Brand New Me
2011 – 2016
Dimensions: 330cm x 200cm
Materials: Twenty pints of the artist’s blood on canvas
"I wanted to take commercial culture to an extreme.
I wanted to consume consumer culture before it consumed me."
The canvas depicts a monumentally sized logo made entirely of the artist’s blood. Using blood for its connotations of worship, the work can be seen as a sacrifice of biological matter to transcend into the metaphysical realm of the brand.
The logo itself originates from a simple set of marks which he’s been drawing since he was a child. Adapting such innocent marks into a logo is an act of commodifying his most primal expression.