Advanced Vis Comm II-Project 01 Process

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Scott Waraniak & Steve Panicara

Creation & Implementation

For the final project, we constructed a 45x45x45″ cube out of particle board and masonite. It was hand-painted, then constructed at the presentation site. We suspended the cube from the ceiling in a crude manner, with white rope reaching in all directions.

We then screen printed four chosen phrases onto close to 150 advertisements cut out of tabloids and magazines. The phrases were meant to have double meaning, invoking an awareness of the commercial practices of the viewer. By randomly mixing colors and dripping paint onto the screens, we achieved different aesthetic looks that were the result of chance.

To add to the immersive experience, we plastered the inside of the cube with our screen printed ads. The result was a bombardment of messages and orders coming at the viewer from every direction.

A chair was secured in place underneath the cube, forcing the viewer to look in a fixed direction. The chair mimicked the tv-watching/movie-going experience, but also the driving experience on which this project was based.

Above and behind the head of the viewer was a secure spot for the projector and speakers.

The finishing component of the project was the viewer experience. They took a seat inside of the cube, and the final motion piece was projected directly in front of them.

Reactions to the installation were exactly what we intended; people felt completely battered by messages. Although it is completely subjective, the message of the piece was one of criticism on our contemporary capitalist culture, and also of celebration. We simply wanted to bring awareness to the individuals involvement in this supply and demand society, and hopefully raise some questions about the origins and motives behind the messages that we receive on a daily basis.

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