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El Fenómeno (2017)
Conceptualising art direction based off the era in which both the piece is set and and in which Ronaldo was at his best— the mid-to-late 1990s— I wanted to echo the visual style of the time.
The merging of analogue and digital styles was becoming more apparent during the time; the internet was becoming prevalent in day-to-day life, and yet analogue content was still a norm.
VHS was the main video format, 35mm film was still the go to. The digital revolution was still a little ways away, and yet it was starting to make in-roads into popular culture.
The attempt was to take visual resources of the time and hyper-stylise them to reflect the mediums of the time period the piece references. Typography is warped as if the tape on which it is stored is melting, images are distressed with VHS effects and noise filters are applied.
To really drive home the point of merging visual cultures, a level of digital pixel glitching was layered and composited onto animated GIFs using AE Pixel Sorter.
More creative here.
