Fede Ponce is a 2D-3D artist from California, hailing from Mexico via Canada with scholastic roots from Pasadena's Art Center. His work came to our attention and we had the opportunity of asking him some questions. Take a look at his latest montage of work and what he had to say when we spoke with him.

Click here to see the breakdown.

When someone asks you what do you do, what is your "canned" answer?

A: It's tough to pinpoint what I do, and even harder to describe it exactly because of the nature of the work. It also depends on who is asking. A lot of people are absolutely clueless about our industry so I just say "Designer or Director". But if I get into it I'll ramble for hours, I love what I do.

Describe your work:

A: My work day starts at concept meetings. Trying to solve a client's need. If this stage has already been resolved and a client is bringing me in for execution, then I sit with them and figure out pipeline needs, what the best team will be etc. Then I sit down and let the magic happen.

How did you get started in the business?

A: It's actually a pretty cool story. I started out studying classical painting and sculpture. I did the whole thing. I started at the Art Center in Pasadena, then I went to Europe and did master paintings at El Prado and the Tate Museum. It was a pretty cool feeling to roam around looking for art. After I came back I decided to switch majors [and] product design because that was the only major teaching 3D at the time. I started out doing 3D illustrations for print for the gaming industry. At the time, 3D was a very powerful tool over traditional. I did that for a couple of years and then I moved on to theme park design, then motion graphics, then VFX and now I just roam around industries. I love it all.

Your demo reel is pretty insane, How important is your demo reel for showcasing you talents and getting gigs?

A: Thank you! Well first thing is first, though most of the work there is mine it all comes from being exposed to great talent and hard working colleagues. The most important thing about the reel is the breakdown. It's all a collaboration so you need to have a breakdown.

Tell us about a pivotal moment for you so far in you career.

A: The day I switched from traditional to digital. I got a lot of flack form colleagues who thought using the computer was cheating. To me it always has been a tool.

What are your "go-to" tools of the trade (software/hardware/other) right now?

A: I work with Maya, Real Flow, Zbrush, and the Adobe Creative Suite. I rented a very powerful PC for my corp, though I ended up buying it and super charging it. Even though it was already a beast. But I am equally comfortable on a Mac or Linux

What are you currently working on?

A: Resting from 2011. It was a great year. I am super charged and inspired, 2012 looks amazing to me. I have some personal things on the works and a few offers for full time work.

Do you also have a personal passion project that you are working on?

A: Oh Yes!! I've been working on 3 personal projects for the last 7 years. I cant wait to get them done and see them on the big screen.

Tell us some of the artists you have enjoyed working with in your career.

A: That's a tough one. I have been really lucky and worked with TONS of great artists. I think what made them amazing was the combination of talent and great personality. Sometimes you meet creative geniuses but they are dicks.. and cant collaborate. Nobody needs that. I have a few colleagues I can give a shout out to though: Jesse James jones Jr., Claudia Yi Leon, Carlos Flores, Saul Rangel, Sean Koriakin, Dimitri Loginowski, Tomasz Opasinski Alex Mapar, John McMorrough, Kevin Lau, Cameron Walser, Francisco de la Torre, Kevin Walker, Shane Suckenheim, Richie Sandow, Francis Camacho. These guys are all amazing people and terrific artists.

Tell us an artist whose work has inspired you recently.

A: I go back to basics, I try to stir clear from motion graphics and VFX work. I don't like to be exposed to the same imagery that everyone is. You know? Then at some point it all becomes self referenced work or a bad Xerox of something else. You go to a site and someone says, "we want that but in yellow"...etc.. So I look at the masters and I try to keep up with futurists and industrial designers, form follows function that always stuck with me, less is more..yada yada. I look at a lot of infographics. I gravitate toward fine arts and strangely enough I derive most of my style from a verbal narrative, so I read a lot. Words are like a fuse that gets my imagination going.

And finally, impart a little wisdom for the young artists out there… anything you want.

A: This is a good one. I remember when I first started I always valued myself even when I sucked. I never ate shit from anyone. Meaning I did my homework and researched pay, my rights etc...I took that with me all along. I knew where I was with my art, if it wasn't good enough I knew it and I would stand by it, I never hid it. If I created something awesome I would forget about it as soon as possible. I won a few things here and there, but all those prizes are in the trash can now. Its always good to win something but I don't get to attached. Some words for a young commercial artist would be, yes you are an artist first but you are also a businessman..its weird, we are entering an age where one compliments the other beautifully. A strong sense of business will give you character and direction to pursue your artistic dreams in a sustainable manner. Another thing would be don't believe what you hear, "that you have to pay your dues", or that someone is a god in the industry. Follow your intuition about your career and make your own mistakes. Have a rich life because creativity spawns from a rich social life, not from sitting around in the computer looking at some one else's art. Finally, remember that everything you do [has] a consequence, sometimes invisible and sometimes visible and immediate. Everything you do affects you, but also the industry. If you don't negotiate properly and bring your value down, you will bring everyone else's value down. when I go into a new gig, I give my best always, for me and for everyone else that will come after me. We truly are all connected.

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