Interview with Francisco Elias at Monday 14th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
FE : The box contains a short animation, entirely produced by the artist Nelson Fernandes aka Zina Caramelo. The aesthetic essence contaminates the shape and appearance of the box. In conclusion, the inspiration behind our design comes literally from the inside.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
FE : To be as consistent as possible with the artist's original aesthetics, in such way that we could achieve a continuum between his work and the DVD box.
DI: What are your future plans for this award winning design?
FE : Present our DVD box on the "shelves of the world" and, simultaneously, spread the result of our co-production, at both levels, of design and art.
DI: How long did it take you to design this particular concept?
FE : The project started in January 2013 in Fundão (Portugal) and finished in January 2014 in Fundão, and was published in March 2014.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
FE : The natural essence of wood defines the structure of the package and gives the organic texture with a burned cut through the fibers. Wood associates resistance with ligth-weigth, complex and simple at the same time. This solid material is a source of energy, of fire, of ligth - Paths of Ligth.
DI: What made you design this particular type of work?
FE : This was a true challenge. The investment in production as well as dissemination is our burden (designer and artist).
However seek publishers and distributors interested in helping in the sale of our product.
DI: Who is the target customer for his design?
FE : People with special affection by the world of the arts (cinema, painting, sculpture, writing...), in particularly the short animation's lovers and collectors.
DI: How did you come up with the name for this design? What does it mean?
FE : The name comes from "Paths of Light" short animation from Nelson Fernandes aka Zina Caramelo.
“Paths of Light” is an abstract poetic journey that appeals the observer pure imagination. In this voyage
it can be understood a kind of inverted apocalypse.
DI: Which design tools did you use when you were working on this project?
FE : The medium used was a single wooden plank on which he reinvented/unrolled all his visual and poetic discourse, using multiple techniques. This life cycle resulted in a box, whose construction involved two distinct stages: a mechanical one and a manual one. The first stage - the mechanical one - involved cutting and laser printing operations (1 hour and 30 minutes) to produce 6 different pieces. The last stage - the manual one - involved the exploration of collage techniques using those 6 pieces, a drying period and a sandpaper finishing to create the final version. Each box is unique.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
FE : Francisco Elias (Graphic designer/Art Director) and Nelson Fernandes (Visual Artist/Art Director). Both develop together all details of this work.
DI: What is the role of technology in this particular design?
FE : Technology was permanently present in all phases of the process; however, manual work was essential at first and final stages.
DI: How did you decide to submit your design to an international design competition?
FE : I believe that this work has potential to achieve the internacional market. So, nothing better than this prize to submit it to the scrutiny of judges from all over the world.
DI: What did you learn or how did you improve yourself during the designing of this work?
FE : Trough the direct and close collaboration with the artist, we found new work tools, new media and new challenges. All that is necessary to design brilliant ideas and continue developing future projects.