Australian artist Dietrich Wegner’s preverbal infants festooned with corporate logos, known collectively as “Cumulous Brand,” come in two forms, 2D Photoshopped images of real children and 3D sculptures made of silicone and foam. These artworks may be more thoughtful than they first appear to be—the logos are not selected randomly but rather emerge as the brands that are most relevant to the parent or guardian of the child depicted. According to Wegner, he “put(s) opposites together in works that feed on the friction between two things that should not make sense together. ... In Cumulous Brand, babies are covered in multicolored tattoos. The tattoos are selected through an interview process with an adult prominent in the child’s life, usually the parents. Each work is a portrait through the logos of the products used, the activities participated in and organizations belonged to throughout this adult’s life.”
It’s estimated that a child sees 40,000 television commercials in a typical year. Corporations have an intense interest in insinuating themselves into a newborn’s life, in ways that might not apply to civic groups, governmental agencies, educational organizations, etc. “Reading” these infants, I see an awful lot of brands I use. In turning these children into billboards, it’s a healthy reminder of the forces that act upon all of us.
Cumulous Brand, Sabine Sitting Up
Cumulous Brand, Bill
Cumulous Brand, Sabine & Sebastian
Cumulous Brand, Sebastian As Grandma Susan
Cumulous Brand, Beatrice
Cumulous Brand, Sebastian as Auntie Gretchen
Thank you Brian Boucher!