5 questions with trozo

Eduardo Valdivieso is an art director and illustrator based in Los Angeles. With a visual arts degree from La Universidad Catolíca de Perú, he has put together a solid portfolio for commercial clients such as Microsoft, Billabong, Red Bull, Disney, and Sony Pictures. His design studio, Trozo, focuses on design, illustration, and motion graphics. Trozo allows him to experiment with urban styles and mixed media, opening doors for exhibitions and a new set of creative endeavors.

trozo

01. Describe the concept(s) behind your interpretation of Select Flavor?

EV: I wanted to play with the duality between the party scene and a depressing dawn. I created characters that are living in a trance of pleasure and inner exploration. The Bud Select logo worked perfect in either scenario, as jewelry, birds' crests, and growing eyelashes. The city is dark and gloomy with hints of lights, the reds are permanent in every scene, representing the Bud Select's presence.

02. Give a brief sketch of the creative process you used to realize your Select artwork?

EV: After defining the concept, I started collecting reference photos, pictures from friends and places that follow the same direction. Then I start sketching. I make a lot of drawings before I feel comfortable with one. Once the drawing is finished I start with the digital phase, I add all the colors, texture layers. and type treatment in Photoshop. Sometimes I make extra sketches to decorate the backgrounds and make the composition work.

If you could set up a studio anywhere, what location would you choose, and why?

EV: I love traveling, so I'd choose between the following: Buenos Aires, Argentina (it has the perfect mix of Latin American and European culture; Milan, Italy (it has a very cosmopolitan feel, tons of art galleries and great sense of fashion); and New York, US (it has the best design studios and schools, every kind of food, and there's something always going on).

04. Who or what inspires you to make art?

EV: My wife Desiree, my mama, my family; Jenny Saville, Alfons Mucha, Egon Schiele; Morrissey, the Cure, Beastie Boys; graffiti, antique doors and windows, people's faces at cafés.

05. What other projects are you working on - or dreaming about working on - right now?

EV: I am currently working on a Tooth and Nail Records redesign for Cuban Council and I'm also designing The 21 movie site for 2008 with Trigger. I will start a family book next year, using old photos and my dad's journals — its going to be fun.