So we made this campaign for Start Ups Builders, a client whose business was about consulting and supporting start ups and new entrepreneurs. So along with the Qualium team we developed the concept of: "Big companies are afraid of you" where famous/trendy businessmen apper to be scared or fearful in a horror-like movie ambient.
I was responsable for the production of each illustration, and the goal was to make them look pretty real, but also never letting go the idea that they were all supposed to look like cartoony versions of the famous entrepreneurs. Hope you like!
Mark Zuckerberg
Billy Gates
Elon Musk
Jeff Bezos
So this was the process for each illustration. First, i made a digital sketch as a way to solve composition and also to work on body and face expressions.
Then i work on the grayscale render. This process is veeeery slow most of the time, and this case was not an exception. To get to this result i work about 3 rounds of detail in different layers in photoshop. To get to a more accurate result in some areas i use lots of reference images.
Then, i add color bases with layer styles.
And finally i work on color balance, hue saturation and higlights, to try to reach the most accurate result.
CREDITS
Campaign by Qualium
Client: Start Ups Builders
Creative directors: Enrique Xacur and José Ramón Martínez
Illustrations and Art Direction: Gerardo Escamilla
Thanks for watching!
