This project brings together two of the most prominent aspects of life in the metropolis, advertising and the automobile. Shiny new vehicles passing through the city are illuminated by huge bright screens of Coca Cola red, Samsung Orange and Xbox green. The light on the bodywork reminiscent of the ‘liquid light’ effect of much car advertising photography. These are documentary pictures of the everyday that echo the aesthetic of the high end commercial photography studio.
The automobile bathed in the light of advertising is an appropriate metaphor for the omnipresence of advertising in a world where we are all sold to constantly and every one of us is classified into consumer types. The 785.5m2 screen in Piccadilly Circus, the largest in Europe, claims to have an audience of ‘City Sophisticates’, ‘Lavish Lifestyles’ and ‘Career Climbers’.