The intention of this ongoing project is to learn to let go, to experiment, to learn in the process, and to change direction in the middle of an idea without fear of failure. No steps back, no eraser, no Ctrl + Z. I just want to document the evolution of a design that is in constant transformation. 

Using only one wooden horse as the canvas, a design is created, photographed and then replaced with a new design on top of it. Meaning the design only exists for a limited amount of time and then is forever gone. (None of the pictured horses exist anymore).

In this project, the process is more important than the final result because there is no final result. Instead it’s a little wooden horse that grows with layers and layers of ideas and materials. 


Concept / Art direction: Daniel Forero

Photography:  Daniel Forero



Spray paint and markers


Spray paint and markers

(Check how the first design is killed)


Eyes, eyes baby. 550 small googly eyes and 15 big ones.

(Check how the second design is killed)



Left side: my patient side. Planning, being careful with details, lots of time working and sometimes overthinking. Also a lot of insecurity and fear of failing. Part of every design process.

Right side: my impatient side. No planning, instinct, heart, no hesitation, not afraid of making mistakes(because mistakes make stuff unique). Part of every design process.

(Check how the third design is killed)




After failing TWICE trying to create a completely different design, I got so frustrated that the only thing I could think of was to just cover my failures with tons of paint. This is the result. 

It's not what I planed but it's something new, unexpected and surprisingly nice (in my opinion).




Team work

Many times we have to work with other people and sometimes that makes us feel like we lose control. We feel frustrated when things don't end up exactly the way we want.

My goal with this design was to lose 100% control over the design process and put 100% trust on my team.

This time I didn't design the horse, I asked a few of my colleagues at Sagmeister & Walsh to do it instead. They were 5 people and each of them had 2 minutes to do anything they wanted to the horse. 

I didn't give them any directions, advice nor judgement during the process. I'm very happy with the end result. 

(Check how the fifth design is killed)



Golden horse