Dreamer: Jelena Fiškuš, Creative Director, Studio Sonda, Vižinada (Istria)
My favourite childhood dream?
To have a koala.
What I dreamt of when I was entering the world of advertising?
Since we felt that we have a gift, a calling, which we can use to improve society, we started to deal primarily with design and communication. Our best works initially were mostly directed to smaller, specific groups or culture audience. We entered the advertising world gradually, because we were interested in this phenomenon – we wanted to find ways to apply our method of work on the wider masses, ways to communicate even more intimately with the wider society. Now, however, I’m not quite sure how deeply we want to remain present here. Advertising budgets rest with big brands, which means they have the media space, they have the power, and we know that with great power comes great responsibility. I see, however, that this power is sometimes taken too lightly. Financial viability and insistence on the standard, conformist solutions is what dominates in most cases. That’s why it takes an incredible amount of energy, often in vain, to explain something. As long as we are in this kind of world, we will believe – or rather dream – that it is possible to achieve the financial goals of brands without necessarily yielding to conformism, which is now more important than ever. We need to create solutions that respect the user and can teach them something. Regardless of whether it’s about communication, product, service, advertising …
Which dream led me to where I am today?
I’ve never had some big dream that I put before everything else. I walk through life, and dreams find me. For example, it happened to all of us that we walk casually down a street, and see something we really need in a store window, although we weren’t even looking for it. That’s how dreams come to me. They appear, and I realize and live them.
Did Creative Centre in Vižinada start out as a dream?
The dreams that find us build upon one another. They are logically derived from each other, and it’s the same with our Creative Centre in Vižinada. It is a very logical dream that builds upon all that happened before it. Only alternative to it is stagnation, and stagnation is not an option.
What I dream of today?
I dream of making Vižinada a place where everyone who believes they are creatives in any form will come, to work with us, to teach, or simply to enjoy the inspirational ambience of Istria. And I dream of not having to make double the effort to prove myself in the business environment, in comparison to my super charming male partner at Sonda.
Do I dream more awake or asleep?
I usually go to bed late, I wake up early, so I don’t have very much time to dream at night. That’s why I have to make up for it during the day. An ethnologist, Ivona Orlic, explained it to me very nicely. She said, “You sacrifice sleep, to make dreams come true.” What a wonderful paradox.
Are there any dreams I gave up on?
Luckily, none that I can think of.
