In every generation the Bible has found new interpretive apparatuses - from the invention of the book, which usurped the scroll, to the latest in computing. Artists, too, have approached the world's oldest stories in ever-newer media: illuminated manuscript, fresco, sculpture, painting, installations, performance art, digital media. If all of creation is to be found in the Bible, it stands to reason that the Bible can be found in everything that's been created.
To explore the outer limits of this concept, I’ve undertaken a long-term project of semiotic archeology in what might seem like the least promising medium: advertising. Through systematic decollage of in situ street advertising posters and digital photography, I’ve witnessed the Old Testament narrative come to life anew. My technique has its roots in alchemist’s attempts to elevate the base to the golden, and in the Kabbalistic notion of permutation: a rearrangement of words and images to uncover hidden meanings, hermetic truths, not as worship but as art.
To find meaning in advertising–a transient medium primarily concerned with promoting consumerism–is essentially an act of faith. To unearth the holy encoded within the unholy–this is my project's central mission.
It has been said that the average US consumer sees over 3,000 advertising messages per day. Visually, my series emulates the chaos of advertising messaging – the constant barrage our eyes and minds are under in contemporary society. I want viewers to consider advertising and art, where the boundary of one ends, the other begins, and the roles each play in our lives.
Review press coverage here
Medium: Digital photography of advertising decollage
Printed on Hahnemühle Photo Rag Bright White 310 gsm paper with Ultrachrome K3 archival ink, hand-deckled edges
Editions of 10
Dimensions: 36”w x 24”h