Commercial Lucidity

This project, entitled Commercial Lucidity, interrupts the readability of everyday advertising by presenting iconic commercial products in an uneasy conflict between familiarity, and the obscure. The images in this series strip away extraneous elements of branding and product design by utilizing the camera’s ability to capture motion. The abstracted images that result force the viewer to decipher the commercial products with which they are presented. Each product included in Commercial Lucidity was shot twice, with the first image capturing the subject in motion (through the use of a turn-table and slow shutter speed), and the second image depicting the subject at equilibrium. When presented together, each pair of photographs places the captured subject in a transition between object, and iconic reference.