Ruby Rose Ellis

Chief Printer and Master Mistake Maker

"The very first time I pulled a letterpress print, I was instantly obsessed and knew I'd found my calling"

The smell of the ink, the roar of the roller, the satisfaction of once something was printed, it was final, no 'cmd+z' - there was something very freeing about that. After 17 years working as a commercial graphic designer, I just wanted to make something that had no amends. I wanted to make a mess. I wanted to make mistakes. And I wanted to run as far away from AI as possible. And so Hellbox was born.

My Thoughts on AI

Keep the creative industries alive

Another reason that I started Hellbox, was in a counter movement to the rise in AI being used in creative industries. I wanted to run in the opposite direction, so you know what, I laced up my running shoes, and I ran.

I, personally, enjoy the creative process, and find pleasure in the space between. Being an artist means playing, exploring, making mistakes, and being comfortable with that. And making mistakes is all part of being human, and I refuse to 'optimise' my process to be quicker, what's the rush bbz?

Why are we so obsessed with optimising everything? Why can't we just slow down and enjoy process?

Nothing can beat creating something with your hands, heart and soul.

So that's why I'm here, doing this.