As an industry-leading Editorial and Marketing Designer with Deadline Hollywood, Otavio Rabelo works with typography, colors, images and other design elements to create unique graphic layouts that are printed or used digitally. He designs conceptual layouts to all sections of a magazine using all the mentioned elements on computer software, and he is responsible for checking and sending final files to printers and making sure that everything is going to be printed correctly. It is a pivotal role in the success of each issue of a magazine he touches, and he knows this well. He remains dedicated to his craft at all times, a true perfectionist.
“Publications are always trending around the most well-known people in all fields. People love to read about who is on top of the world. I work creating printed and digital content to announce nominees and winners. It’s fun to get to know before everybody else what the editorial team is thinking,” said Rabelo.
Prior to his work with Deadline, Rabelo worked with other renowned magazines, including FourTwoNine and TheWrap, the latter of which truly allowed his work to be seen by Hollywood’s elite on a regular basis.
“TheWrap is a well-known entertainment magazine in Hollywood/Los Angeles. When the opportunity presented itself to me, I was excited to grow as an Editorial Designer and show my design skills to such a great audience. The magazines that I design are only distributed to the most well-known people in the industry,” he said. “TheWrapis a small company but very well- known in the entertainment industry. Working there I was able to use my own design skills as an outlet for the projects.”
Working at TheWrap presented several new and unique challenges for Rabelo, who had previously never designed for the entertainment industry. It was his first time working with Oscar and Emmy Seasons, and he had no idea how the entertainment world worked. There are always new films and TV shows being released, as well as nominations and awards, the Oscars and Emmys are extremely important and he had no idea how complex the film industry was, with new festivals always coming up that he needed to stay on top of. He loved the challenge and knew understanding the industry was extremely important in knowing the design, as he had to understand his target market. Now, he feels like a seasoned professional, and the learning curve was well worth it.
“Getting to know the inside of the entertainment industry for the first time was very new to me. I got to see the world’s most famous actors, actresses and directors in person. It was the first time that I realized that my work was important and respected by those professionals,” he said.
Rabelo was responsible for designing and creating layouts for different sections of each publication. He was also in charge of checking and sending advertisements with final editorial files to the printer. He made sure to always have a perfect copy, as if something was incorrect after the final approval, there was no way to fix it. During his time at the magazine, there was never a single mistake to be fixed.
“Since it was such a small company, everybody at TheWrap was always very connected with me and my work. People would often ask my opinions about multiple projects based on my skills. Once the magazine was out everybody would be very nice and compliment me a lot about the issues,” he said.
Learning about various aspects of humanity is a passion of Colombia’s Laura Santoyo Dangond. Originally from Colombia, she has also lived in Peru and Canada, and loves to travel to experience different cultures and learn new languages, fluent in Spanish, English, French, German, and Portuguese. This desire to learn about the world and its people is part of what led her into filmmaking. With every new project she embarks on, she gets to tell a different story and learn something new about history, society, the human mind, and more. Beyond the stories, she works with people from all over the world that have different backgrounds and ways of seeing life, and together they share and experience their differences through their art. As a production designer, Santoyo takes everything she has seen and practiced and channels that into creating visually stunning and captivating sets and props that fully transport audiences into what they are watching.
“I make an effort to stay true to the story and what the characters are. I do a lot of research on the characters and the environment where they live. I also try to have many exchanges with the director where we discuss characters and share research and inspiration images, etc. to understand their vision and the direction they are taking the story to. I like to play with colors and used them to imply aspects of the story that are not explicitly spoken by the characters,” she said.
Santoyo is known for her work on award-winning films such as Lockdown and Tim of the Jungle, both of which made their way to several of the world’s most prestigious film festivals. Last year, her film The Plague premiered, reminding audiences of what she is capable of, as Santoyo created a dystopian world. Her most recent film premiered just last month at the Slamdance Festival, and once again Santoyo shows she is unrivaled as a production designer.
