For some, there may be something vaguely familiar about the giant image that is currently installed in the Contemporary Art Gallery’s windows. What appears as a huge, empty landscape is actually vinyl from a billboard ad for Apple’s “Shot on iPhone” campaign salvaged by Toronto-based artist Kelly Jazvac. Originally measuring over 70 feet, the billboard was intended to promote the photographic abilities of the iPhone 6.
Stretched across the CAG’s facade, Ambient Advertising (2016) provides viewers with the rare opportunity to engage up close with the sheer scale of advertisement through the repurposed vinyl. In Jazvac’s hands, the vinyl has been meticulously sliced and made to fit in the CAG’s windows. The once glossy, enticing surface of the image is interrupted by cuts that allow for a more critical engagement with the vinyl’s texture and movement. What seems at first like a pristine image of a vast landscape becomes troubled by the disposable material it creates and the ironic implications it has for the environment it depicts.
Much of Kelly Jazvac’s work incorporates discarded vinyl into new compositions, reviving thrown-away material and touching on environment concerns like pollution. Her installation and sculptural pieces often have a playfulness to them—check out the cowboy hanging upside down inside the gallery—that encourages us to acknowledge the absurdity in the everyday.
Since the original was released in 2007, the iPhone has had 12 iterations. Which each new iPhone comes a new advertising campaign promising that this phone is better than the last. What Jazvac’s work highlights is how planned obsolescence guarantees more iPhones, more ad campaigns, more vinyl , and more waste.
Ambient Advertising will be up in our windows until September 10th, 2017.