Paulina Grondal

Professional in Movie Design.

About Paulina Grondal

  • Winner of Movie Design Award.
  • Specialized in Movie Design.
  • Original Design.
  • Highly Creative, Diligent and Innovative.
  • All Designs
  • Movie
Trivago Commercial Animation

Trivago Commercial Animation

Movie Design


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Interview with Paulina Grondal

Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I haven’t thought about being designer until High School. I was always picturing myself more as a journalist or someone who work in media communication. But the moment I realised designing is also communicating I decided to become a full time designer. I have graduated from Academy of Fine Arts in Krakow, Poland. I have Bachelor Degree in Animation and Master Degree in Typography and Editorial Design. I also attended a year course of Sculpture. During university years I had been involved in teaching animation, preparing workshops and participating in Animation and Film Festivals. I gained my first professional experience working on TV and Digital Campaign n in-house advertising agency. All this previous experience gave me confidence to start working on freelance projects as a side gig.
What kinds of works do you like designing most?
I work in a field of motion graphics, so of course my main area of expertise is animation, motion graphics, and live footage. But I am truly passionate about illustration and art direction too. I wish to work more on brave, experimental projects, that combine different techniques e.g. live footage, found footage, stop motion, clay motion etc.
What is your most favorite design, could you please tell more about it?
Once I worked on new TV commercial for trivago. I was a creative, responsible for the storyline, art direction and creative direction. Together with a great team of people we shoot a commercial casting ballerinas . It was the most beautiful, soft and charming piece of advertising I have ever made
What kind of emotions do you feel when you design?
I try to feel the emotion that my design wants to convey. Music helps.
When judging a design as good or bad, which aspects do you consider first?
Is it understandable? Is it new? Is it interesting? How does it make me feel?
From your point of view, what are the responsibilities of a designer for society and environment?
If you work for a gasoline company charge double and give back half to charity that tries to save the world.
How do you think the "design field" is evolving? What is the future of design?
The future of design is in hybrid content - relentlessly mixing styles, from memes and high quality productions and media, from print to VR to produce pieces of content that possess unique language.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Whenever something makes me to stop I try to investigate and try to understand what's in there.
How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
I do not like to have one style. I like to find a suitable way to represent the concept. I always try to bold which means to embrace pink sky or black and white composition.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
My design culture is a safe harbour where I can always come back but I have been living abroad for years now so my approach to design is a multicultural mix.
How do you work with companies?
I ask questions. I try to learn and understand they culture and craft design as the result of two ways conversation.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Trust a designer as a professional and do not hire someone only to replicate what you already have. Companies can select a good designer by exposing him to the problem they want to solve and not only by looking at his portfolio pieces.
Can you talk a little about your design process?
I design with my hands. I physically attached post-it to represent structures.nOnce my room is covered i try to organise and describe my thoughts.
What are 5 of your favorite design items at home?
Chopsticks, it is a design you cannot improve. Vinyl spinning never fails to mesmerise me.Wooden speakers and lego mini figures.
Can you describe a day in your life?
What ties together all of my days is staying curious, keeping a lot of post-it and visual diary.
From your perspective, what would you say are some positives and negatives of being a designer?
Positive is the chance to apply your knowledge to a great variety of projects and different endeavours. Negative aspect is having to explain all over again how design is not there to only make things pretty.
Designing can sometimes be a really time consuming task, how do you manage your time?
I am setting up monthly, weekly and daily goals and try to achieve them.
What is the most frequently asked question to you, as a designer?
Same as I was asking other designers : " How to find next client?"
What was your most important job experience?
My most relevant job experience was to work as a creative lead in advertising in house agency. I was responsible for whole video ad production cycle, from preparing storyboards, working with copywriters, through supervising art during shooting , to hands on post production and final delivery to channels.
Who are some of your clients?
I have been working for global brands like trivago, for companies representing game industry like Zeptolab, small design studio and independent producers.
What type of design work do you enjoy the most and why?
I am truly passionate about illustration and art direction. I love to work on courageous, experimental projects, that combine different techniques e.g. live footage, found footage, 3d, stop motion, clay motion etc.
What are your future plans? What is next for you?
For now I am focusing on opening my own motion design studio, where I could hire talented people from all over the world. After achieving that I will set up next goals.
Do you work as a team, or do you develop your designs yourself?
I work alone, occasionally with some trusted partners. I think co-working is difficult, especially in the field of art and design, where sometimes might be difficult to find objective arguments in discussion. But if you menage to find a great partner that complements your skills you literally won a lottery
Do you have any works-in-progress being designed that you would like to talk about?
I am currently working on couple projects but they are all on a very early stage.

