Style Guide: Yas Vicente on Finding Her Inspiration in Nature and Cinematography
Yas N Vicente is a London-based art director at FutureDeluxe, known for her innovative blend of photography, nature, design, and architecture.
Originally from Spain, Yas's childhood was enriched by extensive travels, fostering a deep appreciation for diverse cultures and landscapes.
With a background rooted in photography and a genuine passion for creativity, Yas took a leap from freelance work to join FutureDeluxe, where she quickly established herself as a key contributor. Her work is characterised by a unique fusion of striking visuals and experimental design, constantly pushing the boundaries of artistic expression.
At FutureDeluxe, Yas thrives in an environment that values collaboration and encourages experimentation. Whether she's crafting campaigns or exploring new technologies, her enthusiasm and dedication shine through in every project she undertakes. She remains excited about the opportunity to continue shaping the future of visual storytelling with her boundless creativity and passion.
Yas' journey exemplifies the power of perseverance and dedication. With her talent and commitment, she's making meaningful strides in the industry while staying true to her vision. In recognition of her exceptional creativity and contribution, Yas N Vicente stands out as someone who embodies innovation and passion, consistently pushing boundaries to redefine artistic expression.
LBB> How would you describe the work that you do?
Yas> My work revolves around discovering beauty in the most ordinary aspects and conveying the emotions they evoke. I really enjoy diving into these moments, meticulously enhancing the smallest details to magnify their visual impact. My goal is to seamlessly integrate elements of reality and the digital realm, blurring the lines between them to craft a unified and captivating artwork.
LBB> And do you have a particular style (or styles) that you like to work in? If so, how would you describe that?
Yas> I believe my style embodies nature, warmth, and a human touch. I particularly enjoy infusing a personal connection into my work, appreciating the beauty found in imperfections. Light plays an important role in my artworks, as it has the power to transform a space entirely. I love exploring how adjusting the light on a scene can drastically alter the mood and atmosphere of a scene.
LBB> How did you gravitate towards the particular medium you work in?
Yas> I was drawn to the 3D world I work in due to its versatility and ability to express ideas and emotions uniquely. From a young age, I was captivated by the possibility of creating imaginary worlds and bringing my thoughts to life through this medium. As I grew, I developed a passion for exploring the endless possibilities my field offers and found a deep connection with it. The combination of creativity and technique allows me to channel my artistic expression in a way that feels authentic and meaningful to me.
LBB> And when you started developing your creative skills and styles, what were you inspirations and influences?
Yas> I would say I found a lot of inspiration in nature and cinematography. I used to simply go out with my camera, capturing moments, and then attempt to replicate the same lighting in 3D. It was a bit challenging, but it helped me grasp the concept that less is more, and sometimes you don't need to show everything to convey a message.
Cinematography was particularly important to me; I closely observed the work of top-level directors of photography, aiming to understand the connection between lighting and the scene itself.
LBB> How has your style evolved over time - and can you talk to us about some of the stylistic experiments or avenues you’ve explored over the years?
Yas> As I grew and changed, so did my art. At first, I focused on making playful artworks and elaborate set designs, focussing mostly on commercial work dreaming of working with big studios in the industry. I learned to make powerful visuals by finding the right balance without overcrowding the scene. Looking back, I see how much simpler my work is now compared to before, when I used so many elements in one scene.
I remember trying to make sea water look real by using lots of lights, complex materials, and editing afterward. I wanted it to look good without being too difficult to create. Over time, I learned to capture the right atmosphere by observing reality closely. I realised I had been too focused on perfecting small details instead of the overall mood.
Now, I love the simplicity and elegance of my work as I continue to learn and improve. I aim to keep my style simple yet technical as I enhance my skills.
LBB> And was there any one particular moment or project that really crystallised your understanding of what your style is or should be? If so, can you tell us about it?
Yas> My style began to form as I learned about the importance of light in real life. Slowly, I started creating the right atmosphere in indoor spaces to convey the mood I wanted. Then, I moved on to landscapes, where the real fun started. That's when I realised my art is heavily influenced by nature. I'm still learning how to elevate landscapes to new heights, blending realism with a touch of surrealism.
LBB> What sort of ideas shape your style today?
Yas> I'm drawn to the concept of uncovering moments in life that are always present but often go unnoticed due to their ordinariness. I love discovering these moments and expressing them metaphorically through creative methods.
LBB> From NFTs to the metaverse, there are more spaces for your work to show up - what are your thoughts on the impact, challenges and opportunities brought up by these new spaces? And do they influence how you think about your style?
Yas> I view it as a fresh challenge and an essential part of our evolution. The industry is ever-changing, and it's very important for us to adapt accordingly. We aspire to grow and evolve, not be bound to the same platforms or software indefinitely. Personally, I thrive on pushing boundaries and exploring new digital horizons, it's genuinely exciting. These developments offer us the chance to express ourselves and elevate art to new levels.
LBB> Working in the commercial sphere, is it more important for an artist to have a distinct brand or style? What’s the balance having a distinctive voice and being able to accommodate the visual language of the brand/campaign?
Yas> I believe it's essential to strike a balance between the two. Having a distinct personal style can attract clients who appreciate your unique approach, which can be incredibly rewarding. When clients trust your vision and grant you creative freedom, it's a fantastic feeling. However, professionalism also involves adapting to the needs of clients whose requirements may differ from your usual style. I see it as an opportunity to challenge myself and push the boundaries of visual expression.
LBB> Typically, on a commercial project, how do you like to tackle a brief?
Yas> I start by understanding the key features the client wants to highlight. It's crucial to understand the message they aim to convey to their target audience. I then work in the concept that encapsulates these elements, searching for the perfect visual metaphor.
For example, if the goal is to represent tension, I enjoy exploring various approaches to convey this concept effectively. As an art director, I focus on setting the right mood for each project, considering factors like lighting, colour palette, motion, and overall aesthetics. As part of this process, I often create mood boards using reference images or videos to help visualise the desired direction.
LBB> What projects have you worked on recently that you feel were a really satisfying marriage between a brand and your own style? What was it about these projects that made them really interesting to work on?
Yas> One of my first projects at FutureDeluxe was working with Nespresso, the brief felt like a perfect fit for me. We created a home where a forest grew inside, a perfect blend of nature and interior design. It was a challenge to make a small coffee capsule stand out in this lush setting, but it was also incredibly fun. From gathering inspiration for the moodboards to crafting the scene, every step was enjoyable.
Working with the talented team at FutureDeluxe, we brought this vision to life, even adding a cute bee character to the mix. The final result was visually stunning and incredibly satisfying to be a part of.
