Reebok Kickstarts Zig Kinetica Promo with Mad Dog Jones' Quirky Illustrations

Deutsch New York > What synergies are there, if any, between your existing work and the aesthetic of the Zig Kinetica?

Mad Dog Jones > Colourful and dynamic. 

Deutsch NY > Your work on this campaign blurs the line between the cyber world and in-person environments. What was the most challenging and/or exciting part of blending the cyber and real worlds? 

MDJ > I like to focus on building environments that bend reality. The challenge is bringing in all the elements of a cyber world together without cluttering the composition. The exciting part is getting to let your imagination run wild and allow yourself to design whatever you dream up.  The open nature of illustration is fascinating, the only limit is your mind.

Deutsch NY > What design elements did you feel were most important to convey this idea of re-energising everyday experiences?

MDJ > I wanted to create environments that felt like places you wanted to travel to. Building surreal worlds through illustration is sometimes the only way to convey the feeling of awe while travelling. In terms of design elements I always focus on lighting and light sources. Sunlight is ultimately the energy source to all existence. Every location goes thru so many changes throughout the day from sunrise, midday, sunset and the neon glow of night-time. I always consider lighting from the very beginning of my design process. 

Deutsch NY > What (or where) did you draw inspiration from for this campaign?

MDJ > I draw most of my inspiration from nature. The infinite combinations of plants, trees, clouds, sunlight and moonlight guide my design process. I take that inspiration and then build a garden of my own with human elements.

MDJ > Make art every day. That can be music, drawing, poetry, dance or even sport. Creativity is the key. I tend to move between many forms of art, even things I’m not great at. The key is to not compare yourself to others and just enjoy the act of creation.