The Alternative School x We Invent interview series is recommended by RSM, empowering female talent.

From the #YoungLionsRomania2025 series, meet Madalina Sandu, a sucker for anime, manga, and graphic design.

This „creative mouse” consuming Reddit info on trends while living in her slay era was raised amidst her grandmother’s artistry, in an environment cultivating a deep love for crafts and storytelling. From the quiet corners of Romania to the vibrant world of media @UM, Madalina’s path from a small-town dreamer to an accomplished art director is a reflection of her boundless creativity plus frank determination.

Alongside Cristiana Trifu, Madalina won the Young Lions Digital competition, empowered by Raiffeisen Bank Romania, accessing the complex festival content @CannesLions, for a week, in june 2025.

WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?

My soul sings when I lose myself in anime and K-dramas, devour books and manga until 3 AM, indulge in buying pins, stickers, mugs, crochet hooks, and lamps (yeah, I’m just a Gen Z girl living in my slay era). It’s hard to describe exactly what these things make me feel, but I know I have just one life, and my soul craves for them.

A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY 

My grandmother, a tailor, had a very old sewing machine that I found utterly fascinating. It was a tool for creating art, and she always involved me in her work, letting me make clothes for my dolls. Those were such good times, a six-year-old sewing alongside her grandmother.

One of her most prized possessions was a doll in her sewing room. It was unlike any other, with one half looking normal and the other half adorned with three 3D circular shapes that formed a unique dress. I adored that doll, not just because it was beautiful, but because my grandmother made it. I used to play with it secretly, knowing it was forbidden. Now I understand why she didn’t let me touch it—it was her creation, a piece of art to be cherished. She taught me to see it as something special, like a museum exhibit, and I was happy just looking at it.

BEST CONTEXT EVER FOR INSPIRATION WAS

In the subway or bus, good ideas often come to life in unexpected situations. For me, one of those moments is when I’m in the subway. Maybe it’s because people are a source of inspiration. I find myself observing the unique features of the passengers around me. It’s a great way to start understanding society—by looking at how people interact and behave. The subway is a place where ideas just seem to flow.

THE PROJECT YOU LOVED MOST

My Instagram account, „illustrative mind,” is a reflection of my personality. It’s a place where I feel free to experiment and express my creative mind, not my physical body or other aspects of my personal life. It’s a space where I can explore my creativity without limitations.

THE PROJECT OTHERS LOVED MOST

Honestly, I don’t know. I never expected anyone to love my art. It’s subjective, you either like it or you don’t. But I’m incredibly grateful for the people who support me. It’s a blessing to have them in my life.

THE BEST THING ABOUT LOCAL CREATIVITY IS

Romanians are very inventive. Even when we don’t have resources, we somehow find something that fits us. Romanians have a saying for this: ‘O românească,’ which means ‘a Romanian way of doing things.”

BEST STATEMENT OF LOCAL HUMOR

Humor has indeed been a vital tool for Romanians to survive during difficult times. During communism and post-communism, humor helped us cope with the hardships we faced as a culture and as a people. It allowed us to find moments of joy and relief, even in the toughest situations. Our ability to laugh and find humor in everyday life has been a source of strength and resilience.

Romanian humor, with its pure and innocent nature, has always brought a smile to our faces. Expressions like „a râde cu gura până la urechi” (grin from ear to ear) capture the essence of our joy. Even in the darkest times, our humor has been a light, helping us to endure and overcome challenges. It’s a testament to our spirit and our ability to find happiness, no matter the circumstances.

ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

Spend more time discovering talents, building a local network, and engaging local talent in international creative projects.

BEST PLACE IN BUCHAREST

The National Museum of Art in Bucharest is a gem. When I was a student, I visited the museum every month. It was a place that always brought me peace and calm. I highly recommend taking yourself on a date in Bucharest: visit the museum, have a coffee, and spend some time reading at a library.

