ALLES GUCCI?

IS A PROJECT ABOUT HOW ADVERTISING BUTCHERS CULTURE AND ITS SEMIOTICS AND HOW WE AS A SOCIETY UNKNOWINGLY CONSUME THESE SYMBOLS AND PULL THEM OUT OF THEIR CULTURAL CONTEXT.



BY SUBSUMING SUBVERSIVE IDEAS THAT DERIVE FROM THESE CULTURES AND TURNING THEM INTO FUEL FOR BRANDS, WE ONLY APPRECIATE CULTURE BY ITS ESTHETICS AND IGNORE THEIR ORIGINAL MEANING.



IN THIS VIDEO I CRITICIZE BRANDS AND ADVERTISING AGENCIES IN THEIR ROLE IN SHAPING CULTURE, BY EXPOSING THE TECHNIQUES THEY USE BY APPROPRIATING THE WORLD OF GUCCI AND APPLYING THIS WORLD ON SYMBOLS THAT ARE SUBVERSIVE OR RADICAL.

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