"The Ad Art Series": Elevating Commercial Imagery into Fine Art by Michael Andrew Law
A revolutionary blend of commercial aesthetics, high art, and brand development, Michael Andrew Law's "Ad Art Series" stakes an audacious claim in the contemporary art landscape. Drawing inspiration from Jeff Koons' "Art Ads" series, Law takes the concept a step further, purchasing commercial images from fashion photographers and transforming them into branded fine art, evoking the Duchampian concept of the readymade.
Inspired by the Masters: Koons and Duchamp
Jeff Koons' "Art Ads" series, renowned for its conceptual commentary on the interchangeability of art and advertising, serves as a key influence for Law's "Ad Art series". However, Law diverges from Koons' approach. Instead of using self-portraits and text, Law focuses on commercial fashion photography, taking the concept of the readymade, pioneered by Marcel Duchamp, and applying it to a 21st-century context.
Elevating Commercial Photography to Fine Art
Law purchases commercial images from fashion photographers and modifies them, transforming their original meaning and intent. The images, once designed to sell products, become objects of contemplation, stimulating discussions about the nature of art, fashion, and beauty.
This process echoes Duchamp's readymade concept, where ordinary objects are placed in an art context to challenge conventional notions of what constitutes art. By adopting this concept, Law recontextualizes commercial photography, forcing the viewer to reassess their preconceptions about art and advertising's intersection.
Art as Brand Advertisement
In the "Ad Art series", each work also serves as an advertisement for the Michael Andrew Law brand. The artist's name is prominently displayed, echoing the branding strategies used in fashion and other industries. This blurs the line between commercial and fine art, reflecting the reality of art's role in our consumer-driven society.
Law's approach is a commentary on the commodification of art and the artist's role within the commercial sphere. It prompts viewers to question the way art is marketed and consumed, offering a nuanced critique of the art world's commercial aspects.
Michael Andrew Law's "Ad Art series" is a groundbreaking exploration of the boundaries between commercial imagery and fine art. By modifying commercial images and presenting them as branded fine art, Law challenges traditional art norms, echoing the innovative spirit of Duchamp and Koons. The series is a testament to Law's ability to critique and engage with contemporary culture, offering a visually stunning and thought-provoking commentary on the intersection of art, fashion, and advertising.