We talk to Eduardo Bertone and Michiyo Sato about their unique collaboration, which draws on their Argentine and Japanese roots and folk art from around the world.

Founded in 2008 in Madrid, Bertone Studio is powered by the creativity of Eduardo Bertone and Michiyo Sato. Their collaboration has led to the studio’s unique illustration and animation style, which has been labelled psychedelic folk art but really entails so much more.

Stunning in terms of both colour and detail, the looping animations Michiyo and Eduardo create aren’t just loopy – the work is a labour of love, the result of a dedication to the craft of animation. Every frame and every detail is carefully considered and drawn by hand, and the results are dazzling. Whether it’s a self-initiated project released on social media or animation created for a major commercial campaign, the animation doesn’t get much more mesmerising.

“Working frame-by-frame is time-consuming and requires much effort, but I enjoy every second,” says Eduardo. “The same goes for the complex artworks I create, occasionally leading to horror vacui. Nonetheless, I believe this kind of artwork possesses a beauty that only arises when it is handmade.”

Eduardo and Michiyo are a couple as well as artistic collaborators. Originally from Argentina, Eduardo’s background is in graphic design, though he was drawn to illustration in the early 2000s. Meanwhile, Michiyo came to Madrid after completing her Fine Arts degree in Kyoto and began with internships with design studios but felt more comfortable with her illustrative work. Complementing Eduardo’s obsession with detail, Michiyo oversees the creative direction of each project they tackle.

“We both enjoy blending elements from different worlds, attempting to establish a feeling of unity when we combine them. From Japanese ukiyo-e (浮世絵) to pre-colonial Argentinian culture, as well as manga, anime, cartoons, and spontaneous doodles with realism, this approach adds dynamism to the artwork. It takes you on a journey through different times and places.”

When tackling a creative brief for a major brand – McDonalds, Honda or Adidas, for example – Bertone Studio aims to create something genuinely unique. The eclectic style, wild ideas, and diverse range of influences lead to projects their clients would never have imagined, sometimes pushing the boundaries of what global brands might feel comfortable with. Many of their works challenge our perception of beauty with the Japanese busa Kawai (ブサ可愛い) coming to the fore – ‘ugly yet cute’.

Of course, there is overlap when it comes to inspiration, but the psychedelic aspects tend to come from Eduardo, who is interested in altered states of mind, psychedelic art and Art Brut. He sees them as areas untouched by globalisation or prejudice. Meanwhile, Michiyo appreciates the authenticity of folk art.

“It doesn’t aspire to penetrate the art market, which can sometimes be arrogant,” she explains. “Folk art is modest and authentic, rooted in distinctive histories and traditions. It varies from nation to nation, and you can find numerous fresh perspectives on the world via folk art, which expand the boundaries of your creative mind.”

At a time when many feel tempted to generate animation using AI and other digital procedures, Bertone Studio remains devoted to creating by hand and ensuring the results are fresh and different each time. “I’m not opposed to technological advancement, and I value artists who utilise innovative methods for self-expression,” says Eduardo. “Still, I love spending hours and hours drawing and animating. I love the whole process, and I don’t want to miss that, so I don’t see the point in using AI to do that for me.”

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