Interview about S oil Total Calendar Illustration, winner of the A' Graphics, Illustration and Visual Communication Design Award 2021
He designed a calendar illustration. In this calendar design, various environments and elements using refined oil were expressed as a plan composition. It is depicted as a vehicle and a motorcycle, which are representative means of transportation. And it was designed according to various factors such as city, natural, Environment and weather. It is a graphic design of a new expression method that combines style and computer graphics worked in a way using a brush, a traditional Republic of Korea painting technique.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsCreating artworks using entirely different elements is a new challenge and a discovery of possibilities. As a Korean artist, I have always been interested in creating works using traditional techniques. The S-oil Total Calendar project gave me the opportunity to explore and develop these techniques in new ways. When translating thoughts into action, the results sometimes turn out differently than expected. Initially, I planned to apply this method of expression to figures, but as I continuously upgraded my expression techniques, I also expanded the scope of the subjects.
The core concept of this project was to create a new type of calendar for an oil company. I began by researching and analyzing the various elements related to refined petroleum. I soon realized that petroleum is used in many more areas than I initially thought. After that, I started considering how to align these elements with the seasons and the environment. I also imagined applying these elements to various machines. Given how humanity's discovery and use of oil led to rapid industrialization, I realized that capturing this history within the artwork would have great meaning and value, and this insight became my inspiration.
The most important aspect I consider in expressing my project’s artwork is balance. Finding the best harmony between the design and the necessary elements to achieve the desired outcome is one of the key aspects of my creative process. In this project, the main focus was to express both the environmental elements and the machines being utilized. I aimed to capture the powerful force and smooth harmony that overcomes all environmental challenges within the artwork.
Winning the A Design Award allowed me to reflect on the expression methods and the overall completion of this project. Exploring how refined petroleum provided by the refinery is utilized, and how machines such as cars, motorcycles, and trucks overcome environmental challenges to harness energy, presented a unique way of expression. This was a rewarding experience, and the ability to incorporate a narrative made it even more meaningful.
The key to this project’s composition was to tell the story of each part through images. For the scene where the truck is driving, I chose the concept of it moving through the city, incorporating both day and night environments. I carefully considered how different color schemes could enhance the overall composition. At night, the vehicle’s lights had to harmonize with the chosen colors, while during the day, I used colors that would be easily recognizable and intuitive. Following the color scheme, the next important element was depth. Since these works were meant to express energy, it was crucial to convey a sense of space and liveliness in each scene. For each concept, I added shapes as background elements, designing the composition to break through and emerge from those shapes.
While expressing the main elements along with the background is a natural approach, combining them with other elements can create challenges when transforming them into a cohesive artwork. The fusion of traditional brush and ink techniques with digital methods was a new challenge and a fresh way of expression. Tradition, when well-executed, brings out something novel, but if done poorly, it can appear outdated. Therefore, I focused on creating a vibrant color palette while allowing the brushstrokes to blend seamlessly. I carefully incorporated color into the brushstrokes and ink effects, dividing the work into touch effects based on a black or white background, depending on the elements and the surrounding context.
To convey a dynamic sense of modern transportation, I incorporated speed lines and similar effects throughout the artwork. Using digital lines and brushstrokes, I expressed the flow and movement of these vehicles. Additionally, I added stylish effects, such as the impact on the ground and the motion of the wheels as the vehicles race forward. By applying varying colors and textures to each element, I maximized the visual impact and enhanced the overall effect of the artwork.
The best way to meet both artistic expression and brand identity requirements is by telling a story through the artwork. When the history of the brand and the narrative of its products are incorporated, it transforms into a work of art with new value. The strength of the story is amplified depending on how the composition and direction of the elements are arranged. By combining traditional Korean techniques, materials, and digital graphics, I created a new form of artwork that merges these different modes of expression.
The allure of cars lies in their energy, speed, and vibrancy. Car enthusiasts have an instinctive craving for speed and the thrill of the chase. To achieve faster speeds, power is essential, driven by the machine's inherent strength and the fuel that powers it. For the lively aspect, I used a sedan to represent smoothness and comfort, while large trucks were used to express raw power and strength. To convey the agile speed, I chose motorcycles, showcasing various forms of automotive culture.
Tradition is a unique value that must be preserved. Even in an era where digital artworks and outcomes are produced, the value of history and tradition will remain and must be protected. This movement is essential even in commercial illustration, and my works and projects will serve as proof of that value. Just as there is no present or future without the past, humanity must always use and preserve the good experiences and values of the past as we move forward. I hope this project will be remembered as a great example in the field of commercial illustration.
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