creative
www.CreativeGaga.com `200/-
VOL1/ ISSUE4
July/August 2011 the enthusiastic creative journal
Innovative architectures of Nuru Karim
Having fun with ideas
by Happy Creative
COVEaRa
AeDAD nkur
by atar Singh P
Evolution of advertising design with Santosh Padhi
Contents
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Nirvana Showreel Cover–Quarter. Takes on the funnier interpretation of one-fourth of the calendar year. Exhibit
08 TrendFeed
Inspiring design with potential to be influential.
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NewsFeed
Just concluded design events.
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Reader’sBite
From the readers.
16 SpendThrift
Designer stuff waiting to be acquired by those with an artistic vein.
Figures
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Urban Arrest/ Anupam Tomer
39 Untitled Experiments.
Capturing a frame off the incessant story that is playing around us.
The winning entry by Ankur Singh Patar
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Podium
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Idea Boutique/ Happy Creative Services Believes that thoughts need to go beyond advertising in order to connect with the audience.
Interactive Instructions/ Mansi Lamba
Explains how education becomes more effective when learning is made experiential.
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Design Everywhere/ LOCOPOPO
The design studio uncannily spots design stories in every mundane thing around.
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30 Chaitime Brand Illustration.
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Reflective Canvas/ Reem Kurshid
The digital artist portrays soulful art of human forms, darkness around us and the reflections of life.
Design Turk/ Santosh Padhi
The iconic Art Director has been a witness to the evolution of design in Indian advertising.
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Concerned Canvas/ The Root
The design initiative exploits the inherent message of every medium to influence an awakening.
Concrete Innovations/ Nuru Karim
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Freestyle Fantasy/ Ankur Singh Patar Lets his heart do the art as he spontaneously creates a digital painting.
Urban Chronicles/ Sunaina Coelho
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Paper Possibilities/ Sachin George
Gyaan
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Creates out of bewilderment as to why all of us need to live at all in this chaos.
The pop-up artist takes the conventional medium beyond expectations by creating sculptures with paper.
The architectural design studio experiments with design principles to bring future to the present.
Typography Talent Hunt
52 Freestyle Fantasy.
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Imitation Art/ Ramanjit Kaur
Shares a contemporary method of creating caricatures and comic art.
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Silhouette Theatre/ Neal Kartik
The lensman shares tips on a specialized shooting method.
Design Pleasure
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Open Canvas/ Roy Sanjib
The avid traveller turns nature as canvas for his inimitable art.
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Nouvelle Cuisine/ The Brick House Diner Get surprised at how creativity can change your epicurean experience.
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Figures GagaGod 01 02 Nirvana Showreel Cover – Quarter. Takes on the funnier interpretation of one-fourth of the calendar year.
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IdeaBoutique The fierce brand world today requires ideas that catapult beyond advertising. That’s why Happy Creative Services set a milestone by providing creative solutions. Here, they share some secrets that let them do it. creative_gaga July/August2011
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Happy Creative Services is beyond a regular advertising agency with a motto that an idea can change everything. Providing innovative solutions for the past four years, they have worked on brands like LEE, Diesel, Flipkart.com, Incredible India etc.
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Figures GagaGod
10 Bapu. Graphics creatd for the office of the owner of Milk Route who is a Gandhian. 11 Nirvana Showreel Cover - Animals. Brings alive the charm and fun loving personality of the production house. 12 Milk Route. Graphics created for the milk-food manufacturer. Reflects the business they run.
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11 13 15 Probase Campaign. A sporty fashion brand for the new-gen individualists. 14 Tattva Logo. Inspired from “shell”, the logo establishes the harmonius nature of the multi-interest group.
creative_gaga July/August2011
16 18 Avakkai. Spicy identity design for a production house. Literally means Andhra style mango pickle. 17 Probase. Identity exercise for the city’s hottest sky bar.
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To think something simple is the greatest challenge. Because there’s no point cracking a joke no one gets, simplicity is the key. When you say it straight, people will get it. It will make them smile. For that, all work needs a basic visual appeal factor no matter what your socio-economic classification is. After all, attraction happens at a human level. The art of creativity is like martial arts. It demands practice on a daily basis, so that you’re able to recall the best execution in a crucial situation. Ideation has to become a motor skill, something that your mind and body gets attuned to. Jotting down all the ideas that swarm inside your head is also beneficial as it creates space for new ones. Having a sound state of mind is the key. That’s why it’s important to be open, make mistakes, listen and absorb. It’s important to experience something new often so that ideas are always fresh. That’s how you create your own identity in the creative domain. Learn to concentrate and pay attention to the craft. Understand and most of all, stay happy <
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Figures IconWatch
DesignTurk In print advertising, design ideas and concepts have to be independent enough to work. Iconic Adman Santosh Padhi believes, in advertising, oneâ&#x20AC;&#x2122;s not selling their art but using art to sell an idea.
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creative_gaga July/August2011
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Santosh Padhi is the leading creative mind in Indian advertising industry. His cutting edge advertising campaigns on brands like The Times of India and Conqueror have helped put Indian advertising on the global map.
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Design has come of age. Once, design was treated like an adopted son and Indian advertising agencies only offered it like a bowl of salad along with a meal. Today, design has finally found a niche for itself in the industry. Brands are now taking design seriously as they understand its potential. Design no longer is used to decorate, but also communicate ideas and messages. Specialists believe that design is powerful enough to even change perceptions. Design is not independent. Advertising depends on consumers; they consume and hence we create. It thus becomes important to understand their needs and accordingly customize our communication in order to give them what they want. However, the challenge lies in how differently you can give them what they are looking for > 05
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Figures IconWatch
01 Shaan. The project explores the relationship between music and architecture. 02 Shaan. Project for a celebrity musician and socialite wife in the heart of affluent Bandra. 03 Shaan. Soft bodied forms are sited throughout the duplex penthouse. 04 Rebirth Retail Store. Differentiated hexagonal cellular aggregate formations created the central piece. 05 Boutique Hotel. The ‘wave-pixel’ skin explores the potential of digital interfaces within the city.
