Meet Pooja Proach | Creative lead

We had the good fortune of connecting with Pooja Proach and we’ve shared our conversation below.

Hi Pooja, let’s start by talking about what inspires you?
I feel inspired by the flow of life. Anytime you slow down and drop into the present moment, you realise life really is like an immersive installation experience and every moment is special and rich with so much depth and details, its just too much fun to pause and find clues about what’s going on. When I get in this state, it generally uncovers something overlooked—perhaps a forgotten object that suddenly feels significant, a shadow weaving through the texture on a wall, or a random light flare glancing off a car’s rear mirror onto the café table you are sitting at, as if the world is quietly speaking in whispers. These moments are like little sparks of something bigger and sometimes they resonate so deeply that the external world kind of mirrors the internal, creating a sense of alignment that feels timeless. You can science it up and say it’s a pattern recognition mechanism of the brain—and maybe it is, or maybe there’s more to it. Regardless, I think it’s also just how I’m wired—imaginative, curious, and intuitive—which naturally draws me to notice moments of beauty around me. I know some see creativity as something that can be hacked, organized, and generated on command, but I’ve always experienced it like an ongoing conversation with something that whispers in symbols, signs, and fleeting impressions—a very mysterious force that is just so beautiful to engage with!

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I think of myself as an artist working across various media—stills, sound, film, words, and projection mapping—though my focus remains predominantly in visual arts. Stylistically, my work comes off as dreamy, surreal, and otherworldly. I’m drawn to conceptual exploration, and my mind naturally navigates non-linear, experimental ideas, which is why most of my personal work falls within the non-narrative, alternative genre.

At the same time, I’m deeply involved in the commercial film production and advertising world, collaborating on various projects. Though this environment is quite different from my personal art practice, I really enjoy the contrast! It pushes me to expand my horizons and motivates me to dream bigger, especially when I get to see so many talented people in the industry up close. I’m fascinated by the complexity of the countless moving parts involved in big productions—especially the psychology behind crafting films and ads that connect with wider audiences. It’s a whole other level of artistry, and I feel incredibly fortunate to have a career that not only allows me to witness this intricate process but also be part of it.

On a more personal level, I think one of the most nurturing choices I made for my creativity this year was moving into a private studio space. Without a doubt, it’s been the best decision I’ve made. I do think as a creative, you sometimes need to disconnect from the world to reconnect with yourself. Having a dedicated space where I can work and be immersed in my world for hours without any outside interruptions has truly done wonders for my practice. It’s almost as if there’s more space around my thoughts now—ideas flow more freely, clarity surfaces faster, and it feels as though I can hear myself better.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Some of my friends are itinerary-making wizards, and some just like to ‘wing it’ and see where the day takes them. But in New York, you really can’t go wrong—just stepping outside your door feels like a win. The city’s perfect for spontaneity. Some of my go-to spots are Café Roma—it’s like stepping into another era! Then, maybe checking out Metrograph, or just doing some aimless wandering around West Village, lattes in hand, soaking up the sun. You can pop into a quirky psychic reading (I mean, there’s one on practically every street—just pick one), or end the day at Paramount, or by hitting up one of the gazillion rooftops the city has to offer.
I just love those days when the only plan was to step outside, and by the end of it, you look back and feel that happy, tired satisfaction. Your gallery is full of photos because you did so much, saw so much, and stumbled upon the coolest little places—and it was all unexpected fun!

Who else deserves some credit and recognition?
I am blessed with the most loving family, and their support has been so integral to my journey. I also feel that every creative person needs a creative coach and Susan Parsons for the last few years has been that for me. Her unique coaching approach has given me incredible growth, and clarity in my journey.

Website: https://www.poojaproach.com

Instagram: pooja_proach

Linkedin: https://www.linkedin.com/in/pooja-proach-2b372a138

Other: Letterboxd: https://boxd.it/2bpU5