“To create is to empathize” is a sentiment that certainly resonates with Chad Hammond. The talented artist's patriotic entry into Red Stripe's special limited edition label campaign honors the nation's best athletes and secured him the top spot among five other finalists. life We caught up with Hammond following his exciting win on Wednesday to learn more about the inspiration behind his fascinating work.
“Everyone's first thought would have been to make the athletes the stars of the show. But when you think about what everyone else would do and how you can stand out, it's easy to see why people's “I started thinking about it,” he said. “I told the judges about being in the center of Halfway Tree in 2012 for a 4x100m race and seeing a crowd in the middle of the road blocking traffic and responding I just remember what it felt like to be a world record victory. That guided where I went with the design. ”
After receiving several contest requests from his friends on Instagram, Hammond decided to bet on his skills and bring a unique approach to the special edition missions.
“It doesn't matter if you're at the stadium, in a bar, or even at home. You'll always celebrate the victories of our athletes,” he explained, adding, “I can't help but empathize with the activities of these track stars. I can't, but I can empathize with how we make them big. When you walk into the store, you see the cans. [with our] People say that athletes and other people are cool. But then you see a bunch of people and you can say, “Hey, that's me.” So I hope they see it and get inspired. ”
His unique style and flair caught the attention of judges Daniel Thompson, Arts District Project Manager at Kingston Creative. Susan Lee Kwee, Head of Visual Arts at Edna Manley College of the Visual and Performing Arts, and athlete Asafa Powell, who was crowned Mr. Sub-10 King. Mr. It also caught the attention of others on social media, making him a top contender for a creative contest.
We hand-drawn all the elements that make up the campaign, and it took us two weeks to conceptualize, color, and fine-tune the story in a practical way. He recalled not being able to spend quality time with his 16-month-old baby during his creative period, but as an agent of change, was extremely grateful for the love and support he received from his family. was doing.
Hammond describes his art style as fun, energetic, realistic, innovative, creative, and truly amazing, and has spent most of his life practicing his techniques. Not a day went by that Hammond didn't put pencil to paper, and he couldn't imagine doing it any other way. He said, “Art is everything. That's what I wake up to. [got to] Sleeping. I made a career out of what I did in my spare time. I couldn't be happier.
I attended Campion College, and after high school I earned a degree in computer science from the University of the West Indies. Art, he says, has remained a pillar of his mind and heart. When the time came for him to branch out into the profession, he had no doubts. He has been working as a freelancer ever since. “I do traditional art like painting. I also do digital portraiture and graphic design, but my heart is in painting,” he said.
After the fifth iteration of the piece, Hammond believed he could emerge as the winner of the contest. And on Wednesday afternoon, a drum roll echoed through the room at Red Stripe's headquarters as his name followed one after the other, much to the delight of his friends and fans who gave him thunderous applause.
“It feels great to win this competition. The hard work and long hours paid off. The fact that I won and the fact that it means so much to the Red Stripes and Jamaica is really “I'm happy and incredibly grateful,” he said.
His design, which won $500,000 in prize money, will be used on both the Red Stripe can and the sleeve of a six-pack to be released before summer, and will be displayed at the Olympic Village in Paris, France. Most of all, he is grateful to the beer companies and the Jamaica Athletic Management Association for partnering with this initiative and for showcasing local talent for others to see on public social media platforms such as Instagram. .
“The idea of my design being on a beer can. It's something I've never done before, and it's something that artists and designers dream of. If it weren't for the companies and social media involved, many Artists in the world would not have gotten this kind of exposure. That in itself is a victory for art,” he stressed.
So what's next? It's back to normal for Hammond, who will continue to build his personal brand, push boundaries and celebrate beauty in all things 'art'.
His advice to those looking to pursue a career in a creative genre is to just create, “make it and share it.” Focus on your product. I have family and friends, so please show it to someone. Word of mouth is one of the best currencies you can ask for. Take constructive feedback and use it to drive improvement. ”
krysta.anderson@gleanerjm.com
