work
JUST TO HIT
| category | Illustration |
| subject | Political / Social |
| tags | NIKE, JUST TO HIT, ADVERTISING, BRAND, SPORT, VIOLENCE, CLAIM, SLOGAN |
| base | 60 cm |
| height | 40 cm |
| depth | 2 cm |
| year | 2025 |
Through a minimalist installation, the artist questions the profound transformation of values and the perception of objects as we transition between different historical eras.
The central element of the work is a sickle, a symbol of peasant civilization, a generation in which objects were valued for their function and their labor-related needs. The artist places it obliquely on the wall, unmistakably evoking the Nike sportswear logo, an icon of contemporary times. The installation ironically juxtaposes two worlds: that of work and self-sufficiency, and that of consumption and image.
The work develops the theme of "Action" by analyzing the different meanings it takes on in these two contexts. The action of the sickle, or "striking" (the act of cutting), is linked to a need for survival and physical labor. The action evoked by the sports brand, although it also involves movement (like running), translates for the majority of the population into a recreational activity, a hobby, often driven by aesthetic and status considerations.
The title, "JUST TO HIT," is a further, sarcastic reinterpretation of the advertising slogan "Just Do It." This slogan, which urges action, is here reduced to the pure and simple functionality of the peasant object. This linguistic and visual short circuit is key to understanding the cultural evolution of generations. The work suggests how, for the current generation, understanding an object from the past inevitably passes through the codes of the present, brands, and advertising. Paradoxically, the sickle acquires its ironic contemporaneity only when reinterpreted through the lens of consumerism, highlighting a progressive and almost irreversible gap between the intrinsic value of things and their symbolic representation.
WORK EXHIBITED DURING THE ARTEAM CUP PARATISSIMA
The central element of the work is a sickle, a symbol of peasant civilization, a generation in which objects were valued for their function and their labor-related needs. The artist places it obliquely on the wall, unmistakably evoking the Nike sportswear logo, an icon of contemporary times. The installation ironically juxtaposes two worlds: that of work and self-sufficiency, and that of consumption and image.
The work develops the theme of "Action" by analyzing the different meanings it takes on in these two contexts. The action of the sickle, or "striking" (the act of cutting), is linked to a need for survival and physical labor. The action evoked by the sports brand, although it also involves movement (like running), translates for the majority of the population into a recreational activity, a hobby, often driven by aesthetic and status considerations.
The title, "JUST TO HIT," is a further, sarcastic reinterpretation of the advertising slogan "Just Do It." This slogan, which urges action, is here reduced to the pure and simple functionality of the peasant object. This linguistic and visual short circuit is key to understanding the cultural evolution of generations. The work suggests how, for the current generation, understanding an object from the past inevitably passes through the codes of the present, brands, and advertising. Paradoxically, the sickle acquires its ironic contemporaneity only when reinterpreted through the lens of consumerism, highlighting a progressive and almost irreversible gap between the intrinsic value of things and their symbolic representation.
WORK EXHIBITED DURING THE ARTEAM CUP PARATISSIMA
