Juanna Pedro’s artwork “Edo Mess” delves into the essence of the colloquially named ‘Edo Mex’ — the State of México.

Juanna Pedro is an eclectic, multidisciplinary artist from Xochimilco, Mexico. Holding a degree in Filmmaking from CENTRO, this artist is currently pursuing a Master’s Degree in Visual Arts at UNAM. His digital artistry delves into the richness of Mexican biodiversity and cultural heritage, drawing inspiration from 1990s digital aesthetics and video game nostalgia. His film work includes collaborations with renowned brands like Opening Ceremony, Carla Fernández, Tiempos, and Barragán, among others. The artist’s creations have been showcased in a variety of galleries across Mexico City, New York, London, Montreal, Wroclaw, Bogotá, and Guadalajara, in addition to notable online platforms. This includes two solo exhibitions.

Juanna Pedro’s artwork “Edo Mess,” created for 𝘼𝘾𝘾𝘼© — Computer art Auction House © “Digital Nostalgia” and curated by Brendan Tadler, delves into the essence of the colloquially named ‘Edo Mex’ — the State of México. This area, encircling Mexico City, is notorious for its sprawling industrial landscapes and densely populated towns, presenting a complex narrative of beauty and grit. The piece particularly describes the road to Ecatepec — where the artist’s father hails from. Portrayed with a nuanced lens, the artist captures its grey vistas and vibrant mountains, reflecting on the transformation of landscapes in industrial and peripheral zones. This interweaving of personal memories with the broader narrative of environmental and societal evolution explores the beauty found in modern outskirts.

The artwork “Edo Mess” is on display at the ACCA Auction House and the Gallery.

What inspired you to venture into the creation of digital art, and what motivated your decision to explore the realm of NFTs?

The genesis of my journey into digital art can be attributed to my esteemed partner, Murakit (@murakiit), whose influence was pivotal in my transition to this realm. Our paths crossed during our studies at the same university, where I was immersed in Filmmaking, and Murakit was embarking on a career in New Media and digital artistry. In those transformative days of 2017, I found myself astonished by the power of computing, a revelation that came through attending Murakit’s classes as an observer. This experience was a revelation, igniting my passion for coding and leading to a newfound appreciation for technology’s role in creative expression. My fascination with this domain revitalized my affection for cinema, inspiring me to delve into the integration of coding with film production. This exploration encompassed a diverse range of techniques, including glitch art, software-based illustration, and algorithmic music composition.

My curiosity naturally led me to blockchain technology. Although I had been aware of Bitcoin since 2015, it wasn’t until 2020 that I fully engaged with the cryptocurrency landscape. The leap into NFTs was driven by an understanding of their significance in asserting digital ownership. Being in the fields of filmmaking and digital art, I have witnessed the challenges inherent in video and digital formats within the traditional art market. NFTs offer a viable and exciting platform.

In April 2021, Varkito García and Francoise Gamma invited me to join the Foundation marketplace, marking the beginning of my journey in minting and exploring various blockchain platforms. I am eternally grateful to the NFT community, including the creators, collectors, curators, and developers, for their invaluable contributions to this space.

Your multidisciplinary background in filmmaking and pursuit of a Master’s Degree in Visual Arts at UNAM is impressive. How do these academic pursuits influence your approach to digital art?

My multidisciplinary background is largely driven by an intrinsic desire to express myself through various artistic mediums. Each medium offers a unique canvas for thought and expression, and the synergy achieved by combining these disciplines often yields extraordinary results. For instance, my experience in filmmaking enriches my digital art, allowing me to envision digital landscapes as scenes from an unseen, surreal film.

In contrast to films, which unfold over time, my digital art tries to capture the essence of an idea in a single frame.

Currently, at UNAM for my Master’s Degree, I’m exploring the intersection of AI with Film and Art. It’s an exploration of how traditional artistic methods can intersect with the wonders of AI, shaping a new future for artistic expression.

Drawing inspiration from 1990s digital aesthetics and video game nostalgia is an interesting angle. How do these influences manifest in your art process?

