Andrea Crespi: meet the Italian art director changing the game of creative design
My name is Andrea.
If I had been a nurse I would have probably said that I was a surgeon. I do not lie, I like to think big.
I am an Italian Art Director & creative designer in the field of communication and if it is true that this does not necessarily make me an artist, it is also true that my works are considered by many to be an art form.
I studied industrial design in Milan and then I specialized in art direction. now I work in a creative communication agency in Lugano and I have many projects in Milan.
In the past artists used mainly brushes and chisels to produce their art, now the media have changed, we have PCs, smartphones, digital cameras and for many, including me, these have become the basic tools for experimenting and expressing their art.
My works communicate at a highly visual and simple level, which easily reaches the generation of Internet and social networks (for example, Instagram) and lends itself very well to the mechanisms of “virality” that today anyone wants to communicate online research.
I often resume the works of great artists of the past reinterpreting them in an ironic, current and provocative key. Sometimes irreverent.
Today everything has changed and is constantly changing, and if we men are deeply modified, why not modify the known works, perhaps offering them to a new public?
I think I have found the way to reach people, which is easy and difficult at the same time, but it is, without a doubt, contemporary.
My creative research and my artistic challenge are therefore able to involve as many people as possible, dividing them into two parts with a mixed idea.
Something must be very polarizing in today’s media landscape to resonate. This does not mean that it should be offensive, but it must evoke thought from at least two sides of the spectrum: believers and non-believers, rich and poor, republicans and democrats. This is a paradigm that the world and the media are used to. As long as you can build a story that fits that paradigm, it will be able to spread.
My art lives of contrasts.
I myself am in fact attentive and inattentive, intelligent and superficial, social and asocial, passionate and flat, courageous and cowardly, provocative and conformist, respectful and desecrating.
I think it’s very important not to lose one’s personality as naturally, I can not please everyone, but the search for social consensus is very dangerous and detrimental to creativity.
I am not afraid of criticism and I like the relationship with the public: if a job is able to provoke a reaction it means that it is equally capable of arousing emotions and regardless of its value, I think this is the real success of an artwork.
I feed on images and return images, I think that all life at the bottom is a series of images.
My mission is to bring people closer to creativity to see things differently than we are used to. I believe that if we change the way we see the world, we can definitely change our lives.
Please take a look at one of his latest projects: MINIMALternative POSTERS.
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Follow him : Instagram