Recycling (ITAP 3)

It is nearly impossible to be 100% original. When trying to create something totally new, most of the time you will find someone that has done the same or something similar in the past. So instead it can be better to look at the past first and then change aspects or interpret it differently. 

Both Matteo Bertolio and Mike Ruiz work within the fashion photography industry. Another similarity is that they both used the 60s art movement of pop art to create some of their pieces. Matteo Bertolio piece for Tank Magazine in 2004 shows similarities to Andy Warhol’s Marylin in 1962. I highly doubt that this was just coincidence. He has used Wahols contrasting vivid colours to create a bright eye catching piece of photography. I too believe the same with Mike Ruiz works for Zink Magazine called “Masterpiece” in 2006. The dots used throughout his work instantly reminds me of Roy Lichtensteins famous work. Both have used pop art and brought it to our current time. By using better technology like our highly technical camera and computers, the images are even more powerful and distinct. The photos give a glossy and smooth look, which goes with our current elegant fashion photography. 

Matteo Bertolio -Tank Magazine 2004,Andy Warhol - Marylin 1962

Mike Ruiz - Zink Magazine “Masterpiece” 2006, Roy Lichtensteins 

However some artists take a past idea or art work and just recycle it. Sometimes they don’t even change a lot about the original image. This is mainly done in advertising. We recognise the images and connect to it more, making their brand more rememberable. For example, this image from the Focus Catalogue in 2009 connects to the story of adam and eve from the bible. Most people know this story and have seen Lucas Cranach famous painting. It has used exactly the same objects and composition as Cranch’s painting. The only different is the method that the image has been made. Cranch’s painting and Focus’ photography.

Lucas Cranach - Adam and  Eve – c.1520’s , Focus Catalogue - 2009 

Another example is the Royal Shakespeare Company advertising Hamlet. The background is from Casper David Friedrich painting called “Wanderer above the Sea of Fog,”. The advertisers has cleverly imported their main character for the play into the painting. The other difference is that the figure is facing towards us the viewer, instead of faced back towards us like in the original painting. 

Casper David Friedrich - Wanderer above the Sea of Fog 1818, David Tennet – RSC Hamlet - 2009