Step into the intricate world of paper engineering with Julia Yus, whose passion for pop-up books and papercraft transformed a childhood wonder into a thriving career. From high-profile collaborations with Amazon and Penguin Random House to crafting intricate launch trailers, her work is a testament to creativity, perseverance, and the magic of paper.
How did you first discover paper engineering, and what inspired you to pursue it professionally?
During my graphic design studies at uni, there was a short course on pop-up mechanisms. I had a lot of fun working on it, so when it came to choosing what to do for my final project, I decided to make a pop-up book. After that, I worked in graphic design for a few years, but quickly realised that it was not for me. Whether at work or in my personal projects, I was always trying to incorporate paper in some way, so I researched about it and slowly worked towards turning this passion into my new career. I remembered the first time I opened a pop-up book as a child and wanted to give other people that feeling.
What has been one of your favourite projects, and what made it particularly special to you?
I’ve been working with Amazon Spain through Ogilvy agency for the past two years and it’s been a blast. They really trust my vision and give me a lot of artistic freedom to turn their briefs into creative and fun papercraft videos. The communication with the team at Ogilvy is the most enjoyable and efficient I’ve had with any client, I feel really lucky to work with them.
Can you tell me about a project that really tested your skills? What challenges did you face, and how did you overcome them?
Undoubtedly, the project that has tested me the most was my work with The Plucky Squire. In collaboration with a friend of mine - Yeray Pérez Vallejo - we created the game’s launch trailer entirely out of pop-up mechanisms and paper models. It was the biggest project of my career so far in many ways: the amount of paper crafts built (around 250 pieces), the number of people behind the project, collaborating with a colleague for the first time, the urgent deadline, and a long list of anxiety-inducing factors. There were times I didn’t think I could make the deadline, but thanks to Yeray and my partner, we smashed it and created something I will forever be proud of.
What’s been your most memorable collaboration so far, and what made it such a rewarding experience?
It’s hard to just pick one, really! Working with brands that I’ve known since I was a kid, like Colacao, or huge ones like Penguin Random House is truly memorable and humbling. I would have never thought that they would collaborate with paper artists, let alone with me.
If you could create anything, with no limitations on resources or time, what would your dream project look like?
Oh gosh, what a difficult question! I would love to collaborate with Sylvanian Families, maybe creating paper sets or papercrafts for them? I would also love to design a planner that includes monthly craft ideas and challenges for people to enjoy. Another idea that keeps popping in my mind is to host a new version of Art Attack, wouldn’t that be fun?
In what ways has social media influenced or shaped your career? Are there any particular moments or opportunities that came about through online connections?
Social media has been instrumental in my career, I’m confident to say that it is my career now. Most if not all of the projects that I’ve worked on for the past two years have come my way thanks to clients seeing my work for other brands and wanting to do something similar for them.
How has living in Madrid influenced your art? Are there elements of the city’s culture or aesthetics that inspire your work?
I try to find inspiration in even the most mundane things, and maintain an almost childlike curiosity about everyday life, so there are probably details about the Spanish sensitivity that can be seen in my work, but I’m not aware of them.
Are there any special techniques or methods you’ve developed over the years that are unique to your paper engineering work?
One thing that might be different from other paper engineers is that I rarely sketch first, I tend to work on the paper mock-ups as soon as possible.
How has your artistic style evolved since you started, and are there any shifts or themes you’re currently exploring?
Because of my background in design, I would say my style varies depending on the project. While I don’t think it has changed significantly in the past 4 years, I can see my illustrations becoming more refined as time goes by.
What advice would you give to someone interested in getting into paper engineering? Are there specific skills or habits that helped you along the way?
Try to recreate your favourite pop-up book’s spreads. Go on youtube and learn from pop-up legends like Duncan Birmingham and Matthew Reinhart. Practice, practice and practice, there’s no other way around it!
See more of Julia Yus:
@ Paperjulia on all social media platforms → instagram | tiktok | x (previously known as twitter)