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Squeeze Your Potential
Project Type
Editorial Illustration, Surrealism, Social Comentary
Date
May 2025
Location
Madrid
OVERVIEW
This one is personal.
After fourteen years working in corporate sales — giving everything, being told the reward was coming, watching it never arrive — I left to build something of my own in illustration and design. A few months in, I found myself working sixteen-hour days with nothing to show for it. Different context, same machine.
Squeeze Your Potential is what that felt like. A robotic hand — the system, the job, the relentless demand for output — wringing a human brain like a piece of fruit. The juice doesn't go to you. It goes into a glass labelled Productivity. That's the deal, whether you're selling steel pipes or selling creativity.
