CASACOR São Paulo 2019 launches its new campaign!

Anyone who turns on the TV in the coming weeks, goes to the movies, surfs the internet or walks around the city will certainly come across the new CASACOR São Paulo 2019 campaign, created by the agency Casa Darwin and the artist Carlo Giovani. And it will not go unnoticed. , we guarantee. The beautiful colorful illustration, created by Carlo, reveals the theme Planeta Casa , chosen by CASACOR 's curators as the guiding thread for all projects that will be created by architects and interior designers – including in franchises spread throughout Brazil and in countries in the Americas. This The theme encourages professionals to use creativity to create environments with sustainable solutions without giving up technology, of course. This is an urgent issue in the world, which was captured by CASACOR 's curators during their trend research, and transmitted to Casa Darwin. With the agenda in hand, the agency's partners, Rodrigo Leão and Márcio Cócaro, began to think about how to transform this concept into images and what would be the best way to communicate it to the public. "The initial theme was how technology is enabling sustainable constructions and how these buildings reveal a greater love for life and the world. And finally, how interior design, architecture and landscaping are conveying this message of life, welcome and affection, each in their own way", explains Rodrigo. After a few months of research and a few tested versions, the campaign, in which Rodrigo acted as creative director and copywriter and Manuel Scrofft as art director, took on playful features. "The use of paper and colors emerged as a way of representing the affection that is at the center of everything", explains Rodrigo. But, to achieve this result they invited the visual artist and graphic designer Carlo Giovani to develop the illustration.

How did CASACOR come to you and what was the briefing given for this work? It was Casa Darwin who approached me to do this CASACOR project. We had already worked together on a project for another client a few years ago. It was a very ambitious and very cool production, but unfortunately it didn't go ahead. This time, for CASACOR , the process was very round, from approvals to the final illustration. After that, where did you find inspiration to create the image? In this project, Casa Darwin approached me with a very advanced idea of what we needed to develop. There was already an approved color palette, a layout that was very close, in terms of structure, to what can be seen in the final illustration. My participation was to look for shapes , textures and volumes on paper to make everything even richer. I researched different types of paper, created the sheets using layers of painted paper and others glued together to create some textures. I used metallic papers for other parts and so on. A second point was the execution of the house, the study of the depth of the plans, dimension and relationship between the parts of the illustration, etc. What is your creation and production process like? Each job ends up involving a different process. It is not always possible to follow the same steps or models. Generally speaking, I always start with studies and pencil drawings, then I make sketches and digital simulations so that the client can approve, because as it is all made on paper, it is not possible to make many changes after it is finished. In this project, as I said, I made all the parts of the illustration on paper, assembled the layers and, finally, photographed it. I did not do the animation, but to help with the In the process, I also photographed all the separate elements. Then, for the animation, the agency staff could use these separate elements to create the movement that you see in the film. How did you get started in the world of art and how did you develop your style? I started working with illustration very early. When I was 11 years old, I did my first paid job, which was illustrating a children's book. Then, I started illustrating textbooks as a teenager until I studied graphic design at college. This path has always been very natural. for me. After graduating, I worked for two years as a designer in a magazine, but then I decided to pursue an illustrator career and return to my research with illustration on paper. Already in college, around 1998, I began to research techniques with this material and as it takes a lot of time, a lot of involvement with the processes, I had to make a choice, as I couldn't carry out the work on the magazine and my projects as an illustrator. From the first attempts to use paper as a base material for my work until today, 20 years of research. I always keep in mind the form, the plasticity, I don't worry about looking for a style, it varies and adapts to each work and ends up evolving, changing a lot over time. Today, in my authorial works, I increasingly seek abstraction and simplicity, I try to value movement and expression with the use of paper, shadows and the volumes created by it. But it is a constant research, it never ends, each work is a new challenge. Now, see how the CASACOR São Paulo 2019 campaign video turned out: https://youtu.be/td-F885wPqA Mark your calendar: CASACOR São Paulo takes place between May 28th and August 4th at the Jockey Club.