THE NEW POTENTIAL

The New Potential, 4k video (2018)

The New Potential presents imagery in video of billboards captured between advertisements, when remnants of previous adverts are exhibited upon their facades. Overlapping and layering in configurations that welcome what was to float back into focus, the compositions reveal rather than conceal the potential for new relevance and meaning to be communicated. 

Prominently displayed across our horizons and built by color, line and happenstance, the only characteristic of their disposition that differs from that of typical billboard advertisements is the nature of their imagery.

Our visual culture is one of excess, crowded with infinite content of material plenitude. The New Potential, in contrast and perhaps protest, proposes images that are not of or about something, but are something. What they offer is therefore the potential to have, rather than know of, an experience.
A means of encounter – signs of life.