Marcelo Schultz Indepth analysis

Marcelo Schultz

Context

This piece of work was designed by Marcelo Schultz, he's a graphic designer and illustrator based in Curitiba, South of Brazil. He works as a Art Director at DDQ Design http://www.ddq.com.br. He builds all his work from scratch and spends a lot of time drawing everything that comes to his head. This piece is an advertisement for 'Nike Just Do It' its an illustration that looks like it has been designed by hand and then transferred to photoshop and completed. I think this piece will be used as posters, advertisements and also as a design for t-shirts.

I've chosen to look at this piece because It's a good example of digital typography. I like the font and the colour scheme that has been used. The whole design is very eye catching and unusual and would therefor be great as an advertisement. 

Meaning

I googled the Marcelo Schultz and looked at his other pieces of work and also the websites and reviews that have been written online about him. I also looked at the website of the company that he is Art Director of. Its clear from the piece that the theme is trainers, the design included laces and the different texture that would be on a trainer. The inspiration of this piece would be nike air max.

The subject of this piece is Nike and I think the artist has designed this piece for advertisement and retail purposes. Not only could it be the face of a new ad campaign but also printed on clothing and sold. 

Aesthetic

I think that the artist has first of all planned and drafted the design on paper first using different shades of pencil, then creating the piece digitally on illustrator and/or photoshop. The different shades of any one colour gives the effect of shadow and shading in the piece the artist has created. The artist seems to use complimentary colours in his pieces these reflect that of the design that would be on the trainers. The pieces look to have been created on A3 scale but would have been decreased to fit onto a t-shirt or enlarged to fit onto billboards or posters as advertising. This would effect the way you look at the piece because the smaller the piece the more detail it would appear to have rather than that if the piece was made larger. The different layers shown in the piece make it look 3D and therefore make it more interesting to look at than if it was a 2D piece. The formal elements key with this piece are the lines and colour, the lines need to be bold and smooth in order for the piece to give the effect that is 3D the colour also contributes to this but enhances the shading and shadow that would be created from this '3D' piece. 

Personal response

I chose to look at this piece because i liked the detail and the idea that the trainers are linked to the design. I like the artists use of complimentary colours and the different shades to create shadow and shading. I think the piece as a whole works really well, its eye-catching and would work well as an advertisements, the fact the artist has adjusted colours schemes would work to their advantages because then they could aim the pieces to different genders. The artist has created the work using a very imaginative approach, this has inspired me to look at his work in greater detail to find tutorials on how to get the same effect on pieces of work and is definitely a technique i would be influenced to use in further development of my work.