About energy

Amyl and the Sniffers. Barcelona, 19th August 2026. Razzmatazz.


I love music. All kinds of music. All genres, any year, everywhere.
Also, I love learning about music and new bands I’ve never listened to. I sometimes wish that I could forget all my favourite bands just to get to listen to them again for the first time. One of this bands are Amyl and the Sniffers, which I had the pleasure of seeing in concert last Wednesday.

I went with my boyfriend, who is not a big fan of punk music, but was curious and wanted to see why I love that band so much. He hates crowds, and there were plenty of pushes and shoves, that's just how a concert like this works. He was overwhelmed at first. But he saw me having the time of my life, everyone jumping, singing, some people even crowd surfing over the whole audience, and little by little it got to him too.

Punk concerts (and music), seen from outside, may seem aggressive and angry, but in fact is all about love, respect and having fun. Amyl and the Sniffers made it clear from the moment they began with a huge message on the screen saying “Amyl and the Sniffers want everyone to be able to enjoy the show. They have a zero-tolerance policy towards sexual assault or discrimination of any kind including age, gender, race, sexuality, disability or class. Take care of each other.”

Punk gets reduced to its look a lot, especially since fashion picked it up. The attitude, the anger, the aesthetic. What's underneath gets lost.
I think about this a lot in my work.

As an art director, my whole job is managing what things look like versus what they actually mean. A brand can look cold and end up feeling warm once you know the story behind it. My job is deciding which story people read first, and how long it takes them to find the one underneath.

But what got me thinking that night wasn't the visuals. It was the energy.

Whenever I walk into a shoot, a meeting, a brainstorm, whatever mood I bring in the door becomes the mood of the room within minutes. If I'm anxious, the team gets tighter. If I'm relaxed and curious, people loosen up and start offering things they'd normally keep to themselves. The tone you set before the work even starts is half the work.

That's what good creative direction is, I think. Not just choosing the right font or the right shade of blue. It's understanding that whatever energy you put out first is the one everyone else builds on.

So now I try to ask myself what I want people to feel the second they walk in, before they've seen anything I've made. That feeling usually says more about the work than the work itself ever will.