Serial Cut™, an honor
Article for online trends magazine TheTrendNet
According to Sergio del Puerto, the name under which he’s better known pays homage to printing processes, but he doesn’t say what the point of it all is. We’ll just have to guess.
What went through a printing process and came out of the computer is something that can now be touched and smelt. That’s what Serial Cut’s work is about: combining design programs but without turning its back on manual work, which is why each project leaves you with the sensation that you can feel it. Yes, perhaps that’s why Serial Cut goes by that name, because of the importance of the process and the fact that it’s handmade. That’s just a guess, however, one we can only imagine.
Nevertheless, the projects being carried out at their art direction, design and illustration studio in Madrid for clients like Nike, Channel 4, Neo2, El País and Microsoft, amongst others, seem to back up our hypothesis. Check them out and enjoy Serial Cut and their ability to be simply great.