Artist Replaces Billboards With Photos Of The Landscapes They’re Blocking
In a cinematic experience animated by driving along Gene Autry Trail, viewers will encounter a series of billboards featuring photographs of the very mountains towards which they are heading. Each photograph is unique to its position along this route and at a certain point as one approaches each billboard, perfect alignment with the horizon will occur thus reconnecting the space that the rectangle of the billboard has interrupted.
In the language of billboard advertising this kind of reading is referred to as a Burma-Shave after the shaving cream company of the same name who used sequential placement to create messaging that could be read only from a moving vehicle. Within the desert empire of roadside signs, artist Jennifer Bolande chooses to advertise the very thing so often overlooked.
Looking up at the billboards our attention is drawn back to the landscape itself, pictured here as a stuttering kinesthetic of real and artificial horizons.