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Interview | Goran Lizdek
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We asked. He answered. Read an interview with Goran Lizdek. Art Director from Bosnia.
1. Hello and thanks for taking the time to do this interview.
Hey, you're welcome. Don't worry about my time, I'm a graphic designer,
so we always have plenty of free time in our daily schedule... I also
use that time to crack ironic jokes, apparently.
2. Can you tell us a little about yourself to help people who aren't familiar with you, get to know you a little better?
Well, I'm 27, I was born in Sarajevo and I graduated advertising design
at the Secondary School for Applied Arts. After that, I continued my
education by studying graphic design at the Academy of Fine Arts and
still have that annoying "diploma pending" status. Currently I work in
Communis advertising agency. I can also say that I'm a passionate
photographer, so photography itself, plays an important role in my work.
3. What first got you into art and design?
That would probably be the very first drawing that I made, during an art
class, in first year of elementary school. My teacher seemed to be
quite impressed, which, at the time, was instant fuel for self
confidence and for the desire to keep delivering better results.
Although I always knew, for as long as I can remember, that I'm going to
end up in Art school, by the time I got there I started realizing that
drawing (or any kind of fine art) isn't going to put bread on the table,
so the only place where I could commercialize my art, was with graphic
design.
4. What does your "toolset" consist of?
Let me see... There's this software that everybody seems to be using
now, I think it's called Photoshop or something. Besides that, I can't
really imagine doing anything visually striking without the help of a
good photo, so my Canon gear is my second best friend... And an iMac
with a really big display will make things run real smooth.
5. What do you enjoy most about your work?
The art of visual communication - the ability to say so much only with
images. That gives you work that is so simple and yet so complex at the
same time. I just love the feeling you get when you see a great idea,
where no other form of communication but the visual exists in that
moment, yet everything is crystal clear, and you have an impression as
if you've just read a 500 page literal masterpiece. But that's also why I
have a major problem with what is known as contemporary art today,
especially the meaning of "conceptual" art, because of the lack of
communication; there's no more open dialog between the artist and the
observer. I think it's rather selfish and egocentric asking others to
get fully involved and informed in everything you do just so they could
comprehend your message... if there is any.
6. What do you like least about your job?
Soulless commercialization, and the sole fact that our work is mainly
still based on built-to-order system. It's like making your babies to
some other parents' specifications. And yet, they expect us to put all
of our love into the process.
7. What is your worst enemy of creativity?
Deadlines
8. Designers are always going through ups and downs - creative
blocks, can't find enough work and then become overloaded with work,
dealing with the stresses, how do you handle it?
I don't really think that there are downs in what we do, everything you
do and however you do it, just eventually leads you forward. Now,
creative block can be tricky indeed. You just can't train nor educate
any graphic designer to come up with a mind blowing idea in the right
moment that suits you. It just doesn't work that way, and It's the same
problem as with any creative related business. I personally hate those
situations, and sometimes I think I would rather do a thousand page text
layout, than try to come up with one great idea. As for the stress,
well, I had my share of serious stress outside of work, so actually my
piece of mind is immune to stress and anxiety caused by work. And I'm
really grateful for that. There are simply things to be done, and things
that require a bit of your sweat. Sure you're sometimes going to wish
that your client is struck by lightning, or a meteorite hits your
agency, while you're having a day off of course, but as long as it's
healthy anger, and as long as you don't go to bed in the evening with a
ten ton burden on your chest, you're going to be fine.
9. Many, if not all artists admit music has a major influence on
them when creating a new piece of artwork. What kind of music do you
consider to be the best "fuel"?
Actually you might get surprised that I avoid listening to music during
work at all costs. I only listen to music if I'm doing something that
doesn't require concentration, but when I'm into the mental part of the
work, I just can't handle it. I just feel distracted by the fact that
only one half of my brain is working on the realization of the idea,
while the other half is occupied with listening to the lyrics and beats.
10. Is there someone in particular that's been a major influence to your style/technique?
In that artistic approach, I think Dave McKean has the most credit. He
just thinks in so many different ways, finds symbolism in most unusual
places and creates really amazing works full of thought provoking
elements. Then of course, there are ex Designer's Republic - those guys
just turned the design world upside down with their chaotic visual
language and yet they retained everything we always liked about design
esthetics. I don't actually know any graphic designer that is not even
partially influenced by their work, even if, somehow, they don't know
about them at all.
11. With a wide range in style, where do you look for inspiration?
Well, trust me, if I knew where to look for it, I would probably make
the answer to the eighth question a lot shorter. I don't know, it's
never the same, I just go with my own pace and see where it takes me.
12. Are you currently working in a graphic related field? And if
so, what advice would you give to aspiring designers trying to break
into the field?
Yes, I work as an art director in Communis. As for the advice, well, as
long as you have the ambition, the will, the persistence and love for
what you do, everything will fit into place eventually and you will find
yourself right where you wanted to be.
13. What do you like/dislike about the digital art community?
Likes: Easy connectivity with the rest of the community and the instant
ability to expose and share your work with a very wide audience.
Dislikes: None that I can think of.
14. What does the future hold for you and your work?
Don't know. Haven't talked to an Oracle lately...