Street Artist Zevs
Adbusting, or Visual Kidnapping, by Zevs, a French street artist, best known for his trademark “liquidation” technique.
“Visual kidnapping is like entering an interactive game: If the brand on the billboard kidnaps the attention of the public with the purpose of consumer demand, I reverse the situation and I kidnap the model on the poster and I demand a ransom of 500,000€ from the brand. This sum represents the symbolic price of an advertising campaign for the brand.” – Zevs
“Of course, there is a graffiti aesthetic to my art but I primarily play with the visual effect. I use the original colours and re-paint the logo with excess. By pouring paint over them, the logo dissolves in front of the viewer’s eyes, drawing attention to, and visually disturbing the recognisable and omnipresent trademark. By doing so, I try to investigate the logo’s visual power. It’s a simple gesture, just as in Aikido when you reverse the power and change the flow of energy.” – Zevs