“As soon as I finished reading the script I felt like I had to be part of the project. It is one of the most original scripts I have read, very intelligent and I thought that it was a story that had to be told and that I wanted to tell it,” she said. “The script of this film describes a number of absurd situations and uses humor to address subjects that are affecting our society. It was very important that the design of the movie supported the comedic tone without ridiculing the situations.”
The film tells the story of a potentially psychosomatic white man, a woman stuck in a vortex of mansplaining, and a young black man confronted by the racial disconnect of society, each trying to make sense of their lives as their worlds are set on an inevitable collision course in this surrealist comedy.
It was important for Santoyo and the rest of the team to differentiate the three storylines that run parallel to each other and to show the absurdity of the situations without being too over the top. Therefore, they assigned one color to each character.
The first story, about a man who can’t walk, represents the feeling of impotence that someone watching the news at night can feel when they see injustices with no way to help. This character takes the “sickness” he feels to the extreme. Therefore, they decided to use the color blue with him, which is very clinical.
The second story, about a woman who’s caught in male-dominated conversations turmoil, was assigned the color red. She is often angry and frustrated, and all the men that she’s with see her and other women as objects. Santoyo felt red reflected these feelings.
The third story is about a black man, who in the most absurd situation, ends up being shot by the police. The filmmakers gave him the color green, because he’s young and innocent at the beginning and at the end it is his case that makes the man in the first story sick.
“As a society, we are still fighting against racism, social injustice and women’s equality and this film raises awareness on these subjects in a comedic tone. I believe that it is very important to have films like this one because we can start generating discussions that could eventually lead to change,” said Santoyo.
Working on Falling has been one of the most fun experiences Santoyo has had throughout her career. From the first time she read the script, she knew it was going to be challenging because there were many locations with three different stories that at the end become one. Each story had elements of magical realism that could also be difficult to achieve in production design. Santoyo wanted to enhance the experiences of the character through the set, but not overdo it to a point that the messages behind each scene were lost. She managed to find the perfect balance, always keeping in mind the color palette they had decided for each character early on in production.
“I think many things make Laura an excellent designer, collaborator, and professional. The first thing that comes to mind is passion. She’s clearly passionate about what she does – she made it clear that she seeks out work that she connects with on a personal and aesthetic level. Once she’s onboard, she’s obviously all-in. That shows at every phase of a project when you see her initial ideas, the hours she’s putting in, the attitude she brings to every meeting and production day, and the diligence with which she executes. Beyond that, she’s a professional with outstanding training, instincts, and experience. She knows how to present her ideas clearly – both verbally and visually, she has leadership skills, she remains calm under pressure, she knows how to prioritize, stay organized, and keep others motivated to work at a high standard,” said Ewen Wright, Director.
Wright was looking through portfolios and films for a costume designer when Santoyo’s work caught his eye. He asked the costume designer who the production designer was that possessed such talent. He immediately reached out to Santoyo, who was extremely responsive and receptive to the idea of the film. They immediately began a strong partnership and shared ideas about the film.
“Laura has a creative voice, and in a key role on a collaboration that can’t be undervalued. She brings her lifelong sense of design, studied theory, and just pure instinct to her work in a way that gives her work a through-line. I really enjoyed developing a shorthand with her. Lastly, she has a phenomenal attitude and work ethic. She went above and beyond for our production – and even when things went wrong, or the hours ran long, Laura was a reliable source of positivity and joy. As a leader on the team, she set a tone for those around her that I know contributed to all of us doing better. When I was stressed or needed a moment, I always knew I could rely on Laura for a laugh – just as the rest of the time I relied on her for her eye on the image,” Wright continued.
Working with such a committed team was one of Santoyo’s favorite parts about filming Falling. She found everyone came together to tell such an intricate story, and she was constantly inspired by those she worked alongside. However, it was the message behind the film that truly made the experience for the production designer.
