We’re happy to share with you an inspiring interview with Steve Tozzi, Creative Director from Poetica
IT’S ART : Could you describe your background as an artist?
Steve Tozzi : I was first part of the Governor’s School of NJ, which was during my high school years. I then went to Parsons School of Design in NY for college. I got my BFA in Communication Design, which was really a degree in Graphic Design.
IA : What would you say is the most fun and interesting project you’ve worked on? Did it pose any particular challenges for you as an artist?
ST : My most enjoyable and challenging project was a recent one actually – a 3D animation for Trek bicycles. It employed several different techniques, both 2D and 3D, and it was a new type of visualizing for me. It pushed my creative in ways that were unfamiliar, I feel. An example would be designing in 3D monochromatic form and using that as way of introducing, as well as hiding, certain characters throughout the piece. This gave the animation a mysterious, ghostly look, a look I was very happy with.
IA : How did Poetica get involved with the Real Housewives promos? What were you responsible for specifically?
ST : That particular job came through my brother Craig Tozzi (2000Strong) who is a director. He needed 3D animated trees to complete his environment for the Bravo campaign. I designed and directed the look of the scenes with him, and did some matte painting for the finishing process. It posed a unique set of challenges mainly because there were certain aspects of the live-action that didn’t achieve what Craig wanted for the spot. We added a lot of elements to make the landscape more storybook-like.
IA : Can you talk a little bit about your creative process and workflow? How has it evolved through the years?
ST : My creative process and workflow has changed, yes. I feel that it is always changing. Now that I’m older and more diverse with my craft, I have actually put more creative responsibility on my own shoulders mainly because I like to have the control. In a way, it’s more keeping myself from some of the traditional influences that a design / animator might usually have. I choose not to look at a lot of design and animation, so I can stay true to my ideas and creative. My workflow changes with every job. That has always been the case for me, mainly because each job has a unique set of problems and each artist I work with has different skill sets. There is a formula, but it is always updated to get the most out of the idea.
[dailymotion]https://www.dailymotion.com/video/x13bzz0_trek-poetica_creation[/dailymotion]
ST: What’s the most important to keep in mind when you start to work on a project?
IA : I believe that it’s important to walk into a new project with positivity towards whatever it is you are going to do, be it an entire commercial, or just the titles. Your mood will always come out in your work.
ST : What tools do you find indispensable for your work?
IA : For me, Photoshop, After Effects and a note pad are where I plan most of my work. These are the most important tools for my process.
IA : What emerging technologies and innovations will have the biggest impact on your creative process over the next few years?
ST : I see the availability of the 2.5 to 4k film cameras on the prosumer-level as being a game changer. I just see more independent film and commercials being produced, thus spawning new production houses and creatives. It’s a wonderful thing to have happen.
