Interview with designer Madiha Jamil (MJ), regarding views on design, and for the award-winning design La'hore Characters and Enviornments.

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Interview with Madiha Jamil at Friday 1st of April 2016: DI: What is the main principle, idea and inspiration behind your design?
MJ : The Idea behind this artwork is to symbolize the culture and style of 60s era in Pakistan. The characters are on the scooter which was the common mean of transport for local people at that time. The artwork represents the characters relishing the basant festival in the walled city of Lahore. The inspiration for the characters were the real life actors of that time. Studying the fashion, Styles and culture of that era and illustrate it to young audience.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
MJ : Since 3D is the latest medium of entertainment now a days, the key focus in designing this art work was to amalgamate 60s style with this medium to represent 60’s era. By selecting 3D as my medium I would be hitting the larger audience, as 60’s generation would emotional relate to that time and for younger audience it will be a source of getting to know how it was like then socially and culturally.

DI: What are your future plans for this award winning design?
MJ : In future I will be developing this artwork into a 3D animated short film.

DI: How long did it take you to design this particular concept?
MJ : The Idea was generated almost 3 years ago when I watched one of the famous Pakistani song names “CO CO COREENA”. But the development took time as I had to make sure I collect the right information about culture, fashion of that time. Character designing took a lot of time.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MJ : I am always fascinated with the 60s pop art style. I wanted to start a project I am actually interested in and which will entertain people, so I decided to pursuit that inspiration and come up which this design.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
MJ : This project has never been used by any company nor do I have any plans to sell the artwork. I will be producing my work by myself.

DI: What made you design this particular type of work?
MJ : Since I am a 3D modeler/Animator, as a personal project I wanted to work on a something which is local, and relatable. It was always fascinating to see my parents go back and watch those old Lollywood movies and appreciating them even now. That triggered this idea of producing a 60s environment and juxtaposition it with the latest medium of entertainment.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
MJ : There is not much work done with the same theme or style in this medium. The only influence for me were the old family pictures of my parents and old movies

DI: Who is the target customer for his design?
MJ : Primary audience of this design is the younger generation and secondary audience would be the 60’s, 70’s generation.

DI: What sets this design apart from other similar or resembling concepts?
MJ : What sets it apart is itself as there is almost no work done in this medium which represents the 60s or 70s era

DI: How did you come up with the name for this design? What does it mean?
MJ : The name of this project is “La’Hore” which is a Punjabi phrase use for “Bring more” and Lahore is a city of Pakistan full of Heritage, culture, fashion and colors. This city always brings you more no matter how many times you visit this city. Since I am representing the 60s era of Lahore, This project is bring so much more.

DI: Which design tools did you use when you were working on this project?
MJ : The design tools used in this project are: Autodesk Maya, Adobe Photoshop, Adobe Illustrator, and Adobe Premier for the Break down Video and hand sketching.

DI: What is the most unique aspect of your design?
MJ : Unique point of this project is the representation of old classic era of 60s through latest medium of entertainment.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MJ : This project is done by myself. No collaboration involved.

DI: What is the role of technology in this particular design?
MJ : Technology played a very important role, as I am using 3D modeling which is the latest technology of entertainment. All characters and environments are built in Autodesk Maya (3D software) and textures are painted in Adobe Photoshop and Illustrator (2d drawing software). The 3D modeling breakdown video is animated in a 3D software and edited in Adobe premiere (Video editing software).

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
MJ : Design is based on visual research. Study of old historic areas, culture and fashion of 60s in Pakistan.

DI: What are some of the challenges you faced during the design/realization of your concept?
MJ : Since my characters are inspired from real legendry actors, the biggest challenge was to design the character which should resemble the actors yet stylized to make them appealing for younger audience.

DI: How did you decide to submit your design to an international design competition?
MJ : Since I am working on this design on my own and no other person or company is involved, through participating in this design competition I can get the other peoples and juror’s perception on the project.

DI: What did you learn or how did you improve yourself during the designing of this work?
MJ : The one thing which I learnt throughout this work is to be patient. Good work needs a lot of time and effort and you have to be patient for that in order to get the good results.

DI: Any other things you would like to cover that have not been covered in these questions?
MJ : none.