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ROALD & BEATRIX
SKY ONE KEY ART

BRIEF
Design the key art of the new Sky Original 'Roald & Beatrix: The tail of the curious mouse', starting from this proposition: The magical story of an unlikely encounter between a young child and his hero.

SOLUTION
The magic world of books. Scroll down to discover the process.

ROLE
Senior Designer on the project, working with the creative team on the key art concept. Once the idea was approved, I designed most of the key art elements, like the book spine and the background.

ROALD & BEATRIX

SKY ONE KEY ART

BRIEF
Design the key art of the new Sky Original 'Roald & Beatrix: The tail of the curious mouse', starting from this proposition: The magical story of an unlikely encounter between a young child and his hero.

SOLUTION
The magic world of books. Scroll down to discover the process.

ROLE
Senior Designer on the project, working with the creative team on the key art concept. Once the idea was approved, I designed most of the key art elements, like the book spine and background.

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THE PROCESS

Here the journey to create the key art for the Roald & Beatrix show. Follow me down the Peter Rabbit hole.

FIRST CONCEPT

Everything started with a simple yet magical proposition.

THE MAGICAL STORY OF AN UNLIKELY ENCOUNTER  
BETWEEN A YOUNG CHILD AND HIS HERO

This is the scamp of the first concept that got almost approved, but there were some bumps in the road and it needed to be changed. Although I'm delighted with the final result, I think it's worth exploring how a concept can evolve.

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POP-UP BOOK: 
These are the references used to give the idea of a well-crafted pop-up book, where real characters can live together with a paper-cut world. This concept shows the movie's essence; fictional animals live close to their real creators.

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ART DIRECTION: 
A gentle gold light coming out of the pop-up book would lit up Dawn French's face.

Photos copyright: James Day, images are only for reference.

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After a few alternative options, it was agreed to proceed with the book as a central element between Roald and Beatrix.

THE BACKGROUND

Starting from the end board of the movie, I created a graphic background set in England's hills. Working with the retouching team, we gave the scene a more Christmassy look.

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Final background

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Background of the end credits

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Background before retouching

THE BOOK SPINE

Taking inspirations from the Penguin Classics collection, I designed a few variants that were tested against different colour combinations. The final choice was for a festive red book with a creamy colour for the illustration.

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Final book spines

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Penguin Classics

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Design options

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Tests with colours

VARIANTS FOR TV

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CREDITS

Creative Director: Alastair Austin

Senior Designer: Ruggero Gualdesi

Creatives: Talia Slater, Luke Butler

Producer: Paul Coward

Retoucher: Simon Schmitt

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ABOUT

Ruggero Gualdesi is a Graphic Designer and Art Director based in London. 
Experience in creative strategy, print and digital campaigns, branding & identity and typography.

Helvetica, or not Helvetica, that is the question.

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