“I am so proud to have been a part of this film. I think it’s a story that captures the feeling that something is wrong in the world and the willingness to change it, but not knowing how to go about doing so. I think many people feel that now. I’m thrilled to know that it’s being watched by many people and it can maybe inspire some change in our society,” she said.
Now that Falling has begun its film festival run, Santoyo is looking forward to her next project. Undoubtedly, she has a very bright future ahead of her, and audiences can continue to look for her name rolling past their eyes in movie credits for years to come.
“I want to keep exploring and finding new stories to tell and more talented people to work with. I am looking forward to creating more worlds where magic is possible. I want my work to reach even larger audiences and present stories to the public that entertain them and that touches them. I have a couple of projects in line for this year that hopefully will help me accomplish this,” she concluded.
Despite having an interest in the arts from an early age, Ana Lossada never really thought she would have a future in the field. As a child, she enjoyed drawing and painting as most children do, but she also enjoyed sports, dance, and playing with friends. Creativity was an instinct for her, she was never conscious of it. As she began to grow, her other interests slowly started fading away, but art was her constant. She started to realize that she could pursue a career in the arts and do what she loved every day. It was this realization that changed her life, and now, as an internationally sought-after motion graphics designer, she has never looked back.
“As a kid, I never really saw it as a ‘this is what I want to do when I grow up’ type of thing. Doing creative things simply came to me very easily and effortless an. Besides being the artsy kid in school, I have always loved watching cartoons and also movies filled with action, sci-fi and a whole lot of visual effects. These tendencies worked out, as my art interests led me to pursue a career in the digital media world,” said Lossada.
Throughout her esteemed career, Lossada has worked with some of the world’s most well-known production companies and television shows. She recently collaborated with Disney to create the opening theme for the new show Raven’s Home, a spin-off of their older classic That’s So Raven. Premiering earlier this summer, the opening garnered a lot of media attention, and Lossada’s work is a large part of that. A similar experience occurred with Lossada’s work on the opening of Netflix’s hit show Atypical, where Lossada perfectly captured the autistic main character’s tendencies and feelings in her work. All that work alongside the designer are impressed with what she can do.
“Throughout my career I have worked with many talented designers and no one comes across like Ana has. Not only does she have amazing technical skills when it comes to handling computer software, she has a natural ability as an artist and illustrator. She is incredibly dedicated and gives her best in every single project. Her hard work will lead her to an incredible career,” said KA Batcha, who worked with Lossada on The Walking Dead: The Journey So Far, a thrilling recap of the first six seasons of AMC’s iconic series The Walking Dead.
Despite such success, one of the highlights of Lossada’s career is her work with Disney Jr. on their “Be Inspired” spot. The concept of the project was to encourage children to live healthy active lifestyles with promotional videos showing easy exercises that kids can follow along with, designed in the setting of the Disney classic The Lion King. The project was an immense success, and at only 23, Lossada showed one of the largest and most renowned production companies in the world, Disney, that she was extraordinarily talented.
After the success of Be Inspired with the Lion Guard, Disney wanted to team up with Lossada once again, this time with the spot Be Your Best with Miles, featuring the character Miles from Miles from Tomorrowland, a popular children’s show for the network. This segment is a 2-minute spot in which cartoon Miles and “real” Miles are compared side to side, teaching us how to live a healthy lifestyle by following a healthy diet and exercising frequently.
“The way children eat from a very young age impacts their growth and health throughout their childhood, and for the rest of their lives. A healthy diet and good nutrition are critical in preventing some of the issues and illnesses that are caused by bad nutrition, such as nutrient deficiencies, poor bone health, increased risk of injuries, poor academic performance and increased risk of eating disorders. Teaching children how important a healthy nutrition is and also the importance of a vigorous fitness routine throughout their childhood years will lay a base for a healthier and fulfilling life,” said Lossada.
The music video with exercises are currently being aired on Disney Junior worldwide. Each exercise video has over 60,000 views on YouTube alone, and the music video “Teke Ruka Teleza” has over 250,000. Such success could not have been possible without Lossada’s contributions.
