Daily Hero – Sebastian Magnani

The ironic art of the famous photographer Sebastian Magnani definitely makes you smile. who hasn’t ever felt like a superhero? who hasn’t dreamed of accomplishing a feat? Batman can drink a strawberry milkshake or a glass of whiskey, go to the sauna and eat pasta while saving the world. read the following interview with the photographer where he talks about the freedom
of choice, creativity and recognition.

ALEKSEY NILOV    You came to the world of photography from an advertising agency. How does the creative process of creating advertising differ from creating your art objects?

SEBASTIAN MAGNANI    Working at the advertising agency as a creative advertiser unleashed my artistic potential in various forms. I crafted logos, designed websites, curated complete magazines, and even conceptualised shoots for photographers. Despite my role as a creative and art director, photography remained a cherished hobby. However, it burgeoned into something more profound, evolving from a pastime to a passion that drove my artistic expression. This journey began with my deep-rooted love for photography, which gradually took precedence alongside my professional commitments. Transitioning from merely capturing images for pleasure to undertaking commissioned projects marked a pivotal shift. Through these commissions, I discovered a newfound sense of creative liberation. As I delved deeper into photography, I discovered I was drawn to the freedom it offered. Unlike my previous endeavours within the structured confines of the advertising world, photography allowed me to tap into my innermost thoughts, emotions, and experiences. In photography, as an artist, I could craft images that emanated from the depths of my soul, reflecting my unique perspective and essence without the imposition of external judgments or limitations. This transition marked a shift from being a mere contributor to fully embracing the role of an artist, seeking infinite freedom in creating something entirely from my own inception to realisation.

AN    How did you get interested in photography?

SM    It all began during my apprenticeship as a media designer when we had a one-week course on analogue photography. That brief exposure ignited a profound passion for capturing images within me. I relished the opportunity to immerse myself in a creative pursuit during the rare moments of leisure time available to me. Photography became my outlet – a versatile medium that allowed me to express myself anywhere, at any time. Initially, I focused on subjects closest to my heart: my family, our beloved pets, and especially my brother, with his passion for skateboarding. As someone who had endured numerous accidents over a decade of skateboarding, I found solace in a less physically risky pursuit while still indulging in my love for the sport through photography.

AN    When and how did you start your photography career? I know that you took portraits of people.

SM    From those humble beginnings, I gradually secured my first commissions from local musicians and businesses, paving the way for a photography career. As the demand for my work grew, I decided (with difficulty) to leave my role as a creative director in the advertising company. Departing from a team I deeply valued was no easy feat; however, my insatiable thirst for artistic fulfilment and the overwhelming pull of photography ultimately compelled me to seek new horizons. My journey continued from my hometown of Brig, nestled in the Canton of Valais, to Bern, where I established myself as a photographer, shuttling between the two cities for work opportunities. After two fruitful years in Brig and Bern, I decided to further my career by relocating to Zurich. I immersed myself in the vibrant cultural scene in Zurich, capturing many stories of diverse individuals across Switzerland – from politicians and musicians to actors and entrepreneurs. Each person I photographed added a unique chapter to the rich cultural narrative of our nation, and it was truly fulfilling to connect with so many interesting people along the way.

AN    How and when was your project with Batman born? What inspired you to show a superhero in an ordinary setting: in a cafe, sauna, solarium, or on a walk?

SM    I perpetually sought new challenges, never content with the status quo. So, alongside my commissioned work, I constantly pursued personal projects, of which one piece was the “Daily Bat.” And that manifested in 2019 with the creation of the first seven artworks, stemming from a spirited discussion in 2018 about the epitome of superhero coolness. Without hesitation, I unanimously crowned Batman as the victor. His aura of mystery, profound emotional complexity, and lack of superpower abilities set him apart as the ultimate icon of heroism. ‘The Dark Knight’s cultural significance is deeply ingrained in society, a universally recognised and revered symbol whose lack of superpowers, and therefore his humanness, made him the most suitable superhero to both voice and combat our collective fears and anxieties.’ (“The Dark Knight Trilogy” by Christopher Nolan.) An electrifying idea sparked within me: Capture Batman navigating the intricacies of everyday life instead of fighting criminals! With enthusiasm coursing through my veins, I eagerly dove into the depths of the internet, scouring for the perfect, authentic bat suit to bring this vision to life.

AN    Do you remember people’s first reactions to your project?

SM    I vividly recall having no expectations at the outset. I simply indulged in producing what I loved, blissfully unaware of its potential. My focus remained firmly on the present, content with sharing my creations on Instagram without considering their broader impact. However, the response was immediate. Within moments of my first posts, I witnessed a surge in followers – from a modest 5,000 to an astounding 110,000 within just 1-2 years. Pouring my heart and soul into the project, the posts resonated deeply with the people. It was as if my energy reverberated outward, captivating an ever-expanding audience. Little did I anticipate that by harnessing the universal allure of Batman, I would forge connections with people across the globe. It was a revelation that surpassed my wildest imaginings.

AN    How quickly did your project become monetised? Have you started selling Batman posters? Who are your customers, and in what interiors can you see your work today? How many works have been sold to date, and to which countries?

