For several years I worked as a senior creative person in one of the leading advertising offices in Israel. 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.
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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.
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.
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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.
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.
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.
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