
A practice artwork. Going back to the basics of shapes and the importance of values for color and composition.
VISUAL DEVELOPMENT • PRODUCTION DESIGN • LECTURER • Animated Films, Games & Commercial • www.facebook.com/armandserrano.artist • Twitter - @ArmandSerrano

Happy new year to you all and it's good to be back here in LA. I'm starting up this year with another proud daddy ad. My youngest, Ella did her fourth print ad and second for Babystyle catalogue. I know I know I'm bragging again but hey what the heck, this is my daughter and I'm very proud of all my kids' accomplishments. This was shot just before Christmas and here're the URLs if you want to see the online catalogue:
"And there were shepherds living out in the fields nearby, keeping watch over their flocks at night. An angel of the Lord appeared to them, and the glory of the Lord shone around them, and they were terrified. But the angel said to them, "Do not be afraid. I bring you good news of great joy that will be for all the people. Today in the town of David a Savior has been born to you; he is Christ the Lord. This will be a sign to you: You will find a baby wrapped in cloths and lying in a manger." Suddenly a great company of the heavenly host appeared with the angel, praising God and saying, "Glory to God in the highest, and on earth peace to men on whom his favor rests." When the angels had left them and gone into heaven, the shepherds said to one another, "Let's go to Bethlehem and see this thing that has happened, which the Lord has told us about." So they hurried off and found Mary and Joseph, and the baby, who was lying in the manger. " (Luke 2:8-16)
I want to come up with a composition not commonly seen. We always see the wise men especially on Christmas cards but what about the shepherds? They were the first ones on the manger. Baby Jesus has to be in the center but above the shepherds so it has to be a downshot. Mary and Joseph will frame the baby. Lastly, I want to imagine the feeling the moment the shepherds open the door having a glimpse of the Savior for the very first time. As soon as I applied "ink", I realised that the arm of the shepherd on the door became too strong and interesting taking away my eye from the main subject. So I deleted it and instantly, the scene felt calmer.



©Disney.
©Armand Serrano/Redeemer Films 2006.
©Armand Serrano.
A month prior to the opening day of Open Season, I was given the task together with my friend, Marcelo Vignali to design our new lobby. The lobby of the new Sony animation building, other than a very small logo and a few tiny framed artworks, was practically empty at the time. The task was surprisingly given to both of us and the most important thing is to have a wall showing the process of animation here at Sony. I'd say it was a challenging task. We had to figure out everything from artworks, layout, to what kind of frames and matte color to be used. It was a tedious month for both of us but very rewarding at the end. Our friend Marcos Mateu gave us a much needed helping hand on doing the finishing touches. Well here's a photo of our month-long endeavor.