This body of work is inspired by the correlation between the world of advertising and psychology, specially the work of Edward Bernays. Using Sigmund Freud’s writings on psychoanalysis, Bernays paved the way for the world of marketing and advertising through his use of focus groups, which investigated people’s emotional connections to products. This inspired my to embark on a twofold project: The first was to categorize my archive of personal digital photography by location, dividing each location into two categories- interior spaces and exterior spaces. The second component involved the collection of different types of packaging containers that came from goods or consumables that I had purchased. These containers I also categorized by location, reflecting on which products I associated with a particular place.
Using my personal photo archive, I decided to print in black and white every digital image that I collected. It was important give these digital files a physical existence and to look at these digital folders as stacks of paper. The cardboard containers could be unfolded to produce an entirely flattened form that could act as an obstruction or filtered lens onto an image. The colors that fill the compartmentalized forms of the containers were derived from the original digital images. This body of work explores the correlation between product/container and memory/photo.