CREATIVE
PORTFOLIO
JIMENA PARRA SALAZAR
ABOUT ME
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B
orn and raised in Bogotรก, Colombia. When I was little, I started to have a special interest in art. As a young teenager, I developed my skills in art, discovering my passion to mixed media, typography, drawing, and design. Before entering college, I explored different fields of design such as fashion or industrial design. Currently, I am a student of Universidad de los Andes in general design with a doble major in plastic arts, so that I can explore several fields. As a designer, I have been developing skills in graphic content and investigation projects. I draw, write, illustrate, paint, doodle, and mix everything together. The following portfolio takes into account my best artistic and design projects.
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ART PROJECTS
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T
o introduce myself in the creative world, I first started to learn about art. I joined an art program in my highschool and developed several projects and exhibits. My strengh became the use of mixed media, the composition of collages and the exploration of uncommon materials in my paintings. Here are some of my best ones.
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ART PROJECTS
AP ART
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ART PROJECTS
The following, is the collection of my best pieces made for the AP Art. They show the culmination of a process of exploration of technique, materials and a variety of topics. Thanks to this project, I discovered my affinity to collage and mixed media. All of the artworks fall into a line of maximum expression of color and rough materials.
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ART PROJECTS
A mouth, mixed media
Layers yers yers, mixed media
Typing Hair, mixed media
How about that? Two Worlds, mixed media
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ART PROJECTS
Textures and a Woman, mixed media
My Mind, mixed media
A Wall, mixed media
An Attempt of Print, mixed media
To Plagi ktin, mixed media
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ART PROJECTS
THE WAYS TO SEE ART
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ART PROJECTS
The concept of this project is that things from the distance, look a certain way but, when you go further, they look completely different because they form part of a hole. All of the pieces made for this exhibit worked under that concept using mixed media: from the distance they looked like something but, when you came closer, you found a new world filled with different details. I used as a conceptual reference, the photographs of Harold Edgerton, due to the fact that the slow motion camera makes people see details closely and understand a new perspective of something that looked different from the far. Also, I used Robert Robert Rauschenberg as a reference due to the fact that he combines mixed media to create a composition effect of wanting to come closer to see the details. This was the result of the process and the selection of the five best paintings
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ART PROJECTS
Blue Chaos, mixed media
In a forest, mixed media
Purple Poetry, mixed media
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ART PROJECTS
Gruyère, mixed media
Layers, mixed media
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ART PROJECTS
ROTOSCOPIA
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ART PROJECTS
For this project, I worked on an animation technique, that in spanish is called rotoscopia. This method is done by dividing a video into frames, and tracing certain shapes according to the result that the artist wants to accomplish. I decided then, to approach the topic of origami, due to the visual and geometrical effect that is generated when creating a figure. The following are some of the pictures of the final animation that is the result of the juxtaposition of the multiple drawings done digitally. The complete animation can be seen in the Behance Portfolio.
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ART PROJECTS
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ART PROJECTS
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DESIGN PROJECTS
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o begin a creative carreer, I started to study design in Universidad de los Andes. The fact that the career is general, made me explore several areas of design, but at the same time follow a graphic and artistic side of this world. This shows my entire process.
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DRAW
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DESIGN PROJECTS
ING
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DESIGN PROJECTS DRAWING
FREE HAND
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The following drawings show the culmination of a process in mastering the drawing technique using only pencil. First, there is an exploration of textures and materials: a way to understand how pencil works. The importance of these, is how I attempted to capture the essence of materials using hardness, softness, shadows and details. This series is followed by a group of three artworks that explore several topics. Finally, the last drawing shows the “climax� of the process by adding a second medium (paint) and exploiting the technique to its maximum because it combines features such as perspective, the drawing of hands, and the drawing of materials such as wood.