My art is a nostalgic journey back to the ’90s, an era that deeply colors my creative process. It’s about rediscovering the charm of early digital aesthetics and video game graphics — a stark contrast to today’s pursuit of perfection in imagery. This exploration often leads me to the forgotten realms of ‘abandonware’ — outdated or obsolete software — where I find a connection to the memories and styles of my childhood. My creations are not just artistic expressions but also a preservation of digital memory, a homage to a mostly forgotten era.Memory permeates my work, both in form and content.

Could you share a bit about your collaborations with renowned brands and projects such as Opening Ceremony, Carla Fernández, Tiempos, and Barragán? How has working with such brands shaped your artistic perspective?

My initial approach to the film industry was through Fashion Film, which has kept me connected with Mexican and Latin American designers. Fashion films are a domain that I cherish for their propensity for experimentation and creative freedom, a contrast to traditional cinema. This genre has been a fertile ground for innovation in film and video, making it an exciting and dynamic field to be a part of.

My collaboration with the Opening Ceremony was a fabulous experience, where I created a series of video capsules for “The Year of Mexico.” This project included interviews with prominent designers, leading to my acquaintance with the renowned Mexican designer Carla Fernandez. Subsequently, we collaborated on her 15th brand anniversary runway, “Manifiesto de la Moda en Resistencia,” a project that was both exhilarating and enriching, blending fashion with my artistic vision.

The richness of Mexican biodiversity and cultural heritage is a recurring theme in your digital art. How do you weave these elements into your creations?

My fascination with the rich Mexican biodiversity and cultural heritage is deeply rooted in my upbringing. As a child of biologists, my childhood was marked by extensive travels across Mexico, where I explored numerous national parks, museums, and botanical gardens. These experiences allowed me to intimately understand not only the natural splendors of my homeland but also the vast cultural diversity inherent in each Mexican state. Every region of Mexico has its own unique richness, and it is this profound love and reverence for my country that I strive to encapsulate and express through my art. My artwork is, in many ways, a homage to Mexico, hoping to share its beauty and diversity with others.

Your NFT artwork “Edo Mess,” created for auction under the title “Digital Nostalgia,” explores Mexico's complex narrative. What message is hidden behind this work?

“Edo Mess” delves into the multifaceted narrative of Mexico, particularly focusing on the State of Mexico (Edo Mex). Despite its public perception as an area plagued by crime and industrialization, my experiences with Edo Mex, particularly visiting my paternal family in Ecatepec, one of its most dangerous municipalities, have been profoundly different. To me, Ecatepec has always been a place of warmth and beauty., a perspective I’ve sought to express in works like “Ecatepec Nostalgia” and “Edo Mex.”

“Edo Mex,” in particular, portrays the highway journey into Ecatepec, capturing its unique urban landscape where color and greyness coexist, showcasing the place’s inherent beauty and complexity.

It’s nighttime and the lights along the “cerros” begin to flicker.

How do you envision the evolution of digital art in the coming year, and how do you see yourself contributing to or adapting to this transformative process?

As we embark on the next phase of digital art’s evolution, I see it flourishing and further cementing its significance in the global art landscape. The trend towards embracing digital art aligns perfectly with our increasingly online existence and will undoubtedly elevate the appeal and value of digital art. My personal commitment to this evolving art form is evident in my extensive NFT collection, which has impressively grown to over 200 pieces, far exceeding my collection of physical artworks. This reflects not just an investment but a deep-seated belief in the potential and value of digital art.

Looking ahead, I see myself not just adapting to the changes in digital art but also actively contributing to its growth. I aspire to be at the forefront of this evolution, exploring new platforms and technologies and pushing the boundaries of what digital art can be. This journey is more than creating art; it’s about forging new paths in the art world and inviting others to explore and appreciate the depth and elegance of this dynamic art form.

This journey is not merely about creating art; it’s about charting new territories in the art world and inviting others to experience the wonder and depth of this dynamic and captivating art form.