Sergio Luna
Artist Statement
My work has been described as “very intuitive” by the people that I have worked with in my career as a freelance graphic designer. Whenever somebody pitches me an idea for a poster, I take that and use my intuition to create a stunning and beautiful design than what the client originally thought, and it’s taken me far in my career.
Ever since I was a little kid, I knew the one thing I always wanted to do was computer animation, but people kept telling me, “You’re never going to find a job down here as an animator,” so I chose to study graphic design, as it was the closest thing to computer animation as I would ever get in the RGV. Along the way, I’ve found a lot of other hidden talents that I never thought were possible in my lifetime, including taking an animation class and doing a short animated film for a
client. What makes my whole career as a graphic designer, both at school and in my freelance business, is that a lot of it is based on my intuition rather than research or reason, and it’s worked out very well for me.
My process is always the same when I work on a new project: First, I meet up with a client in person or by email for a project and they give me the basic idea (or ideas) of what the project is going to be about and they let me do the rest because they trust my intuition. Then I would sit down at my desk, turn on my computer, put on my “drive song” (“I Just Died In Your Arms Tonight” by Cutting Crew, the audio video with the Stranger Things season 3 poster), and start
working my magic.
I look up to Kyle Lambert as a graphic design role model. He is the guy who did all of the Stranger Things posters and comic book covers, and he’s the reason why I recently started working on my first iPad. I’m still trying to follow his stylistic approach, but I found out that I can do more styles on my iPad than just Kyle’s, and I’m really enjoying it.
My idea of a “true artist” is one who is not limited to just one medium or style by other people, but who can do multiple things because they know they can do it. That’s why I call them “innovators”.
