Creative Global Network for the Visual Arts

Title: Re- Branding With(in) Flatiron
Duration: 2:56
Artist: Corpus Collective

Re- Branding With(in) Flatiron is the CorpusCollective's approach to the idea of pre-interpreting and pre-constructing the Brand Identity of the people of these United States of America. A protest is staged in a New York City public park where the protestors have no agenda. The protest is as apathetic and uninterested as the whole of the American people, with blank protest signs as homage to the America of the Past. Collectively, we recall shopping in the supermarket in the 1970's where there was an entire aisle of Bargain goods. It was the Generic Aisle, and everything in the aisle had plain white packaging with black lettering describing the contents. This protest is just as generic, with similarities ranging from one's aversion to the Black and White aisle for not wishing to be seen as a "lower class", to not wanting to take seriously the protest in which one finds oneself for fear of belonging to the larger group. This protest is interspersed with two of the Corpus collective reading from an altered version of the Declaration of Independence, as independence is both what is sought and what is avoided. The brand or identity is malleable and unfixed so that one can partially commit themselves to an idea, but back away, mimicking the sentiment of the whole of the United States of America; a country with a very short but profound history and a propensity for both overcompensating for our perceived shortcomings and perpetual attempts to (re)define ourselves and have a place in this society/world/genus/.

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