Project COUTUREBOY, a unreal object that was inscribed into the real.
Noorderlicht International Photo Festival 2021 - The Makeable Mind
Something fundamental is changing in how we see the world and in how the world is shown to us visually. Firstly, in recent decades, digital technologies have eroded the reliability of the photographic, cinematic, or pictorial medium as a 'window on reality.' Secondly, the Internet has become a crucial source of information with a major impact on our worldview; half, whole, and empty truths are fired at us from all directions. We are constantly asked to judge: what and who do we trust?
The COUTUREBOY image I submitted was from an ongoing underwear ad campaign on social media to interrogate the influence of the language of advertising and commerce. The movement was inscribed into the real world, and a grant was received from one of the social media giants to offer financial support during the COVID-19 pandemic.
COUTUREBOY, FROM DIGITAL TO THE REAL
Gene Tolan: I have been working on a unique project involving my brand, COUTUREBOY. It started as an ongoing social media underwear ad campaign aimed at interrogating the influence of the language of advertising and commerce.
Interviewer: That sounds fascinating, Gene. Can you tell me more about how this campaign evolved?
Gene Tolan: Sure! The campaign was part of a movement to challenge and explore the power of imagery and language in advertising. We wanted to see how far we could push the boundaries of perception and belief through curated content and strategic marketing.
Interviewer: So, the campaign was purely digital at first?
Gene Tolan: Yes, it was entirely digital. We created high-quality images and engaging narratives around the COUTUREBOY brand, which resonated with a large audience. The images were polished and professional, giving the impression of an established, high-end brand.
Interviewer: And you mentioned something about slippage in the reliability of images. How did that play into this project?
Gene Tolan: As the campaign gained traction, we noticed an interesting phenomenon. Despite the brand not having a physical presence or actual products at that stage, people started to perceive it as a real, tangible entity. This slippage—where the boundary between reality and perception blurred—was both intriguing and insightful.
Interviewer: That’s incredible. So, do people believe in the brand's existence based on the images alone?
Gene Tolan: Exactly. The power of visual storytelling and marketing was so strong that it created a belief in the brand's authenticity. This belief was further validated when one of the major social media platforms, impressed by the campaign's impact and engagement, offered us a grant to continue the project.
Interviewer: Wow, so you received funding for a brand that technically didn’t exist in the traditional sense?
Gene Tolan: Yes, the grant was a turning point. It allowed us to bring COUTUREBOY into the real world, moving from a conceptual exploration to a tangible brand. This transition was both a testament to the campaign’s success and a commentary on the influence and reliability of images in modern advertising.
Interviewer: That’s a remarkable journey. How did you feel about the brand's evolution from a digital experiment to a real-world entity?
Gene Tolan: It was a mixture of excitement and validation. It reinforced the idea that art and commerce are deeply intertwined and highlighted the potential for creative projects to impact reality in significant ways. The whole process was an insightful exploration of perception, belief, and the power of imagery.