Presenting the... “Hey Dan,how did you create that?” Series a ‘project-perspective’ based series of presentations on the creative process of Dan Madinabeitia
Slideshow I “The GAIM 2013Cabana Illustration Project”
Where did this idea come from? he GAIM USA team from the Finance Division at IIR. GAIM stands T for Global Alternative Investment ManagementAssigment? Create an illustration (“New Yorker”/“Wall Street Journal” style) of a crowd of hedge fund managers and investors networking in cabanas in Boca Raton for the cover of the GAIM USA 2013 brochure.Timeline? 1 monthDesign challenge? creating a cohesive style while simultaneously drawing a crowd of people from scratch.
The tools: • encils and sketch pad p • Adobe Photoshop • A WACOM tablet • tylistic references from S publicationsI used Pinterest tocreate a mood boardof cartoons I found commuter geek:created by various me and my tablet onillustrators the New Jersey Transit train from Gladstone to Penn Station, NY
First - sketch in pencil, scan and start transferring in Photoshop with the WACOM tablet and pen...
Also adjust contrast to set a cohesive visual rythm...
Begin adding color in Photoshop using paint tools...
Adjust size of the piece toeventually fit into the cover once THAT size has been approved...
We played with the idea of a sepia-toned image to fitwith the GAIM brand. Time was a huge challenge.At one point we had to place the image on an unfin-ished mock up of the cover... It looked really bad.The Divisional Manager freaked.- deal, move on...
Present to divisional team in progress and make adjustments - One person felt as though it made serious financial people look like ‘Beevis and Butthead’- deal, move on...
Hone in on the detail Photoshop allows for great detail work with its zoom function. The golfer in the back- ground will be really small in the final piece. This is just an example of doing detail which is really important in creating a final effectPhotoshop is also great for creating shadows (look underthe tables and couches in the background) which wereadded as a final touch to add “pop” to the image