Lyubomir Sergeev, or for short, Lubo, is a digital artist, photographer and well-established force in the advertising world, with crisp, haunting and timeless imagery that makes viewers feel elated, vulnerable and inspired. Whether it’s an ad campaign or personal project, the quality of his work is pristine, his life a series of in betweens; his “hometown and work studio, known and unknown cities, power of momentum and magnitude of retouching, inspirational insight and patience in execution.”
His most impressive advertorial collections are centered on movement; pure, sensual and serene, where women’s nude, smooth and flawless bodies capture movement with a glowing grace. In a fuel campaign, the motor oil flies off of the women in an angelic way, like syrupy shards of glass, perfectly grazing their muscles and breasts. Lubo’s personal project, To The Bone, is a vision in passion and letting it take you over completely. Again utilizing women’s forms and flexibility, they are shown in dancing poses, becoming one with their art, sometimes even suffering at the hands of it.
Lubo’s Affects of the Media campaigns are controversial and raw, combining violence with noble jobs and milestones in one’s life. A corrupt cop, nun with a gun, bloody butcher and chainsaw-wielding bride look intensely at the camera and their audience, begging the question “who do you want us to impress?” He also uses men in many of his images, but often shows them in a darker light; overpowered by outside influences, attempting to seduce or deceive romantic partners and with a customary thirst for aggression.
While Lubo’s work may seem over-sexualized and gender-biased at times, with exposed breasts and evocative posing, his use of the woman’s body is a dominating force, empowering females to rise above the conventional archetypes of the Western world. There is no denying that he is a visionary with a most precise execution and distinct taste. Looking at Lubo’s work as an entity, it is easy to see his lust for creation at its finest – an obvious and fearless expertise that pushes boundaries time and time again.
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