SPRING CONVERSATIONS: POL KRUCZ


Pol Krucz is a digital artist whose work with Spring, Toyota and WeTransfer blurs 3D, AI and photography

Pol Krucz
Interviewed by Andrew Washford Murphy, Head of Social Media
8-minute read

---

Fresh from collaborating with Spring and WeTransfer on the launch for Toyota’s new C-HR model, we spoke to French digital artist and photographer, Pol Krucz, about his genre-blurring style. As well as the inspirations behind his work for our recent Toyota event in London, he talked about how combining new techniques helps drive his storytelling.




ANDREW WASHFORD MURPHY:
Hi Pol! Can you tell us a little bit about yourself?

---

POL KRUCZ:
I’m a French photographer and digital artist sharing my time between LA and London. My background is Stage Direction. I started photography when I moved to Brazil (where I ended up living half of my adult life). I did not speak Portuguese at that time, theatre wasn’t an option, and I wanted to create. I founded an art collective and needed to promote our events on social media with catchy photos. That’s when I bought my first camera and started to shoot. 




AWM: 
How did you first get into digital art making?

---

PK:
Covid hit, working in real life on real sets was not possible, and I was starting to feel constrained by reality (and the costs of set building) anyways, so I started to collab with digital artists. I soon concluded that if I want aesthetic consistency and full control of my images, I need to learn how to use 3D, so I did. I became addicted to the freedom and flexibility that it allows, and today most of my works are either hybrid photo&3D or full 3D projects. 
 



AWM: 
You started your career as an editorial and art photographer - what made you transition away from that?

---

PK:
I extended the scope of my work from editorial and art photography (which I still do half of my time) to commercial photo / digital art when brands started to notice me and saw the commercial potential of my techniques that blend photography, 3D and recently AI, with the option of animating all images at the end. My focus on visual narratives helped too as this is something my images have in common with the ad world. 




AWM: 
What’s your main source of inspiration for what you create?

---

PK:
Among others… walking distracted on the streets, looking at, misreading and then recomposing the details of a movie poster, an ad, people interacting faraway...


“Sitting in a movie theatre, catching a frame that I liked and reimagining it in my head. Looking at a trashy character on a social media post and imagining how I would translate that into a Met Gala pic.”
— Pol Krucz


AWM:
What have you created for Toyota, and what influenced your creative vision?

---

PK:
With the precious support of Spring Studios and my own team I created a still image portraying a sleek robot diva in her Toyota CH-R flying down the stairs of a futuristic movie festival with her pink cyborg fans levitating around and taking pictures of her and the car. This image will be used for a collab between Toyota and WeTransfer. We also created a set of stylish, 3D humanoid-car hybrids, that were animated and projected on giant circular screens at a Toyota CH-R Launch event in an epic venue in London, the Shoreditch Electrical Light Station. 



AWM:
Which creation of yours is your favourite to date?

---

PK:
A visual allegory of Noah’s Ark where Gigi Goode, a marvellous American Fashion Queen and ex RuPaul’s Drag Race contestant survives, floating on a giant rubber duck in a flooded city punished for its greatest sin: Hypocrisy. 




AWM:
What does your creative process look like?

---

PK:
I don’t think I have one. I need to get images out of my head!