Advertising Console

    Close Your Eyes

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    Steve Lambert

    by Steve Lambert

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    CLOSE YOUR EYES

    For this project I was invited to create 8 second videos that would appear among advertising on a giant screen in Toronto. Working on a giant screen that distributes advertising presented some ethical challenges – I've been vocal about being against these kinds of screens in public spaces. But what an opportunity! So I tried to figure out how, in 8 seconds, I could get people to stop looking at the ads.

    Each of the videos begins with the words "CLOSE YOUR EYES" and then a short statement:

    IMAGINE THE ENTIRE UNIVERSE

    FEEL EVERY MOLECULE IN YOUR BODY RAPIDLY VIBRATING

    The piece earnestly asks people to stop looking, pull back, see a larger picture, and imagine impossible things. While it's absurd to ask for such things on a giant billboard in the middle of the city, I ask anyway. It's awkward and out of place, and perhaps a chuckle relieves some anxiety, but the idea lingers and the request remains: "will you close your eyes and imagine?"

    Yonge and Edward, just north of Dundas Square
    Toronto, Canada

    Ran from November 5-13, 2011

    More at: visitsteve.com/made/close-your-eyes

    Motion Graphics: There was someone who volunteered and did this, but I lost the email! Please get in touch so I can credit you...