The essay takes on the ‘First things first’ manifestos which debated the moral role of the designer, and questioned bold marketing. The gun (also taken further being mounted onto a billboard) plays with the topic at several layers; the old saying ’don’t shoot the messenger’, the alleged designer role, the heated debate itself, and overtly assertive, commercial messages in our urban environment.
The essay uses images of existing poster marketing in the underground of London, photographed in movement to replicate the viewpoint of the passing target audience.
Throughout the essay, quotes are typeset with a deliberately too narrow line spacing, making ’saturated’ typography to reflect the notion of a visually ‘saturated’ urban environment, a key point of the manifestos.
Ironic images are used to underline unintentional market communication limitations; like the large, empty platform screen combined with the (genuine, existing) line ’engaging audience, or the (fake) billboard at a beach, exclaiming ‘Amen’.