Soul

of

Africa

RETRO POSTER

I was tasked with capturing the essence of an epic journey that stretches from Copenhagen to Cape Town. This was a commission work for a client who wanted to visualize the spirit of adventure, exploration, and the deep connection between humanity and the land they traverse.
The documentary tells the story of Johs Lund Larsen, a passionate traveler who embarks on a remarkable journey across the African continent. It’s a film that blends culture, history, and personal discovery, and I aimed to convey all of that within the poster.

    To Travel
is
to Live

the

con

cept

The Idea


The initial concept for the poster was inspired by vintage travel posters and classic adventure movies, which often highlight exotic locations and larger-than-life characters. The client specifically wanted the poster to evoke a sense of awe and inspiration for travel, with a strong focus on Africa’s rich landscapes and cultures. The tagline "To Travel is to Live" played a major role in shaping the mood of the poster, which is why I chose a vibrant color palette that reflects both the warmth and the mystique of Africa.

The map of Africa in the background was an essential component of the composition. It serves as both a literal representation of the journey and a symbolic reference to the vastness of the adventure. I wanted Johs’ face to be front and center, showing his determination and excitement for the journey ahead. The elements around him—ancient ruins, local people, and wildlife—represent the cultural richness and diversity he encounters along the way.

The Process


The design process began with researching vintage travel posters, particularly those from the mid-20th century. The idea was to create something that felt nostalgic yet relevant. I worked on a digital illustration with a painterly effect, focusing on layering different elements of Africa, such as the wildlife, landmarks, and the people. I wanted to capture the continent’s raw beauty and energy without overwhelming the viewer with too much detail.

One of the most important aspects was balancing the portrait of Johs with the other elements. His facial expression had to exude both excitement and wisdom, as this journey was not just about travel but also self-discovery. The bike, an essential tool in his journey, was incorporated as a key visual element, alongside the rhinoceros, which I felt symbolized both the majesty and the fragility of Africa’s natural world.

   The
Challenges
      Faced

One of the main challenges was avoiding clichés often associated with depictions of Africa. I wanted to make sure that the continent was represented in a respectful and meaningful way, showcasing its richness and diversity. The use of different cultural elements—from the ruins to the local people—had to be carefully considered to avoid misrepresentation.

Another challenge was merging the modern with the traditional. Johs is traveling on a BMW G650 X-Country motorbike, which is very modern, but much of what he encounters along the way is ancient or rooted in deep tradition. Ensuring that these elements harmonized without clashing was a significant part of the design process.

Key

Points

The most important aspect of the poster is the emphasis on the journey—both geographical and personal. I wanted Johs’ face to express his connection to the land, while the supporting visuals communicate the richness of Africa’s cultural heritage. The colors and layout were chosen to evoke a sense of warmth, adventure, and timelessness.

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