Gaby Zwaan has been an ambitious creative all his life. He has worked for advertising agencies, in the clothing sector, in Disneyland and since 2007 he has worked as an artist 2.0. Under the name GabyGaby, he creates art and he uses social media to show the world the processes behind his work. ‘Apart from finished works, I also publish “half-finished” or failed works. Gaby thinks that this does not harm his reputation as an artist. ‘If people know the story behind a work of art, they become more sympathetic towards the artist and also find his product more interesting. Gaby Zwaan and Our Machine taught the workshop Branding identities.