In the dynamic and ever-evolving digital landscape, few creators strike a balance between authenticity and innovation like graphic designer and digital creator Gozzilah. With two decades of experience in the VFX industry, Gozzilah has crafted a successful career in advertising and cinema while cultivating a strong online community, particularly on Instagram. His work reimagines outdoor gears with a unique and stylish twist, bridging the gap between utility and arts. We had the chance to connect with Gozzilah during a special event hosted by UYN in Milan, exploring creativity, gorpcore, AI, and the role of community in shaping his creative journey.
Please introduce yourself and your work to our community!
Nice to meet you guys! I'm a graphic designer who has been evolving in the VFX industry for two decades. My work focuses on recreating natural phenomena—such as big waves, sandstorms, snowfall, and avalanches—for advertising and motion pictures. Essentially, my job is to mimic nature for cinema, blending creativity with technology.
Your content redefines the relationship between utility and style, approaching gorp-core with an artistic twist. How do you transform functional gear into art, and what guides your choices when combining textures, colors and materials in your looks?
The concept behind my approach is about showing the functionality of an item first and then making it stylish. It starts with understanding the gear's purpose - its technical features - and then finding ways to make those features look "sexy" and cool. Gozzilah is all about celebrating the technical aspects of gear and transforming them into something visually striking, without losing their main purpose.
With AI increasingly shaping creative industries, how do you see it impacting the way artists conceptualize, design, or share content? Have you ever felt annoyed by people mistaking your creations for AI-generated content?
Not annoyed, but it’s definitely something I think about: AI is a big trend and it's really hard for creative people to not be impacted by this technology. Personally, I neither use nor plan to use AI. My main concern is that AI strives to make the most beautiful things but what is missing is the human element - the patina you find in traditional art forms like painting or sculpture - making AI content look too "artificial". My background is rooted in techniques like clay, painting and stencils, then I transitioned to digital in the 90s and 2000s, with CGI and VFX, but I'm not going in the direction of AI.
What inspired your original approach of using mainly indoor settings for garments and accessories designed for the outdoors?
That’s a great question! For me, presenting outdoor gear in non-traditional indoor settings fosters a sense of mystery and invites the audience to engage their creativity and imagination. By removing the obvious natural contexts, preferring a more minimalistic studio setup, I can enhance the subject and make the aesthetics really "pure". This was the original idea for this concept.
When did you start creating content as Gozzilah, and what inspired the project?
I started about two and a half years ago. It was an instant success - I got half my community in the first two months. Interestingly, I wasn’t aware of the gorpcore trend when I began. It was during COVID, and people were reconnecting with nature thinking "hey, that stuff is cool, hiking is cool" so I wanted to mix these elements with my taste for street culture, making outdoor gear stylish and sexy.
Do you think people today, especially younger generations, are into nature and outdoors more because they truly love nature or because they’re seeking an escape?
I think there’s definitely an element of escape - especially from the digital world. Computers and social media have disconnected us from nature, from the original environment. I guess during COVID, many realized how much they missed that connection. What’s interesting is that the idea of "gorpcore" isn’t new: we already got it in our culture and our family heritage and this is why I said it's not actually a new trend. They already loved nice hiking routes back in the days. I mean, if we try to escape something it's probably from the digital world, the social media; computers are just the top of the pyramid, the visible part of the iceberg and I guess this is something people had the chance to figure out during COVID.
In a world where trends evolve rapidly, how do you stay ahead of the curve while keeping your personal vision authentic?
I guess the answer is in the question I don't really care about trends. My focus lies in connecting ideas and pursuing projects with genuine passion. While trends evolve quickly, I believe chasing them often diminishes the chance to create something original: the more you are into trends, the less you get a chance to create one.
Authenticity to me is also the way I engage with my community - I respond to comments and DMs because it’s my way of giving back, my reward for the community. As I try to keep things really authentic, I believe responding to followers is the most authentic behavior. Ultimately, it’s all about sharing. I deeply value the philosophy of karma, which inspires me to give my best to the community. This concept is really powerful and really fuels all my activities - from the creative ones, to family and relationships (also with my community), to sports activities like climbing and trail running: if you share the same rope, the food, or the time in the mountains with your friends, this is something super cool and authentic.
What past projects or collaborations are you most proud of, and are there any upcoming ones you’re excited about?
It’s not an easy question, but I’m particularly proud of my collaboration with Oakley: I’ve loved their gear since I was a teenager into BMX and cycling, so working with them was a dream.
I love and share the vision of Jim Jannard (Oakley's founder and head of design) to blend fantasy and sci-fi aesthetics with functionality. As for upcoming projects, I can’t share details, but I can say that every collaboration I take on is rooted in passion and authenticity. I only work with brands I truly believe in, and when that connection happens, it’s magic.
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Clara Ferrati
Fashion editor and archivist based in Milan currently working as SMM/copywriter; enthusiast about fashion history & trends, music, cinema, social media.
@clarafrt