Working with her team at Big Machine, Lossada helped design and animate the main title for the spot. Additionally, she needed to create modern and stylized split-screen graphics for the spot and also a UI/UX interface graphic that explained what audiences were seeing on screen. She did all this using her own unique style, as she is known for her distinctive artistry. Her artwork speaks strongly to people, and with Be Your Best with Miles, it has resonated with children around the globe.
While creating the video spots, all of Lossada’s skills were put to use, from designing to illustrating and even animating. Not only was she leading the team, but she was also working on the live action set as well, ensuring her graphics would perfectly transition with the live footage.
To generate ideas and inspiration for the project, Lossada watched an episode of Miles from Tomorrowland. Upon doing so, she noticed there were many simple shape designs in the show, primarily hexagons. This is therefore the primary element seen throughout the whole Lossada’s work on Be Your Best with Miles. She used it for overlay shots, for example the scene where Miles analyzes a breakfast kitchen, for transitional designs between live-action Miles and character Miles, and lastly for the split screens where they are seen together. Such attention to detail is what makes Lossada one of the best, and while working on Be Your Best with Miles, her co-workers were able to see all of talents really shine. Not only does she have the technical skills when it comes to mastering any software, but she also possesses the innate natural ability to design and illustrate.
“Working on Be Your Best with Miles was very fun. Mainly, because we had to find activities and exercises performed by the live-action Miles and compared it to the 3D character Miles,” said Lossada.
No matter what she takes on, Lossada puts everything she has into her work. This is not for the accolades or awards, but for a passion for what she does. She is a perfectionist in the best way. When people enjoy what she has produced, she knows she is doing what she was meant to do.
“I take a great deal of pride in my work and do everything I can to ensure every aspect of each project I touch is perfect, so it truly means a lot when people acknowledge the quality of my projects. Seeing the look of astonishment on their faces as they wonder how exactly I animated and designed these various projects makes all of the hard work worthwhile. I have always believed that the entertainment industry, particularly the creative side of the business, can convey powerful emotions and messages. It is my goal to use my knowledge and skillset to bring these feelings and experiences to the general public and leave an everlasting mark on the industry,” said Lossada.
She is already well on her way. Watch Lossada’s tremendous work in Be Your Best with Miles here.
Suzy van der Velden was just six years old when her father made her first desk. It was then when her creativity awoke. She could sit at her desk and spend the day drawing whatever came to her. She still does this today, however, it is often for some of the world’s biggest brands.
Van der Velden has quickly become one of the best Dutch graphic designers. She has established herself through her impressive work with Lululemon, Oilily, and more. When working with the internationally successful sporting wear brand O’Neill, van der Velden once again showed the world what she was capable of.
“I wanted to be part of O’Neill because it’s a brand with a rich heritage. Not a lot of brands have a real story, but O’Neill does and it’s a great one. Rooted in surf, it’s founder Jack O’Neill has changed and touched the lives of many by inventing the wetsuit. That mindset of innovation and to see how we can enjoy nature for longer is something that really attracted me to the brand. As an outdoor enthusiast, I love spending time exploring nature and to be part of a brand that views nature as a playground is an amazing thing,” said van der Velden.
While with O’Neill, van der Velden was responsible for all artwork for the Women’s & Girls collection, including swim wear, snow jackets, lifestyle, outerwear and collaborations such as Liberty London. With such a vast range of work, she researched the different categories extensively, looking to find what the best print techniques were, what was suitable for them, and how to push the limits to innovate and what the trends were. With a shift towards craftsmanship in the company, van der Velden was then free to use her creative freedom, producing the high-quality artwork she is known for, which was more expressive and pushed the brand forward. She worked to create an image for each specific product, as well as the brand as a whole.
“For Swim, I would design in a different way than for a Snow jacket so to say. This could have to do with scale, but also the esthetic would differ and use of color. This made the role interesting and never dull. I became a specialist in knowing what was the best way to approach all the different categories,” she described.
