Thoughts
December 2, 2020

Creator vs editor

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The following thought illustrate quite well the dichotomy of the creative and artistic processes: “I need to be in control, and I need to have a very clear sense where I’m going and why something is working and not working.

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A few years back, Diageo commissioned me to shoot a J&B ad campaign in collaboration with FCB Mexico. This campaign revolved around playing with the logo and paint splashes. We went the organic route by throwing paint manually on volumetric

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