a sit-down with Nikolay
For his 23, Nikolay Vanchev has done a hell of a lot. He presented just some of his work to fellow McCann creatives from Romanian office in an informal Friday get-together, and they asked him a sincere “WHEN did you manage to do all that?”
Niki, as we started calling him, just spent 2 weeks here in Bucharest on a “creative exchange” visit to local advertising hot-shop McCann, to share, contribute and learn. Art-director for McCann Sofia, designer, co-founder of Boyscout Magazine, contributor to a number of fashion projects, and an occasional model himself, he is what I file under “talented and relevant”.
And contrary to many young creatives, he is focused and simple in what he churns out with incredible speed. For a good example, scroll all the way down to see his idea for the cover of Bulgarian marcomms mag SignCafe, “Product Placement” issue: there’s nothing else but a bold white cross done with fluorescent paint on an all-black layout with barely visible black mag title.
We said we catch up with him while his memories of Romania are still fresh – he arrived home yesterday.
AK: hey Niki. what did we just interrupt you from?
N: Aside from my lunch, I’m just sending files for F/W 10-11 catalogue/look book I’m doing for SETA.
AK: cities are “mental conditions”. tell us about a Bucharest you discovered.
N: The Bucharest I saw was a fresh colorful bird, whispering good stories in my ear. I guess I should thank for you accommodating me and allowing me to feel the downtown which is a vivid place, full of places to discover and walk by. Fascinating european architecture, events and good food. Yes, the small italian restaurant with the best pizzas is one of my highlights. (Thank you, Andrei)
AK: my pleasure, man. i am a sucker for Unico Vero pizzas, you bet. now, imagine that you get a brief to design a series of postcards of Bucharest, what would you do?
N: As much as I want, because they’re charming, I don’t anymore believe in them. I’d rather do a mobile application that allows people to share their Bucharest journey.
R: why are you still in Sofia and not in places like London/NY/Tokyo?
N: Because I really believe in the potential of Sofia and Eastern countries. To be honest, I have had opportunities (Oslo, Stockholm, France), and I was close to go. But I don’t like the idea of the escape. If you’re unable to get inspired by your local surroundings and the culture that goes through your veins, you better stop doing whatever you’re doing. That’s what we’re trying to do with Boyscout also — local content. I love traveling actually, it’s a win-win situation for everybody, but them I’m trying to bring all my observations and knowledge to my local area and push it forward.
AK: so what did you reply to them, when and how do you manage it all?
N: You have 24hours every single fucking day. You need to use them as much as you want. I know it sounds exhausting, but you need to work and get work going and done, if you really want to achieve anything. It always can happen the other way, with standing and waiting and just sneaking and stealing from here and there, but that’s not how you become a visionary or ..something. I have big expectations and I know that I have to work for it.
B: what’s your system of noting down ideas, when does the god of inspiration strike you?
N: I don’t think he has a actual schedule, but I think we’re closer to each other when I’m on the road, traveling.
B: how many drafts do you throw out in the beginning? what’s the most recurrent difference between your first proposal and final work that is approved?
N: I’m a deep perfectionist with huge amount of self-confidence, so that’s why I’m trying to polish my first proposal as much as I can. That was one of the things I’ve been taught when I was in Sweden last year.
B: largest number of layers in one .psd?
N: I really don’t know. Mostly because lately I’m trying to ignore huge amount of layers in my work. Recently I’m more working on more conceptual, viewer engaging artwork, without making it flashy and visually exploding. But before, let’s say around 400.
R: is the connection between creativity and money an evil one?
N: Not at all, mostly because money aren’t an actual creativity motivator.
R: as art director/designer how do you plan to make the world a better place?
N: Firstly you should divide the two things, art directors and designers. Mostly they’re quoted as same, but I think there’s big difference between what both of them are actually doing. Art directors are the ones who think about the problems themselves. They post them and open a problem as a discussion, graphic designers are the ones that should solve them. That’s if we speak only on the visual side of things. I don’t think that the world can be changed that much nowadays. I’m mostly trying to stay as positive as much.
R: can you name 3 things which you believe are essential in the education of a creative professional?
N: He should be able to appreciate what he’s doing. Kill the routines and really put an effort in everything, not just to satisfy his boss or anybody else. At first they/he should be happy with everything they achieve or do and not to search for an excuse for any bad work, nowhere else then themselves. He should be able to value himself and know that if he’s good, he’s worth much. He should be able to sell his ideas, because even the most ground-breaking idea can be killed if can’t be sold.
B: some not-visual works that have inspired you?
N: The taste of chocolate, John Coltrane, Levi Maestro.
AK: if you were to limit your browsing to 5 sites/blogs only, what is that top like?
N: Hypebeast, New York Times, Grantland, CreativeApplications, Twitter.
AK: hottest shit right now? and what is totally over-hyped?
N: JR’s Inside Out project. Kindle Fire, I think the thing is a top-contender for stealing iPad’s leading place as a top-selling tablet. The thing is really different and finally Apple has a contender with totally different strategy then theirs. As for over-hyped, dubstep. I think it’s just a bubble that will explode in an year. And Damien Hirst. Sorry.
AK: you know of our love, hate, fix formula. how would you apply it to yourself?
N: Appreciate beauty, ignore lack of respect and again try to make things look better.
AK: if you weren’t an art director, what else would you be doing?
N: I think I’d be a bartender on a surfer’s beach.
AK: so what is next for you? this week, 6 months, 5 years.
N: The highlight of this week is a basketball tournament and I’m really eager to see what my brother will show after a summer full of practice. In 6 months I think it’ll be the same as it is now – work, get better, work, get even better, work, get even more better. In 5 years I’d love to have somebody to share all I’ve achieved with.
www.twitter.com/nikolayvanchev
www.cargocollective.com/nikolay
www.boyscoutmag.com
