Claudia Rafael (NEWFORMAT)

Claudia Rafael is an Art Director and Digital Artist. She specializes in the intuitive development of unique conceptual and visual solutions in the field of music, fashion, art and culture and provides highly recognizable communication for individuals and institutions on projects varying in scale and complexity. Her work as a digital artist focuses on issues of technology, extended and mixed realities. Rafael is interested in investigating how, "digitalism forms new aesthetics" related to nature, art and pop culture. With the paper “Beauty in techno-expressive times — extended (posthuman) beauty and bodies”, Claudia Rafael wrote together with futurologist Ludwig Engel and digital artist Moritz Tontsch, she advocates for an emancipatory use of digital tools like AR that can transcend prevailing social norms on beauty through offering alternative possibilities of (self)imagination to everyone — not only for the virtual but ultimately in the physical world. In 2020 she co-founded NEWFORMAT, Creative Studio and CGI experts, combining cutting-edge technology with innovation and vision. About NEWFORMAT: NEWFORMAT is a creative studio based in Berlin and Milan, formed in 2020 when Claudia Rafael, Florian Siegmann, Steffen Bewer and Andrea Avellino joined forces. They believe in interdisciplinary exchange, experimentation, and the power of progressive vision to break new ground. Exploring the intersections between the physical world and virtual realities, their work blends different techniques and technologies to radically expand the possibilities of world-building and image-making for their clients. Their approach synthesizes a dedication to novel research and constant development, with extensive backgrounds in creative direction, art direction, CGI, AI and digital art.