Key art is the main image of a campaign, the core imagery that catches your attention in that first couple of seconds. Usually the campaign is made up of several images that are then used on a variety of applications; ads, billboards, DVD covers, on public transport and other displays. Once the art has been created, usually by one source, it is then passed from agency to agency to fulfil their project obligations (e.g. newspaper and trade ads, outdoor, marketing, etc.). The great thing about Key Art is it can be anything, a photo, an illustration, a 3D render even just typography.
The art of making the image ‘work’. Whether it be a still from a shoot or a composite of several images, you need that image looking as best it can. Photoshop master since age 15, I’ve paid my dues… Really paid my dues. People come to me when they need the image making perfect. Maybe the colours aren’t matching up, the edges are too sharp, the composite just doesn’t quite mesh as they would like it to. Whatever the problem, give it here and i’ll fix it.
Growing up, I worked in a variety of styles, caricature, anime, realism, comic. I couldn’t find my style and just kept shifting until I found one that stuck. I’ve sort of found it. Without thinking or trying, there is a line quality that developed, a way to draw curves, a way to understand proportions and accentuate features. If you look through my illustration gallery, you will see what I mean. That said, I have the skill now to be able to replicate the majority of styles so if you need an art deco Mucha peice, hit me up – a Pixar inspired teddy bear, shoot. Lets do this!