interview with artist alex trochut, Written for Adweek's 2018 Creative 100 issue.
Alex Trochut’s innovative typography, logos and illustrations have made him the go-to artist for clients who don’t want business as usual. Anomaly New York hired him to interpret Johnnie Walker’s striding equestrian as a female rider, “Jane Walker.” For TBWA, he designed 10 wildly creative posters for McDonald’s “10 Years of Big Mac” campaign, variously inspired by vintage video games, mixtapes, circuit boards and Bitcoin. For DDB Barcelona, Trochut made financial services look cool for Volkswagen, designing a logo that would fit right in on a music festival poster.
“It’s part of my job to present content in a surprising and seductive way,” explains Trochut, whose work has been recognized by the Art Directors Club, Type Directors Club and the Cannes Lions International Festival of Creativity, among others. “I try to be as chameleonic as I can.”
Trochut was born in Barcelona, Spain, where he ran his own design studio after college before moving to New York. Working with a mix of analog (photography, paint, pencil, brushes) and digital tools, he constantly tests the limits of his creativity.
He recently collaborated with electronic musicians including LCD Soundsystem’s James Murphy on an enigmatic portrait series called “Binary Prints.” He’s also added 3-D to his arsenal. “Working with 3-D space, light, form and movement has definitely opened a door to incredible possibilities and results,” he says. “My final objective is to grab people’s attention for as long as I can.”