Van der Velden’s passion for the brand was evident in each piece of work she produced. She designs with the end customer in the back of her mind, and at O’Neill she gained a strong understanding of the action sport industry and the lifestyle that goes with it. The energy of the board sports, she says, is reflected in the collections, making it a really diverse and fun environment to be in. Van der Velden also travelled frequently for work, and she really got to see how the brand was appreciated beyond just the walls of her office. She immediately noticed the team spirit from those that wear it.
“I loved the fact that the product I worked on gave people the opportunity to enjoy what they loved most. My greatest reward was being able to see my designs come to life and seeing people wear my clothes in all areas around the world,” she said.
It wasn’t just customers that were impressed with what van der Velden produced. She was able to take trends and translate them into her work in a way that made sense for the brand, greatly contributing to its success. She consistently hit the right tone for each specific product, and her artistic instincts were greatly appreciated by all she worked with.
“It was great working with Suzy and I personally really enjoyed it. She was very well respected by the entire team and had an easy yet professional nature. I found that Suzy could bring a graphic story and direction across with natural authenticity and could get people to buy into the big picture with her simple but very educated communication style,” said David Henry, the Global Snow Performance Product Manager and European Accessories Product Manager at O’Neill. “Three words spring to mind when I think of Suzy: easy going, knowledgeable, and professional. Suzy was always on top of things and this gave me confidence that we were on the right track. She was also always open to others point of view and the resulted in meetings that were well balanced. Suzy always brought a sense of calm with sometimes big egos and I really liked that about her.”
Initially, van der Velden wanted to work at O’Neill for the experience, but it quickly became much more than that. As soon as she started working at O’Neill, she knew she wanted to stay a part of the team of young talented individuals with a passion for action sports. Although it was initially a temporary position, van der Velden’s work ethic and talent quickly impressed, and she was offered a permanent spot not long after.
Van der Velden also was inspired by the story of the founder, Jack O’Neill, who invented the wetsuit. This allowed people to surf in all areas of the world that were never able to otherwise. The goal of the company is to ensure people can surf no matter the water temperature. Their mission is ‘to surf longer’. O’Neill is known for its extraordinary athletes that are always pushing the boundaries, causing people to always be engaged to what the brand is going to do next. Van der Velden’s designs captured those ideals perfectly.
“Innovation is in the brands DNA and this makes sure O’Neill is ahead of the game, plus there is always an element of fun keeping it light,” said van der Velden.
The six years van der Velden spent at O’Neill, were in her words, a “blast.” However, it was always the inspiring story of Jack O’Neill that appealed to her, which she describes as timeless.
“Jack O’Neill passed away on the second of June of this year. It’s sad to see such a legend pass away, but I’m grateful for what he has built and that I’ve been able to be a part of the experience in a way,” she concluded.
Despite working all around the world, Cynthia Larenas’ upbringing is very important to her. She was born in Quito Ecuador, and moved to Australia at the age of four. Growing up in Adelaide, she still stuck to her Spanish roots and is completely bilingual. Her heritage is something that she wants to keep alive while travelling for her work.
Larenas is a designer and animator, working for large companies and small businesses to create apps, videos, print designs, and much more. Her extreme versatility lends it hands to many mediums, and she has worked with some of the biggest brands in the world, including eBay.
“I wanted to work at eBay because I thought it would be a great opportunity to learn new things, to challenge myself, and experience working at a large company. I wanted to undertake the rebranding projects because I thought it was a fun and exciting opportunity to produce work that would be seen at such a huge scale,” said Larenas.
As only one of two in-house designers for eBay Australia and New Zealand, Larenas’ responsibilities included rebranding Group Deal, Flash Sale and Fashion Gallery creative, and leading the design of eBay’s fashion Gallery brand towards a more Gen Y demographic. She created eDM design and build, was involved in casting, photo and design direction of external agencies, created promotional material for in-house employee engagement campaigns, and did animation work for eBay’s 2013 Christmas Campaign. Her work was featured on the homepage of eBay Australia and New Zealand every day for a year.
