Juan Camilo Rojas – Type as Experiment.

by Amy@AQ-V on May 25, 2011

These keen hand constructed type experiments by designer/artist Juan Camilo Rojas serve as an intriguing platform for conversation regarding the societal ills of fast food consumption, carbonated beverages and smoking. His deft usage of ‘golden’ french fries, rusty nails and cigarettes nodding to known corporate logos/culprits in these art installations is brilliant and wickedly conceptual. Follow the name link to further peruse Juan’s portfolio.

[ All work & images © Juan Camilo Rojas ]

Gold

Gold is a piece that criticizes a very popular fast food company and its contribution to the obesity problem facing our society today. The piece was created by using the popular golden French fries.

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 portrays 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 an obesity problem.

Enjoy

Enjoy was created using a word normally associated and related to the brand being criticized and to a good feeling. However, the piece was created using over 18,000 nails spelling the word “enjoy”, rusted using soda. I decided to use nails to counter act against the positive feeling of the word “enjoy” and rusted them with soda to show the damages of drinking it.

Flavor

This piece was created using over 3,800 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.