From tech to art at 47 years old, because I just love to paint. Born and raised in Jerusalem, it was almost inevitable that I would develop a deep love for art, growing up in a city rich with ancient history and a place where artists, both old and new, have found inspiration for their exquisite creations. From an early age, art and painting were my lifelong passions. I began teaching myself to paint as a child, driven by an innate desire to create. This commitment to art continued into my early twenties when I set out for New York, determined to dream big and live in the center of the global art scene, where modern artists redefine creativity and push the boundaries of expression. However, the need to survive in the big city, coupled with several personal tragedies, overshadowed my lifelong goal. With the rise of the internet in the early 2000s and my knack for computer science, I embarked on what would become a 25-year career in data and analytics. I had the pleasure of working for two distinct companies: The New York Times during my time in New York and Fiverr years later after returning to my homeland. The first, a venerable institution in traditional media, and the second, a rising star in the global new economy, offered contrasting perspectives on the world of branding. These experiences may have subtly influenced my artistic exploration of brands and their impact in my work years later. While this field provided financial wealth and some security, the dream of becoming an artist never faded; it remained in the back of my mind, patiently waiting for the right moment. A few years ago, with a bit more free time as my children have grown, and with emotional wounds healed, I found myself filled with an endless passion to finally pursue my long-held dream—to spend more time painting. This website represents two years of dedicated work, exploring themes of consumption and abundance, pc/celebrity culture, and the pervasive influence of brands in our lives. Above all, it reflects my passion for celebrating simple beauty of human culture. My artistic inspiration is a continuous battle between the old masters, who aspired to beauty and perfection in their paintings, and modern art, which seeks to challenge norms, provoke thought, and confront injustices. Growing up, I was captivated by the extraordinary stories told through Rembrandt’s paintings and the way Caravaggio’s use of light and shadow created drama in his works. As much as I admire the old masters, I believe that art today must serve a higher purpose. It must drive change in our society, highlight the good and the bad in our everyday lives, and shine a light on injustice, helping to catalyze change. Naturally, I admire the work of modern artists who have devoted their efforts to driving social change, such as Picasso’s Guernica, Andy Warhol’s critique of American consumerism and mass production, Keith Haring’s exploration of social and interpersonal challenges, and of course, Banksy’s sophisticated yet simple way of conveying complex, controversial messages. This new website marks my first step into the public light, and I hope that anyone who finds it entertaining, inspiring, or both will take a few minutes to share their thoughts, either here or on any of the social media links.