Joe Cruz is an artist and creator of imagery ready to shape a new form of communication and by looking at his work is hardly impossible to not think of what art is or should be.

His body of work is rooted in the excitement and endless possibilities of playing with two contrasting sources of materials: Combining highly functional and basic office equipment alongside traditional art materials.

Through the construction and framing of images, he create an ambiguous narrative for the viewer that is quite unclear on his method:

“I like to lead the viewer on, leaving them unclear of the artistic process, time period, subject matter, image source.

The works have a mysterious nature, which I extort through my highly multi- layered approach to image making.

They hold a simplified, strong and dynamic quality, often blurred, glitchy or out of focus. “

His approach to art is very material, he has to get close, he scans and he draw and the he print again, scan one more time, until something tells him to stop, an inner voice - many creatives have - that tell him that he’s got it.

And Joe really has it, the freshness he could convey in his work is always new, thanks also to the continuous sperimentation on new materials and with new processes.

In one of his recent campaign for @Jacquemus or @CalvinKlein we can appreciate the way a fashion brand gets a distinguished tone commissioning art instead of a classic product photography. Smart brands are turning towards art like it used to be, Isn’t that a sort of contemporary renaissance we were waiting for?