By Vanessa Santuccione

Guillermo Flores is Mexican designer and illustrator based in Guadalajara, specialized in advertising illustration, retouching, post production and digital collage. He created unique images for advertising campaigns, as well as collaborating in the publishing world, developing illustrations for magazine covers, editorial articles and books.

He studied graphic design and specialized in animation and web design. He is also a musician and believes that "it's possible to reach your dreams as long as you stay true to yourself and knock on many doors".

We asked Guillermo about his art, creative process, and inspirations.

Can you tell us about your background as a digital artist? How did you get started?

I studied graphic design at university and graduated in 2004, specializing in animation and web design. I took classes with the great Rigo Mora, who was a pioneer of animation in Mexico alongside Guillermo del Toro. I started working in web design and advertising agencies, eventually focusing on branding and advertising illustration.

What inspires your art the most?

Nature and my culture are definitely a key factor in my work. I love using elements from flora and fauna, there are so many exotic things you can work with. Not to mention all the meaning and symbolism behind them.

How do you handle feedback and critique of your artwork? Can you share an example of a time when feedback helped you grow as an artist?

Before considering myself an artist, I am a graphic designer who has been trained and worked in advertising agencies for a long time. I understand very well that most of my work is commissioned and that there is always a brief/client requesting something specific. Feedback is necessary to achieve a great illustration. We must consider that it is part of a project that involves an entire team. Before sending artwork to the client, I always submit my work to my partner for review, where comments are made to improve it. I recommend that during the process you share the artwork with a closest colleague so they can help you spot anything you may have missed.

What is a profound childhood memory that brings you joy?

I come from a family of musicians, and something that excited me was seeing them perform on stage. That made me want to emulate them, so I loved playing the drums for hours.

What else do you enjoy doing besides creating art?

I am a musician, so I really enjoy composing and producing music, and I love listening to and talking about music.

How has Mexican culture influenced your work?

Mexico is a country of contrasts deeply rooted in its history and culture, with a strong national identity. This contrast allows me to explore a range of possibilities when it comes to creating something. In Mexico Inspiration comes from anywhere.

You've created commissions for major companies like Adobe, Sephora, and Cirque du Soleil. What advice would you give to aspiring digital artists just starting out?

I think that when opportunities arise, they should find you working. Consistency is key to achieving great things, but it's also necessary to stay focused. Personally, I believe that it's possible to reach your dreams as long as you stay true to yourself and knock on many doors, this is a long race that requires commitment from us. Something I have learned is that no matter what the project is, you should always give your best to every assignment. You are the one who can make the project special.

What’s a dream project you'd love to create one day?

My goodness, there are so many things I would like to do! Create art for movies, do animation, create music and visuals!

You often feature the Vanessa braziliensis butterfly in your work — what does it represent for you?

I find butterflies to be incredibly beautiful creatures. Their delicacy and presence are so unique that they fascinate me. I also love their connection to transformation and rebirth, a kind of evolutionary process. In Mesoamerican cultures, butterflies symbolize the human soul, so in a way they are a way of representing myself in my work.

What would the Guillermo of today say to the Guillermo from five years ago?

A fragment of a poem by the great Uruguayan writer Mario Benedetti:

'Don’t give up, please don’t give way, even if the cold burns, even if fear bites, even if the sun sets, and the wind goes silent. There is still fire in your soul, there is still life in your dreams. Because life is yours and yours is the desire. Because you have loved it and because I love you.' - M. Benedetti