The Flores Effect – What Makes This Art Director Tick?

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If you’re anything like me, you’re in complete awe of people with artistic ability. Seriously, it never ceases to amaze me the things graphic designers and art directors can do these days. I grew up with a brother who could sit down and crank out a colored-pencil masterpiece in less than 30 minutes, while I, on the other hand, would take two hours to make a stick figure look like a mutilated stick figure (no joke … I’m that bad). Then, I would cry and ask why I couldn’t be as good as my big brother. Well, my brother is now a high school art teacher who draws Star Wars cards for Topps in his spare time and can turn the top of a Styrofoam to-go container into artwork you want to frame and hang on your wall. Meanwhile, I write snarky blogs and social media posts that aren’t nearly as awe-inspiring or frame-worthy.

That being said, I still have an extreme appreciation for the arts and those who create them. Lucky for me, I get to work in the presence of some crazy-good art directors here at MultiView. One of those directors is Chris Flores. Chris is a graduate of Texas Tech University (don’t judge him just yet), and has been with MultiView for seven years.

I thought it would be pretty cool to get to know the guy behind so many of the designs our partners and clients see every day, so I present to you our latest Q&A session:

What originally made you want to become a graphic designer?
“Well as long as I can remember, I’ve always had a passion and appreciation for art, whether it was sketching, painting or building, I enjoyed the idea of creating something and showing it off. When I went to college, I was originally going to study Architecture. Although graphic design, (Design Communications), was in the Art Department, I shared many of my intro courses with people in different majors. It was at this time that I learned about graphic design. I was fascinated by the projects that some of my peers were working on. It was really appealing and exciting to me. So, after a lot of thought, I took a leap of faith and decided to switch majors – a decision I’m still happy with today.”

Who are your design heroes?
One of my former design professors, Dirk Fowler, is an amazing poster artist. He has this way of combining simple shapes/letters/illustrations and making some very iconic posters. He generally uses a letterpress or screen printing press which gives his posters a handmade quality. Check out his work at http://f2-design.com/.

Another creative I follow is Dallas native, Jeremy Biggers. Jeremy is a creative of many talents – graphic designer, painter, photographer, film maker and more I’m sure. He’s probably most notably known for his unique paintings. You can find some of his signature pieces around Dallas. Check out his work at http://www.jeremybiggers.com/.

Where do you find inspiration for a new design? / How do you keep your ideas fresh and unique?
I tend to find inspiration on accounts I follow in Instagram, Behance, and in Communication Arts publications.

What do you do when you hit a creative block?
Take a break. Get up and walk around or sleep on it if possible. Sometimes inspiration has a way of finding you when you’re not looking for it. Staring at a computer screen or sketchbook doesn’t always reap positive results. Brainstorming or getting feedback from your peers is also a good idea. Bringing in a fresh perspective could spark a great idea.

What are you currently fascinated by and how is it feeding into your work?
As a student of Dirk, I’ve always tried to challenge myself in simplifying my work. The idea that “less is more.” We live in an age where everything is immediate and people’s attention spans are getting shorter. Finding the right balance of great design, and a great message – understood quicker.

How do you incorporate client feedback into your designs?
Client feedback is important. Our clients understand their business and audience better than I probably ever would. My job as an Art Director is to craft their unique selling point or message into a compelling ad. The better I can understand their business, objectives and audience, the better the ad.

What’s the best piece of advice you can give someone who is new to the “creative process?”
Find ways to keep your work fun, and keep pushing yourself to be better. Being a creative isn’t always easy, and sometimes it’s exhausting. So, keep it fun and grow from it.

How do you keep up with the sheer volume of your workload?
Ha! The best I can – I have a great team of people around me who can help if things get too crazy.

What’s your favorite thing about being a member of MultiView’s creative team?
I’m surrounded by a great group of talented individuals who I’m always learning from and laughing with. Many of us have been working with each other for quite a while, so we’re all pretty close.

 

If you’re interested in putting our creative team to work designing your ads, contact us for a free consultation: (972) 402-7070.



MultiView Team Expert Brie Ragland

Brie Ragland

Sr. Marketing Manager



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