KARMA
(2009-2013)
Karma is a project that was carried out in Madrid between 2009 and 2013. It presents cars as a means of transport connected to the beings that inhabit them. Unconscious longings for our savage past are manifested in the aggressive designs of the bodywork and headlamps, inspired by predatory animals; in the boundless power of the motor or our behaviour when driving. The inner realities of humankind have their effect on the exterior. This work displays a free interpretation of the term ‘karma’, whose origins can be found in the Sanskrit noun ‘kar-man’.
Through a photographic language that eliminates any illusion of depth, bodywork and human skin are transferred to the same surface, revealing the result of a direct confrontation with the object portrayed: in the dead of night and directly illuminated by flash, a decision that emphasises the tension inherent of city´s traffic. Publicity values like power, independence, autonomy or freedom are transformed into aggressiveness, separation, competitiveness and alienation in a discourse that offers the opposite message to the codes used in car advertisements.
KARMA
(2009-2013)
Karma is a project that was carried out in Madrid between 2009 and 2013. It presents cars as a means of transport connected to the beings that inhabit them. Unconscious longings for our savage past are manifested in the aggressive designs of the bodywork and headlamps, inspired by predatory animals; in the boundless power of the motor or our behaviour when driving. The inner realities of humankind have their effect on the exterior. This work displays a free interpretation of the term ‘karma’, whose origins can be found in the Sanskrit noun ‘kar-man’.
Through a photographic language that eliminates any illusion of depth, bodywork and human skin are transferred to the same surface, revealing the result of a direct confrontation with the object portrayed: in the dead of night and directly illuminated by flash, a decision that emphasises the tension inherent of city´s traffic. Publicity values like power, independence, autonomy or freedom are transformed into aggressiveness, separation, competitiveness and alienation in a discourse that offers the opposite message to the codes used in car advertisements.