As a graphic designer, Bruna Imai takes a simple idea and turns it into a visual masterpiece. She finds the aesthetic that best suits each project and the most appropriate way to communicate a message with all its potential.
“All kinds of art, music, literature, film, dance, etc. – has its own language, and the role of the designer is to interpret these arts and translate one “language” to another. Any art is about telling a story, a message. I’m a storyteller specialized in the visual language, and I use elements like illustrations, photographs, objects, movies, animation, motion and so on to tell a story,” she said.
It is exactly this attitude toward her craft that has made Imai an industry leading graphic designer. She is known for her contributions to several acclaimed campaigns, including IFC’s “No Brainer” commercial spot, Coca-Cola’s “Coke On” commercial, FIFA’s Women’s World Cup on Fox Sports, and STATE Design’s Statement. Her work has gone on to receive several awards from the most prestigious advertising agencies and awards around the world.
Another award-winning project for Imai was the 2015 SYFY Veteran’s Day campaign. The project was about a holiday spot for SYFY Network to produce a heartfelt ‘Thank You’ to the nation’s veterans. In addition to appearing on televisions all over the country, Imai’s work was also seen online. Parts of the animation were used as the opening and ending of “thank you” videos, featured in many motion graphics related sites.
Imai’s graphic design work led the project to immense success. Not only was it popular with viewers and online, but it took home several prestigious advertising awards. The project won the Channel Holiday/Special Event Spot at PromaxDBA 2016, the most important awards in entertainment marketing and design.
“I am still so happy this campaign was so successful, especially because it shows that all the trust that was placed in me was deserved. I was happy not only with the reaction from the public, but also happy about my performance, knowing that I could make something really interesting,” she said.
Imai had two main roles for this project, the storyboard, which involved transforming the script into the first sketches, and the layout, which she was solely responsible for. The project follows a color palette based on the United States flag and yellow light to add a warmth tone to the message. The entire process was done digitally in Photoshop. Imai received the script from the studio with some images they would like to use – the veterans carrying the flag, the eagle flying and a field of flags, plus some typography references of types and illustrations mixed up. She began sketching thumbnail studies and soon, the storyboard was ready.
As they were working on a tight timeline, Imai came up with the pivotal idea of most of the animation efforts into bold transitions and keeping the layouts simple but captivating in most scenes. She conceptualized the designs, especially the transitions in the theme of “freedom”, representing it with elements of “air”, which audiences can see in the flight of an eagle, the movement of the flag and leaves being carried by the wind. The illustrations were finished with a broad brush and sketchy edges to emphasize this movement and flow, making the animation finalization process easier.
“This project was a very challenging one and wouldn’t be possible to do on time without the studio’s trust in my work, giving me creative freedom. I loved working on a project that I could use my full potential as a designer. Also, the communication with the studio during the project was excellent, and is what made me feel like being part of the team. It would have been impossible to deliver this result without our good relationship,” she said.
As the sole designer for the project, Imai was vital to the Veteran’s Day campaign’s success. She expedited the process, considering the design and transitions even in the process of storyboarding. Because of her talents as a storyboard artist, she also saved the company money in doing multiple roles. Her versatility and vast understanding of her craft is unparalleled. For those looking to follow in her footsteps, she offers encouraging words of wisdom.
“There is a tendency for students to focus on learning the software and tools, but it is essential to study academic subjects of art and design to be able to do a solid project with cohesion. When you study theory, you learn how to “see” images and references. It is a study of how to analyze critically and technically a designer’s choice,” she advised. “Also, I would say to feed on various types of references, not just graphic design. There are so many languages of art in so many senses! Music, dance, photography, movies, sculpture, literature, gastronomy, performing, folk art, everyday experiences and so on. Just as languages are translatable from one to another, all kinds of artistic expression and experiences are translatable between them. We can see a great example illustrating this “translation” in the film Ratatouille, in the part in which the characters describe the flavors of the strawberry and cheese in graphical forms. I believe that it’s essential to be the professional who can see and navigate between different languages, have a fresh mind that continues to play and to experiment.”