Crafting Calm in Chaos
Interviewed by Rich Rich Philip - 11/09/24
In this interview, I dive into the creative mind of illustrator Matt Saunders, as he discusses his unique style, the process behind his artwork, and his experience working with Nissan on their ‘Believe’ infinite zoom 2024 campaign.
Meet The Artist: Matt Saunders
Matt Saunders is a London-based illustrator, known for creating calm, serene environments within his work. His artistic approach emerged as a way to find peace amidst the chaos of city life.
“I like to create calm environments in my illustrations,” Matt explains. “I take something hectic and try to capture a small slice of life, a peaceful moment within it.”
Living in London, a bustling metropolis, shaped Matt’s style. “It probably started about seven years ago when I was living in such a hectic place. I was searching for my own sense of calm, and that need for peace naturally made its way into my work.”
Creating the Artwork: From Concept to Final Piece
Matt’s creative process is deeply layered—literally. When asked how he physically brings his ideas to life, he explains, “Most of my work is done digitally. I hand-draw using a Wacom tablet, and I add hand-drawn textures to enhance the process.” His artwork is built through layers, which helps animators bring it to life.
For his work with Nissan, Matt elaborates, “I’d start with a rough outline, then build out the layers because the animator needs those layers to create the animation and zoom effects. It’s a lot of pieces coming together, and while it’s a complex process, it’s incredibly rewarding.”
Working closely with the animators, Matt’s background in motion graphics played a crucial role in the success of the project. “I used to work in motion graphics, so I have a good understanding of how files need to be sent over. I think in terms of foreground, midground, and background because the camera needs to pull through those environments.”
This experience came in handy during the Nissan project, especially with the challenge of creating an “infinity zoom” effect. “I’d seen infinity zooms online and thought they were simple, but it’s a complicated process. It was great to finally work on one and understand the intricacies of how they’re put together.”
Original sketches
Reflections on the Final Piece
When asked how he felt about the final piece, Matt says he was proud of what the whole creative team accomplished. “I’m really proud of what I’ve been able to do in that time frame. I don’t think I could have managed a project like this five or six years ago. It’s taken all my learnings throughout my career to get to this point, working with clients and managing expectations.”
Matt also reflects on the volume of work required for the project.
“The whole project took about six weeks of actual creation time, but we started planning six months before that. There were about 30 scenes, and sometimes I had to create larger images than you’d actually see on screen because the animators needed them to transition to the next scene.”
Japanese Influence and Working with Nissan
Matt’s work with Nissan was particularly meaningful, given his admiration for Japanese culture. A trip to Japan before the pandemic had a lasting impact on his approach to his craft. “Seeing how people in Japan take their time and care with everything they do really influenced how I work.”
Working with Nissan, a brand with Japanese heritage, was a dream come true. “It seemed impossible to get the opportunity to work for a Japanese brand. They have such a rich history and culture, and I’m really happy to be aligned with that.”
A significant project like Nissan’s required a careful balance between work and personal life. “It was definitely a challenge,” Matt admits. “It’s something I couldn’t have done six years ago. Now, I can look at something, figure out how long it’ll take, and hit the deadline. That’s always been important to me—I never miss a deadline.”
Looking Back and Looking Ahead
As the interview wraps up, Matt reflects on his journey as an artist, how his work has evolved, and how it continues to do so.
“I think my work will keep changing as I change. As long as I’m curious about the world, that will come across in my work.”
This curiosity and constant drive to evolve ensure that Matt Saunders remains a standout talent in the world of illustration.
Thanks to Matt Saunders, and the wider creative team responsible for pulling this together Grand Visual, TBWA, The Tahoe Project, Handsome Frank
