We had the distinct pleasure to interview award winning designer Madiha Jamil about their original and creative Characters and enviornments design work. Madiha Jamil is an award-winning communication designer, that makes our world a better place with their original characters and enviornments works.
Madiha Jamil ("MJ") answered Design Interview ("DI") questions about their award-winning work La'Hore Characters and enviornments. Interview questions prepared by Frank Scott.
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.
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.
MJ : In future I will be developing this artwork into a 3D animated short film.
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.
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.
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.
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.
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
MJ : Primary audience of this design is the younger generation and secondary audience would be the 60’s, 70’s generation.
MJ : What sets it apart is itself as there is almost no work done in this medium which represents the 60s or 70s era
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.
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.
MJ : Unique point of this project is the representation of old classic era of 60s through latest medium of entertainment.
MJ : This project is done by myself. No collaboration involved.
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).
MJ : Design is based on visual research. Study of old historic areas, culture and fashion of 60s in Pakistan.
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.
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.
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.
