Card
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CURRENT ISSUE
Creative Gaga - Issue 49