Uruguayan creativity has made a name for itself on the international stage. Carolina Faget, agraphic design graduate from the School of Design at Universidad ORT Uruguay a professor in the School of Communication at the same university, won an international contest organized by the British band Oasis to celebrate the 30th anniversary of the song Don't Look Back in Anger.
https://www.youtube.com/watch?v=cmpRLQZkTb8&list=RDcmpRLQZkTb8&start_radio=1
The challenge was to design a T-shirt that would be part of a special limited-edition merchandise collection launchedto commemorate the anniversary of the Britpop classic.
Faget's proposalwas selected from among thousands of entries submitted by fans and designers from around the world.
In addition to his professional work in the advertising industry, Faget teaches a course on Advertising Products, where he shares his expertise in creativity, visual conceptualization, and idea development with students.
Over 20 years of experience in creativity and design
With a career spanning more than two decades in advertising, Faget has primarily worked in the creative and art direction fields.
She currently serves asart director at the Cámara\TBWA agency, where she leads the visual development of campaigns and graphic designs for various media.
His professional career has also been shaped by an educational background that combines communication and design—two disciplines that, as he notes, have enabled him to hone his ability to translate ideas into visual concepts.
I started out in communications, and when I realized I needed more tools to convey ideas and express concepts, I decided to add design to my skill set. What drew me in was the vast array of possibilities that opened up for me to bring ideas to life.
A design inspired by a personal story involving music
The opportunity to enter the contest came about through the band's fan database, which Faget had signed up for after buying a ticket to a concert.
“Since last year, after buying a ticket for the November concert, I’ve been part of the band’s mailing list. About a month and a half ago, they sent out an email inviting everyone to help design a T-shirt that would be sold as part of the special 30th-anniversary DLBIA merchandise collection,” he recalls.
Although she was initially hesitant to participate, her friends' encouragement eventually prompted her to submit her proposal.
Behind the design lies an emotional connection to the band's music.
“I’ve known them since I was 15, and they’ve been with me my whole life. This band takes me back to my teenage years, my friends, and high school. Thinking about their lyrics, their concerts, and their videos brings back memories of a lifetime, and that’s simply what it means to feel alive.”
A creative process based on research and concept
The design concept came to me almost immediately after receiving the call for entries. However, the process involved some preliminary research to solidify the visual concept.
“After my friends kept pushing me, I started looking for references for what I had in mind. Once I had a clear idea, I looked for fonts, adjusted them to match what I wanted and the references I had, and that was it—it was done,” she says.
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As he explains, the timewas spenton conceptual development.
“The truth is, it took me longer to research the references to make sure I knew what I was doing than it did to actually carry it out. Research is the foundation of all design conceptualization.”
Visually speaking, he describes his style in two words:“simple, conceptual.”
Art, Communication, and Meaning
In addition to his professional work, Faget reflects on the role of art as a form of communication, especially in complex social contexts.
Because art is sensitivity; it is human, and it can capture concepts and ideas in a single dot, a smudge, or a word. And in times when not even a word can be spoken, what better way to express oneself than through a form that is so open and so inherently free?
From his perspective, the difference from traditional media lies in the way each person interprets the message.
“I believe it’s about feeling it in order to understand it. What is interpreted may or may not be shared, but each person has to process it through their own infinite inner library, filled with experiences and context, and that is where the message takes on meaning—or becomes meaningless.”