DESIGN PROJECTS DRAWING
Wood
M Stones
Fabric
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Water
ATERIALS
Leafs
DESIGN PROJECTS DRAWING
Girl in the Glasses, pencil
FREE STYLE The World From a Pair of Glasses, pencil
Roadtrip, pencil
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FINAL DRAWING
The Colors of Music, pencil and paint
DESIGN PROJECTS DRAWING
“T H E C I T Y F R O M I N S I D E”
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The following drawings show the culmination of a process in mastering the drawing technique using only pencil. First, there is an exploration of textures and materials: a way to understand how pencil works. The importance of these, is how I attempted to capture the essence of materials using hardness, softness, shadows and details. This series is followed by a group of three artworks that explore several topics. Finally, the last drawing shows the “climax� of the process by adding a second medium (paint) and exploiting the technique to its maximum because it combines features such as perspective, the drawing of hands, and the drawing of materials such as wood.
DESIGN PROJECTS DRAWING
Juggler, pencil and mixed media
Stoplight, pencil and mixed media
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Light Post, pencil and mixed media
Street Inhabitant, pencil and mixed media
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DESIGN PROJECTS TYPOGRAPHY
TYPE THRONE
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DESIGN PROJECTS TYPOGRAPHY
The purpose of the following project was to create a throne that was composed of typography. To develop my type throne, I thought first in the person that would sit on it. Traditionally, the ones that sit in thrones are those that have power and rule above everything. Therefore, I wanted to translate this concept into a contemporary vision of power. That was the way that I came up with how a policeman’s throne would look like. After generating different ideas, I came up with the idea of creating a throne made up with traffic signs. The interesting part was that signs are made up of interesting typography and colors, but at the same time show a critical message: laws can make people ascend to the throne, but sometimes, when they are in the top, they take advantage and “sit” on top of them. The following is the result of the project, with a spanish stop sign.
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DESIGN PROJECTS TYPOGRAPHY
Stop sign chair, slanted view
Stop sign chair , lateral detail
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DESIGN PROJECTS TYPOGRAPHY
Stop sign chair, front view
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DESIGN PROJECTS TYPOGRAPHY
HYBRID TYPE
The purpose of this project was to create a typography that was a hybrid between two things. To do this, I interpreted the concept of a hybrid as something that is a mixture between two radically different things. The first thing that came into my mind taking this into account, was the concept of mixture between radically different cultures. Historically, one of the most significant examples of this
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DESIGN PROJECTS TYPOGRAPHY
mixture, was with the arrival of the Europeans into America and Africa. To establish two significantly different cultures that could contribute aesthetically to my project, I thought of a visually appealing culture that has multiple traditions and is full of color: the Masai culture in Kenya. After further investigation, I found that the empire that colonized them in the XIX century, was England. This created the perfect hybrid between two radically different cultures. Finally, to implement this concept into my letters, I thought of a point of comparison that
could link them somehow, and found that in both cultures the figure of the female is one of power and respect. Both cultures represent this power using ornaments: in England, the crown of the queen, and in the Masai, the detailed necklaces and bracelets. Also, to shape the letters I took into account the mixture of styles: the elegance of the English in the XIX century combines, and the strength of the Masai warriors. The following images show first, the ideation process followed by the final result.
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DESIGN PROJECTS TYPOGRAPHY
Conceptual and visual moodboard
Detail of the letter V taken from the bottom
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DESIGN PROJECTS TYPOGRAPHY
Complete A-Z Hybid Type
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DESIGN PROJECTS TYPOGRAPHY
TYPE IT OUT LOUD
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DESIGN PROJECTS TYPOGRAPHY
The purpose of this project was to find a Colombian byword and write it with typography and objects that spoke about the sentence, and expressed creatively what the sentence was about. The one that I chose was: “donde manda capitán no manda marinero”, that translates to: “where the captain rules, the sailor doesn’t”. This sentence is commonly used to show who the boss is in a nice manner. I used a wavy handmade calligraphy, ends in the shape of an anchor and colors that gave a sailor feeling. For the picture, I used scenery that could be interpreted as a dock, combined with sailor ropes. This was the result:
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DESIGN PROJECTS TYPOGRAPHY
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DESIGN PROJECTS TYPOGRAPHY
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DESIGN PROJECTS TYPOGRAPHY
CAMBIA ESA CARA By: Paulina Sรกchica, Verรณnica Arancibia and Jimena Parra
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DESIGN PROJECTS TYPOGRAPHY
The purpose of this project was to develop the ability to express a sentence using typography and materials that gave meaning to it. We wanted to create a message using spanish slang, something that young students could relate to. After a brainstorm, we finally came up with the sentence from the famous rapper Calle 13 that says: “Cambia esa cara de intelectual, de enciclopedia” that translates to: “Change that intellectual face, the one of an encyclopedia”. The rapper is commonly known for his poetic and complex lyrics that approach mainly young teenagers. We decided to use a material (chalk), a font and a space (in front of a library) that transmitted academical vibes. Also, to generate an irony between the meaning of the sentence and the way it was written, we decided to use literally an encyclopedia font. The following was the result.
