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Go back to when you were a child. Do you remember noticing something that couldn’t be explained and made your own interpretations and stories? Illustrator Vijyakumar Arumugam works with that strategy. “Breaking down real elements and combining them to create imaginary characters and stories is what’s exciting”, he says. He talks more on his style and how it fits into his real life illustrating profession with imagination.

Real Life Inspires the Imagination
Eeshwari
Real Life Inspires the Imagination
Krishna
Real Life Inspires the Imagination
Kali

Imagination is Inspired By Reality

In actual, the imaginary characters are derived from the real ones. So the more one draws and observes from real life, it becomes that much easier to execute the imaginary ones. It’s an amalgamation of animals, birds, reptiles, and characters you know of in the world we live in.

Real Life Inspires the Imagination
Ganesha
Real Life Inspires the Imagination
MS Dhoni
YAZHI

You can spread the wings of your imagination, travel wherever you want to, meet the wizards, speak to the fairies, fight with the giant eagles, eat with the deadliest predators of an unknown planet. The best technique to execute a character always is to sketch, doodle and passionately explore what you really want to create. As the wise men say, ‘when you seek for it, it seeks for you!’

Real Life Inspires the Imagination
Shiva
RATI
MADANAA.
KAAMDEV

It’s a One Man Story

One character is good enough to tell a story. The pose is in, the emotions on the face, what is it wearing or carrying and its environment. And the composition and all these would bring about a story in everyone’s mind when they look at a character.

 

It is special because perception is subjective and everyone will perceive the same character differently and would also have a different story in their mind.

Real Life Inspires the Imagination
Music of Life
THE AWAKENING

Versatility is Attractive

This stands true for a designer and his/her artwork as well. Because commercial work is based mostly on what a client wants, which varies every time, versatility is an attribute a designer should try and possess. And of course, when you’re working for yourself, you can wish to be and achieve anything.

Real Life Inspires the Imagination
Maya

It’s important to use your talent and skill, like a fortune-teller who can read a hand, to present to the world what they do not know or have not seen. Being intuitive, mythical and intricate for example are some elements that a designer might work with through his artwork. The goal is to connect with the audience and have them resonate with your thoughts and imagination.

MAHISHASURAMADHINI
URSULA

For Every ‘Ying’ There is a ‘Yang’

Most illustrators would claim in having a professional and a personal side. Some might like to create real-life characters whereas some might find their pencil sketching mythological characters. Every artist has an evolutionary arch that is very unique based on his work and life experiences and which ultimately swings the illustrator towards versatility. Though most prefer to work in a particular style, it’s always advisable to keep an open mind to explore other styles.

RAVICHANDRAN ASHWIN
HILFY.
MS Dhoni

Do Whatever it takes to Create Good Work

Illustrators should keep building their personal projects and exercise their freedom. Many illustrators are unhappy even after getting much work and adequate money. The reason could be the kind of work that they do actually contradicts the kind of work they want to do.

THE ZEN WAY

We have to find time for our own personal space and projects. Working for hours day and night might make it tough. In such situations, be straightforward and ask for the time it takes to deliver good quality work. We have to realize that every time we put out a work, we are setting a standard and people are going to be introduced to new aesthetics and it better be a good one.

A CELEBRATION

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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CURRENT ISSUE

 

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The beauty of women is pure and refreshing; every man would agree. Spanish illustrator, Gabriel Moreno, is no different. Charmed by the raw beauty and behaviour of the female form, his artworks capture them through graphic and elegant imagery to make a mark in advertising. He talks to us to tell us more.

The Beauty of Women
PREMIUM McWRAP
The Beauty of Women
San Gavino Mural
The Beauty of Women

Dirty Pink Beauty

CG. Your illustrations and designs are very eye-catchy. How would you describe your style as?

Gabriel. I’d say my style is best described as based in the fine arts but with digital platforms in mind. When you grow up drawing, it just develops naturally. In some facets it’s academic and in others it’s personality. When I choose a subject, I envision whether it will go well with this style that I’ve developed, letting the style define itself.

The Beauty of Women
CD Cover
The Beauty of Women
COCA-COLA PACKAGING
The Beauty of Women
FIAT500 CHINA

CG. What came first, the desire to work as an illustrator or as an advertising professional? How did you marry both? What were/are your inspirations?

Gabriel. The desire to be an illustrator was always first. As far as how I married them, when you desire to work as an illustrator I believe it’s like any other marriage. Sometimes you are on a high and sometimes you find the best way to stay together. Most of the time, the profession is completely fulfilling. Some days I’m more motivated to create than others. Therefore, I have my more artistic “hands-on” days and my less “hands-on” artistic days.

The Beauty of Women

DOLSON

CITRUS AND MANDARINE

The inspirations depend on whether the work is commissioned or personal. If the work is commissioned, the inspiration comes from the subject matter provided by the agency and/or client. If the work is personal, the response is much easier.

 

The inspirations come from women. I’ve always watched women and how they move, their beauty, how they interact with the public, how they interact with themselves, and most importantly how to translate that beauty into my own work in a way that enlivens both them and the visions I have of them.

