Elay Neal Moses Leuthold was born in 1996 near Zurich and grew up just outside the city. After completing secondary school with a focus on Communication & Information, he gained early experience through an internship at a creative service production agency before beginning his Design studies at Zurich University of the Arts (ZHdK) in 2019.

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In 2020, Elay joined AkutMag as a Video Producer and became a board member of the Conscious Influence Hub. His work spans freelance collaborations across a broad range of clients, developing and producing moving image, photography, and social media campaigns with a strong conceptual foundation. From March 2022, he played a key role in the relaunch of SRF Virus and went on to serve as Head of Content at both Virus and AkutMag. Elay graduated with a BA in Design in July 2022.

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After three years at Virus, he transitioned into the luxury fashion space, shaping the new identity of Swiss heritage winterwear brand JET SET, where he works across Creative Direction, defining the brand’s evolving visual language and the development of bold campaign narratives across image and film. He has also recently joined the advisory board of Visore Lab.

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His personal work often reflects on societal norms and the perceptions that shape everyday life. While some projects are rooted in observation and critique, others explore authentic storytelling within meticulously curated visual worlds. His artistic approach is influenced by his family background, with elder relatives working as graphic artists and stone sculptors.