Working in a diverse range of mediums Sarah Asmail (Instagram) works on all sorts of projects, including moving images, photography, advertisements, music, and narrative works. With a keen eye for detail and a unique artistic sensibility, Asmail consistently delivers captivating and visually stunning designs that elevate the overall aesthetic of her projects. Her ability to seamlessly navigate and contribute to various creative realms reflects a passion for pushing boundaries and creating immersive experiences across different forms of media. Her dynamic approach and innovative design solutions make Sarah Asmail a sought-after talent in the ever-evolving world of visual arts and production design.
Sarah Asmail, welcome. Can you take us through your journey into the world of production and set design?
My passion for creating and design started in my formative years, I pursued a degree in Interior Architecture, gained experience through internships and assistant roles, then things snowballed into something else and now, I’ve fallen in love with the industry, I’ve established myself as a set designer working across music, narrative, fashion commercial and live designs such as stage design and events.
How did you first discover your passion for shaping visual experiences?
Through my involvement in creating shoots and films with friends and assisting amazing set designers that I’ve learned so much from. Being behind the scenes and really seeing how much goes into every single job ignited my interest even further.
How do you approach planning; what are your first steps in planning and how do you turn that to tangible set designs?
For me, it starts with the creative, research, lots of sketching, creating something that we can make happen (within the budget given which is always hard!). I get inspiration from so many things, whether it’s an animal, the sky, a walk I went on, or art that has been stored in my head for years, or dreams. It’s also a big collaborative thing and bouncing ideas back and forth with the director. Creating CADs and renders and overseeing the fabrication. I have some amazing people that I trust and love working with, there are always so many more people involved than you think. Each prop and other design elements is thought out and carefully sourced and selected. The process always varies project to project and there is no one way to plan.
How do you select colours, textures, and spatial arrangements to evoke emotions in a set? Can you share your process for refining these elements for a specific project?
Usually by researching emotional associations, and character building of our cast member, or the story we are trying to achieve, or if it’s a musician, it would be based on who they want to show themselves as, or based on their branding and what is personal to them. Through iterative refinement and consideration of feedback, we craft a cohesive set design that evokes the intended emotions for the specific project.
Your work spans different genres and industries. Is there a particular genre or project type that you find most personally fulfilling or challenging, and why?
That’s a hard question, I love creating and tapping into character building and really understanding the story we are trying to show and how it can be shown. I love narrative and it’s so thought out and personal. But it can also be so abstract and surreal, bringing something you created in your dreams to life. It’s something everyone can understand and relate to, its reality and fantasy.
With such a varied portfolio, is there a project that you consider a turning point in your career, shaping your approach or opening up new opportunities for you?
There were a few, for sure. Working with TAWBOX was an amazing experience. They really allowed me to be creative and design big. I think the stage design for Arlo Parks at the Brit Awards definitely opened up new opportunities for me.
In the rapidly evolving landscape of the visual and creative industries, how do you stay inspired and keep your work fresh and innovative? Are there specific sources or practices that fuel your creativity?
By watching live performances, theatre, music shows, movies. Staying up to date with what is going on. Analysing sets from different eras and different movements. I also like to get my inspiration from architecture and surreal art. I also draw references from personal upbringing and culture.
Beyond the visual realm, are there any other art forms, such as literature, music, or dance, that inspire your creative process? How do you incorporate these influences into your designs?
For sure, I get inspiration from the evocative power of music, I translate its mood, tempo, and narrative into dynamic shapes, textures, and spatial arrangements in my head and that gives me new design ideas. Additionally, my fascination with clothing and fabrics informs the tactile qualities, patterns, and form give me ideas all the time for a way a window can be designed in a set, or a form of how a wall’s texture should be, et cetera. It helps me add layers of narrative depth and sensory richness.
If you could offer one piece of advice to aspiring production and set designers based on your experiences, what would it be?
Never stop learning about how videos, movies, shows are made. Watch behind the scenes of all your favourite videos and movies. Keep up to date with what’s being released and who is directing what, and who is shooting what and who is designing what. Make a list of people in the industry and email them! Stay curious, be adaptable and embrace every opportunity to learn and grow within the industry.
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