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DESIGN PROJECTS TYPOGRAPHY
“Cambia esa cara...”, fish eye shot
“Cambia esa cara...”, perspective shot
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DESIGN PROJECTS TYPOGRAPHY
“Cambia esa cara...”, high angle shot
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DESIGN PROJECTS TYPOGRAPHY
EL CONOCIMIENTO ES ORO By: Experimental Typography Class, 2016-1, Universidad de los Andes.
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DESIGN PROJECTS TYPOGRAPHY
The purpose of this project was to develop the ability to express a sentence using typography and materials that gave meaning to it. In order to create a strong message, we generated a concept around the sentence that we chose, and selected materials that could project a clear communication. We chose the phrase knowledge is gold that in spanish is el conocimiento es oro. We decided to display it on a purely academical area with a library and classrooms nearby, so that students could see the message passing by. To represent the “knowledge” part of the phrase we used chalk: a material that represents learning. Also, to represent the “gold” part of the phrase, we used chocolate golden coins. The typography was thought in a way that it spoke about the part of the sentence. In order to generate impact, we developed the project using massive dimensions so that it could even be seen clearly from the sky. The following pictures show the process of the project as well as the final pictures:
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DESIGN PROJECTS TYPOGRAPHY
“El conocimiento es oro”, process detail, high angle picture
“El conocimiento es oro”, final result detail
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DESIGN PROJECTS TYPOGRAPHY
“El conocimiento es oro”, final result, aerial picture
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DESIGN PROJECTS TYPOGRAPHY
“ADIÓS” By: Experimental Typography Class, 2016-1, Universidad de los Andes.
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DESIGN PROJECTS TYPOGRAPHY
The purpose of this project was to develop the ability to express a sentence using typography and materials that gave meaning to it. To say goodbye to a semester’s work, we chose the word Adiós, simple, concise, and strong. The idea was to generate impact by writing this message in massive dimensions and in a place in campus where people could see it clearly. When designing the message, we chose a typography that was fluid and gave the feeling of continuity. Also, the material that we chose were collected photocopies and used the laser cut to do numbers from one to five to fill out the word. This decision was taken due to the context: final exams. The overall message was “goodbye to the semester, and good luck in your exams.” It took a team of fifteen people to accomplish this:
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DESIGN PROJECTS TYPOGRAPHY
The construction of “Adiós”, high angle 2
Final Photo of “Adiós”, high angle
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DESIGN PROJECTS TYPOGRAPHY
The construction of “Adiós”, high angle
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RESEARCH
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DESIGN PROJECTS
PROJECTS
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DESIGN PROJECTS RESEARCH
MAVERICK
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DESIGN PROJECTS RESEARCH
Maverick is the result of an investigation about the wait: waiting for a cab, waiting for a baby to arrive, etc. Taking this as starting point, we interpreted this idea and targeted it to waiting for the first time, the loss of virginity. The field research involved young people, and after defining certain profiles that helped us limit the scope of the project, we selected men and the way they approach women. What is Maverick? It’s an application for men between 18 and 35 years old that has the purpose of giving them a dynamic tool for them to understand and conquer women. Maverick contains games, challenges and plays that can be shared between the men’s community: a men’s club. The following, describes the process, as well as the final results of the project.
