How did it come to life?

It works as a huge puzzle in which everything is connected, so designing the puzzle was a bit complicated – mostly because of proportions. I spent three weeks on sketches and planning, then we shot all of the physical elements, and after that I spent many, many hours using Photoshop to make it all come together. 

What is the aim of the campaign?

To communicate different ways to perceive the same reality we all live in. Throughout, I wanted to represent buildings and showcase the architectural inspiration while illustrating a peaceful and balanced reality: with the white Gucci bag, for instance, the scene details a cabin of love and reflects human relationships; the Loewe picture depicts the construction of the reality we live in; and the Saint Laurent image has a lot of chairs because, for me, the chair represents thinking – sitting on a chair is when ideas come to me.

How do digital mediums, rather than traditional art forms, allow us to describe contemporary experience?

Now that I’m learning 3D design, I have realised the freedom of creation that the virtual world has. With technology, we’re generating new questions for the human mind and with that comes evolution. Technology is the new object in our existence. We have already used all the objects from the past, so they do not answer new questions but help us to not have to start from the beginning.