The LA-based duo is on a mission to reintroduce wonder, cuteness, and modern spirituality through their ever-expanding Little Cloud universe.
A Movement Built on Play
Since founding FriendsWithYou in 2002, Samuel Borkson and Arturo “Tury” Sandoval III have shaped an artistic universe centered on optimism, connection, and emotional openness. While their aesthetic may lean soft and sweet, the message is deeply intentional — to use joy as a tool for spiritual healing in a world that often confuses cynicism with sophistication.
From sculptures and plush toys to large-scale installations and even dancing robots, their work aims to break down the emotional walls we build in adulthood. “Soft power is how we win,” says Borkson. “Something fluffy and sweet can offer something more powerful than a punch in the face.”
Rewriting the Rules of “Cool”
FriendsWithYou came to life as a counterpoint to the disconnection they saw around them — a creative rebellion where kindness and cuteness were the weapons. At a time when irony reigned and sincerity felt out of place, they leaned fully into their vision. “We weren’t trying to stay in a small niche of the art world,” says Sandoval. “We wanted to reach everyone.”
That universal approach has allowed their work to stretch far beyond traditional gallery spaces. Whether it’s immersive environments or animated shorts, they continue to explore new ways to connect with their audience, unbound by medium or trend.
The Rise of Little Cloud
One of their most recognizable creations is Little Cloud — a soft-faced floating character that has become both a mascot and a mission. For FriendsWithYou, the cloud represents magic, luck, and friendship — a gentle reminder that something above is always watching over you. “It’s about optimism, lightness, and not taking yourself too seriously,” explains Sandoval.
Their latest installation, Little Cloud Sky, currently on view at the Seattle Art Museum, turns the sky itself into a sacred space. A cluster of clouds floats in rhythmic formation, symbolizing collective unity and offering viewers a sense of calm and wonder — regardless of age or language.
The Message Always Leads
While the duo has worked across nearly every medium, from animation to large-scale inflatables, their approach remains rooted in intention. “We’re not selling craft,” Sandoval says. “It’s about the conceptual framework. That’s why we give ourselves freedom to shift and evolve.”
Instead of mastering one format, they chase the message — allowing play, emotion, and risk to guide the direction. “If you’re an amazing painter, go make a film,” Borkson adds. “Try performance. Do what scares you.”
Play Is the Superpower
Central to everything FriendsWithYou creates is the idea of play — not just as a style, but as a form of resistance. Having both grown up in environments that demanded maturity too early, the artists view play as a way back to possibility. “It’s how we invent, how we surprise ourselves,” says Borkson. “We often forget that not knowing is a superpower.”
Their goal has always been to open the door for others to feel that joy — to shout, move, and connect without fear of looking silly. “Growing up can steal that from you,” Sandoval says. “We’re here to help people take it back.”