SM    After the initial publications, I received numerous direct messages on Instagram inquiring about the possibility of purchasing my artwork. Thus, I found myself in the position of defining editions and setting prices. As a newcomer with limited information on the matter, I established figures that made sense to me or reflected what I believed the value of my work to be. The first edition I produced consisted of one size and a limited run of 7 prints for each subject, and the majority of them sold out quickly across the globe. Following this success, galleries began to express interest, showcasing new subjects of my artwork on a global scale. Some galleries completely sold out editions comprising 450 pieces within a year. This resulted in a staggering total of 2500 prints sold within two years. Regarding your inquiry about selling Batman posters, it’s crucial to clarify that my focus tends to create fine art, not fan art.

While posters may be a consideration in the future, they will never overshadow my primary focus. I remain dedicated to the exclusive, high- quality market, where I consistently offer editions ranging from 7 to a maximum of 50 prints. The revenue generated from gallery sales brought a much-needed respite from the years of stress and struggle I endured in a business that never seemed to thrive. For over a decade, I toiled in a challenging industry, often working for low budgets while facing stiff competition from countless other photographers willing to work for minimal pay to survive. But by doing “art,” I found solace and an opportunity to fully immerse myself in what I genuinely love: pure photography without any constraints. So, I boldly decided to leave the conventional business world and dedicate myself entirely to my art. It has been three years now, and while the exhausting journey hasn’t been easy, it has, at least, been immensely fulfilling. I’ve built a network of galleries and embarked on ambitious projects, such as creating a book of my work.

The majority of my earnings from gallery sales, I reinvest back into my passion to expand my artistic vision. This expansion has taken me beyond Switzerland, allowing me to travel the world and collaborate with models from different countries. I’ve had the opportunity to experiment with extravagant props and open doors to unconventional photo shoots, capturing unique Daily Bat artworks on the way. To date, I’ve created over 55 distinct pieces, and each one is a testament to my dedication to pushing boundaries and exploring new horizons. Balancing the pursuit of financial stability with the commitment to creating impactful art, effectively equating to working as an artist full- time, presents a significant challenge. Achieving proficiency in both realms demands a delicate dance, a balance I diligently seek to refine with each piece I produce. For the past three years, I have proudly maintained a steadfast dedication solely to my art, and in the future, I aspire to continue this trajectory.

AN    When did you decide to collect your photographic works and put them into a book?

FD’A    Taking a break from the project was necessary. Completing it for the first time with a book was rewarding – an experience that led me to explore other endeavours like “Cat’s Escape” and “Between Realities.” However, this journey also reignited my passion for Batman, inspiring me to envision creating more artwork. Thus, the idea of crafting 55 new pieces for “Daily Bat – The Book – Volume II” was born. My deep affection for the character and the ability to identify with him on multiple levels continue to drive my creative pursuits.

AN    I think it’s time for your art to appear in major international museums, don’t you?

FD’A    I meticulously craft my work, fuelled by hope and conviction that it deserves a place in museums. My outlook on my projects is as a tapestry woven with multiple layers of significance, captivating Batman as a transcendent symbol in my work, leveraging his global recognition to establish a connection with audiences worldwide. I bridge cultural divides and tap into universal human experiences. Viewers can find reflections of themselves within my artworks, fostering a profound emotional connection between the creator and the beholder. Batman inhabits a universe saturated with negativity. Hence, I let him have the opportunity to break free from this oppressive environment, navigate uncharted territory, and simply live an ordinary existence. I inadvertently challenged his identity by extracting this iconic figure from his accustomed environment and replacing him in unfamiliar surroundings. With that projection, I endeavour to champion a better world by reshaping his and also our perception of known reality. In addition, amidst the era of Artificial Intelligence, my work captures the essence of contemporary life, blending elements that may resemble renderings but are real photographs taken in the “real” world. This fusion of reality and artistry adds a unique dimension to my series, making them genuinely immersive and reflective of our world. Curators will recognise its relevance (I trust), viewing it as a testament to the zeitgeist of our times, deserving of display within the hallowed halls of museums.

AN    Have you had any solo exhibitions?

FD’A    After my debut solo exhibition in New York, I received several offers for additional solo showcases. However, I deliberately prioritised participation in group shows and art fairs facilitated by galleries. My primary focus now is creating “Daily Bat—The Book—Volume II.” Upon its completion, I aim to expand the limits of my artistic endeavours. This may involve exploring opportunities for larger-scale exhibitions, transcending the boundaries of traditional gallery spaces, and ultimately connecting with a broader global audience.

AN    How do you plan to develop the Batman project?

FD’A    Inspired by a documentary about “Playboy,” which explored the concept of photographing “The Girl Next Door,” I found myself pondering: why not apply a similar idea to Batman, but with a twist – “The Man Next Door?” This notion sparked the vision of creating an interactive experience where anyone could step into the bat suit, fostering a global connection and allowing individuals to embody the hero, if only for a few fleeting hours. Thus, this becomes my primary focus for the year, intending to bring it to fruition and debut exclusively in “Daily Bat – The Book – Volume II,” which will be available in a limited edition and will be released before the year’s end.

AN    Who is hiding under Batman’s mask?

FD’A    For most of my work, I primarily collaborated with my primary model, based in Zurich, Switzerland. Additionally, I had the opportunity to feature my ex-girlfriend, my brother, myself, and close friends in the suit. Furthermore, I ventured to different countries and engaged with various individuals, including locals from Chicago, Morocco, Italy, France, and beyond.