Flex sign boards prevail all over the roadsides of my country – India. These are omnipresent, particularly along Kerala’s highways. As a rough estimate, one sees nine such hoardings in a minute of the drive at average driving speed. I traveled the length and breadth of Kerala and photographed 486 huge hoardings – nine of them onto a single frame as multiple exposures. This resulted in 54 multi-exposed images, each one made of nine hoardings I saw consecutively.
The resultant image is an amalgam of what is seen in a minute, and, what is left in the brain after such a heavy bombardment with enormous images. This project is a visual statement about the biological phenomenon of ‘the persistence of vision’ upon which the motion picture also works, as well as the visual pollution that the contemporary human being experienced on a daily basis. The result is a contaminated visual experience with all its multiplicity and complexity.