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The process of change is bottom up. Sustainable eco-urbanism requires an integrated multi-sectoral initiative involving community participation. It is supposed to be designed and led by the community. Of course as designers we have a crucial role to play, but largely the process is bottom up. Our job is to add the layer of sustainability to our understanding of urbanscapes. Appreciating the change in the social behavior, hierarchy and ecosystem and responding to this transformation is an integral part of any designer’s growth experience. Tradition and future should have a dialogue. The tension between the two words, ‘experimental’ and ‘traditional’ is something that gets design thinking going. Issues related to the design of products, interiors, architectural spaces and urban experiences are subject to enormous constraints revolving primarily around “code” and “budgets” immersed within a complex socio- economic and cultural context. It’s very important that the two contradicting worlds not only meet, but also have a dialogue with each other in complete harmony. One could also analyse this construct through the lens of “using tradition as a springboard to dive into the future”. But really, the tri- relationship of ‘playful experimentation’, ‘serious research’ and ‘old fashioned problem solving’ needs to be exhaled in a single seamless continuous breath. Design is an open system of interrelated issues. An architectural solution engages design as a cohesive process of interconnected issues. The integration takes place between various subjects like typology, digital methodologies, sustainability, structure,
creative_gaga July/August2011
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06 BMB Art Gallery. The project explores painted zones of more or less opacity...paint brushed with pixels and bytes.
07 RyeWood International School. The project pays tribute to a representation of the spirit, intellect and energy levels of an extremely talented and gifted child.
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fabrication, materiality, and tactility among others. The solution also brings into its domain the use of larger networks of the social, cultural, and environmental phenomenon. Transfer of technologies and ‘smart materials’, just as the use of ‘digital’ in both design and production enables the transformation of ‘design history’ into ‘design future’. Don’t think, just look! Today we need to stop ‘thinking’ so as to start again to ‘see’. “Design as Research” is a fundamental methodology that should be integral to every designer’s thought process. Research could also operate at several levels, ranging from philosophical positions to sector specific analysis to technological systems. We need to develop an art of description where we question the methodology by which design projects are conceptualised, processed and documented. Nature is a great teacher and a fantastic reservoir of research and design. Engagement with the nature-based systems in terms of researching and conversing is away to both unlearn and re-learn. It’s very critical that architecture is deep-rooted within a context. But it should also address larger social, cultural and environmental issues.
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In a collaboration, the inter-disciplinary lines should blur. Successful collaborative processes largely involve both stake holders and professionals as an integrated “team-based” mechanism, integral to the design process and evolution of space design. Our collaborations range from artists, engineers, social scientists, product designers fashion designers etc >
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Gyaan DexterArt
Freestyle Fantasy 52
In digital art, one needs to throw the brain to the back seat and let creativity follow its own course. The more one tries to make it technical, the farther one drifts away from spontaneity. Believes digital artist Ankur Singh Patar.
Ankur Singh Patar A digital artist by compulsion, Ankur presently works as the creative head of SantaBanta.com. Tools used Adobe Photoshop, Adobe Illustrator, Wacom Pen-Tablet Brief To create a surreal impression of the cityscape and the relation with its inhabitants.
creative_gaga July/August2011
01 Used the white page of Photoshop as a canvas and pasted a textured paper image on top of the background layer. To give a sky colour to the texture, created a new layer, filled it with blue (a9c1fe) colour and set the layer blending mode to Multiply.
02 Pasted a stock image of a cityscape with high-rise buildings on top of the layers. Masked the unwanted area and set its opacity to about 30%. To create the light source used soft white brush in the centre of the canvas and transformed it so that it covers centre of the page.
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04 To blend the main image into the scene, did some colour balancing to get more blue in the image. To add some surrealism, tried to create harder shadows and highlights. Picked up the Burn tool, set range to mid-tones, exposure to 40% and started darkening the areas of the image, which had darker tinge. One can change the exposure settings and brush size accordingly.
03 Brought in the main image. Found an image of a lady and horse together with black background. Got rid of the background and brought the transparent image in a new layer on top.
To enhance highlights, got Dodge tool and set its range to midtones, exposure to 50% and highlighted the parts of the image which needed improvement. To further increase the highlights used pen tablet and drew random white lines with a 5 pixel soft brush on the lighter areas of the image.
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DesignPleasure Travel
01 Stone Art. Spontaneous doodling on a regular stone making it a mirror of whatâ&#x20AC;&#x2122;s around it.
02 Fish Art. Visualisation of the beauty in the amazing creation of nature.
03 Natureâ&#x20AC;&#x2122;s Eye. The structure of the stone gave birth to the vision.
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The visual is never pre-determined and the detailing develops instantly. The fluid shapes, the distortions and the lack of perspective are results of the uninhibited dialogue with the nature. Exploring the communication between the elements of a piece. There is a conscious effort to reveal the dialogue between the elements that constitute a piece. By bringing forth the inner world of an element, Sanjib attempts to communicate a larger issue that concerns all of us. This way art transcends from just being a travelogue <
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04 The Urban Fish. Detailed illustration inside the subject depicts the loss caused by water pollution. 05 Palm Tree. Engraved stones on sand to create an illusion of an underwater tree. 06 Stone Web. Colourful stones entombed in sand underwater to bring out an illusionary figure.
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