Tip:
Highlight text to annotate it
X
Mi name is Sergio del Puerto, better known as Serial Cut
which is the name of my studio.
I founded it in 1999
and, mainly, we do art direction for advertising.
I consider myself a self-learner.
While I studied,
I was always trying to experiment with graphic design,
and in this time, I met Paloma Rincón. She was a classmate and is now now a photographer.
We now work together and she is part of the studio.
I never reallly felt like an illustrator,
more like an image maker.
A designer friend of mine, Alex Trochut,
has defined very well what we do at Serial Cut.
He said something along the lines of us being a mix between
surrealism, pop culture and luxury.
To this, I'd add a touch of irony in the images we create.
On all the images we work on, we like to
create a kind of "WOW effect",
this first impression, the first impact.
But we don't only want that - a second reading is also important
so you can interpret the details
and see the image more clearly.
We also really enjoy it
when the public has doubts about the technics used.
I mean when the image generates uncertainty
about whether it was created completely with 3D, fully digital,
or if it's real, if it's a photographic work.
I have many influences
from the world of art, architecture,
fashion and, of course, design.
But it's also true that I try to focus on
"classical" references, and I avoid looking at what's done today
in an inspiring way.
In fact, inspiration frequently comes from my own childhood.
What I do is ... revisit influences
references from my childhood, and I modernize them.
For instance, I wasn't a child that would
play with toys to create battles of
good against the evil... What I used to do,
was organize and put together elements like if it was a still life;
then I would take my father's camera
and make a picture of it.
This way I had some kind of final result
the photograph of what I had been working on,
of what I really had fun with.
In my case, as an art director,
I'm doing less and less final work
and more sketches.
I feel like that's a good thing. I let the team do its part of the work
in the most professional way possible,
and instead, I actually only lead the idea,
supervise and double-check on things.
I think that a designer must always have
some personal projects as well.
It's something vocational that
any creator should always have,
because it's something you should enjoy,
It seems to me that if you don't have any personal projects
you might not like being a designer all that much.