The last pull
Campagne, Vormgeving, crossmedia
When you’re young, the world still feels unwritten. You have ideas, fire, and the sense that you can truly make a difference. But somewhere along the way, between diplomas, jobs, and mortgages, that urge to fight often slowly shifts into a desire to hold on to what you’ve built. And so the same cycle repeats: Idealists become maintainers, keeping the very structures they once tried to dismantle intact.
What if the tools we were given to change the world were broken from the start? What if the very system we try to work within is part of the problem?
More and more people are losing faith in established institutions. In that vacuum, new stories begin to emerge. Myths, conspiracies, alternative realities. We live in a time where the line between truth and falsehood is increasingly blurred. AI, deepfakes and fake news. They all chip away at the foundations of our shared reality. And in all that confusion, it becomes tempting to accept simple answers for complex questions
As an artist, I find myself right in the middle of this tension. Because images are not neutral. They carry power. They shape behavior, belief and even identity. With every composition, every frame, every poster or broadcast, we as makers carry a responsibility. Not only for what we choose to show, but even more so for what we leave out.
The Last Pull uses the medium of the pseudo-cult as a metaphor for how our sense of truth is shaped today: not through evidence, but through experience. It is a movement born from distrust and longing. The fear that the earth is losing its grip, both literally and figuratively, stands as a symbol for a much deeper sense of disconnection.