Sergii Shevtsov is a director. Or maybe he just thinks he’s a director. It’s hard to say. He spends his time creating stories—ads, films, fleeting moments—that might mean something to someone, somewhere. Or not. Who knows? People call his work ‘relatable’ and ‘visually stunning,’ but what does that even mean? Relatable to whom? Stunning in what context? These are the questions that keep him awake at night.

What they really mean is, ‘We’d like this to look expensive, but we spent the budget on snacks.’ Sergii makes it happen anyway, because he thrives under constraints. Constraints are his muse. That, and coffee.