samnormal

I'm collecting commercial adverts from the free, popular magazines aimed at commuters in London. Mimicking subliminal advertising techniques, I dissect the slogans and delete any consumerist and materialistic content by subtracting words and colour, to reveal the existential, poetic message that lies underneath the superficial one. In doing so, I'm keen to promote metaphors rather than materialistic needs and aim at giving the viewers a second chance to review something they've already seen, using the déjà vu effect to suggest the creative power of our perception.

This old tree living in a desolate landscape, rejects certain fruits before they ripen. The imperfect prunes are miscarried, echoing how consumer demands have warped a collective sense of normal produce, creating untold tonnes of waste in the process. I aimed to rescue and present these fruits at their best, to practice a form of artificial selection, inverting consumerism and nature by placing value on the imperfect and inedible.