We recently connected with Farzaneh Sotoodehnia Korani and have shared our conversation below.

Alright, Farzaneh thanks for taking the time to share your stories and insights with us today. Was there an experience or lesson you learned at a previous job that’s benefited your career afterwards?

During my work and artistic life experience, I realized that it is necessary to create from the things that exist around us, not to depend on anything other than creativity to create, in fact, to create an artwork, it is necessary to focus on available time and tools. If we do this exercise every moment, we are not just an artist in big projects, we are a person who can have more options based on the conditions and do the best creation.

Like a person who only has a pen, a paper and time, he or she should use these three elements in such a way that if these were not for a moment after that, those elements would have turned into a creative and lasting work.

Farzaneh, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Farzaneh Sotoodehnia_Korani (my nick name is Ferin) There is no starting point. Creating and building has always been an interest of mine since I was a child. I have had a set of influences throughout my life that have shaped this moment in my life.

During the first year of school, I made a painting that seemed strange to my teacher. She asked me to do it again.
In my final year of school, I won third place in a design competition.
At the beginning of high school, I competed again and was ranked second. As a result of the my principal’s encouragement and support, I enrolled in the art school and started my new career path.
In 2007, I worked in the first and biggest advertising company in Iran where I created storyboards, montages, and visual effects.
At that point, I realized my ability in painting was far beyond my peers, and for a moment, it occurred to me that I enjoy painting, so I continued it instinctively.

As time went on, I became interested in the field of Cinema and continued to focus on Scene and Custom Design.
After years of experience in various domains, such as Creative Design, Writing, and Advertising, my first short film was released in 2018. I have a background in Graphic Design, Interior Design, Scene, and Custom Design, as well as a master’s degree from the Polytechnic University of Milan, the sixth ranking art university globally.
I believe that art does not end with a specific element, it is like a spring that is always boiling.
Although I had to use the industrial sector of art to earn money, I always nurtured my creativity and painting abilities with it.
The Coronavirus pandemic gave me an opportunity to focus on my inner source, painting.

Can you share your view on NFTs? (Note: this is for education/entertainment purposes only, readers should not construe this as advice)

In my opinion, it is a new window for this era where art and creativity do not fade, and they are used as digital works. I think because of NFTs, although the speed of digital life is very high, art which is a different element from it, can move at the same speed as it and follow its own path.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

I can introduce these two very important books (The Hero and The Outlaw, Marketing Semiotics). These books help people who work in the field of art and advertising, how to semioticize the surrounding elements to create a new work and influence the audience of their era.

Contact Info:

• Instagram: Instagram.com/Ferin__Gallery.official
• Linkedin: linkedin.com/in/farzaneh-sotoodeh
• Twitter: @Ferin_st