Naddeo tells Colossal that he starts with a loose sketch by hand. He then uses 3D software to help define a plausible shape for his imagined constructions, and creates a reference composition in Photoshop. After years of practice, Naddeo shares that he is able to recreate the texture, color, and shadows of various building materials like brick and concrete from memory. He uses reference photos to help flesh out small detail items, which are similarly rendered in watercolor. As for the specific brands, Naddeo says that he pulls from his youth. “I think about the stickers and posters I used to have in my teenage room or the group of brands I used to like at a certain time. I also research at old magazines and look at the ads that shared a specific era. It’s a very fun and nostalgic exercise.”
In a statement on his website, the artist credits his career in advertising over the past 20 years as the inspiration for his work and for showing him the “duality” of such imagery, “both desirable and despicable.” To see more of Alvaro Naddeo’s work and to learn about his upcoming shows with Thinkspace Gallery, follow him on Instagram.