Research intiative - 2018
The rosettta initiative is meant to be a permanent project, definitely the most engaging shot I ever took. It can be seen as the result of my overall frustration towards the lack of balance and long term thinking in creative industries, gathered over the first years of my career, both as in-house strategist, creative technologist in digital agencies, later as a media art studio lead.
"Media artsists are the unpaid R&D of ad agencies,
It might seem crazy but there it is : we need to change the creativity paradigm as a whole, rethink the ecosystem in which interaction between creators (artists, builders, thinkers) and creative industries (advertising, brands, medias) happen. Yes, that's bold, but yes, that's freaking necessary.
Today's content inertia, mainly driven by social medias and followed by careless brands, advertisers, is exhausting a great part of our global creative potential to serve short term and impactless nonsense, swallowing work hours and free time, forbidding us to imagine and build more desirable futures.
Creators remains one of the rarest part of our communities still able to question, gather weak signals, make sense of them, and allow us to reflect ourselves and our societies through their work. And we're sucking them dry to win Cannes Lions.
I'm no whistleblower here, this is a known issue that has been on artists & thinkers dicourses for years. A 2012 quote from Jose Luis de Vicente vastly spread by Golan Levin gets it straight
and this is not sustainable"