#TheAlternativeSchool x We Invent are launching the #YoungLady interview series, recommended by RSM Romania, empowering female talent.

Some creatives seek stillness – Diana seeks movement. Not just motion, but the energy of life unfolding: light, emotion, connection. From childhood inventions to soul-driven campaigns, her creativity has always been in motion. Fueled by gratitude, nature, and a sharp sense of humor, Diana captures more than images – she captures meaning. In this interview, we follow what moves her. And maybe, what might move you, too. After entering two competitions @TheAlternativeSchool, Diana end up being the first in both ERA & ROGER HATCHUEL ACADEMY, choosing the last for a lasting, curated, highly valuable learning and networking experience this year in Cannes, during the Lions 2025.

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

Movement. I know it is abstract, but I love to see movement and try to capture it through photography. Whether it’s sports, nature or the trivial life. I’ll be there, mesmerised, to watch it move.

A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY

Every child plays. But I would create my own games, board games and my grandparent’s backyard was my workshop. I’d steal my grandad’s utensils and carve in wood, glue pieces of cardboard, paint, repair or even create mini golf courses.

BEST CONTEXT EVER FOR INSPIRATION WAS 

When I’m on vacation, somewhere in the mountains, away from responsibilities. That’s when my brain relaxes and has time to process all the information I absorbed. And it’s just magic.

THE PROJECT YOU LOVED MOST

The project I loved most was my university final project. It’s the project I felt most connected with and it sparked so much joy that nothing frustrated me during the process. The topic was gratefulness, a fictional advertising campaign for The School of Life to promote the concept of gratitude among people in order to reduce stress and help people connect better. 

THE PROJECT OTHERS LOVED MOST

It’s a content series we’ve done for KFC called “cook swap”. It was a two seasons project that tied the team so closely and helped us grow together like nothing else. It had everything I love. So everyone’s favorite is also my second most loved project. 

THE BEST THING ABOUT LOCAL CREATIVITY IS

I love the humour. There’s something so atypical and beautiful at the same time. This blend of exceptional craft and the ability to spark laughter is what I love the most. 

BEST STATEMENT OF LOCAL HUMOR

The roots of a corrupted political system is something that sparks so much satire and bring the creative humour to the surface. I can’t pick just one example, but it’s a phenomenon. 

ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

Romanian talent is very adaptable, resourceful and energetic, so look for a spark in someone’s eyes, for their passion and mold that into a sky rocketing creative. 

BEST PLACE IN BUCHAREST

The Cotroceni neighborhood. Guaranteed the best walk you can get in this city with beautiful houses and nice local cafes. 

BEST PLACE IN ROMANIA

I would say.. Via Transylvania. It’s a hiking route through the country where local culture meets breathtaking views. 

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

I believe the times where being Romanian had a bad reputation are gone. There are so many talented and successful Romanians everywhere in the world doing amazing things. Plus, the media is becoming more politically correct and thoughtful. So really I’m done believing anything bad anyone says about Romanians. 

ROMANIA SHOULD BE KNOWN FOR

I’ve recently heard we’re a top leading country in mineral waters. Globally. Maybe that could be an answer. Culturally we don’t have the luxury of having a comfortable life ( us together with many other nationalities) so that makes us restless and very driven. There’s a flame in us for justice and I love that. 

YOUR VIEWS ON SPIRITUALITY

I think some sort of self reflection and personal judgement is necessary. I see the relation with spirituality as a journey and I enjoy reading about religions, questioning everything and trying to blend some practices into my own life without feeling bonded to a specific religion. 

YOUR VIEWS ON MONEY

I was raised not to live life just to make more money. But I do believe it is important to have financial stability especially in times like this. So it’s all about balance. Money won’t motivate me, but a fair pay will make sure I’m covering my basic needs in order to exist as the best version of myself. 

AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE (A BOOK, A DESTINATION, A MOVIE, FOLLOWING SOMEONE RELEVANT ON SOCIAL-MEDIA)

Fotografiska museum in Stockholm. My favorite museum so far. I love design museums and contemporary art in general, they’re a great source of inspiration for me. 

A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT

I will forever be a cheerleader for Lia Bira. She’s an amazing artist with witty creations. Follow her. Get in contact. She’s an amazingly talented creative and a kind hearted soul. 

BIO:

I’m Diana, your friendly Gen Z content creator & Art Director. My creative journey started in kindergarten when I made myself a camera from Legos and pretended to take photos and videos of my friends. Now I’m an art director who’s in love with photography. Whether it’s the movement of an athletes, the stillness of nature, or the vibrations of a city, I try to capture energy and feelings. I studied Graphic Design in the UK, then had my first job at McCann for 3 years and a half as an Art Director, we won a Bronze Cannes Lion, I got the Art Director of the Year at ADC awards. Now I am an Art Director at Leo Burnett doing work for both local and regional clients. 

Other than that, you’ll find me on the basketball court or paddling on a lake, hiking, skiing ( any sports activity really) … booking flights to my next adventure, cuddling with dogs, starting a new arts and crafts project ( that I probably won’t finish) or scrolling on TikTok (shrimp posture).