*Jennifer Bolande,* Visible Distance/Second Sight, 2017, Palm Springs, California, installation view documented by Lance Gerber, courtesy of Desert X.

Afterimage by Bjarne Bare:

A few years ago, my companion over a hyper-inflated hotel breakfast was a loud Italian gesticulating furiously over the amount of food available and the inevitable waste. The hotel advertised itself as the most generous hotel breakfast of the north. The man was Oliviero Toscani, who in 1991 famously made an image for a billboard depicting a kissing nun and priest, promoting the clothing brand Benetton in Catholic Italy. Amongst other campaigns were a depiction of a woman of colour breastfeeding a fair skinned child, and three seemingly identical human hearts with the superimposed text ‘White, Black, Yellow’. The provocateur Toscani confessed that he’d never had a gallery exhibition, but that he saw his photography as belonging to the realm of art. The billboard was his arena, in which he reached millions of people through an overstated use of OOH – Out Of Home Advertising.

The OOH created for an audience in the moving car is credited to the advertisements for Burma Shave shaving cream, placed along US highways from 1926 until the 1960s. Single words were scattered throughout the landscape, only conveying a meaning as one passed by in a vehicle at speed. In Tom Waits’ song of the same name, depicting a woman on the run, who’d ‘rather take my chances out in Burma Shave’, he draws on this nostalgic image of the American highway.

In contrast to aired advertising, whether over the radio or through a televised message, the billboard became an arena for the development of the still image, a potential perhaps overlooked in the history of photography. Walker Evans, however, showed an early fascination with billboards, as in his famous Houses and Billboards in Atlanta of 1936, a sign of the times contrasting vernacular housing with mass-produced advertising. OOH calls for the punctum, a form of imagery where an immediate impact is key, in contrast to much of the pensive imagery traditionally found in the art world. The mega-scale advertising image might have developed in parallel with its cousins in the print media or the gallery, yet it usually still relies on a slogan or caption. It is thus interesting to follow the shift in billboard advertising on the west coast of the US, where the usual product placement recently is seen replaced by billboards promoting content, often simply advertised by a hashtag and an image in where only the know-how will follow suit. While pensive images have traditionally run the risk of being overlooked in an ever-more attention-seeking climate, perhaps they will gain a new focus due to this content-driven form of advertising, targeting ever increasing sub-cultural populations or markets.

For the first edition of Desert-X, artist Jennifer Bolande photographed the desert landscape on her commute between Los Angeles and Joshua Tree. The resulting artworks were plastered over massive billboards along the highway. During a split second, one was able to witness a merging of the real horizon in the background and the superimposed image floating above the highway, resulting in a brief stopping of time. A tribute to fleeting time, and the contrast between image and reality, the images were powerful, yet bore no slogan or apparent message.

The potential for billboard images to draw a response from passers-by in public space fits well with the ideals of public art. The same is also true for video works, aided by increasing advances in technology, as demonstrated by the Times Square Arts: Midnight Moment project, which has broadcast video works by artists from Andy Warhol to Fischli & Weiss on billboards since 2012. The question asked by Wolfgang Tillmans for his Mexico City billboard at Sonora 128 in 2016, ¿dónde estamos? (Where Are We?) sums up the existential power of this format.