SENSASS
2010

Series of animations.

Screens carry images of floating objects in front of landscapes with barely perceptible movements. Advertising industry has identified a category of products with low mental imagery value, in part because it is difficult to imagine using them. To solve the problem, we add to the product a visual background. The reaction of the brain to this type of image is a synthetic operation that involves extracting and applying the qualities of the background to the product in the foreground. Without restraint (either), SENSASS manipulates our beliefs, the mercantile stake aside.