Project brief: My work is about shallow imagery—fragments of memory, fleeting impressions of moments—and how we construct our memories from those pieces. Our fantasies and preferences expand and develop from our personal experiences. From these personal experiences, we accumulate information regardless of intention. With time, however, we can gain objectivity, or at least change our preferences, and can thereby revisit past events to learn different truths. In this sense, my work is about manipulating reality.

Approach: This book, 1st Fl 111 N State St, is about the dizziness of overwhelming marketing strategies. Most of the time the strategies are complex and hidden from view. I create patterns for each slogan that I collect from bargain-sale promotional posters. The patterns make people’s eyes vibrate, which intensifies the confusion. Sometimes we can peep through a crevice and see the underlying intention of selling products. In order to show hidden meaning, I punch and cut holes in the paper, revealing things in their true colors.

Effectiveness: I maintain a critical approach toward the material world and suggest multiple spiritual perspectives. I have been attempting to find an analogy to differentiate between fact and superficial imagery. As a graphic designer, I have engaged in a broad investigation of the expanded realm of visual communication design, developing proposals that have ranged from experimental book forms to multiple-screen digital/sculptural installations. This book is my successful way of creating the dynamic multidimensional world.

I wish I could have taken it home—always a good sign. A mesmerizing object that also explores the dizzying banality of the sales pitch.