The Master in Food Design and Innovation has a longstanding partnership with PepsiCo, the world’s leading food and beverage company,…
Michele Leonello, designer and regular lecturer at SPD, is equally at ease with paper and digital tools. For this reason he organised an intensive workshop that will take place on Wednesday 2 April 2014 to demonstrate the workflow with the most up-to-date digital graphic display devices for creative research, digital drawing and presentation in the car design field.
At the end of the demo session Leonello will challenge his students of the Master’s in Transportation and Car Design to complete a creative project in two-hour time: starting from a classic Alfa Romeo Duetto they will have to produce a 60s style visual of this evergreen Italian icon with full details and background.
In order to interpret the spirit of the particular period of time when the Duetto became widely popular, Leonello will encourage the students to draw inspiration from the striking visuals of the renowned artist and legendary car designer, Art Fitzpatrick, author more than 700 auto advertisements including the Wide Track campaign for Pontiac, considered by many to be the most recognisable, successful and influential auto advertising artwork ever made.
Prof. Leonello always emphasises the importance of digital tools that have a great value in the education system at SPD: “It’s really important that students learn to interact professionally with these tools during their studies. Being able to sketch on paper is fundamental, but digital drawing skills are now equally necessary and can enable them to obtain impressive results.”
The works submitted by the students during the workshop will be evaluated by Michele Leonello together with Marta Cinti, journalist and graphic designer from Auto&Design, the most reputed and widely read car design magazine. The top three artworks will receive a gift offered by Wacom.