Sergio Edwards

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Character Design

Children

Lettering

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Graphic design of Old Man playing Guitar

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Sergio’s background is in advertising and art direction, and his experience working in VMLR, Santiago gives him a thorough understanding of the creative process and his clients’ expectations. He loves a new brief, and the chance to take an idea and develop it into something new and unique. His influences range from Lego to Baroque painting, and from Super Mario Bros to the Fantastic Mr Fox. Ideal across advertising, editorial and children’s publishing, Sergio’s work been among the finalists at the Cannes Lions in 2016 and 2017.

Approach

Sergio plans his illustrations on a small canvas, focusing on the overall composition before taking his sketches to a larger format where he paints in the softer elements then strengthens the focal point with more concrete details. His paints his images in Photoshop.

Style

Sergio’s characters speak through their expressions, in a cartoony world brought to life through colour and the artist’s painterly textures. Whatever the project, Sergio ensures the feeling of the moment shines through.

Impressions

Interview

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Interview

What led you to become an illustrator? I always liked to draw. So the step to become an illustrator was quite natural: I'm still doing the same thing, only professionally. I started doing sketches at the advertising agency where I worked, and then I started daring to do more. Did you study illustration in college? I did not study in any formal place. I took a couple of online courses from Denis Zilber, which was a small investment in money, but a great learning experience from someone who expresses himself very well, and I highly recommend. Where did you grow up? I was born and raised in Chile, South America. A country full of nature and places to be creatively inspired. Where do you live now and what drew you there? Now I still live in Chile, my country of origin. Although I do not rule out living in another country in the future, to take other horizons and inspiration. I think that before I was very attached here, and today I don't feel that dependence. I feel free to go anywhere. Who or What is your biggest inspiration? My greatest inspiration and motivation is to be able to tell an idea. To express a thought or reflection in a concise way through any medium. A phrase, image, video, etc. In this I really like Denis Zilber, with his characters full of expression, or Jim Carrey, who with his gestures manages to become the one he imitates. If you could collaborate with another artist or creative of any genre, living or dead, who would it be? Perhaps I would like to collaborate with Unnecessary Inventions. I think what he does is super creative, it's different from what I do, since it's object designs, so it would be interesting to do something unusual for me. If you were funded for a dream artist residency, where would you go, and what would you create? I would probably go to a beach, like Indonesia or the Caribbean. And I would like to do more than illustrations: Objects, creative solutions for brands. Creativity in all possible formats. What’s your favourite way to spend a day off? I like sports and nature very much. So a very good day can have a strength session at the gym, a hike in the mountains, nature and also water. I love swimming. What's your most prized possession and why? In emotional terms, it could be my iPad. Because it allows me to realize ideas that I have in my head. And well, it's also expensive - so it's worth it in every way. What causes are you passionate about? I think I identify with healthy living and sports. I believe that exercise and movement is not an option, but a biological need of our body and mind, that some simply have it covered. How do you separate your work life from your home life? I think that's partly why I like sports so much: Because my work is about being still, introspective, making an image, so coming out of work I like to be active, moving and outward-facing. Do you collect anything? In that sense I'm super boring. I'm rather messy, and not much of a decorator or collector. What do you listen to when you work? At work I like to play music for all my colleagues. And many times I play them romantic ballads, like an old lady's taste! The best for inspiration.What was your favourite assignment ever? I think my favorite type of project was some campaigns I did for the Cannes advertising festival. They were very creative ideas, with very expressive characters, with a lot of freedom to create, and with very top art directors. Who is your art hero? I think it's Denis Zilber, because with his courses I learned everything technical that I know. And secondly Oscar Ramos, whose art I admire, and who as a person has been excellent, always solving my doubts of any kind. If you were not an illustrator, what would you be? I think I could easily have been an audiovisual producer. Maybe a singer or an actor. I love to interpret, and express myself in any way I can. Have you any hidden talents? I think listening. It's a skill I didn't know I had, and one that I've developed over the years. How would someone who knows you well describe you? I guess I would describe myself as a big-boy. Like funny, hyperventilating, creative, sometimes very intense, but other times more quiet and shy. What movie can you watch over and over? I think that Matrix and Lord of the Rings. Both from almost the same year. Both with a strong message. What is the last show you binged? I'm not a big fan of series, but I've become very passionate about documentaries. The last one I saw was one about Cuba, its history, political system and internal struggles. What is your go-to karaoke song? I think it would be one of Bryan Adams. I like ballads, and he is a great exponent. Is there any random thing you consider yourself an expert on? I think a bit of an expert on how to train for sports. Whether it's cycling, gym. I think I have a good base, and good sources that I turn to. What’s the best advice you’ve ever been given? Get the embarrassment out of your system as soon as possible. It's a burden that is self-imposed, and it makes everything so heavy. Now, it's easy to understand, but very difficult to put into practice. What career advice would you give your younger self? He would probably tell me to remember that I am free. It's something obvious, but something I didn't consider until very recently. Open up the range of possibilities to be able to do, in terms of jobs, projects, and personal actions. Is there a work lesson you’ve had to learn the hard way? That you have to pay a lot of attention to spelling. I once had to send a paper to be printed all over the world that had an error. Do you have any tips/advice for other illustrators? One piece of advice could be, don't wait for things to come to you. Proactivity in any area of life is super important. And do what you like, not thinking that those who see your work will like it. You have to be very clear about the order of priorities, and you must be number 1, then there will always be someone who likes it.

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