Artistic director Nikola "NikoNice" Crnobrnja Over the years, you have worked on amazing projects ranging from video clip for Jazz Cartier at conception album packaging for Juicy J to lead the branding strategy inspired by the crash tests for A $ AP Rocky's tests. His latest project, a hybrid co-working / agency, allows him to exchange his pens and sketchbooks for hammers and safety helmets.
After migrating from Dalmatia (in the region of Croatia) to Canada when he was only five years old, NikoNice kept the roots of his family close to him. Inspired by the way people live and work together in Serbian culture, Niko started to Base of the moon, hybrid agency / co-work in order to find talent and promote a culture of collaboration. After managing all the construction work myself, I launched another brand: Farba, a construction company that already has its own projects.
By email, I talked to NikoNice about his work, the motivation of his immigrant and what it's like to create an agency from scratch.
This interview has been slightly modified for clarity and brevity.
How did you understand that design was what you wanted to do?
I've naturally gone in – pick up cameras, download software, and so on. Even as children, we were doing RuneScape clans sites and all that is shitty, setting up random videos on YouTube's debut, asking if we could make a video for class projects instead of writing a essay.
How was it to these early days of the industry?
Although the majority of the work I have done in the industry, I do not really feel like a part of an industry. Even with Moonbase. It was built openly and able to reflect all our interests in a timely manner. When I started, however, I focused only on my efficiency and effectiveness, making sure to meet my challenges and get my 10,000 hours.
How has your culture / family influenced your work?
In a huge way. My family, friends and relatives are the most important thing in the world for me. For those who do not know it, I am of Serbian origin. I come from Dalmatia, to be precise. I arrived in Canada at the age of five in a war-torn region barely mentioned in history. Although I do not remember suffering myself, this is what my parents have experienced and, at the end of the day, I am a child of war. Every new day is a blessing.
As I get older, I enjoy so much more our unique culture that we are privileged to develop more as Canadians. (Note: many of our new projects still internal to Moonbase are influenced by Balkan, Yugoslav and Dalmatian elements.) I am very happy to share each of them over time.)
How did you become an immigrant impact your work and the way you navigate the industry?
It's one of my greatest blessings. It's very unfortunate what my family and many other people from Niagara and around the world have had to live to become immigrants, but see my family and those around me fend for themselves – and be grateful for their life – motivates me more than me. sometimes manage I walked in the rubble of my childhood home. Nobody can really tell me shit, to be honest.
What is Moonbase?
Moonbase is a collaborative workspace and multimedia agency in its current form. We have two sites in Niagara (Niagara Falls and St. Catharines) in Ontario. We are currently expanding the St. Catharines sites, looking for talent and launching a handful of sub-brands that will work alongside Moonbase. The ultimate goal is a colony at the lunar base, which is basically a micro-city.
How does it differ from conventional co-working spaces?
It's just the thing: it's not a collaborative workspace; it's a collaborative workspace. All our members bring unique skills to the table. They all work as freelancers at Moonbase, but they can also contribute to various projects. We plan to open a collaborative workspace in the relatively near future.
What is Farba?
Farba is a design and construction company that works to make the most of a physical space. Fast Story: When we built Moonbase, we designed everything and built it ourselves. The first location was very small, so we had to challenge ourselves to make the most of the space. Although the second is much bigger, we have always done the same thing.
In the end, this gave us wallet for interior design and construction of smart spaces. We simply help all our friends to create companies. Farba has already got a handful of jobs and there are more on the waiting list. Farba Job Site equipment is also under construction.
What did you learn from creating a physical project of such magnitude?
I've learned a lot, my brother, from teamwork to problem solving and budgeting. We were working on digital projects from morning to mid-afternoon, then we were working on building Moonbase until 2am, sometimes. When I stop and think about what we have actually done in the last two or three years, it's crazy. All future buildings will be automated via Farba, so I look forward to continuing. Nothing really happened that we did not expect, maybe costs, but once we started, we simply went to "fuck it" mode and reinvested everything.
How did you start working for A $ AP Rocky? How was this process?
Robert Gallardo contacted me on Twitter a few years ago. He's a dope creator, and he worked a lot with Rocky and AWGE (Rocky Creative Agency). I worked on some things for the tour of Tyler & Rocky in 2015, and then Coachy's in 2016. It was very enlightened.
Gallardo m & # 39; s still hit last year for tests It was very rewarding to work on an album on the scale, hella ups and downs. I am always in touch with most AWGE employees, so you will be able to see more in the future. I really want Rocky back in the studio with Teddy Walton.
What is your dream project, something you would like to work on in the future?
Man, so much. I set goals in the short and long term. Moonbase Colony is something that fascinates me a lot. I grew up with many qualities of villagers. The way people lived at home was purer and we wanted to mimic it in a modern way with Colony. We will start in the next year or in the next two years and continue to add for the rest of our lives.
There are many brands and internal companies. We have also taken action and a group will be launching shortly. I am very excited for all this. Moonbase and Farba will arrive soon.
What does your creative process look like today? From beginning to end.
I am at a point where I have enough confidence in my abilities and in my taste to think of something in my head and then do it. I also like to make concept and brand signs. Moonbase also has a group of people working now. I love to collaborate and simply put ideas on the table and refine them through experimentations and discussions.
Do you have a favorite tool that you use to create or propose ideas?
Sketches and quick notes have recently been the truth. The best ideas come so fast that if I do not write them right away, they are gone. So, I trained to draw shit as soon as possible, which changed the game.
What software do you use daily?
Photoshop The entire Adobe Creative Suite is however a must. Being able to use a lot of software has opened many doors. Even if I'm not the best in the world, I can express ideas and concepts, which is often a powerful tool to create it yourself.
Artists you admire and want to shout?
Cries my brothers to Moonbase and Farba. Cree Teddy Walton, Slim and Aaron Bow. The albums of Teddy and Slim are on another shit. I hope the whole world will hear them soon.