How would you describe your style of working and the aesthetics? I see it as a type of readymade, a trend in art created by using objects or daily life items disconnected to their original context, changing their meanings and creating a new story from them. I attempt to preserve the regular appearance of the items but with a switch; for example, take the earphones of a smartphone, leave them in their natural environment on the table, and by adding to them a paper on which there is a printed lower part of a female body, change the meaning of the earphones by turning them into sort of a bra. I truly believe in minimalism, what is no required to tell the story does not exist. I believe in it also in the advertising field, everything must be simple, without disturbances; we do not have the luxury to have the customers ponder about our creativity.

How do you turn everyday objects into smart images? Sometimes it comes easily like a gift I get from the universe, and sometimes it is a slow, prolonged process; if I am dissatisfied with the result, it will be through away regardless of the investment. There were also cases in which I was so pleased and satisfied with what came out and put it online and it does not relate to the public. Recently I create series; I take an existing successful work and develop a sort of continuum to it, for example, a serial of works portraying office elements (pins, stipple, paper clip perforator, etc.).

What is your creative process? My creative process always begins with a spark of some sort; whether it was an element I saw and liked, a photograph printed in some magazine, if I connect to the element/photograph an idea will surely be born. I place the initial inspiring item in front of me and look at it occasionally until the idea is fully formed. Although I never learned photography and I do not define myself as a photographer, I am an auto-deduct so I am the one who photographs and does the stylize.