British illustrator Sam Kerr approaches his work with an equal amount of thought placed on the drawing style and the concept. “For me, the two are inseparable and as important as each other. To get the best out of an idea, you have to match it to the right medium,” Sam explains. Although most ventures into different mediums have come about through a basic need for variety, some were born out of necessity. In 2011, Sam spent six months bedridden as a result of back problems, so in order to keep up his drawing, the artist developed a technique to draw on his iPhone.

Sam Kerr's clients include Coca-Cola, Paul Smith, TIME Magazine, GQ and The Guardian.

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