Transformationland is a series of works inspired by the American obsession with self-improvement — offering original snapshots of contemporary popular culture and beliefs that shape the American experience.
If these motifs are "inspirational" and don't actually reflect a clear image of reality, they are still packed with emotional impact and wild tales. We go from poor to rich, fat to skinny, lonely to loved, ugly to beautiful - all that and more - almost overnight. In that context, the change has to be dramatic, fast and documented by a "before and after" photograph.
Self-help in American culture hides a deeper narrative structure that tells us about the human nature. We all secretly dream of becoming a better version of ourself. There is always something we want more of. At the archetypal level, we believe we are butterflies still trapped in our caterpillar stage. I'm fascinated by this phenomenon because it reflects a certain innocence and hope that I find moving. On the other hand, it is also a personal guilty pleasure that I love to indulge into. Every time someone offers to reveal a "secret" - even though it has nothing to do with my life - I have to read about it; it's a compulsive drive.
The world of self-improvement is indeed curious and can sometimes look a lot like Alice in Wonderland, where everything is possible.
For this series, I have chosen to work on hand drawn "advertisements" that seem to be unfinished, like many discarded projects.