“Wire, duct tape and hope – the Romanian recipe for success”, is, in Alexandra Rosu Ciobanu’s perspective, the local creative identity, dripping humor & entrepreneurship.

Whether she's drawing inspiration from a serene mountain landscape, the peaceful mornings in Cișmigiu or the stories behind her work, Alexandra infuses every project with a delicate, yet distinctive vibe. With her deep passion for design and an impeccable attention to detail, she turns ideas into meaningful concepts that resonate—whether in the creative industry or in simple, yet impactful, gestures. From the #YoungLionsRomania2025 series, let’s discover her world.

1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?  

"My soul sings" when I see the results of my work being appreciated – whether it’s a successful project or a meal prepared for my loved ones. Happiness comes from small, authentic moments and from knowing I can leave something beautiful behind.  

2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY  

I remember that when I was little, I loved pretending to be a fashion designer. I was drawing clothes, especially dresses and I was asking my mother to sew them from different fabrics, then I was dressing my dolls with them. I’m not sure where exactly that passion came from at the time, but that’s when I started developing my creative side.

3. BEST CONTEXT EVER FOR INSPIRATION WAS  

I spent a weekend in the mountains, surrounded by nature, far away from the hustle and bustle of the city, and without internet access. This complete disconnection helped me find clarity and focus on new ideas.  

4. THE PROJECT YOU LOVED MOST  

The project for Ursus, part of # TheAlternativeSchool’s Young Lions competition, via the #FutureOfCreativityModule, it was my favorite - it challenged my creativity as I had to design new packaging and come up with a unique way to attract consumers.  

5. THE PROJECT OTHERS LOVED MOST 

A Uni project promoting a product launch campaign, where I had to create everything from scratch.

6. THE BEST THING ABOUT LOCAL CREATIVITY IS  

The unique mix of tradition and innovation – how we manage to preserve our roots while constantly adding something new and surprising.  

7. BEST STATEMENT OF LOCAL HUMOR  

Romanian humor is a subtle mix of self-irony, sarcasm, and a pragmatic spirit, reflecting everyday realities and the way Romanians choose to face challenges.

 “Wire, duct tape and hope – the Romanian recipe for success.”

8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES  

Take the time to listen to the stories behind creative Romanians – these stories often hold the key to understanding the authenticity and passion in their work.  

9. BEST PLACE IN THE CAPITAL  

For me, the best place is Cișmigiu Park, especially in the morning, when it’s quiet and you can draw inspiration from nature, in full contrast with the city’s hustle.  

10. BEST PLACE IN YOUR COUNTRY  

Maramureș – an authentic, peaceful place with spectacular landscapes, excellent food and traditions that are still alive.  

11. MOST DISTURBING CLICHÉ ABOUT YOUR COUNTRY, IN THE MEDIA OUTLETS OF THE WORLD IS  

That Romania is only about vampires and castles, without mentioning its cultural richness, creativity, and the potential of its people.  

12. YOUR COUNTRY SHOULD BE KNOWN FOR  

Its diverse landscapes, the hospitality of its people, and their ability to find innovative solutions, no matter the challenges.  

13. YOUR VIEWS ON SPIRITUALITY  

Spirituality means finding balance between who you are and what you offer to the world, staying connected to your values and passions.  

14. YOUR VIEWS ON MONEY  

Money is important, but its value lies in how you use it. I see it as a means to build the life you want, not as an end goal.  

15. AN INSPIRATION SOURCE YOU RECOMMEND 

“The War of Art” by Steven Pressfield.  

16. A LOCAL-BASED FEMALE TALENT TO BE PROMOTED AT INTERNATIONAL LEVEL

Alina Marinescu, she is an illustrator and visual artist from Bucharest. She works both digitally and traditionally, exploring various techniques and styles.

BIO

I am Alexandra Roșu-Ciobanu, first-year Master's student in Social Media and Online Marketing @FCRP. Two and a half years ago, I moved to Bucharest to continue my studies at the Faculty of Communication and Public Relations, which I successfully graduated from.  

I spent my entire childhood in Alexandria, where I was born, but I used to spend my summer and winter vacations in the countryside, at my grandparent's house. Those vacations were an opportunity for me to discover the joy of simple things and create beautiful memories.  

Now, I find inspiration in my hobbies: I enjoy cooking, reading, and traveling. I am defined by ambition, curiosity, creativity, and the desire to make an authentic impact through everything I do, whether in personal or professional projects.  

As part of the cMBA #FutureProofCreativity program, Alexandra was a member of the #BriefBusters team alongside Tudor Ile, qualifying for the Young Lions PR competition empowered by Ursus Breweries.

Cover photo credit: ME ALCHEMY / Iulian Ratescu