Serbin Creative, Inc.

(805) 963-0439 | Toll-Free (800) 876-6425

www.serbincreative.com LA / NY / UK

Panzani

Pasta Advertising Illustration

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Full page advertising illustration. Conceptual design, Italian authentic. Client brief included the importance of demonstrating the "authenticity of Italian heritage" attached to the brand. Using the iconic Colosseum of ancient Rome as the conceptual dish from which to serve pasta hits the mark. My signature realistic, yet still a bit painterly, style brings this notion to the level of credibility needed to sell the product. The client was quite pleased.

Letha Carrico Culinary Illustration

Letha Carrico Culinary Illustration

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Profile

"Food is so gorgeous it deserves to be made into art" is the motto put into use each day inside the studio of Letha Carrico Wood Culinary Illustration. Food, and only food, is the focus of the semi-realistic digital renderings created for award-winning illustrations for international clients. Letha is quickly becoming the "go to" illustrator for all things culinary. A Midwestern native, Letha moved to Savannah, GA to earn her illustration degrees. The magnolias, Spanish moss, and proximity to the beach inspired her to stay and to set up her studio as her career blossomed. While her primary focus is serving clients, Letha also enjoys the special gifts earned by teaching young artists to follow their dreams and ambitions. In addition to her work as a Culinary Illustrator and Fine Artist, Letha serves as an adjunct Professor at her alma mater, Savannah College of Art and Design (SCAD), where she earned both BFA and MFA degrees in Illustration. Each image begins as thumbnail sketches, honed and tweaked until the correct composition, value, and focal points are worked through. The process continues as Letha styles the culinary subject and photographs reference images herself. These reference photos are used while the digital images are created in either Photoshop of Corel Painter (or sometimes both), whichever is deemed necessary to produce the desired effect. Letha's signature "realistic, yet still a bit painterly" digital painting style is consistent throughout her portfolio, and for this reason her clients are assured to receive exactly the look they're after. Letha's love for all things culinary and her Fine Art background have come together naturally. "Sell the sizzle, not the steak" is a maxim for effectively promoting the benefits of ANY product or service in order to drive sales. An illustrator is a problem solver, and using culinary images to tell a story is the way this illustrator solves Editorial, Advertising, Package, Conceptual, and Cookbook Illustration problems. Illustrations showcasing the aesthetic charm of skillfully styled cuisine are a natural means of achieving the “sizzle.” "One does not become an artist; one is born an artist. To try to overcome one's birthright is agony - to embrace it is bliss." Letha Carrico Wood

Style/Techniques

Calligraphy, Conceptual, Design, Digital, Fine Art, Impressionistic, Lettering, Painterly, Pen & Ink, Realism, Stipple, Stylized, Texture

Subject/Specialties

Botanical, Editorial, Family, Food, Health, Holidays, Landscape, Leisure, Licensing, Nature, Packaging, People, Posters, Product, Scientific, Still Life, Travel, Web Illustration, Americana, Agriculture, Food/Beverage, Lifestyle, Vintage / Retro, Ethnic, Urban, Branding, Surface Design