Giraffe
Hare Edition
DONKEY

CG. Spain’s a very cultural and exquisite country. What Spanish elements do you incorporate in your designs, if at all any? How do you tweak your designs and illustrations according to international brands/clients?

Gabriel. Well, I come from Spain. So, in essence, Spanish culture naturally comes out of me in many ways. I suppose I can say that many of the women that I draw are from Andalusia and others have Spanish traits. However, the main elements that I look for are the eyes and mouth.

 

Many women have beautiful features and it’s just as easy for me to be intrigued by women from India, Italy, Greece, etc. I don’t necessarily feel that any of my work portrays “Spanish” characteristics bounded in culture or a particular Spanish method of approaching art.

COVER ILLUSTRATION
EROTIC STORIES BY JUAN JOSÉ MILLÁS

Regarding the international brands and clients, I adapt to the models given to me in order to professionally carry out the commission. There are always tweaks that need to be made to my style to correctly approach the subject matter. However, the style is the style. It deals more with how I want the visual aesthetic to turn out for the commission.

VODKA CRUISER
SOLO EXHIBITION
CHFL_niñaFINAL.png

CHAMPIONS FOR LIFE

CG. What advice would you give to budding enthusiasts out there? What are your future goals and dreams that you wish to conquer?

Gabriel. I respond to this question by stating that you have to create a lot of work, and just keep creating. However, upon presenting your work in terms of achieving professional recognition, it’s best to have those 25 works that show who you most are. They must be your best work and transmit what you’ll bring to the art world. I have no dreams of conquering, I just wish to continue working in the illustration field for as long as possible.

Series of illustrations for the brand of shoes called Vögele

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!
CURRENT ISSUE

 

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Illustration: 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.

Advertising
Poster for Vodafone India
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Poster for Vodafone India
Advertising
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.

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

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.

Advertising
ORIYA, URDU, MALAYALAM. A campaign to promote the dying art of calligraphy.
Advertising
COUPLE. A print ad to show the ill effects of bad breath in a funny way.
Advertising
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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CURRENT ISSUE

 

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Creating a real-life or a reel-life characters is like putting various puzzle pieces together. It’s easy to see someone and say ‘I recognise that person’, but drawing from scratch is a different thing all together. Illustrator and digital artist, Nikhil Shinde, talks more about this less explored form of communication and how it can be made into a powerful tool.

Irfan Khan
Characters - Nikhil Shinde
Sadhu
Characters - Nikhil Shinde
Big Eyes
Characters - Nikhil Shinde
Characters - Nikhil Shinde
Characters - Nikhil Shinde

Surprise the Audience by Giving Them Something Unexpected

The idea of making different types of characters and models with suitable environments is always expected from a digital artist. So why not create them with a twist? Get random by stepping out of the box. Get unexpected by deviating from the initial plan. When the final outcome is not what you thought initially, you’re pretty much on the right track.

characters
THE KARNA

Sisters
Characters - Nikhil Shinde
characters
KAPIL SHARMA
characters
LATE NIGHT CHAT

The Real Deal comes with Unreal Characters

Believe it or not, it’s pretty easy to make a real character. It’s simply about making a replica of an existing person and all it is focusing on getting the right details in place. But fantasy or self-imagined characters demand a lot of time to think about their anatomy, pose, composition etc. Even though there is a stark difference in the creation of both real and non-real characters, what never changes is the approach in making them. As a designer, it’s vital to contribute your style and personality to it as well. This is what personalises the artwork and makes it ‘yours’.

characters
KRISHN
Characters - Nikhil Shinde
Characters - Nikhil Shinde
characters
SHAKTIMAN
Ganesha
Witch
characters
SADHU BABA

Every Work of Yours Must be Your Very Favourite

Even though some designs and projects get recognised over others that a designer has created, the bottom line is that they’re all of equal value. The designer puts the same amount of energy, thought and skill in each artwork. It’s important to not lose that focus. Because, if that balance is disrupted, it might make way for a shaky future.

characters
GRANNY AND MONEY
Characters - Nikhil Shinde
characters
THE WITCH

Characters - Nikhil Shinde
Radha

Digital Paintings are not Meant for Walls

In India, digital painting is yet to be accepted as a mode of communication. And from what it looks like, it’s still a while away. The only reason is that India lacks encouragement in this field as well as basic knowledge. Once we’re able to overcome this, it’s only then that digital paintings will make for a much more natural form of communication.

House wife making Chai (Tea)
Characters - Nikhil Shinde
characters
Dr. MANMOHAN SINGH
characters
DIABLO CHARACTER
characters
BLACK EYE

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!
CURRENT ISSUE

 

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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!
CURRENT ISSUE

 

Karthik M
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Karthik M is a commerce graduate and also studied at Ecole Intuit Lab. Preferred to be known as a tinkerer, doodler, scribbler and maker, this self-taught man has an abode of experience in the illustration and advertising sector of 10 years.


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Illustration For Advertising Special! 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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