Cake and gimmicks
In addition to his work as Creative Director at TBWA\ Zurich, Frederick Rossmann also leads a second life as an artist and illustrator. At Grafik 13 in the Maag-Areal, he has just created a 28-square-meter painting during an art marathon.
What the little ones are forbidden to do at home, Fredinko alias Frederick Rossmann lives out freely at Grafik 13: He paints a wall of 4 meters × 7 meters during the entire work show. Piece by piece, a unique piece is created, of which he also lets himself be surprised," the invitation on www.grafik-schweiz.ch said. "I like to make things that entertain people ", Frederick Rossmann is now pleased with the success of his idea. "I didn't just want visitors at the vernissage to stand around more or less bored with cüplis in their hands. They should also get involved themselves." That's why the illustrator put up a board in the Maag Hall with the call "I need help" and asked the audience to color in his drawings. And indeed, the visitors did not ask twice.
"People participated enthusiastically. After three days, there wasn't a single white spot left on the 28-square-meter canvas," Frederick Rossmann recounts during a later conversation at TBWA in Zurich. He has been responsible as Creative Director at this agency in Seefeld since 2008. And his entire team also shows pride when Rossmann clicks on the making-of "Fredinko Collaborative Painting Project at Grafik 13" on Youtube, with the "time lapse" film of his artwork. Grafik 13 provided insight into the current Swiss graphic arts scene on the weekend of March 23. At the art happening, "the 100 best Swiss graphic artists, illustrators, typographers and designers" presented their work from the past year. The work show was held for the second time and aims to highlight the trends in Swiss graphic design and make them known to a wide audience. "Due to the Internet and digitalization, the boundaries between graphic design and neighboring disciplines such as art or illustration are becoming increasingly blurred," the organizers believe. That's why the show is called "Graphic Design and Young Art".
Almost a pro already at 14
Frederick Rossmann already knew at a very young age that he wanted to move in this scene at some point. Frederick Rossmann took his first steps in Germany. At the age of six, he moved with his family "from a big city to the mountains. In Glarus, he found himself "in a beautiful, ideal world. But everything seemed more or less monotonous to him. The salvation for his psyche thirsting for fantasy was only one "colorful dog". The rest of the mountain population perceived him as a "funny bird". In other words, "the guy had an advertising agency." And Urs Schönbächler, with his now-defunct agency called Lapsus, was ultimately instrumental in nurturing Rossmann's creative talent.
Frederick, a teenager, discovered his love of design in 1989, when he was 14 years old. "Together with my brother, I designed the youth page for the Glarner Nachrichten on Wednesday afternoons. They took over the job as successors to the now well-known TV presenter Patrick Rohr. "We suggested it would be cool if we could introduce a comic strip on the youth page," Frederick Rossmann recalls. Today, he says, those were mostly just cartoon jokes. Nevertheless, the experience was very valuable. "We were able to let our imagination run completely free, and in the process we learned a lot about graphics autodidactically, because we even had to do the layout ourselves." For the technique of drawing, Frederick was influenced by his father. The architect advised him, "It doesn't take talent. You have to think sharply, observe and analyze. If you understand how something is constructed, then you can put it on paper." That was just "architect-speak," CD Rossmann smiles in retrospect about these first tips around his artistic work. The comics in the newspaper, however, were convincing. The "funny bird" from Lapsus became aware of the talent and generously offered Rossmann the opportunity to illustrate an entire book. Two more followed later, and finally a set of Jass cards for a brush factory. "That's how I got into advertising."
Despite more and more commissions, however, the self-taught graphic designer still didn't feel entirely comfortable with this. "I knew that I also had to do some training if I wanted to play in the top league one day." So after his Matura in Glarus, Rossmann added another year at the School of Applied Arts in Zurich. Because his native city seemed a bit less monotonous than the mountain world in Glarus, he sent applications to various agencies after school. With Remy Fabrikant, he took the bait with an offer for an internship. After a few weeks, however, the mountains brought him back. Or at least the better-paid offer at the agency Die Bündner. For that, Rossmann had to show up to work in Chur wearing a suit. "We also had customer contact, so the CD wanted us to be decently dressed."
The junior graphic designer invested 250 francs at C&A in a matching work uniform, including tie, and could probably have made a career at the foot of the Alps if Remy Fabrikant hadn't also done some touching up. "In Chur, I learned a lot because I had to do everything myself. I took briefings, developed ideas, wrote headlines and, after designing the subjects or brochures, also went through all the work in print. In my youthful recklessness, I probably would have gone into business for myself before long." But Rossmann suspected, "Then I might have eventually found happiness as a field and meadow graphic artist." Remy Fabrikant knew how to prevent that with an offer of an apprenticeship as a graphic designer at JWT. Although already 23 years old, Rossmann accepted the deal and worked on the Maag site for the next three years. His diligence was rewarded with the best final apprenticeship examination "in Switzerland".
Later, Frederick Rossmann also continued his development at the creative school. He became art director at JWT, worked for Heineken, Nestlé, Cailler and later at Contexta for "Beck & Bondi". Throughout all these engagements, however, AD was more than concerned with still making art himself. "I continued to illustrate for newspapers and magazines." And because there is a sense of humor in all of his work, the designer was also able to land a job as a gag writer for a show on Swiss television. And time and again between all these activities, the wide world lured the ex-mountain man. Rossmann traveled through Central America and got stuck in Mexico. And he traveled a few more times after meeting his current wife overseas. He also still took advantage of his stays in Mexico to freelance there for Ogilvy on an irregular basis. "The agency was very creative. But I could immediately see a problem with execution." So Rossmann was hired as a consultant "right off the bat" to optimize output and get the agency ready for awards in Mexico as well.
In the meantime, the trips have become somewhat less frequent since his wife Brenda moved to Switzerland and has a small son with Frederick. But at least a culinary touch of Mexico has remained with the Monroyal Cakes project. "It's a brand we're trying to raise together," the advertiser explains. Rented into a bakery, Brenda now concocts a fresh daily assortment of ten varieties of pastries. The patisserie is sold in the newly opened Say Chocolate Boutique in Europaallee near Zurich station. The new commitment fits perfectly with Frederick Rossmann's philosophy, which he also sees in terms of advertising development. "We don't know where advertising will lead. What is certain is that we don't want to bore our audience. That's why we will get more involved in the future when it comes to optimizing a client's product or offer" Rossmann is convinced. At TBWA, this approach is being taken into account with a new claim. "Create," is the motto simply but not simply. The opinion is that from the specialized advertising agency continuously a completely general "creation institution " is to become. A place where Frederick Rossmann has unconsciously felt at home for years.
Andreas Panzeri
