"Be true to what you think is right."
Sometimes, we find ourselves wondering what truly sets creative directors apart from others in the design industry... and then we met Michael Vidoli.
The video producer extraordinaire -- who's done everything from music videos to Nike campaigns -- shares where he finds inspiration (hint: you've been there...) and why he got into design in the first place.
DesignRush: What inspired you to go into design?
Michael Vidoli: Seeing things that were unappetizing or lacked taste. I think taste is important when developing and creating things -- to know how something should be -- in every different way, shape, or form -- and presenting those in a way that makes you what to know what it is about.
DR: Take us through your creative process.
MV: To be honest... I’m not sure what my process is, but I do know what’s involved with it (music, books, art, walks, life) and that is organic in that fact that one thing (or thought) grows from another naturally. Always start with a blank page.
DR: What are some projects of your own that you are particularly proud of?
MV: That’s a tough question because, over time, I tend not to like many projects I once liked -- maybe because I am always evolving. However, two that stand out are the Bisco Smith “Vibrations” music videos and the Nike x Apple "Tune Your Run” poster.
With “Vibrations,” it wasn't as much a cutting-edge design, but more of the fact that I pulled off what it is I set out to do with the limitations I had, considering the leaner budget I was working with and my own knowledge of animation. I kind of pulled that video out of my ass; I have never done that before and we turned it all around, from beginning to end, in one month. I did every little aspect of that video.
As for “Tune your Run,” I just felt that it was really tasteful and simple design that showcased what the collaboration was about it. I think because it’s so simple it will always be tasteful.
DR: Where do you find inspiration in your day-to-day life?
DR: What are some of your favorite creative/design tools?
MV: The mind and eye, because with either, we would be lost.
DR: What designers or brands speak to you, and which projects of theirs are your favorites?
MV: I don’t have answers for this. I really follow particular people or remember who did this and that… I just know what I like. I guess if there was a brand that I have always followed and have found tasteful, it would be Burton Snowboards.
DR: You have the day off. What can we find you doing?
MV: Surfing. Snowboarding. Skating. Adventuring. I don’t like to sit still and am somewhat nomadic by nature.
DR: Is there anything that helps you beat “creator's block”?
MV: To stop working and just go live life… it will come to you.
DR: Any final thoughts, comments, or words of wisdom you’d like to share with someone in the industry?
MV: Be true to what you think is right or works, but know you might not always be correct.
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