What does art direction mean to you?
For me, art direction was always present, even before I knew it could be a profession. It’s the way I look at things: recognizing which elements connect and which don’t belong to the same system, and from there, building visual worlds as containers of meaning. In my case, I do this through symbolism and images with double readings, because I’m interested in visuals that don’t exhaust themselves in a single glance. On a more practical level, for me art direction is what allows a brand, a project, or an individual to give visual form to a message and stand out in a world saturated with stimuli. It’s the tool that turns an idea into images that are memorable, that remain in people’s minds and don’t get lost in the noise.
