It’s a popular fact that 75% of the IKEA catalogue is now CGI, but still many people are unaware of the scale at which computer generated imagery is used in the images that persuade us to buy everything from cars to wine glasses.
This series is inspired by the aesthetics and conventions of homeware catalogue photography and the emergence of CGI in commercial still life. ‘Real’ objects are replaced by ‘fake’ versions of themselves. What appears to be an alarm clock is actually just a photograph. What appears to be a mug is in fact a 3D rendering.
The series encourages the audience to take a second glance; are they seeing what they think they’re seeing?