Project Three - Open Letter

Below is my letter to Geoff Ross, founder of 42 Below.

For a reader friendly version click on the above letter.

Project Three - The Poster

Starting with the below precedent image as a guide, I developed this poster in line with my argument of Geoff Ross being superfluous in his actions.

The money depicted in the poster is floating behind the astronaut to show that the money has no loyalty and there is no allegiance between the two, unlike if the astronaut had created real relationships with real people. The ‘floating’ of the money also represents that the value of money fluctuates (on earth) and is never constant, therefore unreliable.

The astronaut is shown gravitating away from the earth to show that in his greediness he is now lonely. By putting money before his relationships he lost the respect from his fellow peers. I have depicted him in space to show that he got to the top of the world, stepped off and is now lost in the Tarantula Nebula.

The idea of being lost and lonely in space is contrasted with the planet earth in the background, home to people and relationships.

The words ‘Money floats. What do you have now?’ were chosen to demonstrate that this astronaut only held value for money, now that he has lost that, he has nothing.

Poster in situ

I have chosen to photograph this poster in the Wellington CBD during morning rush hour. This end of Lambton Quay is home to many companies that generate large amounts of revenue. The CBD is full of CEOs, CFOs, CIOs and COOs. The poster reinforces my idea quite nicely as I'm sure if I were to ask any of them they would prefer to be with friends and family rather than surrounded by money and stress.

Project Three - Precedent image

Sourced from 7thfold

Project Three - The Word

SELLOUT

I have chosen the word ‘Sellout’ to best depict my stance towards how I feel about 42 Below. When Geoff Ross decided to accept Bacardi’s offer he was gambling with 42 Below’s integrity, morality and principles.

I have used a photo of myself to create a grid by duplicating the photo. This is to illustrate the action of ‘selling out’ where the person or product is no longer special or unique. The heights differ along the grid to show that each person was once an individual before they sold out. Their eyes are also closed to show that they have lost their own identity.

The thread is a series of brandings (or tattoos) of two-dollar coins. The brandings of these coins have left the person looking ill with burn marks and black eyes, showing that these brandings are infecting them. This is to demonstrate greediness being a disease that is hard to forget once it becomes part of you.

The photo has a raw quality to it, which depicts that these brandings are telling the reality; there is nothing fancy for the fallacies to hide behind.