Buenos Aires is fast becoming a hot bed of creative talent, and it doesn’t come much hotter than typography’s answer to Maradona – Pablo Alfieri. Bold, confident, experimental – a maverick inspiration of the letterform, and his studio Plenty™ is a visual banquet.
With hip, forward brand work for people like MTV, Motorola, W+K, Nike, Snickers and Chevrolet under his belt, Plenty™ have carved a truly unique reputation for edgy, stylistic, standout work. Every piece is striking and meticulously crafted, but oozing with effortless chic – they are to the typographic movement what Heston Blumenthal is to the gastronomic world, unbelievably inventive and undisputedly genius. So with the introduction out of the way, let’s kick things off with a brief Q&A…
1. HOW DID YOU FIRST GET INVOLVED IN DESIGN?
My initial approach to design started during my time at University. In Argentina the graphic design scene really took off in 2000, and it was constantly growing from then onwards. I think that a new wave of teenage designers (like myself) were very tired of the classic career paths such as finance, engineering, accountancy and all of the “boring” careers (no offence intended) our parents wished us to pursue. So, during that time in my life I was one of those teenagers who wished to pursue a creative career, and with that I decided to go to University to study Graphic Design without initially knowing anything about the subject. During my first year studying our tutors introduced us to the works of Rodchenko, Carson, Brody, and Paul Rand, and at that moment I fell in love with design.
“Fox Retro summoned us together with our dear friend Fantasma™ in order to join forces and develop a very special piece: an Ident to commemorate its birthday. The client had imagined a one minute piece of animation, where all its series are showed in a 80´s retro-futuristic spatial Pinball.”
2. HAS ANYTHING PARTICULAR HAD AN INFLUENCE ON YOUR DESIGN STYLE?
I don’t think I have a precise influence in my work. The world as a whole has probably had the most influence on my work and the way in which I “get into it”. Trends, advertising, and the internet are the new ways now to have relationships, and open up the access to be able to see and be inspired by things you would never of known about before. Music, fashion, and people also have a big influence on my creativity.
Branding development for the production company Pank Films
3. WHAT IS THE MOST CHALLENGING ASPECT OF YOUR WORK?
The result. It’s always a challenge to get what you want out of something. This is our main objective with every project that we start, to get the best possible result. With great results you have you clients smiling, and obviously in turn that makes you happy as an individual too.
“Dr. Lemon Vodka, the alcoholic beverage from Argentina that mix the intense acid flavor of the lemon with Vodka, trusted us to recreated a old russian ad, based on the constructivistic art, to show to the world how “the flavor revolution” is made.”
4. WHAT IS THE MOST SATISFYING ASPECT OF YOUR WORK?
Love. That’s the most important aspect for me. You have to love it, be passionate, have fun, play a lot like Thom Yorke said in his amazing song “street spirit, fade out”. The quote “Immerse your soul in love” is one of the most important phrases I have listened too during my life.
Watch out for Plenty’s Exclusive Faces font which goes live on Monday, April 18th.