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Daniel Pelavin
The Cloud
posted:
Los Angeles as I imgined it would look above and as it actually looks below.

I went to Los Angeles last week, was picked up at LAX by my amazing nephew Anthony. After dropping off stuff at the hotel, we headed straight to Wurstküche, for a few pints of Weihenstephan Dunkelweizen, Belgian fries and grilled sausages. Monday morning, 4999 other geeks and I were treated to a 40 projector sound and light show and the news that the Cloud was here to stay. (My 2¢: if you make your living with the software, don’t bitch about paying for it).

That afternoon, I was interviewed for a video to go up on the Adobe creative community site by a real crew with a boom microphone, light reflectors and even someone to make my face less shiny. More about that when it’s finished. Following that heady experience, I was a fortunate guest at a red carpet media reception where I mixed and mingled with Adobe executives, customers, partners and (other?) influential designers.

On Tuesday, following another two-hour keynote session which included powerful presentations by Paula Scher and Ray Legato, I was walking through the convention center minding my own business, and was tapped for a random interview by Soul Pancake (SP: What inspires you to create? DP: Remembering I have to pay my rent) during which I, embarrassingly, had to answer my cellphone (the only one at the whole convention that wasn’t an iPhone BTW) which provided some amusing results later that evening.

My niece Julianna, who proves that beauty and strength can coexist in harmony, drove up from Encinitas that evening. I figured we’d just go out for dinner but, through the incredible good graces of the folks at Adobe, we both got to attend MAX Bash, an outdoor extravaganza that superlatives fail to do justice. Suffice it to say that there was food and beverage in abundance, accompanied by aerial acrobatics, light shows and a host of pink piggy piñatas among much other interesting stuff.

A little ways into the soiree, I noticed that people were giving me odd looks and then started coming up and saying “Hey you’re the guy who answered his phone in the interview! (they actually left that in) You were great!” I had left the auditorium early to meet my niece and had no idea it was going to be shown to the entire conference. My 15 minutes of fame. The evening was capped off by Julianna and I finding ourselves about 20 feet from the stage, blasted into bliss by the Black (Oh oh-oh-oh, I got a lover who keeps me waiting) Keys.

Wednesday afternoon was the day of my presentation, which ran on time, under budget and kept people in their seats for the entire period despite way too many "ums" (mostly because they were waiting to see if the raffle tickets they were holding would win one of the cheesy prizes I promised).

Within minutes of completing the task I had been dreading since February, and again by the good graces of my nephew, I was headed to Venice Beach (sort of a cross between the West Village and Coney Island) to Larry's where a delightful glass of stout with just a hint of chocolate accompanied by a wild arugula and fig salad prepared me for the red eye flight back to JFK with sufficient time at gate 42B to do the sketches that were due when I returned the next morning.

Many, many thanks to Terry Hemphill who invited me, Brenda Sutherland who introduced me to Terry, Jeffery Severtson, Julie Campagna, Stefan Gruenwedel, and Lisa Hanna who made me believe I actually had something worth saying, Gerard Huerta, Michael Doret, Louise Fili, Matt Strelecki, Ken Barber, Chris Spollen, Ilene Strizver, Rachael Ray, Steven Heller. Jonathan Hoefler, José Cruz, and anyone else who was either slandered or inadvertently omitted.

Still Fresh
posted:
A recent cover for Sactown Magazine gave me the opportunity to have some fun with lovely old engravings from Dover Books' Food and Drink, A Pictorial Archive from Nineteenth Century Sources, selected by Jim Harter. Wood engraving was a popular medium for illustration up until about the 1890's when it began to disappear in favor of newer methods for producing halftone art. A collage of engraved fruit and vegetable images seemed to be the perfect complement to the busy typographic treatment called for by a plethora of cover lines.
The final cover, when too much is not enough.

Sketchbook pages with an assortment of possible cover line renderings.

After some cutting and pasting, a very rough composition, followed by a tight arrangement of type and then, a greyscale rendering including the fruits and vegetables.

Some pages from the Harter book show a variety of garden goodies.

Using a digital technique analogous to John Craig's classic engraving collage style, the each image was scanned, saved as a tiff, imported into Illustrator, given color as an opacity mask and a second color fill using various gradients.

Each of the dozen-plus engravings were scanned, positioned, masked and colored to create the final arrangement. (Yes, it was painstaking work and it did take a long time).

How to Afford LA
posted:
I'm going to skip the song and dance and get right down to business on this cover that's showing up on newsstands all over Los Angeles today. Suffice it to say that the idea was to emulate the look of currency; yet another opportunity to play my hand as counterfeiter, forger, thief and all around rascal.
I imagine these are the kind of sketches that come to art directors in their nightmares.

Many adjustments, modifications and revisions occur during the arduous journey from sketch to final.

Still more changes on the path to becoming the cover of a major metropolitan magazine.

Et voila! The final art just before the descent into cover lines and bar codes.

And now, a bonus for those who are enjoying this on their iPhones, some gory details.







What is middle class in Manhattan?
posted:
Leaving the gym on Friday, I got this email message:
Hi Danny,
Are you available?
I need a cover type design. You would do a beautiful job!
The cover will be just type saying
What is the Middle Class in Manhattan?
11.5" x 11.5"
Final Next Thursday 1/17.
Yes?.
To which I answered:
Yes, yes, yes!
During a solid weekend of panic and procrastination, it became clear to me that there was only one way to solve this problem: turn these words into a variety of the homes occupied by Manhattan's middle class. On Monday morning the rough sketch just seemed to flow from my pen as though it was already in the sketchbook and I was just making it appear. I did a few other sketch ideas but, ultimately decided to show only this one. Then came two and a half solid days and about 20 hours of work resulting in this final.
The trick, as I saw it, was the get the buildings to read as words but, not get lost as buildings. I used strong shadows to model the shapes of the letters and desaturated the windows and other details so they would not be so distracting.

While the rough sketch just seemed to flow forth without much effort, the precise and tedious job of carefully rendering all the details took many hours over a three day period and confirmed that my OCD is not failing me yet.

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