Slogans

This work finds its origins in advertising iconography and the concept of slogan. These elements, which are part of the public’s every day language, are used here to subvert the axioms of that same language. In short, this seditious act is the manufacturing of necessity itself, a promise of unattainable satisfaction.
Virtual images interact and interfere with the live scene, thus creating an interplay between reality and fiction. This dichotomy then translates to the desires that advertising messages promote.
Slogans is composed of two parts, both of which inquire into the tautological spirit of creation. The first part focuses on the time before the action, which, in the form of rehearsal, consists of dispersion, repetition and technique. The second part is devoted to exploring the space of representation – fiction’s reality.
The action takes place in the form of concentric realities. Like Russian dolls, these realities engulf each other. Concomitantly, these nested realities infect each other and hence produce a dramatic action that acquires its meaning by process of accumulation.
The goal is to create a utopian universe using clichés of the advertisement industry. However, this ideal world is slowly annihilated and jeopardized by an underlying reality that threatens to take the stage.
Slogans situates the characters in a lab-like setting or a boundary, a place when the constant switching between reality and fiction annihilates desire.