Illustrator of the BGF 2023 Poster
Illustrator and 2D animator Sergio Menéndez is based in Brussels and moves between advertising, publishing, and personal projects, all infused with his background in animation. His visual style is marked by naïveté, humour, and strong clarity. For BGF 2023, he channelled his playful approach to turn a Brussels apartment building into a life-sized board game.
How did you approach creating this poster?
Was there an idea, mood or message you wanted to convey?
This poster has a bit of a unique story: it was originally created for the 2022 edition of the BGF, which unfortunately didn’t take place due to the Covid lockdown.
During that time of isolation — when board games took on a larger role for many — I imagined an apartment building shaped like a board game, inhabited both by game characters and the players themselves.
What does this poster represent to you?
I really had a great time working on it.
As a fan of board games, I know their visual language well, and it was a lot of fun to twist and remix that language while building the illustration.
If you had to describe your poster in three words, which would you choose – and why?
I’m terrible at this sort of thing, but let’s give it a go:
Analysis Paralysis – my personal guilty pleasure as a player!
Entertainment – for the subject matter, but also for how much fun I had making it.
Escape – because games were a real sanctuary during that period.
What memory stands out from illustrating for the BGF?
It’s honestly one of the most enjoyable projects I’ve done recently.
Working with the art director was smooth and collaborative, and I was given great freedom to explore my ideas.
And when the BGF finally took place, it was a real honour to see my work displayed during the festival.
Is there a detail or easter egg in your poster that few people notice?
Yes — the poster is full of references to classic board games, but also to newer games that were released the same year I made the illustration.
I won’t spoil everything, but here’s a hint: the chest you see contains resources that might look familiar…