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The American Dream
Brief
The military culture raises the USA as the protagonist in the main world wars of the XX and XXI centuries. The "American war culture" feeds one of the biggest industries of the world: the arms industry. This policy, which affects the country, exposes even more internationally because it blends economic and political interests between private and public issues. An American policy financing wars bringing more conflict and international violence. In order to their interests and their partners, the "American dream" translates into a nightmare for people and Nations. The "Armazém da Utopia", as a critical artistic place to any form of violence and freedom, designed a piece to point out this permanent geopolitical domain search by the war industry of the USA.
Execution
An open idea, aimed to instigate many interpretations. That was the creative execution choice, consistent with the Armazém da Utopia's visual language, which discusses the art, social and political issues of the world. The image of the three skulls grouped links the idea of Mount Rushmore, which represents the four Presidents who made USA, a symbol of free and democratic country in contrast to its practice warmongering that compromised the sovereignty of many countries. To show that this policy undermines the basic principles of freedom that formed the country itself, tanks and jets are represented in miniature toys, as a metaphor to insects, worms and flies. The breakdown of the colors and elements of the American flag, the irregular typography, reflect the chaos that war causes, like a plague that spreads out of control.
Outcome
During January, February, and March, thousands of people who attended plays and expositions in "Armazém da Utopia", were impacted with the posters scattered throughout the vast area of 3000 m2. The goal is to open people's minds to reflect on the real motives of the wars that are happening in the world, evoking internal debates on events there.
Previous Study
My role: Art Direction and Digital Art
CCO: Marcos Apostolo
Art Director: Marcos Becker
Copywriter: Marcos Apostolo
Photography: Rudy