Florilegium's Love of Life Creative Campaign

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.

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Miu Miu by Miu Miu and a 60s Inspired Start of Spring

These richly illustrated living stills fictionally set in the 60s, blend photographically the vibe of Miu Miu's first fragrance with a classic and refined narrative that depicts the Miu Miu girl's optimism with an abloom enchanting rose, and a cat's paw, representational of the spirit of the brand. Miu Miu's first fragrance successfully reclaims the capricious spirit of spring with its surprising woody and floral notes of lily of the valley and akigalawood.

This project is a beautiful homage to the 60s, a decade that inspired and shaped creatively the forthcoming art movements in some many ways. Looking through that prism, these living stills have a cinematic visual style that leaves behind an air of mystery, similarly to Miu Miu fragrance. The project brings to life my reflections on Miu Miu's first fragrance, which celebrates a profound attention to youthfulness and playfulness, and captures the natural scents of spring.


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Celebrating Brâncuşi - An Imaginary Day in the Studio

Simplicity is not an objective in art, but one achieves simplicity despite one's self by entering into the real sense of things. —Constantin Brâncuşi

Every year on February 19th museums around the world celebrate the timelessly enchanting sculptures of Constantin Brâncuşi. Being born and raised in the city where the Endless Column, the Gate of the Kiss and the Table of Silence inhabit—Târgu-Jiu—, I decided to photographically capture an imaginary visit to Brâncuşi' studio. I would guess that he would be surrounded by the most beloved objects representing his Romanian identity; here, he would enjoy a Romanian appetizer called zacusca. Being in an artist' studio means experiencing something intense, where the space articulates for the spirit.

Brâncuşi' sculptures demand nothing less than eternity because of the invisible dimensions of the world that the artist could see and create. Back when I was living in Romania, I remember loving to visit the Endless Column, which it was just across the street from my high-school. I would look up, and around, and up again at the column like it was the axis of the whole world. Experiencing Brâncuşi is seeing differently. Don't be afraid to look and see, and meditate on the magic that we, as humankind, can achieve.

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