This is an overall take through my work, being the main creator of a brand through images and videos.
Being an art director to Galeria9 meant a lot of things. From understanding trends in contact with our curator who would select the best pieces of work to join our categories. To understanding how well our metrics on instagram and meta ads meant to our sales. And strive to combine that into multiple "rotines", developing compositions and creative media to communicate how cool and yet "homy" was our selection of art pieces.
Being an art director to Galeria9 meant a lot of things. From understanding trends in contact with our curator who would select the best pieces of work to join our categories. To understanding how well our metrics on instagram and meta ads meant to our sales. And strive to combine that into multiple "rotines", developing compositions and creative media to communicate how cool and yet "homy" was our selection of art pieces.
We moved through categories like photography, collage, abstracts & geometricals, illustrations and curatorships like Vibrant Tropicalism, Minimalism, Surrealism and so on, adjusting to trends and trying to create our own "movements". Creating concepts, scenarios and compositions that expressed the best of our archive.
My job was to develop the core visuals that integrated three main aesthetics of Galeria9 throughout my time as art and creative director:
1
THE STUDIO CONCEPT
All white galery classical look translated to cosy furniture inspired by Wentz design was our first language when introducing the galery as conceived by the founder. Our objective was to bring some more comfort that would aproximate a brazilian mid-high class public to fine-art printing with some design language of bold minimal international brand language like The Coffee, Baw, MoMa and so on.
Far from expressing all that our own art pieces characteristics and creating the feeling that our frames would fit well into our client's homes; we started to divide our aesthetic: a more "homy" look to our scenarios that would integrated warmer elements and textures (carpets, colors and wood) as more vibrant aspects of our visuals. Connecting to other brands such as breton, artefacto, boobam and many others - we've designed even in our 3d scenarios some of our "own furniture" (but only on the digital realm, of course) having those as our go to references.
2
THE HOME CONCEPT
3
LIMINAR SPACES
OF GALERIA9
OF GALERIA9
Invested in the idea of mixing both studio and home aesthetics, I envisioned a proposal that dwelled into the fabric of our own visual production as an explorable universe.
This proposal meant the creation of several pieces that approached our own visual production feasible of permutations regarding our own universe of architecture, design furniture and art pieces - mixing different light schemes, transforming our marketing communication through metalanguage by assuming the existence of "digital surrealism" in our visual production.
