Ruxandra Lupu is a Research Associate at Cardiff University and a creative entrepreneur. She holds a master’s degree in fine arts (printmaking) from the Academy of Fine Arts in Catania and a Ph.D. in media and film studies from the University of Leeds. Ruxandra is passionate about crafts and amateur filmmaking. She takes a specific interest in the intimate, sensory, and mnemonic affordances of film and in conceptual approaches (e.g. somaesthetics, productive imagination, affect theory, sensory studies, and digital materialism) that can help her unpack these. She deploys this knowledge to re-think practices across the fields of design and crafts.