Irma is in many ways a perfect example of the unexpected journeys one can have when following a passion. Born in Havana, Cuba, she first studied and then worked as a graphic design instructor at the Superior Institute of Design (ISDi), teaching subjects such as “Brand” and “Editorial Design”. Alongside her academic work, she also made her hand as a freelancer graphic designer and illustrator for various national and international projects.
“During COVID lockdown” Irma remembers, “I got very inspired and I became to feel more interest in animation. Mostly because the ideas I had in mind didn’t want to fit in a single frame anymore. I finally decided to take my desires seriously and I looked for studies in animation. The Master in Animation I chose brought me to The Netherlands. After a full year program, I graduated with my first animated short film SoulMate. That year was my best and most difficult experience so far.
After I graduated, I was lucky enough to get accepted to Ambassadors Creative Production Studio, an agency I really admire. First as an intern, and now as a junior designer and animator, I continue on my path of learning from very talented people.”
Irma also hopes that in the upcoming period she will further develop as a storyteller. Her passion for creating is striking and it really shines trough in conversations with Irma. Take for instance, the time when we asked her about her favourite project. “If possible” she says, “I would like to talk about two projects instead. The first one: my graduation project from my Master studies. It was my first experience making an animated short film by myself. Most of the processes were also new to me. I was learning Blender and trying to find a way to make possible the ideas I had in my head, while using my limited skills set.
I worked harder than ever and I almost got a burn-out. Ironically, my film talked about finding balance between work and life. It was a message to myself, as well as one for all people out there suffering from overworking. It turned out to be an amazing experience that reinforced my desire to create stories. The best reward was to get lovely comments and messages from the people who saw the film at animation festivals!”
“The other project, that I would like to mention, was also created during my Master studies. I had the opportunity to direct a fictitious commercial for Ambassadors, created with an amazing team made out of five of my classmates. I not only experienced all stages of creating a project, but also how strong it can be when we all work together. I loved it! It was great fun and it confirmed my interest in scriptwriting, animation and direction. I believe that project also helped me land my first job after I graduated, which was at Ambassadors!”
Talking about what distinguishes her as an artist, Irma says “I believe my work is mostly optimistic and I try to bring new perspectives to the table, especially by using visual metaphors and humor. I’m not sure if I have a clear graphic style. I’d like to believe that my signature is in my concepts, regardless the way my work looks like.
I enjoy working from a starting point that someone else has given me. Which probably relates to my background as a designer. I love conceptualising. I want to keep exploring my vision and style and develop my skills as a communicator. The story and message are always the most important to me. My wish is to be part of projects that convey a valuable message and generate an impact on the audience. I want my work to brighten up the day, support a good cause and guide the audience toward new ways of seeing life.”
Irma is a big fan of impactful campaigns for a good cause that stimulate empathy for important issues using powerful storytelling and sensitive designs. She mentions Turtle Journey (made by Aardman for Greenpeace), There’s a Monster in My Kitchen (made by Cartoon Saloon for Greenpeace) and Safe Ralph (produced by the Humane Society International (HSI)).