designer/art director
selected works.
Based in Rio de Janeiro, Brazil.
Working with print & digital
creative design.
jferrofreitas@gmail.com
about
contact
Luthuly - Pele
CLIENTE Som Livre | SlapPROJETO Conceituação e Identidade Visual
ANO 2020
PAPEL Designer
EQUIPE Juliana Nogueira, Victor Corrêa
LINKS slap.lnk.to
Qual é o preço por sonhar? Esse é o papel do artista Luthuly. Mais do que fama, ele projeta um futuro onde pretos sejam reconhecidos por seus trabalhos, suas conquistas e seus trajetos. E foi justamente pensando nesse amanhã com pessoas de pele preta no centro da narrativa que o projeto Pele se desenvolve.
O álbum é um constante oscilar de olhar para o passado e para o futuro. Voltar no ontem para entender a importância cultural e simbólica de pontos essenciais da cultura negra como os cabelos e as pinturas corporais. O papel da ancestralidade na passagem dessa cultura de geração em geração e da música como uma ferramenta quase mediúnica para manifestar essas influências. Ao mesmo tempo olhar para o amanhã e buscar no afrofuturismo uma forma de especular sobre o futuro ou o passado, sempre da perspectiva negra, tanto africana quanto diaspórica. Um movimento cuja força está exatamente na possibilidade de manipular e se apropriar dos tempos passado e futuro para propor uma subversão de pensamento, e isso acaba sendo, no final das contas, uma forma de repensar e criticar o presente.
Com isso em mente, desenvolvemos o projeto que traz o artista na figura central, com grafismos que evocam pinturas corporais ao fundo em uma predominância do vermelho e dourado para construir uma sensação de realeza. O figurino reforça as raízes culturais pretas e se coloca como uma referência moderna ao mesmo tempo. Os olhos reforçam a questão espiritual e etérea ao mesmo tempo que evoca as ancestralidades. Em mais um ano onde a figura da pessoa preta foi constantemente atacada e desvalorizada, artistas como Luthuly nos trazem uma reflexão de onde eles deveriam estar, com a complexidade musical e estética dos grandes artistas pops da geração.
What is
the price for dreaming? This is Luthuly’s role. More than fame, he projects a
future where black people are recognized for their work, their achievements and
their paths. And it was precisely thinking about that Picture, where people
with black skin at the center of the narrative that Pele (the word in
portuguese for Skin) develops.
The album is a constant oscillation of looking to the past and the future. Going back to understand the cultural and symbolic importance of essential points of black culture such as hair styles and body painting. The role of ancestry in passing this culture from generation to generation and music as an mediumistic tool to manifest these influences. At the same time, looking for tomorrow and seeking afrofuturism as a way of speculating about both the future and past, always from a black perspective, both African and diasporic. A movement whose strength is precisely in the possibility of manipulating and appropriating the past and future to propose a subversion of thought, and this ends up being, in the end, a way of rethinking and criticizing the present.
With that in mind, we developed the project that brings the artist as the central figure, with graphics that evoke body paintings in the background with a predominance of red and gold to build a sense of royalty. The clothing reinforces the black cultural roots and places itself as a modern reference at the same time. The eyes reinforce the spiritual and ethereal link while evoking ancestry. After yet another year where the figure of the black person has been constantly attacked and undervalued, artists like Luthuly bring us a reflection of where they should be, with musical and aesthetic complexity of the greatest pop artists of this generation.
The album is a constant oscillation of looking to the past and the future. Going back to understand the cultural and symbolic importance of essential points of black culture such as hair styles and body painting. The role of ancestry in passing this culture from generation to generation and music as an mediumistic tool to manifest these influences. At the same time, looking for tomorrow and seeking afrofuturism as a way of speculating about both the future and past, always from a black perspective, both African and diasporic. A movement whose strength is precisely in the possibility of manipulating and appropriating the past and future to propose a subversion of thought, and this ends up being, in the end, a way of rethinking and criticizing the present.
With that in mind, we developed the project that brings the artist as the central figure, with graphics that evoke body paintings in the background with a predominance of red and gold to build a sense of royalty. The clothing reinforces the black cultural roots and places itself as a modern reference at the same time. The eyes reinforce the spiritual and ethereal link while evoking ancestry. After yet another year where the figure of the black person has been constantly attacked and undervalued, artists like Luthuly bring us a reflection of where they should be, with musical and aesthetic complexity of the greatest pop artists of this generation.
