My work is a response to the overwhelming presence of consumer-driven advertising, which often intrudes on our reality in a way that feels violent, making it increasingly difficult to maintain a genuine connection with the world around us. The widespread acceptance of both paper and digital ads in our public spaces distorts and diminishes the sense of community, turning the human soul into a mere commodity rather than recognizing it as a complex and intangible entity that thrives through meaningful connections with people, nature, and context.
Improvisation, rooted in impulse and play, taps into our inner child, awakening a power within us to create and act beyond conventional boundaries. It enables a connection between our conscious and subconscious, driven purely by the need for expression, free from predefined aesthetics. Ironically, impulse is also what advertising seeks to exploit, viewing every physical or digital space as an opportunity to target these impulses, turning free-spirited individuals into consumers.
The steady flow of news and unsettling challenges is constantly disrupted by a relentless parade of ads—bluntly out of place, shamelessly targeting our desires, and clashing against the gravity of the world’s turmoil. It’s like sitting beside a loved one as they pour out their deepest struggles, only for a recognised celebratory to pop up every few minutes, whistling the McDonald’s jingle and waving a pristine Big Mac between you, breaking the delicate thread of empathy with each intrusion. In a world caught in such dire turbulence, these interruptions feel less like distractions and more like devastating blows, widening the gulf between what matters and what is sold.
For our souls to thrive and for us to rebuild our connection to the environment and our local communities, advertising must be deconstructed, disrupted, and stripped of its power. Only then can we reclaim the spaces that nourish authentic connection and creativity.
