Señoritas (2013) poster // key artwork design by Craig Caron

Señoritas

Graphic design for 2013 independent feature film

Role: Graphic Designer

This project is part of an ongoing, multi year working relationship with filmmakers Lina Rodriguez and Brad Deane, and their production company, Rayon Verde. Jump to the bottom to explore other projects from this collaboration.

Rayon Verde is a Toronto-based production company for the films of Colombian-Canadian filmmaker Lina Rodriguez and her producing partner Brad Deane.

Since 2012 I have been honoured to partner with the duo on the design for their films.

What follows is a case study of Señoritas our first collaboration. Read about our other projects here.

In 2012 I was approached to create the key artwork for Señoritas, a dramatic feature by director Lina Rodriguez. Set in Bogotá, the film follows Alejandra, a free spirit who lives with her mother in a small, comfortable apartment and spends most nights drinking or dancing with her close but complicated circle of friends, including her some-time boyfriend Tomás. Señoritas is a subtle examination of the way one young woman navigates the daunting terrain of sex, desire and identity.

After viewing a rough-cut of the film and having several fruitful conversations with Rodriguez and Deane, I generated a number of concepts. Among these, a version featuring the main character listlessly floating in a pool stood out because of its strong thematic connection to the film: The image mirrors how Alejandra is paradoxically both inert and in a state of constant motion.

Rotating the image caused a (desired) unsettling effect, especially once I created a photomontage with another, non-rotated image of pool water. The final poster creates the perception of a forward or falling movement, that coexists alongside the viewers' knowledge that, intuitively, this cannot be.

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Craig has worked with us on both of our features. He is well researched and takes the time to understand our goals for each project. His ideas are always innovative and he brings multiple concepts, making sure that the final work is both creative and speaks directly to our intended audience. Craig's dedication and passion make him a pleasure to work with and we look forward to continuing our collaboration."