Israel is a very young country, a cultural melting pot, and unlike the structured life of the Orthodox Jews, I grew up in a non-religious part of society where people were totally open to new experiences on many levels. I learned that when things are missing, you invent them.

Even when I illustrate multiple articles on the same person, the focus of the pieces are never the same, so I automatically get to reflect different ideas. But it doesn't mean that it's not a painful process. There are some really late nights.

There is a branding influence on my work. But there's nothing really new about people as brands. The only difference is the scale and exposure.

Imagine the first Burmese "giraffe woman"; she was probably a local icon in her village in the way she put the rings around her neck to sell her craft. Then she became a celebrity, so all of the wannabes started following her in that uncomfortable and unhealthy trend. But is that so different from Pamela Anderson? I don't think so.

As part of my research, I read a lot. Then I think and do a lot of sketches. I'll never go to work on the computer unless I have ideas first.

When it comes to my art work I would say that I am a perfectionist, although my sketchbook, and my process, is a mess.

My favorite works are the ones where I get to expose what is really behind the "brands."