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My creative process starts with a spark, a connection that ignites my curiosity. It might be a photo in a magazine or an object on my desk. Often, I’ll see something that stands out – a design, shape, color, or meaning. Once intrigued, I look at the object until an idea takes shape. Sometimes, an idea arrives effortlessly, but other times, it’s a slow, prolonged journey.
I follow two main principles: I make sure I maintain the original appearance of the objects so that the viewers can recognize them, and I add a twist that introduces a new perspective.
I am responsible for campaigns of large companies. In time, and after a long experience in decoding marketing briefs, I felt the need to create freely, without dictating, to express myself, share the angles I see things and the ways I want to express them, and I found the social net an appropriate stage to exhibit in.
Minimalism guides much of my work because I believe in removing anything unnecessary to convey a story. Removing distractions.
In my works, I am always looking for the detail, the feature that I can develop further while maintaining the original essence. Executing the idea can be more complex, requiring adjustments until I achieve the desired look. Sometimes, a series emerges from a single successful work, like my work on the exploration of office items. This series began with a paper clip and expanded to include pins, staples, and perforator. Each variation builds on the previous and brings new layers to the concept.
I rely on my gut feeling to determine when a composition is finished. It’s not a mathematical formula but rather an intuitive sense of completion.
Following the global success – my way of judging my work and the decision to reveal and publish works has become more meticulous and maybe even more difficult.
On the other hand, I learned to understand where to be true to myself and where to create out of a desire to receive the audience’s appreciation.