Extended Interview with Paulina Grondal

Could you please tell us a bit about your design background and education?
I have graduated from Academy of Fine Arts in Krakow, Poland. I have Bachelor Degree in Animation and Master Degree in Typography and Editorial Design. I also attended a year course of Sculpture. During university years I had been involved in teaching animation, preparing workshops and participating in Animation and Film Festivals. I gained my first professional experience working on TV and Digital Campaign n in-house advertising agency. All this previous experience gave me confidence to start working on freelance projects as a side gig.
What motivates you to design in general, why did you become a designer?
I believe we all should be more involved and aware of current global problems. By using all tools we have , we should focus on improving life quality . For me design became that tool. I hope that through good design I can reach wide audience of people and I can communicate and educate them about importance of topics such : women empowerment, sustainability and equal access to education.
Did you choose to become a designer, or you were forced to become one?
I chose consciously to follow Art path in my life. Motion Design is just one of many tools I am suing to pursuit it.
What do you design, what type of designs do you wish to design more of?
I work in a field of motion graphics, so of course my main area of expertise is animation, motion graphics, and live footage. But I am truly passionate about illustration and art direction too. I wish to work more on brave, experimental projects, that combine different techniques e.g. live footage, found footage, stop motion, clay motion etc.
What should young designers do to become a design legend like you?
I think what helps to grow is a lot of sleepless night, plenty cups of coffee and occasionally feeling hopeless and in despair. Frankly speaking - a lot of hard work.
What distinguishes between a good designer and a great designer?
Good designer executes well someone’s ideas and great designer understands them and make them better. But no one is born a great designer, it is a long way to go there. I think we are all born as pretty bad designers.
What makes a good design a really good design, how do you evaluate good design?
First impression. A good design makes me think ¨oh that is pretty¨. It gives me a real pleasure to look at it or experience it. Great design gives me goosebumps and leaves me speechless. Message. Good Design makes me to understand the message immediately, without doubts. Great Design do no let me to forget about it.
What is the value of good design? Why should everyone invest in good design?
While evaluating design I ask myself these questions: 1) Is it understandable? 2) If it is understandable is it also interesting? 3) Is it also new? 4) if this is new, how does it make me feel? There are so many reasons, why we should invest in good design, I do not know where to start. First of all designing is communicating. If the design is not good, the correct message will not be deliver. Secondly to prevent from sinking in the ocean of ugly billboards commercials on every corner. I strongly believe it hurts not only your eyes but also soul. Finally a good design is like a good art or literature. You have to instantly keep educating people about it.
What is the dream project you haven’t yet had time to realize?
A documentary showing women role in different parts of the world
Who are some other design masters and legends you get inspired from?
Of course some classic like Walsh & Sagmeiser, but I also follow bunch of motion design studios like The Marmalade, Parasol Island orSehsucht, and many young freelancers on instagram, dribble and behance.
What are your favorite designs by other designers, why do you like them?
I always like projects where the line between reality and CG is really thin
What is your greatest design, which aspects of that design makes you think it is great?
Once I worked on new TV commercial for trivago. I was a creative, responsible for the storyline, art direction and creative direction. Together with a team full of talented people we shoot a commercial casting ballerinas. It was the most beautiful, soft and charming piece of advertising I have ever made.
How could people improve themselves to be better designers, what did you do?
Never settle down for the first idea you have. Only third or fourth shows your real potential.
If you hadn’t become a designer, what would you have done?
If I weren’t a designer I would become a journalist. These professions are not so different. Both designer and journalist are creative, they both serve people, and they both tell stories
What were the obstacles you faced before becoming a design master?
The usual ones. Not finding dream job immediately, not having great projects or big clients.
How do you think designers should present their work?
I believe in power of social media, featuring on blogs or even writing a blog with your work and case studies.
What’s your next design project, what should we expect from you in future?
I am currently working on some personal projects - Typography and Art installation
What’s your ultimate goal as a designer?
For now I would love to open my own studio, where I could hire a bunch of talented people from all over the world to learn from them. After achieving this I will set up next ultimate goal.
How does design help create a better society?
The main purpose of designing is to communicate. Design helps to educate society
Which design projects gave you the most satisfaction, why?
The most satisfying projects are those that raise important topics like women empowerment, access to education and sustainability.
Where do you think the design field is headed next?
The future of design is in hybrid content - relentlessly mixing styles, from memes and high quality productions and media, from print to VR to produce pieces of content that possess unique language.
When you have a new design project, where do you start?
I start each project with a very long careful conversation with clients to better understand their needs, expectations, doubts, and concerns.
What is your life motto as a designer?
There are no too small project, insignificant client or low profile projects. Every project teaches you something.
What is the role of technology when you design?
I believe in power of hand drawing and hand made objects. Technology should only serve us to translate it digitally.
What is the role of the color, materials and ambient in design?
It all is equally important for bringing right message and we tend to forget about it.
What do you wish people to ask about your design?
I wish they didn’t have to ask anything, because everything what they see is clear enough
When you see a new great design or product what comes into your mind?
I am positively jealous, it was not me who come up with this great idea first.
Who is your ideal design partner? Do you believe in co-design?
I work alone, occasionally with some trusted partners. I think co-working is difficult, especially in the field of art and design, where sometimes might be difficult to find objective arguments in discussion. But if you menage to find a great partner that complements your skills you litterally won a lottery
Which people you interacted had the most influence on your design?
There is a bunch of great designers, teachers and masters who had a great influence on me and my work.
How did you develop your skills as a master designer?
In my case I needed to step out from my comfort zone and start participating in projects that were above my skills and expertise.
What is your favorite color, place, food, season, thing and brand?
All shades of pink. It is a powerfull colour with plenty of different connotations, really underestimated and and dismissed and incorrectly associated only with feminine or kitsch. Favourite place home in Poland, food - italian pasta, season - winter, brand - nike

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