HYPER-REALITY
Do consumer products serve us or do we serve them?
A systematic documentation of consumer variation, this project compiles every available iteration of a product line into a single, large-scale composite. Utilizing the precise lighting and printing techniques of commercial advertising, the work creates a tension between the architectural magnitude of the print and the triviality of the subject. The project consists of a total of eight prints and feature 80 unique products.
Presented as wall-sized inkjet prints, the series juxtaposes the monumental scale of early modern history painting with the seductive, glossy aesthetic of the contemporary marketplace. The resulting images force a confrontation with the utility of nuance: do these endless micro-variations serve a functional human purpose, or do they simply manufacture an illusion of choice?
Click on each image below to view the entire print.
Each print was made by taking 50 megapixel photographs of each individual product then digitally manipulating them into one single image, allowing them to be blown up and printed at the scale of billboards with no loss in detail.
