I see my practice as an ongoing process, a flow of ideas that despite being scattered often collide and form new ideas, that are then capable to grow into interdisciplinary pieces, based on experiences and senses. This interest occurs while working commercially, where my work has to be quickly resolved, to a very specific standard and only has to include certain key features, that grasp peoples attention. Where in advertising photography or art direction my goal is to interrupt someone for a second in my practice I attempt to draw the viewer towards my work, forcing them to spend more time. I reach that through various elements, in some cases I create performative pieces, that require people to concentrate for a fixed amount of time, either due to my acts or to the fact that they suddenly become a part of it. In other cases I fill my work with small details, that require you to dissect the fork for an extended period of time, to fully understand it. In essence I try to question art institutions, that often choose the path of popular art, that would attract people, yet not push them towards an honest engagement. The concept of an art institution as a white box is what excites me to create my works. I see art as much more than just a visual, instead I attempt to capture everything that surrounds the work, especially the space itself as a context that greatly influences the viewers approach towards the work. I feel that the opportunity to work in these industries is what allows me to comment on them, not necessarily out of spite but rather love and wish for them to improve.

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