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DESIGN PROJECTS RESEARCH
Maverick, Promotion Add
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DESIGN PROJECTS RESEARCH
Maverick, Initial Frames
Maverick, Welcome to the Men’s Club
Maverick, Games and Challenges
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DESIGN PROJECTS RESEARCH
LUSTRABOTAS
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DESIGN PROJECTS RESEARCH
This project parts from the premise of research about “work in movement”. Based on that, we chose to work with shoe shiners that work in the historical center of Bogotá city. Through field research, we understood that the work conditions of these shoe shiners were not the best, and that their work based on a generational tradition, has been getting forgotten. This was the insight that helped us get to the final product: a service of shoe shiners that formalizes the job, and brings a unique experience for the user. The following, shows the specifics of the final product.
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DESIGN PROJECTS RESEARCH
Frontal Blueprint of the Final Product
Back Blueprint of the Final Product
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DESIGN PROJECTS RESEARCH
Final Product
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DESIGN PROJECTS RESEARCH
FUNDACIร N BATUTA This project started from the investigation of a local institution called Fundaciรณn Batuta that has the purpose of aiding young children
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DESIGN PROJECTS RESEARCH
and teens in need through the teaching of music. I based this research in understanding the concept behind the institution, and turn it into a visual project. First, to express the general emotions that this organization transmitted to me, I created a moodboard. This helped me to get a first approach to the project in terms of visual concept that then helped me to create a color palette. Taking into account this colors, I created a color composition that reflected not only the emotions, but also the ideas behind them. This made me see that my topic was innocent, light, but at the same strong: that’s
how I decided to create a composition in the shape of a wave using the colors. The next step was turning this emotional concept into words expressed with a harmonic typography to the subject. This is how I came up with the slogan: A Vibrato That Changes Lives. Finally, having the project understood visually and conceptually, I expressed this in four different ways: an illustration, a photograph, a 3D object and a video. All these components create a line of a fluid project based around the beauty of music and the impact that it can have on underprivileged children.
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DESIGN PROJECTS RESEARCH
Moodboard
Color Composition
Illustration
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DESIGN PROJECTS RESEARCH
Slogan
Photography
3D Object
Video
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CREATIVE
DIRECTION
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DESIGN PROJECTS CREATIVE DIRECTION
POPPING THE POP Popping the Pop is a project that was based, initially, in the analysis of the video Army of Me by Bjรถrk. This musical production aired in 1995 as part of the album Post, the second solo album of the artist. The video, directed by Michel Gondry, explores a dystopian society through an industrial world that serves as a criticism of the banality of the popular culture. After the
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DESIGN PROJECTS CREATIVE DIRECTION
analysis of the video’s speech, we came to the conclusion that it wanted to create a discourse against the oppression generated by the artistic production of the 90’s. This is the way that we came up with the concept: contracultural fight. Once we had this concept established and properly defined, we found several visual and conceptual references that had a close relationship to the video. After understanding these references, we managed to translate these “worlds of ideas” to the final application of the project.
This process summed up to Popping the Pop: a replica of a contemporary museum that served as a criticism to popular culture, but traduced to today’s world. The artwork were imitations of contemporary and pop artists that followed the line of art that Björk wanted to criticize. The “paintings” we created, were constructed with balloons filled with glitter: the pure message of banality and emptiness. The following, show the process document as well as the pictures of the final montage.
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DESIGN PROJECTS CREATIVE DIRECTION
Final Montage, general picture
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DESIGN PROJECTS CREATIVE DIRECTION
Hanging Heart (Jeff Koons)Ballon Replica Balloon Dog (Jeff Koons)Ballon Replica
Spot painting (Damien Hirst)-Ballon Replica
Marilyn (Andy Warhol)-Ballon Replica
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DESIGN PROJECTS CREATIVE DIRECTION
B&W HOME BUSSINESS CARD
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DESIGN PROJECTS CREATIVE DIRECTION
In the year 2015, I was in charge of the design and production of the Black and White Home Christmas business card. The company, based in Barcelona, rents short-term apartments for tourism, and works under a visual concept of minimalism and clean design. The video was made using paper made objects and pictures in stopmotion. These elements where chosen to compose a message of something homey, comfortable, but at the same time, elegant and neat: some of the values of the company. The next pages have pictures of the video, but the full edited version can be accesed through the following link: https://www.youtube.com/watch?v=67ci_RcRUqk
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DESIGN PROJECTS CREATIVE DIRECTION
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