FOREVER™ #5SEND IN THE CLONES
We all need to
question the latest headlines about human cloning.
Dream of constant
reproduction, of unending, perfect body, eternal youth in which there
are no radical breaks, empty spaces, interruptions or growing pains.
In a word - Dream of eternal Wholeness. This is one of the faces of
the primal human fantasy. We can not but to recall the myth of Anchises,
Aeneis' father and Venus' lover for whom later has negotiated with gods
secret of life without end. But Olympians, being jealous and fickle
lot, found a way to harm him. You see, Anchises possessed life without
end, he continued living no matter what but he also continued to deteriorate,
to age. In the end he simply faded away, like too little butter spread
over too much bread.
FOREVER™ billboards by Aleksandar KujucevFor some years now, I'm supporting myself, my art and now my family, by doing commercial photography for the advertising industry. As a photographer, I feel that I'm "living a lie"… I'm really frustrated with that.
Modern obsession with eternal youth and good looks is exploited and brought to extreme in advertising. In some recent studies, youth, sex and good looks are the most important of eight magic ingredients that are in the essence of successful advertising. We are bombarded on a daily basis with commercials for magic Q10 anti ageing crèmes, no dandruff / high volume shampoos, lipstick that lasts ten hours, teeth whitening chewing gums and tooth pastes, electric belts that will make you slim again... and many more.
Sometime in the not too distant future, the beauty and health industry might benefit more from genetic researches... If scientists figure out how does degradation of genes that causes ageing work, humans could live and stay young forever. There are also some speculations how that could affect mental development - if you live, let's say, six or seven hundred years, you would take responsibilities in your life much later... you get out of puberty being 150, getting married at 300...
Being in the advertising business, I wanted to do a fake campaign for the (fake) ultimate product that will make you young and fit forever. I decided to combine extreme youth - babies, with extreme physical fitness - body builders!
I persuaded local billboard company to sponsor me by giving me the billboards and I went into production which was identical to my other commercial productions - from photo shoot to Adobe Photoshop, and then to print.
The idea was not to "take the art to the streets" as in many other billboard art projects I've seen. I wanted to mimic real billboard campaign and to confuse people on the streets. It was a success: some pointed at billboards laughing, some looked away in disgust, but nobody was indifferent and this is by itself a sign of successful ad campaign... I had billboards both on the Belgrade streets and in the Belgrade Cultural Center gallery.