ORIGINATORS BY MATTE PRESENTS TABITHA SWANSON

2022
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TABITHA SWANSON IS A
BERLIN-BASED MULTIDISCIPLINARY DESIGNER, CREATIVE TECHNOLOGIST, AND ARTIST.

Her practice includes 3D, animation, augmented reality, digital fashion, graphic design, and UX/UI. Commercially, Tabitha has worked with brands including Vogue Germany, Nike, Highsnobiety, Reebok, Origins, and others to create beautiful work in the creative tech and design sphere.

MATTE: How would you describe your work?

TS: I would describe my work as a juxtaposition between archaic symbology and theology and real world experiences. I love exploring the relationships between opposite ends of a spectrum and the liminal space between when something moves from one point to the next.

MATTE: What gets you excited the most in terms of projects, freedom of creativity, the challenge to create something new or maybe collaborating with a new brand?

TS: What gets me most excited in terms of projects is the opportunity to explore both new technologies and new aesthetics. I enjoy both brand work and personal work equally, but in different ways. Working with brands allows me to work on teams and introduces constraints, which can open new paths of creativity and I enjoy my personal work because I have complete freedom and control to make absolutely anything I dream of.

MATTE: We are in a moment where technology and digital reality are pushing brands' boundaries into new communications and marketing strategies. Do you think this digitalization will bring customers closer to brands or the opposite?

TS: I think that digitization can push things in both directions, it depends on how it’s used. I think that when done well and done with authenticity, the ability for consumers to interact with brands in a more holistic and encompassing way allows them to have more impactful experiences. If done in an unauthentic way, it can be a bit annoying, which I could also see as being a little bit frustrating. I think that mixing both IRL and URL mediums will be the way to approach projects for the best experiences.

MATTE: What is your perception of the current state of digital art and/or the creative affiliation with NFTs and the metaverse?

TS: My perception of the current state of digital art and the meta-verse is that we’re really at the start of a new chapter. I think eventually NFTs will simply be called art, and that the meta-verse will eventually stop being a buzzword. I think that we are in an age of immense content and the content will continue to grow in size. I think that with AI and especially a lot of the AI content production platforms we are seeing become more accessible to everyday people, what will really stand out is curation.

"I THINK EVENTUALLY NFTS WILL SIMPLY BE CALLED ART, AND THAT THE META-VERSE WILL EVENTUALLY STOP BEING A BUZZWORD."

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MATTE: Are there any other digital artists that inspire you?

TS: So many! I wish I could name them all, but I'll leave you with @balfua, @itsmejae_creator, and @andy.rolfes.

MATTE: What do you do when you feel you are lacking creativity or you feel stuck in the creative process.

TS: When I feel stuck in my creative process or lacking creativity my first reaction is to log off and take a walk. I think that being online can be a great source of inspiration but it can also be a bit draining. I think as well that nature and the outside world are the biggest inspirations for all of my art.

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MATTE: What there is in your bucket list in terms or collaboration in the future or project that you would love to work on and  develop, personal or and commercial.

TS: I would say that the largest bucket list item I have is directing a feature film one day. I can imagine that this film would be both a mix of digital creation and IRL scenes. I’ve been really lucky to of crossed off a lot of the brand collaborations that were on my bucket list, including Nike, Highsnobiety, Vogue, Adidas, and others. I'm excited to see what types of collaborations will come next. From a personal work perspective, in the last couple of years I've been delving more into fine art and I think I would love to see where that takes me. It'd be a dream of mine to have work at some of the museums I've looked up to since I was young like MoMA. I was extremely thankful and honored to have worked on this latest project with Fotografiska. They planted the seed of creating a piece about inspiring new perspectives, but they gave me full freedom when it came to how to make that vision come to light; I think relationships like that are based on a bond of mutual trust and always yield a better result. Fotografiska is a museum that is hugely inspirational and influential and while they mostly house photography, they've recently been exploring image-making from the perspective of the digital art lens which I think is quite fascinating and modern.

portrait-tabitha-swanson

Discover more:

https://originators.matteprojects.com/
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Interview by Francesca Valente
Head of Talents

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