Joseph Willoughby

Year of birth: 1997
Where do you live: Originally from Burnley, UK, now living in Toronto, Canada
Your education: Bachelor of Arts and Masters in Architecture
Describe your art in three words: Reflective, Surreal, Thought-provoking
Your discipline: Multidisciplinary Creative (3D Artist, Art Director)
Website | Instagram

Your work often blends digital and traditional techniques. How do you decide which method to use for a particular piece, and what does each technique bring to your art?

Each piece starts with a concept, and the choice of technique depends on how best to bring that idea to life. Traditional techniques add texture, depth, and an organic sense of imperfection that brings authenticity to my work. In contrast, digital methods offer flexibility, precision, and the ability to experiment and refine in ways that traditional media might limit. Combining both allows me to bridge nostalgia with modernity, creating a unique visual language.

A great example of this is my painting Lost Voices. To develop the reference material, I reignited my love for collage and surrealism by photographing my local area in downtown Toronto, printing the images, and combining them with magazine cutouts. This physical process allowed me to be more spontaneous that digital tools might have restricted.

The biggest challenge in blending these techniques is preserving the raw emotional impact of the piece. Moving between digital and traditional methods requires constant re-evaluation to stay true to my original vision.

In your series Echoes of Tomorrow, you manipulate everyday objects to create a vision of the future. What role do consumerism and the urban landscape play in shaping this future?

Consumerism and the urban landscape are central to how we construct our future. In Echoes of Tomorrow, I explore how mass production, advertising, and digital culture shape our collective consciousness. Cities, with their consistent growth and evolving infrastructure, serve as both a playground and a cautionary tale, where ambition and dystopia coexist.

My background in architecture shaped my fascination with spatial interaction, while working in creative marketing deepened my understanding of how branding and advertising influences our daily lives. Since my father’s passing, I’ve developed a strong interest in everyday objects, items that hold deep personal meaning to some but go unnoticed by others. These objects serve as vessels to explore themes of life, identity, and societal expectations. We are constantly surrounded by consumerism, from the products we buy to the social media algorithms shaping our desires. My work reflects on this evolving relationship, encouraging viewers to question their own roles in it.

Joseph Willoughby | Ctrl, Alt, Del

How did your personal experiences, especially the passing of your father, influence your approach to art and the themes you explore?

Losing my father reshaped my perspective on time, memory, and legacy. My art became a way to process grief and reflect on life’s impermanence. Themes of identity, societal pressure, and the passage of time are deeply rooted in this experience. One of my earliest personal works, Lost from the I AM series, captures these emotions. The piece features a gold foil balloon with a sad face, symbolising fleeting happiness and emotional vulnerability. Balloons, often associated with celebration, became a metaphor for the contrast between outward appearances and inner struggles.

I keep my father’s memory alive by channeling emotions into my work and drawing inspiration from his inventive problem-solving nature. His ability to see the world from different perspectives pushes me to create pieces that invite deeper reflection.

Your artwork focuses on societal challenges and personal beliefs. How do you hope your pieces will spark reflection and conversation among your viewers?

I want my work to encourage viewers to question their relationship with technology, consumerism, and societal expectations. By presenting familiar objects in unfamiliar contexts, I aim to create moments of introspection that inspire deeper conversations. At a recent exhibition in downtown Toronto, it was rewarding to hear viewers share their personal interpretations of my work. Their responses reinforced my belief that art can serve as a mirror, reflecting personal experiences while igniting broader dialogue.

Whether it’s nostalgia or irony, I want my work to spark emotions that connect with viewers on multiple levels and encourage them to see their own stories within the objects I depict.

Joseph Willoughby | Surveillance

Can you describe the process behind your Echoes of Tomorrow series? How do you select and manipulate objects, and what is the message you aim to convey through them?

The process begins with observation, I seek out everyday objects that feel familiar but hold potential to symbolise larger societal themes. Once selected, I manipulate these objects through both digital and traditional methods to challenge their function and explore their roles in imagined futures. For example, in my piece Quick-Fix, I combined a pillbox with McDonald’s branding to comment on society’s obsession with instant solutions. This juxtaposition invites viewers to reflect on their own dependencies and quick-fix mentalities.

I enjoy discovering objects organically during daily tasks and letting them influence the story I want to tell. This spontaneity keeps the creative process dynamic and reflective of real life.

The theme of societal anxiety seems central to your work. Do you think art can provide a remedy or solution to these anxieties, or is it more about sparking critical thought?

I believe art serves as both a remedy and a catalyst for thought. It provides solace and a sense of connection for those overwhelmed by modern life, while also challenging viewers to confront uncomfortable truths.

As someone who struggles with anxiety, my studio is a space where I can process emotions and escape external pressures. I hope my work offers viewers the same opportunity, allowing them to find comfort while encouraging them to reflect on societal norms and personal challenges. Through my art, I aim to strike a balance between comfort and confrontation, offering viewers a moment to pause and reflect, while prompting them to consider the bigger picture.

Joseph Willoughby | Quick Fix

What kind of impact do you hope to achieve with your art in today’s rapidly changing technological and social landscape?

In today’s fast-paced world, I want my art to remind people to slow down and reflect. With technology advancing at an unprecedented rate, it’s crucial to consider its impact on our values and humanity.

I strive to create work that resonates across generations, encouraging viewers to navigate change thoughtfully while staying true to themselves. Though technology influences my work, I often find myself drawn to the past, using nostalgic elements to ground my pieces in a sense of timelessness. By addressing societal challenges in visually engaging ways, I hope my art sparks meaningful conversations about the future we are shaping together.