In this school project, Ondrej Gavalda expresses his own critical attitude on advertising and promotion spamming through fictive project . He is concentrating on todays‘ common problem of flooding the world with visual smog and aggressive advertising. Every day we are devoured by mass advertising, and because of that we are incredibly exhausted. This form of promotion is often going beyond expectations and norms of a standard ad, just because we all get used to "traditional" forms and therefore we are searching for new ways.
There is this intense struggle in search for new ways, which leads to aggression that we see in such overcrowding. It causes the visual collapse and loss of our orientation in space. But where is the "boundary"? Nowadays, looking for any empty space that could be a potential space for promotion, creates barriers. It does not allow us to see the nature in the city or intersection itself. Unfortunately, people consider the big campaign as the only solution, however, aggressive advertising has been so reckless that it ultimately became transparent and people have just stopped perceiving it.
The whole project is presented in a form of a catalog, which shows a complete course on how far are we capable to go to make ourself more visible - from the simpliest and cheapest ways to huge and aggressive. Ondrej Gavalda is considering this problem as subjective and personal issue and that is why it was his intention was to create his own logo in graffiti style inspired by his own experience with graffiti.
By its magnifying, copying and expanding he simulates the apperiance typical for advertising brand. The first page of the catalog shows the creation of the logo and initial sketches. In the beginning it is shown as subtle, discreet and unobtrusive way of self-representation, but it is gradually absorbing everything. Finding the cheapest solutions, in addition to make the logo as visible as it can be. Ondrej starts using the logo to infiltrate or destroy the public space of Bratislava, where he lives. At the end of this fictive project we are receiving a surreal plan of Bratislava completely covered with this logo. Finaly we are stucked in a place in which we are unable to navigate or even recognize it.