About Creators: Artem Shapxo

'Stay humble, grind the craft, believe in yourself, and never blame yourself for the things other people achieved faster than you. More love.'

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Step into the world of Artem Shapxo, a director extraordinaire crafting mesmerizing music videos, captivating fashion films, and compelling commercials. Shapxo delves into the sources of his inspiration, highlights favorite projects, and unveils the evolution of his distinctive creative approach.

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Who are you and what do you do?

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"My name is Artem, but most people know me as Shapxo. I'm a music video, fashion film, and commercial director born in Kyiv, currently based in Berlin."

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Who or what influenced and inspired you the most at the beginning of your journey?

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"I was truly inspired by the story of Aisultan Seitov, a Kazakhstan-born director who shot music videos for 21 Savage, Migos, and others at the age of 23. I thought, 'Damn, can a guy from a small town really do that? Why can't I?' Also, my parents played a big role in helping me establish my career. My dad always believed in me and told me that the sky is the limit. I grew up super self-confident, hardworking, and passionate because of my family."

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Tell us about your favorite project. What makes it so important / special to you?

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"I love all the projects I work on, especially this mayonnaise commercial (just kidding). The first project that comes to mind is the Agnostic commercial I directed back in the day in Kyiv. It was my first commercial and my first experience shooting on 16mm film. We had a tiny budget, but we had passion and a group of friends who knew their way around a camera. We were just having fun, running around and capturing the essence of cool Kyiv street-kids. I want to give a shout-out to my guys Nikita Khatsarevich and Denis Kotegov for their brilliant craftsmanship and the love they poured into it. The energy we captured in this project is so pure, and I think that's why I love it."

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Please tell us about your post-production studio “Abyss Digital”, how you came up with the idea.

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"I was just frustrated with big post-production houses charging a ton of money and never delivering what I wanted. The biggest issue with these studios is that they lack creative directors; they are just hired guns. Here at Abyss Digital, we meticulously work on every shot, carefully select the right artist for each specific project, and foster a visual culture by leveraging technology and bringing together talented individuals from around the world. To be honest with you, it's the most powerful creative tool I've ever had, and I'm extremely confident in it."

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How did your work change over time and what are you most proud of?

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"I'd say I'm at the moment of transformation from a visual form director to a self-reflector and experimental writer. I want to speak through people's minds and affect society by the topics I highlight. I want to blend deep stories with outstanding high-tech technologies using my company Abyss Digital and just... make it big, you know?"

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How do creative non-commercial projects impact your growth and outlook? Which impact did they have in the past?

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"After the war in Ukraine started and I moved to Berlin, I focused solely on passion projects. It takes time to establish yourself in the local German market, and, well, I didn't have any car commercials in my reel (laughs). So, I made the decision to grow as a filmmaker by creating content that I would love to see myself—content that touches the viewer and gives them goosebumps.

While working on 'The Enemy,' I aimed to shed light on the issue of passive abuse in relationships. Sometimes, words can hurt like a razor, leaving behind painful wounds that slowly fill the mental space of both partners. It was a reflection of my own experiences and a beautiful experimental piece that I had a blast shooting with my Ukrainian crew from SIDE Production in Warsaw. And that's just one of the many projects we're currently working on."

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What do you want to achieve in the near future and on a global level?

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"I want to see my family in Ukraine, hug my little sister and that pastrami sandwich I saw on TikTok. Damn, I really want one...”

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What advice would you give yourself at the start of your journey?

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"You're on the run, but not a marathon. Stay humble, grind the craft, believe in yourself and never blame you for the things other people achieved faster than you. More love."

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What are your favorite movies, series, books, or anything else you want to share?

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"My favorite movie is "Gone Girl" by David Fincher, the movie that impressed and motivated me the most is "Whiplash" by Chazelle. The movie that makes me go to the shower is "Mother" by Aronofsky. The greatest music video of all time is "Jil - All Your Words" by Anton Tammi."

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We are grateful to Shapxo for sharing his inspiring artistic insight!

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