Fresh 2.0 (2008)
The FRESH 2.0 project is a looping video composed of images of nature appropriated from the imagery from bottled water labels. This piece was most recently shown in summer 2008 in Amsterdam for an Urban Screens summer festival.
The FRESH project attempts to raise awareness about the high cost of bottled water in cities where citizens have access to good quality tap water. This particular composition was generated by custom animation software written by the artist. The software creates tableau of artificial landscapes found on labels of popular brands of bottled water. The images seem familiar. Stripped of their bar codes and corporate logos, the mountains and waterfalls are ironic symbols for a product that is proven to have harmful effects on the environment.
In addition to the video, FRESH 2.0 brought the bottled vs. tap debate into the street for discussion. A digital projection that displayed bottled water labels stripped of logos served as a backdrop for taste tests. People walking past the projection were asked to identify the best tasting water sample: tap or bottled.