I was born creative, so my life’s reality directed me to my place today. As a child, I was marked in every frame as a talent in the field of painting, which led me to art classes.
I believe that people from my childhood will not be surprised of my current occupation. In a later stage, I focused on the visual communication area, and for several years, I’ve been working as a senior creative person in one of the leading advertising offices in Israel. I am responsible for campaigns of large companies in the Israel, and after a long experience in decoding marketing briefs, I felt the need to create freely, without dictating, to express myself and share the angles I see things and the ways I want to express them, and I found the social net as an appropriate stage to exhibit in. Very soon people around me related to my work, and to my surprise some people throughout the world also did.
My works have been covered in a lot of magazines, websites and art and cultural design blogs, such as: Vogue Korea, Elle Hong Kong, Boredpanda design website, the Instagram world blog and articles published in the US and Europe. I had exhibited in an Art exhibition in New York and Paris.
I never learned photography and I do not define myself as a photographer, I am an auto-deduct so I am the one who photograph and stylize. Sometimes it comes easily like a gift I get from the universe, and sometimes it is a slow, prolonged process; if I am dissatisfied with the result, it will be through away regardless of the investment.
There were also cases in which I was so pleased and satisfied with what came out and put it online but it does not relate to the public. I see my work as a type of readymade, a trend in art created by using objects or daily life items disconnected to their original context, changing their meanings and creating a new story from them.
I attempt to preserve the regular appearance of the items but with a switch; for example, take the earphones of a smartphone, leave them in their natural environment on the table, and by adding to them a paper on which there is a printed lower part of a female body, change the meaning of the earphones by turning them into sort of a bra.
I truly believe in minimalism. What doesn’t require to tell the story does not exist. I believe in this concept also in the advertising field: everything must be simple, without disturbances; we do not have the luxury to have the customers ponder about our creativity.
Every day I find so much inspiration on social media!
As of travelling, to my opinion, Tel-Aviv is one of the most beautiful and fun cities in the world. It is pluralist and a hot spot of culture and creativity, good culinary, excellent climate and beautiful beaches. The city is full of talents in different areas. Since I live in Tel Aviv, I take a lot of inspiration from this city! I love travelling around the world, it is important to me. Before the pandemic era, we traveled a lot. I always look for the less touristic areas in the very popular touristic cities. To tell the truth, I have no preference on vacation in green place or in a loud busy city. However, surprisingly, I also love home and routine.
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