March 2016 debuts with my first ad campaign for Florilegium, a publication whose aesthetic aims to break the rules of editorial design, while showcasing innovative creative projects in the visual arts. I was particularly interested in working on a creative campaign for a publication like Florilegium, which intends to transgress the conventional subject matter, because of my desire to make aesthetic choices that can reposition a meaning and build an identity. Thus, Love of Life campaign features Florilegium‘s first volume as an object of desire, provoking to an interpretation of the content’s aesthetic through photography and motion.
Florilegium’s first volume focuses on our love of life by curating artistic reflections of the natural and man-made worlds through form and shape. The campaign explores descriptive ways of constructing meaning, specifically focusing on communication and the circulation of images and ideas. Being interested in investigating and depicting an essence and meaning of things, the campaign engages with issues about representation and idealisation, environmental attitudes, consuming culture and the historical past.
The film juxtaposes my interested in exploring the visual form that still-life photography generates in connection with graphic design and the natural environment. It also integrates my opinions and observations of time, connection and disconnection to/from the true meaning of life. Thus, my artistic choice speaks entirely about my desire to investigate the relation we have with nature and the things we long for, such as time, home or giving meanings to things. By extending the static printed pages of Florilegium to the motion screen, I’m aiming to adapt and interpret the flatness and abstractness of the page with new visual qualities that can carry further the story.
If you missed it, you can read more about Florilegium here and here, and if this campaign and the film enticed you wanting to discover more, go ahead and purchase here a signed copy that can come along with a Polaroid in limited edition (as seen in the film above), plus a set of two flat stationery cards illustrated by Oana Piscureanu. Follow along and spread the word! You can keep up with Florilegium‘s news on the website’s newsletter at www.florilegium-magazine.com, on Instagram at @florilegiummagazine or onFacebook at /FlorilegiumMagazine.