Pepa Ivanoff shared their story and experiences with us recently and you can find our conversation below.
Pepa, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is a normal day like for you right now?
I wake up early (I’m a morning person) and make coffee, read a page from 365 Tao by Deng Ming-Dao and write in my journal. When it gets light outside, I walk down the beach and go surfing. Connecting with nature and sliding around on the ocean is my favorite way to start the day! After that I dive into whatever creative projects I’m working on, be it a mural, original on canvas or digital design. Depending on the day I may also go for a long walk on the beach or catch up with friends. Life is Art, Art is Life!
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Pepa, and I am an Australian Artist, Surfer, and Creative Guide. I have over 25 years of international experience creating digital and analog art, and have painted 334 murals in 9 countries.
I have a unique creative background, which I draw from to communicate the art of visual storytelling. I have worked with globally recognized companies at every stage of my creative career, and have cultivated a diverse skill set spanning large-scale mural installations, interior space curation, marketing and advertising, corporate uniform programs, and action sports apparel and textile design.
I have chosen a life less ordinary in pursuit of my creative passion. My artwork is both inspired by, and the result of, my nomadic surfer lifestyle. I am here to guide and inspire others to see themselves as the artists of their lives, and Curate a Life that is a Work of Art!
Okay, so here’s a deep one: What part of you has served its purpose and must now be released?
For years I operated in a hyper Yang mode: always moving, producing, and saying yes.
That energy built my career and carried me across the world as a creative, but it also led to burnout.
The part of me that equated worth with output has served its purpose. I’ve released the need to ‘doing’ through constant action, and am now leaning more into ‘being’. I’m embodying the Yin: slowing down and creating from presence, discernment, and alignment rather than relentless action.
What’s something you changed your mind about after failing hard?
I used to believe that saying yes to every opportunity was the only way to build a successful creative career. That belief, combined with my people-pleasing tendencies and fear of speaking up, led me to ignore my own boundaries. That mindset pushed me into overcommitment, undercharging, and burnout.
After burning myself out like that, I realized that discernment and self-respect matter more than keeping everyone else happy. Now, if something doesn’t align with my values or availability, I speak up and say no. That shift has been a game changer, personally and professionally.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
Unfortunately, there’s a deeply ingrained myth that art and creative professions aren’t “real jobs.” That belief is not only false, it’s harmful. It undermines the skill, discipline, talent and perseverence required to build a creative career. I speak to this topic in my short documentary, Being An Artist: Painting a World of Possibility, watch it here on YouTube – https://www.youtube.com/watch?v=O1mxZ2LlAPM
One of the biggest lies right now for art and creative industries is that constant visibility equals success. ‘Content Creation’ and social media fuels constant pressure to always be ‘on’: posting, performing, and hustling to stay relevant. It’s exhausting, pushes you into Yang overdrive, and it pulls artists away from the very source of their creativity: presence.
Another lie is that ‘exposure’ or any other form on non-financial ‘payment’ is an acceptable substitute for fair compensation. It’s not. That ‘starving artist’ narrative keeps creatives undervalued and overextended. I cannot think of any other profession, especially one that requires skilled manual labor, that has to consistently fight this mindset.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you doing what you were born to do—or what you were told to do?
Yes, I’m doing what I was born to do.
When I was younger, I followed the path I was told to: I built a career in design, navigated the corporate world, lived in the rat race. But it never felt right.
Walking away from that world to create my own path as an artist changed tha.. My life now: creating, guiding, surfing, traveling and living in alignment with my values isn’t something I was told to do, but I cannot imagine living any other way. It’s the most authentic expression of who I am.
Contact Info:
- Website: https://pepallama.com
- Instagram: https://www.instagram.com/pepallama
- Linkedin: https://www.linkedin.com/in/pepallama
- Youtube: https://www.youtube.com/@pepallama
Image Credits
surf photo: Cristiano (@roelived on Insta)