BEST PLACE IN ROMANIA

The Village Museum of Maramureș is awesome because of its rich traditions and vibrant culture. The traditional clothing and customs are so joyful and colorful, making it a super lively and unique place to visit.

MOST DISTURBING CLICHÉ ABOUT IN ROMANIA, IN THE MEDIA OUTLETS OF THE WORLD IS

A common cliché is linking Romania with Dracula and vampires. While the Dracula legend is connected to Vlad the Impaler, it’s mostly a fictional story by Bram Stoker and doesn’t really reflect Romanian culture or history.

ROMANIA SHOULD BE KNOWN FOR

Talented people, their stories, and more people. What fascinates me the most are their stories. I want more talented Romanians to be recognized abroad.

YOUR VIEWS ON SPIRITUALITY

I believe in a higher authority, but my strength lies within me. I am the master of my path. Perhaps there is a divinity that protects me from bad things. Spirituality comes from within; it is your inner guide that allows you to be kind and true to yourself. For me, spirituality is like taking care of a bonsai.

YOUR VIEWS ON MONEY

Money can be a form of freedom, but it’s not everything. It can turn your life into a paradise or a hell, depending on how you use it. While money is a powerful tool in a capitalist society, it can never replace love. It may sound cliché, but it’s true. If you forget to love and be loved because of money, you lose something essential. In the end, money is just a means to survive.

AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE 

 „My Grandmother Asked Me to Tell You She’s Sorry” by Fredrik Backman is a great read. If you are a creative at the beginning of your journey, I think this book can help you understand products better. The characters are built around products, with each chapter named after a product, such as beer, mulled wine, protein bars, and the list goes on. It describes very well the personality of each individual consuming them. The story is so mature, and after reading it, I saw advertising with new eyes. It’s not just about making the logo bigger; it’s a brilliant campaign about people.

I remember this book was recommended to me by a copywriter. At first, I was suspicious about how this book could help me, career-wise. But beyond its storytelling, it offered valuable insights into understanding people and their relationships with products. It also taught me to embrace my uniqueness and that it’s okay to be a bit weirdo. Also, another source of inspiration for me is reddit, mostly the topics about new trends.

A LOCAL BASED FEMALE TALENT TO BE PROMOTED ABROAD

I love Loreta Isac’s illustrations. She has a unique style that truly stands out, and she deserves to be more in the spotlight.

BIO:

Mădălina, often called the „creative mouse,” loves to explore, is deeply curious, and has a strong passion for anime, manga, as well as Japanese and Korean culture.

She was born in Darabani, the northernmost point of Romania (dark joke: “Winter is coming”).

During her early years, her parents moved frequently. In her first year of life, she was raised by her grandparents. Later, she moved with her parents and siblings to Târgoviște, where she attended primary school. Eventually, the family settled in Botoșani, her birthplace, where she completed high school and discovered her true calling for art. Although she initially tried to pursue admission to an art university, she eventually gave up on that path and chose advertising instead.

Guided by her passions, she first attempted to work as a graphic designer, but all roads led her to art direction. She began her career in a small agency and has since grown into a proud Art Director at UM Studio, a major media agency.

As part of the cMBA #FutureProofCreativity program, Mădălina was a member of the M&C team alongside Cristiana Trifu, securing 1st place and qualifying for the #YoungLionsDigital competition empowered by Raiffeisen Bank Romania.

Want to walk the same path as Mădălina? 

#TheAlternativeSchool launched the application for the next season: Young Lions Competition, 1 Roger Hatchuel & 2 ERA scholarships with destination Cannes are in order, as well as chances to win a place at the #FutureProofCreativity Module, taking place over zoom, between 5th of November-10th of December. More info here.

Solve or recommend the brief for those under 25 and stay tuned for brief dedicated to talents under 30, aiming for the YoungLions 2026.

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Cover photo credit: ME ALCHEMY / Iulian Ratescu