“Designing a poster as part of a campaign gives you the chance to develop a concept through the different pieces of a graphic system. Some of them will be simpler, others more complex, but they should all appear to be part of the same group.When you design a poster on its own, you have to concentrate all of your graphic decisions in just one piece. It’s challenging but at the same time can give you more creative freedom.”
Mariano Arcamone is an Argentinian art director, graphic designer and illustrator with 15-plus years of experience working in the advertising and entertainment industries. He has worked with such artists as Foo Fighters, Iggy Pop, Soundgarden, Chris Cornell, Queens Of The Stone Age, The Raconteurs and Primus, among others.