Camilo Rojas – Enjoy, Flavor and Gold
Enjoy
“Enjoy is part of an installation series created to expose audiences to a particular idea through the power of typography and demonstrate how it could communicate and represent outside of the usual screen and print based forms. In this case the idea was to bring the attention and create awareness to the damages of drinking soda, or “enjoying soda”. The piece was created using a word normally associated and related to the brand being criticized and to the “good feeling” it endorses. However, the piece was created using nails and the nails spelling the word “enjoy” were rusted using soda. I decided to use nails to counter act against the positive feeling of the word “enjoy” and rust them with soda to show the damages of drinking it.”
Flavor
“Flavor is part of an installation series created to expose audiences to a particular idea through the power of typography and demonstrate how it could communicate and represent outside of the usual screen and print based forms.
This piece was created using over 3000 cigarettes that spell the word “flavor”. The cigarettes are half smoked showing the nicotine in them; in total, this piece has a size of 24″H x 48″W. Even though it mainly criticizes a specific cigarette brand, Flavor was born to create awareness of the damages of smoking cigarettes.
The word Flavor was chosen to portray the main marketing tactic of this brand, which was made popular by its slogan of the best in flavor, and of keeping its authentic flavor when filtered cigarettes were first introduced in the market.”
Gold
“Gold is part of an installation series created to expose audiences to a particular idea through the power of typography and demonstrate how it could communicate and represent outside of the usual screen and print based forms.
Gold is a piece that criticizes a very popular fast food company and the huge obesity problem faced in our society. This piece was created by using the popular golden French fries spelling the word gold.
The word chosen “gold” has different meanings, it portrays the main color of the logo of this company, the color of the popular fries and it also represents the associations made between the brand and society, especially the marketing campaigns which depicts this food as something very desirable, especially for kids, creating a society with really bad eating habits that have lead to obesity and other health problems.”
via sweet station