Yixin Zeng - Decorative Illustrator, China

Playful alternative realities, where deer dance on giant flowers, gangs of piñatas frolic and curious fairies ride shy white elephants – the impossible is always possible in the fantastical artworks of Chinese illustrator Yixin Zeng. Yet as wild as his characters and compositions may seem, global brands love the sense of whimsy and wonder he brings to their campaigns.

Based in Shanghai, Yixin relishes the challenge of communicating concepts in original and abstract ways. He takes the idea behind a brief and pushes it to the limit, bending reality and adding in dozens of unexpected details to make each piece memorable and impactful. Ever since he first saw the work of the Norwegian artist Kay Nielsen, Yixin has wanted to become an illustrator, so he studied at the Sichuan University of Media and Communications and the China Academy of Art to make his dream a reality.

Approach

Experimentation is at the heart of Yixin’s process, finding never-before-seen compositions through intense drafting, then solidifying his line work on his iPad before colouring and finishing it in Photoshop.

Style

Reality is deconstructed and reimagined in the landscapes Yixin draws. He uses strong line work, bright colours, clever concepts and just the right level of detail to communicate his client’s message in profound ways, capturing the viewer’s imagination in the process.

Languages

Chinese with written English.

Client list

Yixin has worked with clients including Burberry, Dior, Mercedes Benz, China International Airlines, Starbucks, Pizza Hut, Glenfiddich, Schwarzkopf and more.