Interview: Melbourne-based Art Director Marsha Golemac.

As a general rule, what I’ve found during the last 6 years of running Yellowtrace is this – the more I love someone and the more awesome their work is, the harder it is to convince them to agree to an interview. Seriously, what is that about? Enter today’s ridiculously talented and utterly adorable Marsha Golemac. I fucking love this chick. Why? Because she is wildly talented, has the most incredible work ethic, is the loveliest person you’ll ever meet who has gone out there to conquer the world with her super-sharp aesthetic that produces one killer image after another. All this, and she’s completely no-bull and does not take herself too seriously, which – to me – is always a bonus.

Marsha is an art director, stylist and creative consultant who fosters a bold and collaborative approach to producing unique imagery and real world installations. Marsha draws on her years of experience in product development and design, allowing her to push boundaries whilst ensuring commercially successful outcomes for her clients who range from global brands to forward-thinking small businesses. If you are a regular Yellowtracer, chances are you’ve seen Marsha’s work many-a-time here already, although today we are focusing on her true passion – the creation of forward-thinking concepts and images made from scratch.

I can hardly contain my excitement about shining a spotlight on Marsha’s work, and simply can’t wait for you to read her candid answers. If you don’t already know and love this girl, I guarantee you will want to be her bestie by the time you’re done reading her words. My favourite line? “I like it when I get the response “what the f**k is that?” It becomes a discussion rather than just content. Anyone can shoot a banana on a pink background and call it still life, so why not push it a little further.”

Legend.

Cereal Magazine. Photo by Brooke Holm.

Matcha. Photo by Brooke Holm.

+ Hello Marsha, welcome to Yellowtrace and thank you for taking the time to e-chat. Could you please give us a quick introduction on yourself? When did you first decide you wanted to pursue a career in art direction & styling, and what path led you to where you are today?

I am a Melbourne based art director with an avid affection for the subject of still life. I have a studio in Collingwood which I share with my partner Dan Hocking. The journey has been partly organic and partly a conscious decision to dive into the unknown, although a career in art direction wasn’t something that happened immediately. After finishing a Media Arts degree, I began working as an assistant buyer which proceeded into a career in product development. I spent a solid four years developing homewares and stationery products within the retail sector. I enjoyed it but reached a point where I was no longer feeling creatively challenged. Knowing perfectly well that it was time for change, but not knowing what that change would be, I quit and thought I’d figure it out.
I spent the following eight months experimenting within a variety of different creative mediums, from paper sculpture to visual merchandising – the list goes on. I started a super average blog that surprisingly got some traction where I documented everything I created. I assisted a range of talented creatives, asked a lot of questions, arranged a lot of meetings and soon enough I was working on my first still life shoot. Also, I realised that my previous career was an incredible foundation and without it I may not have progressed as quickly. From then on, I eliminated the likes and ended up focusing on the love which is what I am doing now. Whether it be working on a concept or the shoot itself, being part of the creation of an image makes my heart sing.

Jaques. Photo by Brooke Holm.

residentGP. Photo by Brooke Holm.

+ What are you seeking to portray in your work? Is there something that is fundamental to your practice – your philosophy and your process?

In terms of composition, I am all about precision. Though when it comes to the concept, the one thing that I always try to portray is a sense of curiosity. I like it when I get the response “what the f**k is that?” It becomes a discussion rather than just content. Anyone can shoot a banana on a pink background and call it still life, so why not push it a little further.

Lightly. Photo by Brooke Holm.

+ How do you go about establishing a concept and an overall direction/ look & feel for a project? Do you have a particular process you follow?

For me it’s crucial to determine the client’s vision first. It’s all well and good to come up with a unique concept but does it reflect the brand, the product, where they want to be, who they don’t want to be? It is only once all these questions and more are answered that research and sketching up an idea can begin.

Stock Watches. Photo by Brooke Holm.

+ Can you tell us a bit about the relationship between a client, a stylist and a photographer and what it takes to create one of your projects?

I work with some incredible photographers and the best results come from working with those who are interested in collaborating and being involved throughout the process. We go through the concept in detail both with and without the client to work out any issues we may face with lighting, set design etc and discuss the editing and retouching process to ensure we’re all on the same page.

+ Who or what are some of your influences? What other artists, designers, peers and creatives in general do you admire?

Thomas Demand and Sven Lukin inspire me. Architecture influences me. I admire my partner Dan Hocking and friend Brooke Holm immensely, both talented photographers who have paved their own way.

Wonder. Photo by Sebastian Gollings.

Openhouse Shrine. Photo by Brooke Holm.

+ What are some of your methods to staying motivated, focused and expressive? And your top 3 main sources of inspiration and references you are drawn to regularly – i.e. books, magazines, websites/ blogs etc?

Talking to like-minded creatives keeps me focused. I’m a strong believer in sharing your experiences, whether good or bad. I read often but travelling would have to be the greatest motivator and source of inspiration.

+ What has been your favourite project so far?

I don’t really have one to be honest. I tend to look to the next project, therefore whatever is coming up next is currently my fave.

Coolhunter. Photo by Brooke Holm.

+ Any interesting/ funny/ quirky facts you could share with us about your work and what you do?

It’s not funny or quirky but people at times are surprised to learn that some of the more intricate concepts are done in camera. Final images are of course retouched but it is rare that anything is ever moved or comped in digitally.

+ What advice would you give to emerging creatives who want to follow your path? What was one of your biggest lessons learned since starting your practice?

Take risks. When you throw yourself into the deep end you have no choice but to make it work. And most importantly – be nice to everyone.

Latitude Nikpol. Photo by Brooke Holm.

+ What’s next – can you share with us your vision and some of your goals?

In the past I’ve had the tendency to look far ahead into the future but I’ve learnt to let that go. There are a lot of ideas and other creative mediums I want to explore but I’m focusing on one at a time. Between my commercial work, my aim right now is to invest more time in my personal work.

The Horse. Photo by Brooke Holm.

Let’s Get Real:

+ How do you explain what you do to your parents?

I gave up on that one a while ago.

+ Your most treasured belonging?

A sweet little note from my Mama which I have been carrying in my wallet for 15 years.

+ What’s the best mistake you have ever made?

Moving into a studio I could not afford. It forced me to work even harder.

+ What’s one thing other people may not know about you?

Polystyrene – can’t touch it, can’t even look at it without it giving me the creeps. The noise it makes is even worse, I break out into intense shivers and need to remove myself from the vicinity immediately.

+ It’s not very cool, but I really like…