MacDirectory Magazine

TURE FEA AB > For starters this is an endless process for me, I am always trying to evolve and make it better, I am addicted to learn new techniques and creating more detailed artworks, but also making myself everyday a better professional. I think Los Angeles helped me evolve my process of work, how I manage my tasks and how I create my images which today are much more objective. Today I believe I am more profitable and more professional. I am organized and very selfconscious of my goals and possibilities. My work is artistic but also my living and I am aware of everything I need to do in order to keep myself alive on the industry. As far as changes on the way I create images, I also think I have simplified my methods and learned more how to create images with clear messages and iconic imagery, rather than being all over the place. MD > You have a variety of design skills ranging from character development, illustration, photography, font design, etc. Which of these areas do you enjoy the most? AB > It's hard to tell, I love doing them all, each of them has a different charm and particularity that makes me very passionate about creating images. But between them all I think my strongest skill is illustrating and designing, at least those are the ones I do more often. One thing I really like doing is creating brands, branding is something that really interests me and lately I have had the chance to participate more on some projects where I create from the Manifesto of the company till its identity and behavior. "Today I believe I am more profitable and more professional." MD > You have worked with some of the world's biggest brands. Can you share an example of a challenge and how you resolved it? This challenge can be anything (creative, communication related, budget, etc). AB > Independently of the brand, every project has a challenge, there can be too many revisions, arguments, too many people on the client side to approve images and everyone wants to give their "two cents", unexpected cancelations, etc. But my biggest challenge and what I get most often are delays to receive payments, from the smallest to the biggest client. It is really difficult to keep them on schedule.  MD > What frustrates you the most about clients? AB > For being something about taste, what frustrates me most are unreasonable amounts of revisions over things I thought and recommended as professional working for over 17 years and with experience with big brands I have over those years. People don't make revisions over a doctor's recommendations or a lawyer's contract, they respect it because they don't understand it. They haven't studied or practiced for it, so they take their word for it. But on my field on the client side there is too many people involved usually and everyone has a taste and believes they know art. Got to be very patient and politic to manage expectations. MD > How is Apple technology used to help you create your work? AB > I have been using Apple since 2000, so 13 years and I never got disappointed with my Macs and everything else I use. Despite I am starting to realize the iPhone is getting behind over the competition, however, I am still a very loyal customer who enjoys the products and uses it every day. I am hopping the new Mac Pro will be a blast and I will be pleased with the new technology. MacDirectory 83

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