Whalecum Pictures is a multi-channel video installation that playfully investigates the interstice between art and commerce and the notion of value within a marketplace. The project takes the form of a fictional film production company. Seven videos reenact iconic scenes from well-known films, each paired with an object extracted from the scene.
These objects—slippers, cigarettes, undergarments, or other ordinary items—are presented as branded promotional merchandise. Each bears the logo of the imaginary studio: Whalecum Pictures.
By mimicking the marketing strategies of the entertainment industry, the project stages a circular economy in which cinema, branding, and consumer goods reinforce one another.
Whalecum Pictures playfully reflects on the relationship between cultural production, sponsorship, and the systems of value that connect art, media, and commerce.
EXHIBITION VIEWS
Video installation at:
Red Bull Arts, New York, 2015
Eigen + Art, Leipniz, 2016
FILM EXTRACTS
Full Metal Jacket
A Streetcar Named Desire
Field of Dreams
Vivre sa Vie
La Haine
All about my Mother
Branded merchandise