I'm fascinated by medical and pharmaceutical commercials. The United States is one of only two countries in the world that allow the direct advertising of prescription drugs (New Zealand is the other). There is much debate about whether this is a good idea, although most doctors say it's very bad. But I'm interested in the fact that these 30 second ads are the most prominent form of health related communication the public encounters. The industry spends billions ($4.5 billion in 2014) creating and broadcasting these ads. These 30 second messages probably represent the most highly engineered forms of mass communication in the history of mankind.
In this piece, I simply unfold the patterns in pharmaceutical commercials. I break the video stream to reveal temporal patterns, and hopefully exposing a bit our relationships to this cultural form of communication.
This video has screened at festivals in the US, Europe and Australia as well as on television in Japan.
Reviews have appeared in The Wire magazine, XLR8r magazine, and in the New York Post.
Screenings, ‘Radial Medicate’ The Domino Effect; natural influences over technology, Santa Fe Art Institute
2003 Screening, 'Radial Medicate', X|FEST 2003. ReDux - the best of X|FEST. Remote Lounge, New York, New York
Screening, 'Radial Medicate' COURTisane festival for short film, video and new media, Ghent, Belgium