It was, without a doubt, a piece of perfect design. And yet, I never once thought about its “design.” This is the strange paradox I’ve come to understand: Timeless design is not a design at all.
It isn’t a style, a trend, or an aesthetic you can apply like a coat of paint.
It’s the complete absence of it. It’s what’s left when you strip away everything that is unnecessary.
_ Ramesh Reddy
Looking Glass Wars
Automatic Pictures _ Los Angeles, 2003-2007
The goal of the partnership with producer, literary sleuth, and author Frank Beddor (There’s Something About Mary) was to uncover the true narrative of Wonderland as it was concealed in his trilogy, “The Looking Glass Wars.” . The LGW is a series of three novels heavily inspired by Lewis Carroll’s 1865 novel Alice’s Adventures in Wonderland. The premise is that the two books written by Lewis Carroll are a distortion of the “true story”.
The Creative Process
Summer of 2003. Introducing a book on Amazon.com with an animated “promo video,” thereby launching a new online marketing approach.
Frank Beddor has a fervid and visionary imagination and he produced a very large amount of artwork collaborating with illustrator and concept artists. The challenge was to convey all these amazing material into a digital format.
We decided to create a particularly cinematic HTML website filled with trailers, animations and featurettes. The menu navigation itself was animated, and designed around the LGW logo depicting playing card symbols.
UI/UX was created as a visual journey where videos and animation could lead the user into the books’ fictional characters and their personality.
Website screenshots
Seeing Redd - Wild Cards Teaser
Culinary Design
Los Angeles, 2013-2020
Designing for projects that involve self-expression and forms of creativity has always been intriguing. As a result, I naturally became entangled with popular clubs and restaurants. The peak came when I contributed to the launch of Santa Monica’s Colapasta, a culinary project ranging from concept to marketing strategy, visual communication, and interior design and development. The whole pie.
The Creative Process
Approaching the restaurant industry as a versatile creator can be rather rewarding. The restoration industry may be the ideal setting for you to make an impression since it’s a multifaceted environment unlike anything I’ve ever experienced. Since storytelling is my strongest suit, I fully committed to this long-term creative partnership.
Website design
Alchemy
Observing the chef at work gave rise to the design direction and conceptual idea for the internet campaign. Every one of those mouthwatering plates was meant to tell you a tale. A story that requires the same level of commitment as the ingredients used to prepare haute cuisine dishes.
There’s an alchemy that we wanted to reveal through visual storytelling and imagery. We wanted to use photography and visual narrative to illustrate an alchemy. Next to the website, the blog was introduced as an essential internal component.
We were convinced by the outcome of our marketing effort that it was time to plan innovative events to foster a stronger sense of community in our neighborhood. Creating video content before, during and after the events were crucial to the success of our marketing campaign.
a visual journey
Gianluca Galtrucco _ Fine Art Photography
It’s a blessing and a challenge to work with a visual artist to develop her/his visual identity. After Gianluca newly awarded photography book, we felt compelled to start renewing the entire brand identity embarking on a long journey.
War and Peace, the Making of
In the stand out piece of the exhibition “War and Peace”, Gianluca Galtrucco masterfully blends comedy and drama, challenging viewers to discern between dreamlike scenarios and exaggerated illusions. Rich in cinematic references, his work explores the profound influence of the film industry on Los Angeles and its impact on our perception of the city.
Website design
Timeless design is not a design at all
The website was created around the vivid narrative of Gianluca’s body of work. Gianluca has a super minimal approach to design and my goal was to surrender to his artistic vision.
