Pixaraptor.: Recreating reality through passion and design
By Cassendra Doole
Success stories of small-time entrepreneurs making it big in the industry are a dime a dozen. However, it is not often that we come across stories were one young graphic designer took his first steps to reinvent the future of the industry, setting new trends and combining elements to create a canvass of possibilities.
Pixaraptor. is one such agency which was established during the height of the Covid-19 pandemic in Sri Lanka by one individual who has a vision to bring about great change in the way we view digital art and visual content.
The Develop It Yourself column this week interviewed Pixaraptor. Founder and Art Director Rehan Fiyaz to learn the story of how the company came to be.
The start of a journey
“There were two main reasons I decided to start Pixaraptor.,” he said “One was the very obvious reason anyone decides to start their own company, which was to pursue my passions on my terms. The other is perhaps a little bit more unorthodox and it stemmed from a desire to introduce a brand new way in which one can view a certain object or piece of art.”
Unlike many others successful in their respective fields, Fiyaz’s path was not laid out for him. He created Pixaraptor. out of nothing and hopes to convert it to a force to be reckoned with.
“I did not grow up in your typical creative background. I’ve always had a passion for photography, but that was as far as it went. However, after my Advanced Levels, I needed to choose a career path and I had to do it fast, lest I be stuck crunching numbers behind a desk. So I decided to pursue a degree in visual communication and business management. That is when it dawned on me that I enjoyed the work and at the risk of sounding not quite humble, I was actually good at what I was doing.”
What sets Pixaraptor. apart?
Fiyaz’s methods revolved around understanding the customer’s needs and providing them with options that cater to those needs. However, like a cook adds his own secret ingredient to make the dish distinctive, Fiyaz too adds his own elements to a design to make sure the end result is wholly unique and creative. This is what sets Pixaraptor. apart from other creative agencies.
“People like new trends. A new trend is born even as we speak and the majority of the individuals are willing to embrace new trends wholeheartedly. What sets Pixaraptor. apart from other similar creative agencies is the fact that we are mainly trendsetters as opposed to imitators or followers. Due to this very reason, our clients have stuck by us because they like what we design.”
The real truth behind advertising
According to Fiyaz, if a person has a certain image in their minds, it is very difficult to make them change their minds about that particular image.
“Many individuals in Sri Lanka are stubborn when it comes to what they want. They are not interested in what sells, rather what they think will sell, which is most often not the case. What we do is to provide them with the exact image that they request along with another option which is unique to their needs. This second option is often created specifically for the client, by combining their need with what will sell. And we have yet to be proved wrong on this count.”
Ogilvy and Mather Germany’s Chief Creative Officer Stephan Vogel once said: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” According to Forbes, we are exposed to around 4000 advertisements daily through digital means alone.
“How many of these advertisements truly stick in your mind? If a potential client cannot even remember the advertisement, how can we expect them to buy the product?” Fiyaz stated, adding: “A number of experiments and empirical data have found that creative messages and a creative artwork will get more attention from a potential client which will then lead to positive attitudes about the product being marketed. This will then lead to sales revenue. That is why we are focused on helping our clients stand out from the norm.”
Where is Pixaraptor. right now?
One of the major features offered by Pixaraptor.is the uniqueness offered to each client.
“Minimalism is something we are partial to,” Fiyaz said, adding: “We basically aim to strip out all the visual background noise that is rampant in many other advertisements, to focus on one main element that supports the key message.”
The Pixaraptor. team consists of five likeminded individuals all specialised in five different arenas – graphic design, photography, videography, public relations, and creative writing. “They are the pillars that hold us up,” said Fiyaz.
Fiyaz also added that supporting local talent plays a very important part in Pixaraptor. “In the past, it is very rare for Sri Lankans to make a name in a field such as this. However, I hope to change this via Pixaraptor.”
John Keells Logistics, Abans Digital, and The British Institute of English are just a few of the clients charmed by the unique Pixaraptor. approach. Furthermore, the Oceanlust Magazine – the first ocean based e-magazine in Sri Lanka – is one of the clients exclusive to Pixaraptor.
“Creating a name and brand such as Pixaraptor. which resonates with your target audience, takes ample research, creativity, and strategic execution,” Fiyaz said.
The challenges faced and lessons learnt
“We’re still at the very beginning of our journey. A journey that I believe has a long way to go. With the Covid-19 pandemic halting many businesses of the global economy, a niche market opened in Sri Lanka in terms of digital communication. People were forced to put more focus on their screens, be it a laptop, phone, or TV. This also gave us the opportunity to make an entrance into a field that was otherwise occupied.”
In terms of challenges faced, Fiyaz said: “I don’t have one particular challenge that stands out. I have always treated each request made of me to be a challenge that I rise up to meet enthusiastically. My team and I at Pixaraptor. use this very same method. I find challenges to be invigorating.”
According to Fiyaz, creativity cannot be measured. “Similar to the proverb ‘beauty is in the eye of the beholder’, what is creative and what is not is only judged by the individual looking at it. It is essential that we provide them (clients) with something truly amazing each and every time for them to find it interesting and worth their time.”
With his parting remark, Fiyaz said that while Pixaraptor. is simply at its beginning, he hopes to expand it into international markets with the intention of solely supporting local talent.