CONSUMED NOTION

This series of photographs touches on our subconscious identification with well-known brands and how they are presented to us. Many products we buy have similar content but with different framing to attract us to consume. Behind all the brands' presentations of their products lays the combination of basic physical raw materials as a contrast to the polished product's promoted surface.
In this photographic series I have taken different famous brands and poured them into plastic boxes, placed them on light tables and photographed them from above. When removed from the product concept, logos and design the perception of the products becomes something completely different then the usual advertisement associations. In this art project I have been exploring the transformation of dense products associated with consumerism, that here are turned into etheric and transparent artwork. This is an exploration of how the sublime and etheric aspect of reality is an underlying potential in all form as well as in the formless. When the boundaries of the material world are dissolved we enter the landscape of neither subject nor object, the transparent interrelationship between the relative and the
absolute.

Consumed Notion 1
Famous brands poured into a plastic box on a light table, photographed from above: Tropicana, Rexona

Consumed Notion 2

Famous brands poured into a plastic box on a light table, photographed from above:

Red Bull Purple, Grumme

Consumed Notion 3

Famous brands poured into a plastic box on a light table, photographed from above:

Palmolive, Ariel

Consumed Notion 4

Famous brands poured into a plastic box on a light table, photographed from above:

Fontana, Red Bull Purple

Consumed Notion 5

Famous brands poured into a plastic box on a light table, photographed from above:

Fanta, L’Oreal Shampoo

Consumed Notion 6

Famous brands poured into a plastic box on a light table, photographed from above:

Flux, Sprite

Consumed Notion 7

Famous brands poured into a plastic box on a light table, photographed from above:

Palmolive, Tropicana

Consumed Notion 8

Famous brands poured into a plastic box on a light table, photographed from above:

Palmolive, Fontana

Consumed Notion 9

Famous brands poured into a plastic box on a light table, photographed from above:

Dove, Axe

Consumed Notion 10

Famous brands poured into a plastic box on a light table, photographed from above:

Del Monte, Axe

Consumed Notion 11

Famous brands poured into a plastic box on a light table, photographed from above:

Wolverine, Coca Cola

Consumed Notion 12

Famous brands poured into a plastic box on a light table, photographed from above:

Del Monte, Urtekram