“It was great to work at eBay and I got to learn a lot, particularly what is involved to run and maintain the creative on such a big website. It was also fun seeing what you had worked on up on the website and seeing that the hard work you were doing were converting to sales. It’s been the best place where I have been able to get direct results of my creative,” she said.
While working with eBay, Larenas had the ability to measure her work, test mobile placements, pitch ideas, and challenge herself. For the Fashion Gallery rebranding project, the aim was to attract a more Gen Y audience to the gallery. This meant she got to research and create some fun pieces that brought something different to the eBay site, directly contributing to their sales and growth.
“It was really cool to see. I remember I was subscribed to eBay eDMs before I worked there, and shortly after I started, I received an email as I normally did, however this time I saw my work on there being shared out to me. It was a funny and proud moment in my career,” said Larenas.
Larenas’ work continued to impress with the different companies she worked for. While working as an animator with Electric Studios, she helped on campaigns for Bosistos, Old Spice, and Jack Daniels. She also was a Creative Director, Designer, and Animator for Nectar + Co, and Designer at Imano, where she helped shape Ray-Ban’s app “Never Hide” during that time.
“I love that I get to make things look good and have then opportunity to influence the world around me,” said Larenas.
Continuing with this trend, Larenas worked with the American musician, vocalist, producer and DJ, Egyptian Lover. He was an important part of the L.A. dance music and rap scene in the early 1980s. He is widely known as being ‘The King’ of the Roland-TR 808. For the release of his song “Into the Future”, Larenas and Carl Jiorjio were asked to create an animated music video for it. Jiorjio and Larenas have worked together on a few different promotional animations and music videos for artists in the UK and US, but the most notable was for Egyptian Lover last year.
“Cynthia is one of the most dedicated and hardworking individuals I have worked with. For as long as I have known her she has always been working hard on different projects that have been keeping her busy in the creative industry. What I like most about working with Cynthia is her ability to push herself when it comes to a project, often studying to expand her skill set and knowledge for the greater good of the projects she undertakes. I’ve also admired her fearlessness when it comes to design or animation challenges, always pushing to provide creative and powerful solutions. She is motivated by pressure and never turns down a job because it’s too hard. I have witnessed her time and time again take up challenges, learn new programs and techniques that exceed clients’ expectations. Her all-round knowledge and broad range of skills are rare in the design world these days,” said Jiorjio.
“Having worked all around the world has helped her not only to understand different cultures and approaches, but it has also resulted in her applying a professional and easy to work with ethic. I have never seen her become defeated by a job and have recommended her highly throughout my career,” he continued.
Jiorjio served as creative guidance and did the final editing of the clip. As the two of them were fully responsible for the music video, from concepts to storyboards, to animation and final editing, it meant they had complete creative freedom to explore our imaginations as far as they wanted.
“Working on the Egyptian Lover video was rewarding, challenging, fun and one of my favorite projects to date,” said Larenas. “I love collaborating with musicians or other artists because I get to work with really talented creative people that push me to do better.”
Her tasks involved art direction, storyboarding, compositing, 2D and 3D animation and illustration. Although the video was released only a couple of months ago, it has received an extremely positive response. It already has over 8,500 hits on YouTube and was shown on LA television station Link TV which reaches 33.7 million US homes and 6.7 million regular viewers. None of this could have been possible without Larenas’ dedication to the project.
“Making this clip for Egyptian Lover was also humbling as he is a pioneer in electronic music, with thousands of adoring fans across the world,” said Larenas. “Although it was a massive task, that spanned over a year, it was extremely rewarding when it was finished.”
Larenas’ extraordinary talent is evident to all those that saw the Egyptian Lover music video, and all of her other work. With such innate talent, there is no doubt as to why she is so respected in the industry, and considered one of the best at what she does.
International Entertainment, and the Talents that Leave us Buzzing….