INTERVIEW: THE_HARD_DRIVE - A CONSUMERISM OBSERVATION

A CONSUMERISM OBSERVATION

 
PLASTIK MCD.jpg

HOW DO YOU DESCRIBE YOUR WORK?

Lowbrow/Pop Surrealism. 3D illustration and animation.

WHAT DOES YOUR ART FOCUS ON?

Consumer culture, brand crossover, Veblen goods - where people desire an object because of its high price. An example is an average bar of soap costs $1 but a Tom Ford bar costs $195. The circumstances where luxury objects become status symbols.

WHAT TRIGGERS YOUR IMAGINATION?

Pop culture, the juxtaposition of luxurious and trashy, consumerism, contemporary artists like Jeff Koons and Kaws, social media.

WHERE ARE YOU BASED?

Hackney, London.

WHEN DID YOU JOIN INSTAGRAM?

September 2014.

HOW DID IT MAKE YOUR WORK EVOLVE?

It was great to get an instant audience and be automatically judged on your work. It really helps to identify what is strong and what isn’t working. Also, it grants access to the work of my contemporaries which pushes me to work even harder! There has been so many times scrolling through Instagram and I think “fuck, I wish I thought of that...”

It’s amazing that I can connect to people all over the world so easily. I’ve had galleries in Paris and Mexico contact me about my work and of course Plastik is based in Lebanon. I can’t imagine any of this happening without Instagram.

WHO DO YOU COLABORATE WITH?

I’ve begun to have some interest from galleries,

which is really exciting. I’m also experimenting with animation and trying to develop that side of my work by entering competitions. I am still emerging into the commercial sector. A lot of my time is spent working on proposals for clients. The technology, although not a recent invention, can be new to clients so it can take some time to convince them that their brand has a place for this creative technology. All good practice!

HOW OFTEN DO YOU POST?

I try to post once per week.

WHAT ACCOUNTS DO YOU RELIGIOUSLY?

FOLLOW

Bittycar, David O’Reilly,
Vanessa McKeown, love.watts, Albert Omoss, 80s_renegade, themonsterproject, Julian Glander, Emma Summerton, pixelshuh_official, domeeshi, blakekathryn, Pete doctor, Pixar... and of course Plastik Magazine!

WHAT IS YOUR MOST LIKED ARTWORK/ PHOTO?
Louis Vuitton Iron, got reposted soooo many times!

WHAT KIND OF MUSIC DO YOU LISTEN TO?

Currently listening to Robert Parker – ’85 Again. I’ve had it on repeat for far too long now! And Christine and the Queens. I spend a lot of time in front of the computer, modeling or rendering so I tend to listen to lots of interviews, online courses, NPR (public radio) as I work....And Springsteen, lots of Bruce Springsteen.

WHAT ARE YOUR LATEST PROJECTS OR COLLABORATIONS?
A group exhibition in Paris. An animation for a large online retailer...still top secret.

ArtEli Rezkallah