We recently connected with Aleksandra Apostolova and have shared our conversation below.

Hi Aleksandra, thanks for joining us today. Can you talk to us about how you learned to do what you do?

I was lucky to discover my passion for photography as I was getting in High School. I was mentored and spent 4 years getting ready to apply to the only school my country had to offer. The next 5 years I learned not only from my professors but from my colleagues as well. Our comradery was pushing me to new heights. At the same time I was an assistant photographer in a studio and had the opportunity to work with magazines, ad agencies and actors. The combination of my work and my studies made me the creative I am today. Observe, listen, ask questions and leave your ego at the door.

One thing that took me a long time was the realization that creativity is not something that strikes, it is something we need to nourish on daily bases. If you work in a creative field you cannot afford to wait to be inspired, you need to be able to call your creativity and get to work.

Another obstacle I faced in my creative journey was the feeling of being comfortable where I was. I spent 5 years riding a wave, without really pushing the boundaries of my creativity. Being a niche photographer is not a bad thing, but exploring and experimenting is a must. Learn the rules, so you can break them to serve your vision and create interesting work.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I am Aleksandra. I am a photographer and an Art Director based in LA. I graduated with a BA in Photography from NATFA Bulgaria, and right after I moved to the States. I was fortunate to stay in the creative field and work with different studios and brands. I specialize in editorial portraiture and product photography. As an Art Director I am passionate about working with other creatives, facilitating a thriving and inspiring atmosphere.
I take pride in my work ethic and the ability to creatively solve problems, every detail matters. I am a collaborator and clients should expect to be fully included in the process at any stage. I always look for ways to tell a story and elevate ideas, creating visual impact that serves the brand’s core.

Is there mission driving your creative journey?

It might be selfish but I don’t have a grand mission or purpose other than serving my own need to create and be part of the creative processes. I thrive as I complete each personal project as I set my own creative boundaries, but I am also grateful and fulfilled to work with clients and create something that serves them.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Perhaps this is more a belief than a lesson, but I struggled with self promotion. I worked mainly as an in-house Photographer and Art Director, and I did not pursue many connections outside of work. Connecting with people for work felt not genuine and for years I avoided it, as I was more eager to make friends rather than potential professional connection. In that act I missed to understand the importance of those connections and the opportunities they create as your carriera evolves. Always be open to new possibilities and if you are lucky you might find more.

Contact Info:

• Website: https://fction.com/
• Instagram: https://www.instagram.com/zlexi/
• Linkedin: https://www.linkedin.com/in/aleksandraapostolova/

Image Credits

file – 17F57590-F1D9-4825-B699-253302BC9C3B – Paul Yannacopoulos

file – 770F904F-B6B0-4BE2-91A7-91CEABDC712A – Ryan Graff